CONSUMER BEHAVIOUR

Buying Roles & Family Influences

Monirba {Allahabad university}

Supported by – Manish kanojia (MBA III sem}

Pawan
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 Factors Influencing Consumer Behavior

Marketing
Individual Mix Interpersonal
Influences Influences
-Perception -Reference Group
Consumer Purchase
-Learning Decision Process -Social Class
-High Involvement -Culture
-Motivation
-Low Involvement
-Values -Subculture
-Personality Situational Influences -Family
-Lifestyle -Physical Surroundings -Social
Surroundings
-Time Constraints -Task Definition
-Antecedent States
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Influence in Purchase Decision

INDIVIDUAL

Family
Friends

Social Class

Selected Culture

CULTURE
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 Culture: Shared customs, beliefs,
values and artifacts that are
transmitted from Generation to
generation

 Sub Culture: nationality, religious

beliefs, racial, geographical area

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Social Factors
1.Reference Groups-
 Membership
 Primary
 Secondary
 Aspirational
 Dissociative

2. Family

3. Roles and Status

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 Personal Factors
Life Cycle Stage Needs/ orientation
 Age & Life Bachelor Stage Recreation
Cycle Stage
Newly married Durable purchase
Full Nest I (Young Child Home purchase at peak
 Economy/
under 6)
Income
Full Nest II (Young Durables, child preference
Child above 6)
 Lifestyle Full Nest III (dependent Unnecessary appliances,
children) high Durables
 Personality Empty Nest I (children Travel, recreation
and Self independent)
Concept Empty Nest II (head Medical Care
retired)
Solitary Survivor Necessity Items
Solitary Survivor Medical, Grand children
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driven
Psychological
 Motivation
 Learning
 Perception
 Attitude and Self Belief

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Buying Roles
 Initiator
 Influencer
 Decider
 Buyer/ Purchaser
 Consumer/ User

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 Buying Behavior

High Involvement Low Involvement

Complex Buying Variety Seeking

Significant Behavior Behavior
Difference
in Brands

Dissonance Habitual Buying

FEW
Difference Reducing
in Brands

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 Buying Behavior
Buying Product / Consumer Marketer Role
Behavior Behavior

Complex Buying  Expensive Product, Inform, compare, personal

Behavior  Consumer is unaware Selling
 Develop belief attitude

Variety Seeking  Consumer switch Brands Dominate advertise, sales

Behavior  Evaluation promotion

Dissonance  Highly Involved Information, Psychological

Reducing  Expensive Product temptation, Availability and
 Fast Decision Consumer acts first, fast delivery, habituate, free
trial
acquire new beliefs, set attitudes

Habitual Buying  Purchase Out of Habit Advertise, availability,

 do not go for exhaustive search Competitive Pricing and sales
 Familiarity and Conviction promotion

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Process/ Stages of Buying Decision

 Recognition of the Problem

 Information Search
 Evaluation of Alternatives
 Purchase Decision
 Post Purchase Behavior
 Post Purchase use and Disposal

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Process of Buying Decisions
Personal Source

INFRORMATION SEARCH Experiential Source

Public Source
Commercials
Awareness Set Consideration Set Choice Set

Cognitive orientation
Evaluation Of Alternatives
Benefits

Bundle of Attributes

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 Process of Buying Decisions
Purchase Decisions Brand Decision
Quantity Decision
Vendor Decision
Timing Decision
Payment method Criteria

POST PURCHASE BEHAVIOUR Level of Satisfaction

RE- Purchase
Post Purchase Action Recommend
Cognitive Dissonance
Abandon/ Return
Legal Action

KEEP IN CLOSET
Post Purchase Use and Disposal
Resell/ trade
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Throw away
Thanks

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