CB roles(consumer behaviour)

7/29/2019 CB roles(consumer behaviour)

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WELCOME


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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)

uided By:-Prof. Jabir Moosa


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CONSUMER BUYINGROLES & BEHAVIOUR,

INDIVIDUAL Vs INSTITUTIONAL BUYER,

FACTORS INFLUENCING BUYING


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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


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CONSUMER BUYINGBEHAVIOUR

Presented By:-Aloufa K (5)Ashhar Ali P (7)


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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


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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


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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


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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


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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


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CONSUMER BUYING ROLES

Presented By:-

Krishna Kumar T K (24)


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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


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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


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INDIVIDUAL VSINSTITUTIONAL BUYER

Presented By:-Haneeza Hussain T (16)


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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


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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


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FACTORS INFLUENCINGBUYING

Presented By:-Fathimathul Hizana N V (15)Mohamed Jaseem V K (26)


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Factors Influencing Buying

1. Cultural Factors

2. Social Factors

3. Personal Factors

4. Psychological Factors


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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


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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


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3. Personal Factors Age

Life style

Occupation

Income Personality


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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


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BIBLIOGRAPHY

Marketing Management- Philip Kotler

Marketing Management- A Vinod


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Thank you

Documents

CB roles(consumer behaviour)