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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) Guided By:Prof. Jabir Moosa

CONSUMER BUYING
ROLES & BEHAVIOUR, INDIVIDUAL Vs INSTITUTIONAL BUYER, FACTORS INFLUENCING BUYING

Topics
Consumer Buying Behaviour . Aloufa K Ashhar Ali P Consumer Buying Roles................. Krishna Kumar T K

Individual Vs Institutional Buyers. Haneeza Hussain

Factors Influencing Buying. Fathimathul Hizana N V Mohamed Jaseem V K

CONSUMER BUYING BEHAVIOUR

Presented By:-

Aloufa K (5) Ashhar Ali P (7)

What is Consumer Buying Behaviour..?

The process as to how consumers make their purchase decisions to meet their needs

Consumer behaviour is
the process whereby individuals decide what, when, where, how, & from whom to purchase goods and services

Walters & Paul

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

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

2. Dissonance reducing Buying Behaviour

Seen when there is an anxiety for purchase High involvement purchases Few differences between the brands Consumer doesnt have enough information for decision making Consumer doesnt 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

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

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

CONSUMER BUYING ROLES

Presented By:-

Krishna Kumar T K (24)

CONSUMER BUYING ROLES

Initiator
The person who sows the seed in a customers mind to buy
the 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

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

INDIVIDUAL VS INSTITUTIONAL BUYER

Presented By:-

Haneeza Hussain T (16)

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

Individual Vs Institutional Buyers

INDIVIDUAL BUYERS INSTITUTIONAL BUYERS
Buy consumer products like fruits, vegetables, cell phones car etc Purchase for final consumption and satisfaction Not professionally trained Buy several items in small quantities Influenced by social and psychological motives Buy from middlemen Goods required by them have elastic demand Buy goods or services to meet their personal, household or safety needs Buy raw materials, manufactured & operating supplies like stationery items Purchase for reselling or further production or facilitating their operations Professionally trained Buy fewer items in large quantities Influenced by rational motives Buy directly from the suppliers Goods required by them have inelastic demand Buy goods or services to meet the needs of the institutions

FACTORS INFLUENCING BUYING

Presented By:-

Fathimathul Hizana N V (15) Mohamed Jaseem V K (26)

Factors Influencing Buying

1. 2. 3. 4. Cultural Factors Social Factors Personal Factors Psychological Factors

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

2. Social Factors
Groups Reference Groups Groups of people that influence an individuals attitude or 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 him from his position within a group

3. Personal Factors
Age Life style Occupation Income Personality

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

BIBLIOGRAPHY
Marketing Management- Philip Kotler Marketing Management- A Vinod

Thank you