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Understanding Consumer Purchasing Behavior

This document discusses consumer purchasing behavior and the consumer evaluation process. It introduces [Amit kumar, Ankit kanauria, Sandeep kumar, Anuj kumar, Deepak gaur, Yuvraj saini, Ravish kumar] and then discusses consumer evaluation sets, evaluative criteria, alternative evaluation, decision rules, decision heuristics, and measurement of evaluation for consumer durable goods. The key aspects of consumer behavior covered are the stages of the consumer decision making process, the different sets of alternatives consumers consider, how consumers evaluate and compare alternatives based on important criteria, and the mental shortcuts consumers use to make quick decisions.

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15 views21 pages

Understanding Consumer Purchasing Behavior

This document discusses consumer purchasing behavior and the consumer evaluation process. It introduces [Amit kumar, Ankit kanauria, Sandeep kumar, Anuj kumar, Deepak gaur, Yuvraj saini, Ravish kumar] and then discusses consumer evaluation sets, evaluative criteria, alternative evaluation, decision rules, decision heuristics, and measurement of evaluation for consumer durable goods. The key aspects of consumer behavior covered are the stages of the consumer decision making process, the different sets of alternatives consumers consider, how consumers evaluate and compare alternatives based on important criteria, and the mental shortcuts consumers use to make quick decisions.

Uploaded by

iufreiend
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

Good afternoon everyone

Our group welcomes you


all!
• Amit kumar
• Ankit kanauria
• Sandeep kumar
• Anuj kumar
• Deepak gaur
• Yuvraj saini
• Ravish kumar
Consumer purchasing
behavior

“Consumer behavior is the study of when ,


why, how and where people do or do not
buy a product.”
Consumer Evaluation Sets
Universal set: all product classes
and/or all brand alternatives (and
outlets) with reasonable marketplace
access whether the consumer is aware
of them or not
Retrieval set: subset of universal set
that consumers can bring up from
memory
Consideration set: subset of retrieval
set from which the consumer intends to
make a selection
Evaluative Criteria
Evaluative criteria: the means by which
consumers compare product classes,
brands, vendors, etc.
Tangible: benefits based on such
things as price, color, size, shape,
performance
Intangible: benefits based on such
things as brand image, ownership
feelings
Alternative Evaluation
The process through which we
compare and contrast different
solutions to the same marketplace
problem.
It is the third step in the
consumer decision-making
process:
Problem recognition
Information Search
Alternative evaluation
Choice
Outcomes
Evaluative Criteria
Typically, consumers use from four
to six criteria.
The more important the purchase
and/or the greater experience a
consumer has with the product
class, the greater the number of
criteria used.
Criteria may be used in
combination.
The more important the decision,
the fewer are the acceptable
alternatives.
What Is the Relative
Importance of Each Criterion?
Importance = salience
Evaluative criteria salience
varies by product, situation, and
person
Determining relative importance
– the “100 points” rule; ask
consumers to distribute 100
“importance points” among
criteria based on relative
importance .
Country of Origin, Price, and
Brand, as Evaluative Criteria
Country of origin is used to signal product
quality
Use of price as criterion varies across
product categories:
Acceptable price range is determined
by past purchases; perception of
benefits vs. costs indicates value; and
the buying situation.
Brand reputation
Brand may be viewed as an indicator of
quality and/or consistency of
satisfaction - lessening risk.
Consumer Decision Rules
How consumers evaluate and choose products
and services in different buying situations.
Rules are used consciously or unconsciously
Three types of rules
Noncompensatory rule: one in which the
weaknesses of an alternative are not offset by
its strengths (not designed to find “winners”)
Compensatory rule: allowing for trade-offs
among strengths and weaknesses (find
“winners”)
Decision heuristics: these are rules of thumb or
short cuts that allow quick decision-making
Decision Heuristics
Mental rules of thumb or shortcuts that
help consumers reach decisions quickly
and efficiently.
Examples:
Price: “the higher the price the better
the quality”
Brand reputation: if it’s brand X, it must
be good (or bad)
Key product features: if a used car has
a clean interior, a buyer may also infer
a mechanically sound vehicle.
Market beliefs
Measurement of evaluation
process for consumer durable
goods

Consumer durable goods are those goods


“

which we need to
plan and buy.”

For example- bike, car, home furnishing etc.


Black box model
BUYER'S
Buyer RESPONS
Marketing Environme Decision
Characteris E
Stimuli ntal stimuli Process
tics
Problem
Product
recognition
Economic choice
Attitudes Information
Technologi Brand
Motivation search
Product cal choice
Perception Alternative
Price Political Dealer
s evaluation
Place Cultural choice
Personality Purchase
Promotion Demograp Purchase
Lifestyle decision
hic timing
Knowledge Post-
Natural Purchase
purchase
amount
behaviour
Conclusion
For a marketer it is mandatory to understand
the buying process
of consumers , by measuring the consumer
evaluation process
A marketer can apply those readings for
maximizing its sales and
Can provide goods and services according to
the needs of the
Consumers..
Thank You

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