THE BUYING

DECISION PROCESS
CONSUMER BEHAVIOR
 DECISION PROCESS
BEHAVIOR

A. BUYING ROLES
B. TYPES OF BUYING BEHAVIOR
C. STAGES IN THE BUYING DECISION
PROCESS
 BUYING ROLES
Initiator :A person who first suggests the idea of
buying the particular product or service.
Influencer : A person whose view or advice
influences the decision
Decider : A person who decides on any
component of a buying decision : whether to buy
, what to buy , How to buy, or where to buy.
Buyer : The person who make the actual
purchases.
User : A person who consumes or uses the
product or service
 TYPES OF BUYING
BEHAVIOR
Complex Buying behavior
Dissonance – reducing buying behavior
Habitual Buying behavior
Varity – seeking buying behavior
 Complex Buying behavior
- Highly Involved
- Aware of significant differences among Brands
Nature of products: Expensive, Bought
Infrequently , Risky & Highly self expressive.
Marketers : Strategies assist the buyer in
learning about the attributes of the product class,
importance and the high standing of the
company’s brand on the more important
attributes.
Dissonance – Reducing buying
behavior
- Highly involved
- Little difference in the Brand
- Good Price or to purchase convenience
Nature of Product: expensive , Infrequent &
Risky.
Marketers : Communicate aim to supply beliefs
and evaluations that help the consumer feel
good about his or her brand choice.
 Habitual Buying behavior
Low Consumer involvement
Absence of significant brand differences
Nature of products : Little involvement in
products, Low involvement with low –cost
frequently purchased products.
Marketers : Ad repetition, Short duration
messages, T.V. More effective, identify certain
product by symbol, strategy at best raise
consumer involvement from low to a moderate
level.
Varity – seeking buying behavior

-Low involvement
-Significant brand differences
-Lot of Brand switching
# Brand switching occurs for the sake of verity
rather then dissatisfaction.
Products: verity, Low cost, Frequently Purchase
Marketers: Leader Brand – encourage habitual buying
behavior by dominating the shelf space, avoiding out of
stock condition, sponsoring frequent reminder
advertising. Minor Brand – Varity at low cost, deals,
coupons, free samples & reason for trying something
new
 STAGES IN THE BUYING
DECISION PROCESS
Need
Recognisation
Search
Pre Purchase
Alternative
Evaluation
Purchase

Consumption

Divestment

Best way to understand how this process works is to think in

terms of an actual purchase situation
 STAGES IN THE BUYING
DECISION PROCESS
Need Recognition – Case : “The Chosen
Channel”
Information Search
Evaluation of Alternatives – Case : “ Twist
in the sale “
Purchase Decision : case : “ The Crimson
Credo “
Post purchase behavior
 Need Recognition
This occurs when an individual senses a
difference between what he or she perceives to
be the ideal state of affairs compared the actual
state of affairs at any point of time.
In other wards, it is a stage of desire that
initiates a desire on process that in turn occurs
through the interaction of individual difference
such on values and needs and environmental
influences especially social interaction.
A major source of problem reorganization is
need arousal when that need is related to self-
image. Motives represent enduring
predispositions to behave towards certain goals.
 Need Recognition process
center
Desired Actual
Stage stage

Below At or Above
Degree of
Threshol Threshold
Discrepanvy

No Need Need
Recognition Recognition
 Case Study

“The Chosen Channel”

 Information Search

Once need recognition has occurred the

consumer may then engage in a search for
potential need satisfiers.
Search can be define as “ motivated activation of
knowledge stored in memory or acquisition of
information from the environment
This suggest that search can be either internal
or external in nature
 Internal search
Internal search is nothing then a memory
scan for decision reverent knowledge
stored in way term memory.If this scan
reverent sufficient information to provides
a satisfactions course of action, external
search is obviously unnecessary.
 Internal search :

Need
Recognition
Determinants of
Internal Search
Internal
Existing knowledge
Search
Ability to retrieve
Stored knowledge
Successful

YES NO
Undertake
Proceed with
External
Decision
Search
 External Search :
Pre purchase search : External search that is
driven by an upcoming purchase decision.
Primary motive behind this search is the desire
to make better consumption choice.
On-going search : In this search , information
acquisition occurs on a relatively regular bases
regardless of sporadic purchase needs. This
may be motivated by desires to develop a
knowledge base that can be used in future
decision making.
 Evaluation of Alternatives
Define as the process by which a choice
alternative is evaluated and selected to
meet continues needs.
Decision must be made initially about
which choice alternatives to consider and
the evaluative criteria is dimensions or
attributes to use in judging the
alternatives.
Case Study
“ Twist in the sale “
 Basic component of Process

Determine Evaluation Determine Choice

Criteria Alternatives

Assess Preference of
Alternatives

Apply Deision
Rule
 Purchase Decision
Purchase requires a decision making
process of its own.
Whether to Buy
When to buy
What to Buy
Where to buy
When to buy
How to Pay
 Case Study

“ The Crimson Credo “

 Post purchase behavior
There are several reasons for the priority placed
on Consumer satisfaction or Dissatisfaction.
Emergence of customer retention as a dominant
marketing objective in view of formidable
experience and difficulty of attracting new
projects.
The undisputed fact that customer satisfaction is
the key to customer retention.
Central competitive role of product and service
quality in forming the CS/D response