SMT.

KAMALA MEHTA COLLEGE OF COMMERCE

Subject
‘‘Services Sector Management’’

Project Report On
‘‘Consumer Behaviour’’

Project Guided
prof. Prashant Sir

Academic Year
Lesson 2 Slide 1
2010
 Presented By:

Name
Gurpreet Kaur
Siddhesh Borkar
Savio Fernandes
Mohammed Tarik

Lesson 2 Slide 2
 DECLARITION

We the student of t.Y.BMS of SMT.

Kamala
Mehta of College of Commerce and
Management here by submit our
project on
Consumer behaviour

We also declare that this project which

has been the partial fulfillment of the
requirement for the degree of t.Y.BMS
of
The Mumbai University has been the
result of our
Own result
Lesson 2 Slide 3
 We have sincerely done the project
allotted to us. We would like to thank
Professor, the coordinator for their
Valuable suggestion and guidance. I
also
Would like to thank Prof. Prashant Sir
Without the help of these people the
project would not be possible

It give immense pleasure to present

this
Project in the course of S.Y.BMS and we
also
Would like to share the credit with
Prof. Prashant Sir for his valuable tips
In the completion
Lesson of
2 Slidethis project and 4
 CERTIFICATE OF MERIT

This page is to certify that we. student of “

SMT. Kamala

Mehta College of Commerce” Our Group has

Successfully completed project on consumer

behaviour

completion of bachelor degree in t.Y.BMS

Co – ordinate project guide

principal
Lesson 2 Slide 5
Consumer Buying
Behavior
 Learning Objectives
• Understand the major factors influencing
consumer behavior
• Know and recognize the types of buying
decision behavior
• Understand the stages in the buying
decision process
 Consumer Market
Consists of all the individuals
and households who buy or
acquire goods and services for
personal consumption.
 Consumer Buying Decision Process

Problem Information Evaluation of

Recognition Search Alternatives

Purchase Post-Purchase
Decision Evaluation
 Types of Buying Behavior
• Routine Response
• Limited Decision
• Extension Decision
• Impulse Buying
 Factors Influencing
Consumer Behavior
• Personal
• Psychological
• Social
• Cultural
 Personal Factors
• Age
• Life-Cycle Stage
 Personal Factors
• Age
• Life-Cycle Stage
• Occupation
• Economic Circumstances
• Life Style
 Psychological Factors
• “Wants”
– Based on a want or desire to have
something. Not a necessity.
 Functional Factors
• “Needs”
– Need over wants. Delivers to a real
“need” to have something.
 Psychological Factors
Motivation:
– Freud
• Id
• Ego
• Super Ego
– Maslow
• Hierarchy of Needs
 Psychological Factors
• Motivation
• Perception
• Learning
• Beliefs
• Attitudes
– Enduring favorable or unfavorable cognitive
evaluations emotional feelings and action
tendencies
 Psychological Factors
• Motivation
• Perception
• Learning
– Changes in an individual’s behavior
arising form experience
 Psychological Factors
• Motivation
• Perception
• Learning
• Beliefs
– Descriptive thoughts that a person holds
about something
 Social Class

Relatively homogenous, enduring

divisions in a society, hierarchically
ordered with members sharing similar
values, interests, and behaviors.
 Group Influences
Brand Choice
Strong Weak
Product Choice

Public Luxuries Private Luxuries

Strong Golf Clubs TV Video Games
Snow Skis Ice Makers
Sail Boat Trash Compactors
Public Necessities Private
Weak Wrist Watch Necessities
Automobiles Mattresses
Dress Clothes Floor Lamps
 Culture & Subcultures
• Cultures
– The accumulation of values, knowledge, beliefs,
customs, objects, and concepts that a society uses to
cope with its environment
• Subcultures
– Groups of individuals who have similar value and
behavior patterns within the group but differ from
those in other groups.
 Adoption Process
1. Awareness
2. Interest
3. Evaluation
4. Trial
5. Decision
6. Confirmation
 Need Recognition
• When a current product isn’t
Marketing helps
consumers recognize (or performing properly
create) an imbalance
between present status • When the consumer is running
and preferred state out of an product

• When another product Preferred

seems State
superior to the one currently used
 The information search stage

An internal search involves the scanning

of one's memory to recall previous experiences Personal sources
or knowledge concerning solutions to the (friends and family)
problem-- often sufficient for frequently
purchased products.
Public sources (rating
services like Consumer
An external search may be necessary Reports)
when past experience or knowledge is
insufficient, the risk of making a wrong purchase
decision is high, and/or the cost of gathering Marketer-dominated
information is low. sources (advertising or
sales people)

The evoked set: a group of

brands from which the buyer can
choose
 Examples of Buying Motives:
Psychological or Functional?
• A senior wants to impress his date at
the prom .
His primary motive is …?

Psychological
 Examples of Buying Motives:
Psychological or Functional?
• A girl wants to remember her grandmother
on her birthday.
Her primary motive is…?

Psychological
 Examples of Buying Motives:
Psychological or Functional?
• A homemaker needs a new washing
machine and has had good experiences
with Sears.
Her primary motive is …?

Functional
 Examples of Buying Motives:
Psychological or Functional?
• A teacher wants to buy a practical car to
be used for family transportation.
Her/His primary motive is …?

Functional
 Examples of Buying Motives:
Psychological or Functional?
• A career woman always buys Liz
Claiborne clothes.
Her primary motive is…?

Psychological
 Examples of Buying Motives:
Psychological or Functional?
• A homeowner needs to mow their lawn.
Their primary motive is…?

Functional
 Learning Objectives--
Reviewed
• Understand the major factors influencing
consumer behavior
• Know and recognize the types of buying
decision behavior
• Understand the stages in the buying
decision process
Consumer Buying
Behavior