Consumer Buying BehaviorPresented to –Prof. Shannon Chavan - Roque

Presented by – Jitenderjit Singh 70Lalit Sharma 80

It is one way to understand the psychology and behavior of your target audience

Involvement refers to how much time, thought, energy and other resources people devote to the purchase process

The Emotional / Rational scale is a measure of reason vs. impulse, desire vs. logic, passion vs. prudence

Consumer Involvement Theory

High involvement / rational

High involvement / emotional

Low involvement / rational

Low involvement / emotional

Theory of Diffusion

Customer Delight

The Bridge to Our Customers

Definition Exceeding customers’ expectation is delighting

customers

The customer reacts with a “wow” in return for the product/service

Every interaction with the customer has an opportunity to create delight

The challenge is to consistently maintain the delight factor

Thank You