Consumer Behavior and decision making---- MobilesSubmitted To: Prof. Manbeena Lehal

Submitted By: Umesh, Raj, Sukhraj and Navkiran Date:23/03/2010

Buying Decisi

on Proces

s

Problem Recognitio

n

Information Search

Evaluation Of

Alternatives

Attributes

Purchase Decision

Post-Purchase Decision

Problem Recognition

Communication Seeing somebody use a mobile… Emergency Business Status symbol… GPRS, internet Entertainment

Information Search

Internal

Past Experience……………… Risk of making wrong decision

medium Cost of gathering information very

low Time spending

low

External

Family , Friends, internet, reports, ads , website etc.

Cost of gathering information high

Time Spending more

Chances of wrong decision low

Evaluation Of Alternatives You will compare all the available

alternatives according to your needs..and will choose the best one…

Attributes

Purchase Decision

Purchase

May differ from purchase decision

AvailabilityImmediate need

Better deals

POST-PURCHASE EVALUATION

Experience after buyingCognitive dissonance

Factors Influencing Customer Satisfaction

o Warrantieso After sales communication

TYPES OF CONSUMER BUYING BEHAVIOR

Limited Decision Making Extensive Decision Making Impulse buying

LIMITED DECISION MAKING

3.EXTENSIVE DECISION MAKING

Impulse buying

Group

Family Friendship Group Formal Social Club Shopping Group Work group Reference Group

Family

Friendship group

Formal Social Group

Culture

Consumer

Psychology

Motivation

Learning

Personality

Perception

Perception

Selective Perception

Selective Exposure

Perceptual Defense

Motivation

Personality

Consumer Innovativeness

New mobile is launched in the market, you just go for it or you wait for your friend to buy it and see the result.

Dogmatism

Degree of rigidityNOKIA customer would not only use

Nokia but also he/she would tell others to use

Nokia.

Ethnocentrism

Made in Japan

Made in China

Made in India

Made in USA

Consumer Materialism

300$ shoeTum log chatni kyu khate ho

Meri 1.5 Lakh ki sherwani

4 lakh ki ghadiGuma di

Learning

Stimulus Association

Stimulus Generaliza

tion

Product Line

Extension

Family Branding

Stimulus Association

Stimulus Generalization

Product Line Extension

Family Branding

Or