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Sir Salman

S.Muhammad Husnain Ali RizviAdnan DinIbtasam haiderShakra Shahid

27

28

26

25

B

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Sales  and  sell ing  

Consumer Buying Behavior 

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W  hat is consumer? 

Consist of all the individuals whobuy or acquire goods and servicesfor personal consumptions.

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Sales  and  sell ing  

W  hat is consumer behavior? 

Consumer behavior is the study of how peoplebuy, what they buy, when they buy and why theybuy. It attempts to understand buyer decisionmaking process, both individually and groups.

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W  hat is Need? 

Need means Felt of deprivation

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Typ es  of Co ns umer  Buy ing  Be hav io r  

T  here are four types of consumer buying behaviors.

T  hey are:

Routine Response/ Programmed Behavior

Limited Decision Making

Extensive Decision Making

Impulse Buying

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Routine Response/ Programmed Behavior

Buying Low involvement, frequently purchaseditems, low cost items.

Examples:

Soft drinks, snacks food, milk etc.

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Limited Decision Making

Buying Product Occasionally

That is when you need to obtain informationabout unfamiliar brand in a familiar productcategory

Examples:

Cloths- know product class but not the brand

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Ex tens ive Dec is io n Mak ing 

Complex high involvement, unfamiliar and

infrequently bought products Spend a lot of time seeking information anddeciding. High degree of risk.

Examples:

Cars, House, Education

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Im  p ulse  Buy ing 

No conscious planning

Examples:

Go out for dinner

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S ix  s tages  of the  c o ns um er  buy ing   p r o cess  

Consumer Buying decision process includes six stages.

T  hey are:

P 

roblem Recognition  Information Search 

Evaluation of Alternatives 

P urchase decision 

P urchase 

P ost purchase decision 

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F ac to rs  I n f l uenc ing  Co ns um er  Be hav io r 

P ersonal  

P sychological  

Social  

Cultural  

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P ers o nal  F ac to rs 

 Age 

Life-Cycle Stage 

Occupation 

Economic Circumstances  Life Style 

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P s y c ho l o  g ical  F ac to rs 

M otivation 

P erception P erception  Learning Learning 

Beliefs Beliefs 

 Attitudes  Attitudes 

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S o c ial  F ac to r 

U  pper U   pper 1%

Lower U  pper 2%

U  pper M iddle 12%M iddle 32%

W  orking Class 38%

U  pper Lower 9%

Lower Lowers 6%

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Cul ture  & S ubc ul tures 

Culture 

An integrated pattern of human knowledge,

belief, and behavior that depends upon the capacityfor symbolic thought and social learning

Sub Culture 

Subculture is a group of people with aculture (whether distinct or hidden) whichdifferentiates them from the larger culture towhich they belong.

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CONCLUS ION

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QUE  S T ION SESS ION