7/29/2019 CB roles(consumer behaviour)
1/25
WELCOME
7/29/2019 CB roles(consumer behaviour)
2/25
Presented By:-GROUP 3 Aloufa K (5)
Ashhar Ali P (7)
Fathimathul Hizana N V (15)
Haneeza Hussain T (16)
Krishna Kumar T K (24)
Mohamed Jaseem V K (26)
uided By:-Prof. Jabir Moosa
7/29/2019 CB roles(consumer behaviour)
3/25
CONSUMER BUYINGROLES & BEHAVIOUR,
INDIVIDUAL Vs INSTITUTIONAL BUYER,
FACTORS INFLUENCING BUYING
7/29/2019 CB roles(consumer behaviour)
4/25
Topics
Consumer Buying Behaviour.
Consumer Buying Roles................. Krishna Kumar T K Individual Vs Institutional Buyers. Haneeza Hussain
Factors Influencing Buying.
Aloufa KAshhar Ali P
Fathimathul Hizana N VMohamed Jaseem V K
7/29/2019 CB roles(consumer behaviour)
5/25
CONSUMER BUYINGBEHAVIOUR
Presented By:-Aloufa K (5)Ashhar Ali P (7)
7/29/2019 CB roles(consumer behaviour)
6/25
7/29/2019 CB roles(consumer behaviour)
7/25
Types of Consumer Buying Behaviour
Four types of consumer buying behaviour:-1. Complex buying behaviour
2. Dissonance reducing buying behaviour
3. Variety seeking buying behaviour
4. Habitual buying behaviour
7/29/2019 CB roles(consumer behaviour)
8/25
1. Complex Buying Behaviour
Highly involved purchase
Significant brand differences
Involves huge risk
Very high involvement from the customers side
Providing information is the key to help customers
Eg: Behavior exhibited while buying a car
7/29/2019 CB roles(consumer behaviour)
9/25
2. Dissonance reducing Buying
Behaviour
Seen when there is an anxiety for purchase
High involvement purchases
Few differences between the brands
Consumerdoesnt have enough information for decision making
Consumerdoesnt believe on any negative information about the
brand purchased to reduce his/her anxiety
Major disadvantage is customer will show post purchase
dissonance which is very difficult to control Eg: Customers who buy new mobile phones
7/29/2019 CB roles(consumer behaviour)
10/25
3. Variety seeking Buying Behaviour
Consumer is not involved with the purchase
Significant brand differences
Cost of switching product is low
Consumer may move from one brand to another out of
boredom
Eg: Buying of breakfast cereals, soft drinks, etc
7/29/2019 CB roles(consumer behaviour)
11/25
4. Habitual Buying Behaviour
Low consumer involvement
Less significant brand differences
Consumers simply go to the store & reach for a brand
Consumer appear to have low involvement with most low
costs, frequently purchased products
Eg: Buying of salt
7/29/2019 CB roles(consumer behaviour)
12/25
CONSUMER BUYING ROLES
Presented By:-
Krishna Kumar T K (24)
7/29/2019 CB roles(consumer behaviour)
13/25
CONSUMER BUYING ROLES
Initiator
The person who sows the seed in a customers mind to buythe product
Influencer The person within or outside the immediate family of the
customers who influences the decision process
Decider
The person who actually takes the decision
Considers both economic & non-economic parameters before
selecting a brand
7/29/2019 CB roles(consumer behaviour)
14/25
Contd
Buyer
The person who actually buys the product
This could be the decider himself or herself, or the initiator
User The person who actually consumes the product
This could be the entire family or just one person within the
customers family
7/29/2019 CB roles(consumer behaviour)
15/25
INDIVIDUAL VSINSTITUTIONAL BUYER
Presented By:-Haneeza Hussain T (16)
7/29/2019 CB roles(consumer behaviour)
16/25
INDIVIDUAL & INSTITUTIONAL
BUYERS Institutional Buyers
Either government organizations or private organizations
In government institutions the government buying procedure is
followed In private organisations the buying procedure is similar to those
followed by commercial enterprises
Individual Buyer
Normal Buyers
7/29/2019 CB roles(consumer behaviour)
17/25
Individual Vs Institutional Buyers
INDIVIDUAL BUYERS INSTITUTIONAL BUYERS
Buy consumer products like fruits,vegetables, cell phones car etc
Buy raw materials, manufactured & operatingsupplies like stationery items
Purchase for final consumption and
satisfaction
Purchase for reselling or further production or
facilitating their operations
Not professionally trained Professionally trained
Buy several items in small quantities Buy fewer items in large quantities
Influenced by social and psychological
motives
Influenced by rational motives
Buy from middlemen Buy directly from the suppliers
Goods required by them have elastic
demand
Goods required by them have inelastic demand
Buy goods or services to meet their
personal, household or safety needs
Buy goods or services to meet the needs of the
institutions
7/29/2019 CB roles(consumer behaviour)
18/25
FACTORS INFLUENCINGBUYING
Presented By:-Fathimathul Hizana N V (15)Mohamed Jaseem V K (26)
7/29/2019 CB roles(consumer behaviour)
19/25
Factors Influencing Buying
1. Cultural Factors
2. Social Factors
3. Personal Factors
4. Psychological Factors
7/29/2019 CB roles(consumer behaviour)
20/25
1. Cultural Factors
Culture
Refers to the traditions, taboos, values & basic attitudes of
the whole society within which an individual lives
Sub-culture Culture within a culture
Social Class
Refers to the hierarchical arrangement of the society into
various divisions, each of which signifies social status
7/29/2019 CB roles(consumer behaviour)
21/25
2. Social Factors Groups
Reference Groups
Groups of people that influence an individuals attitudeor behaviour
Aspirational Groups
Member Groups
Family
Most basic group a person belongs to
Roles & Status
Things a person should do based on the expectations on himfrom his position within a group
7/29/2019 CB roles(consumer behaviour)
22/25
3. Personal Factors Age
Life style
Occupation
Income Personality
7/29/2019 CB roles(consumer behaviour)
23/25
4. Psychological Factors Motivation
Perception
Process of selecting, organizing & interpreting information
inputs to produce meaning
Learning
Process through which a relatively permanent change in
behaviour results from the consequences of past behaviour
Beliefs
Thoughts about a product or a brand based on one or more
choice criteria
Attitudes
Knowledge, positive & negative feelings about an object or
activity- maybe tangible or intangible, living or non- living
7/29/2019 CB roles(consumer behaviour)
24/25
BIBLIOGRAPHY
Marketing Management- Philip Kotler
Marketing Management- A Vinod
7/29/2019 CB roles(consumer behaviour)
25/25
Thank you