Factors affecting Surf Excels Consumer behavior:

Surf excels purchasing behavior is influenced by cultural, social, personal, and psychological
characteristics.

Cultural Factors:
Culture is the most fundamental reason of a persons needs and wants. The basic elements of
culture are value perceptions and behaviors, which are learned by a person through different
social institution like family, school, and college. There exists different distinctive social class in
every culture and sub culture depending on income, occupation, education and wealth. These
social classes are Lower class, working class, middle class and upper class. Surf excel quick
wash 500gm detergent powder is premium brand detergent powder is mainly used in washing
machine. So this is relatively expensive for the consumer who exists in the lower and working
class to buy washing machine and buying premium branded washing powder. People who belong
to upper class include those people who have locally prominent families, third or fourth
generation wealth. Merchants, financiers or higher professionals, Wealth is inherited and middle
class which include moderately successfully professionals, owners of medium sized businesses,
middle management, Status conscious. Child and home-centered. usually uses Surf excel quick
wash 500gm detergent powder.
Social Factors:
Surf excel quick wash 500gm detergent powder consumer behavior is largely influenced by
reference group. Reference group refers to the group of people who serve as face to face or
indirect comparison in forming a persons behavior. Reference groups play a key role in defining
individual consumer needs and opinions and exert a powerful influence on purchasing decisions.
The people do not belong to reference group who, because of special knowledge, skills,
personality that generate influence on others to make a product choice.
Personal Factors:
A buyer purchasing decisions are also influenced by personal factors including age and life-cycle
stage, occupation, economic situation and life style. Surf excels quick wash 500gm detergent
powder is mainly a family product and people generally use the product when they got married
and have children. Children are boundless; they like to play in fields, around the house. They are

concern about stain and dirt. This is because when children go out and play they experience life,
make friends, share with each other and learn from each other. Surf Excel is the oldest detergent
brand to be present in Bangladesh to wash and clean dirt from clothing. Besides this, when
people have high standard occupation with handsome salary and follow standard lifestyle use
this kind of premium laundry product like surf excel in their regular life.

Buying decisions behaviors of surf excel:

There are four types of buying behavior which differs greatly in terms of buyer involvement in
the buying process and the differences between brands in an existing market. These are;
1. Complex Buying behavior
2. Dissonance-reducing buying behavior
3. Habitual buying behavior
4. Variety-seeking buying behavior

Complex Buying behavior:

Complex buying behavior occurs when consumers are highly involved in a purchase and
differences between brands are significant. Complex Buying behavior is followed when the
product is expensive, risky, purchased infrequently and highly self expressive. Surf excel quick
wash 500gm detergent powder is laundry product which does not require complex buying
behavior because it is inexpensive not risky and people usually purchase frequently for their dayto-day life.

Dissonance-reducing buying behavior:

Dissonance-reducing buying behavior occurs when consumers buying behavior in situation
characterized by high involvement but few perceived differences between brands. When the
product is expensive, risky and purchased infrequently but there is no visible differences between
brands consumer undertakes Dissonance-reducing buying behavior. Although Surf excel quick
wash 500gm detergent powder have little differences between the competitors brand like tide,
ariel, it is not an expensive and risky product to purchase. From this point of view, Surf excel
quick wash 500gm detergent powder buying behavior does not match with dissonance reducing
buying behavior.

Habitual buying behavior:

Habitual buying behavior is combination of low consumer involvement in purchasing decisions
and little significant brand differences between brands. Habitual buying behavior occurs when
the product is purchased frequently and most of the daily commodity fall under this buying
decision behavior. Surf excel quick wash 500gm detergent powder fall under this buying
behavior. Since it is a laundry product which is purchased frequently and has little differences
among competing brands. Consumers do not search extensive for information about the brands,
evaluate brand characteristics and make weighty decisions about which brands to buy. They
passively receive the information as they watch television or read magazines. Ad repetitions help
to make brand familiar among the consumer.

Variety-Seeking buying behavior:

Variety-seeking buying behavior occurs under conditions of low consumer involvement but
significant perceived brand differences. Under this situation, consumers tend to do a lot of brand
switching. There is no real brand loyalty. Consumers usually evaluate the brand during
consumption. Consumer switch to another brand for the sake of variety rather than dissatisfaction

The Consumer Decision making process:

Every purchase made by the consumer is in response to a problem. Once he recognizes his need,
he wants to ascertain how best to satisfy it. The complexity of the consumers decision-making
process greatly depends on the extent of his involvement with the product of service in question
the greater the degree of involvement; the more complex is the decision-making process. There
are at least five major activities in which the buyer is actively involved in while making a
purchase decision. These are
1. Need Recognition
2. Information Search
3. Evaluation of Alternatives

4. Purchase Decision
5. Post Purchase Decision

Need Recognition
The buyer buying decisions process starts with need recognition. In this stage buyer recognize a
problem or need which can be motivated by both internal and external stimuli. Surf excel
washing powder buying decisions might feel for washing dirty clothes or dissatisfied of using
other detergent powder or it can be the advertisement or neighbors advice.

Information search
Once a goal to satisfy a specific need is chosen, the consumer engages himself in information
search. In this stage consumer may or may nor search information. Washing dirty clothes is a
very common thing of daily city life, so consumer may get information through personal sources
like friends, neighbors. Consumer may also get information through commercial sources such as
advertising, sales people. Consumer also get surf excel detergent powder from nearer mega shop,
departmental store and chain shop when their drive is strong.

Evaluation of Alternative
The evaluation process involves a consideration of product utility and attributes, features, pricequality equation and brand images. The consumer of surf excel quick wash detergent powder
may evaluate and compare the price, quality, weight of the competitors brand ariel, tide. They
might want to know whether the product is free from harmful chemical which wipe out color of
clothing.

Purchase decision
In this stage consumer take actual decision to purchase surf excel quick wash detergent powder.

Post Purchase Decision

This refers to the degree of satisfaction or dissatisfaction experienced by the consumer after
using the product. This category of purchase process says that some consumers experience postpurchase dissonance or a psychological discomfort after making the purchase.