itft buying decision process

CONSUMER BUYING BEHAVIOUR FOR LAPTOP’S

STAGES OF THE CONSUMER BUYING PROCESS

Problem Recognition

Information Search

Evaluation of alternatives

Purchase Decision

Purchase

Post-Purchase Evaluation

Problem recognition

• The consumer identifies that he has an unsatisfied need to be satisfied.

• As an example, an undergraduate who just enrolled for a degree is given assignments to be submitted with deadline. He needs portability in the computer to work at home as well as at the college.

• This is where he recognized he has a problem which can be solved with laptop.

Information search

• This is where the consumer starts searching information about the products that can satisfy his satisfied need.

• Internal Search:

--- Memory

• External Search:

--- Friends and Relatives

A successful information search leaves a buyer with possible alternatives, the evoked set.

• example the undergraduate who wanted to buy a laptop would gather information about laptop brands such as HP, Dell, Mac and acer .

Evaluation of alternatives

• This is where the customer evaluate products based on chosen criteria such as performance, durability, warranty, price, after sale services and quality on competitive basis.

• example the undergraduate who gathered information about laptop brands such as HP, Dell, Mac and Acer will now evaluate the product in terms of price, durability, speed, warranty, performance and colour.

Purchase decision

• Choose buying alternative, includes product, package, store, method of purchase etc.

• example after the evaluation of many brands of laptop the undergraduate decides to purchase a HP laptop due to the high battery life.

Purchase

• May differ from decision, time lapse between purchase decision and the actual purchase, product availability.

• This is where the customer make the final choice and ends up effectively purchasing the product.

Post purchase evaluation

Positive post purchase behaviour• This is where the consumer holds a positive feedback about the

product and happy with the product quality. • example if the undergraduate is happy with the performance of the

HP laptop he will recommend his fellow students to purchase a HP and will be brand loyal by purchasing more of HP products.

Negative post purchase behaviour• This is where the customer is dissatisfied with the product and holds

a negative feedback about the product. • If the undergraduate who purchased the HP is not happy with the

laptop he will persuade is friends not to buy a HP as his experience about HP is negative.

TYPES OF CONSUMER BUYING BEHAVIOR

Routine Response/Programmed Behavior

Limited Decision Making

Extensive Decision Making

Impulse buying

Routine Response/Programmed Behavior :-

• Buying low involvement, frequently purchased, low cost items.

Examples :

Soft drinks, snack foods, milk etc.

Limited Decision Making :-• Buying product occasionally. • That is when you need to obtain information about unfamiliar

brand in a familiar product category.

Example:• Clothes , shoes etc .

Extensive Decision Making :-• Complex high involvement, unfamiliar, expensive and infrequently

bought products. • Spend a lot of time seeking information and deciding. High degree of

risk.Example: Cars, homes, computers, education.

Impulse buying :-

• No conscious planning. • The purchase of the same product does not always elicit the same Buying

Behavior. Product can shift from one category to the next.Example:

• while shopping in mall the choice for a soap may change if the available product is not there .

• Choice of a cold drink on a hot climate day

Factors Influencing Consumer Behavior

Personal

Psychological

Social

Cultural

Psychological

• Age

• Life-Cycle Stage

• Occupation

• Economic Circumstances

• Life Style

• Motivation

• Perception

• Learning

• Beliefs

• Attitudes

Personal

Culture

• Maintaining the status

• Sharing similar values,

interests and behaviors

• Adopting the culture among

the peers

• Pattern of usage and

behavior among the group

of individuals (family ,

friends )

Social class

Examples of Buying Motives:Psychological or Functional?

A girl wants to remember her grandmother on her birthday.

Her primary motive is…?

Psychological

A homemaker needs a new washing machine and has had good experiences with LG.

Her primary motive is …?

Functional

A teacher wants to buy a practical car to be used for family transportation.

Her/his primary motive is …?

Functional

A career woman always buys branded clothes.

Her primary motive is…?

Psychological

THANK YOU HAPPY BUYING