Chapter – 5

Consumer Markets and Consumer

Buyer Behavior

Presented By:-
Priyanka Ganatra
Ankita Chavan
Megha Dhanuka
Devender Sharma
Kalpit Doshi
 Outline
• Introduction
• Model Of Consumer Behavior
• Characteristics Affecting Consumer Behavior
• Types Of Buying Decision Behavior
• The Buyer Decision Process
• The Buyer Decision Process For New Products
• Conclusion
 Introduction
• Different factors affecting buyer’s choices

• Consumer’s behavior differ with respect to

consumption of various goods and services

• Consumer buyer behavior-which mainly

includes individuals and households
 Model Of Consumer Behavior

• Product
• Price
• Buying attitudes and
• Place
The
• Promotion Buyer’s • Buyer Buyer preferences
Environ Responses• Purchase behavior
ment • Economic
Black Box Characteristics
• Brand and Company
• Technological • Buyer decision process Behavior
• Social
• Cultural
 Characteristics Affecting Consumer
Behavior
• Cultural Factors
- Culture
- Subculture
- Social Class
• Social Culture
- Reference Groups
- Family
- Roles and Status
• Personal
- Age and Life cycle stage
- Occupation
- Economic Situation
- Lifestyle
- Personality and Self Concept
• Psychological
- Motivation
- Perceptions
- Learning
- Beliefs and Attitudes
Types Of Buying Decision
Behavior

Variety
Complex
Seeking
Buying
Buying
Behavior
Behavior

Dissonance
reducing Habitual
Buying
Buying
Behavior
Behavior
 The Buyer Decision Process

Evaluation of
Need Recognition Information Search
Alternatives
Purchase Decision Post Purchase Behavior
 The Buyer Decision Process
For New Products
• Adoption Process:-

Awareness Interest Evaluation Trial Adoption

• Individual differences and innovations

• Influence of product characteristics on
rate of adoption
• Five Characteristics important in influencing
on innovation rate of adoption are
- Relative advantage
- Comparability
- Complexity
- Divisibility
- Communicability
Conclusion