ROLES OF BUYING

People might play many roles in buying decision .mainly there are five initiator

,influencer ,decider ,buyer and user .

INTITATION

The person who first suggest to go for buying a particular product (or )

services.

INFLUENCER

A person whose views (or ) advice carries some weight in making the

final decision.

DECIDER

The person who ultimately makes a buying decision (or ) any part of it whether

to buy , what to buy , how to buy ,where to buy .

BUYER

The person who make actual purchase . buyer may not be consumer .

USER

The person who consumer (or) uses the product who is also called as

con

INTRODUCTION TO

sumer.

CONSUMER BUYING PROCESS

The consumer is decision –maker and comes to the marketlace to solve his

consumption problems to achieve the satisfaction of his needs .broadly the

consumer process has three stages .input process and out put process stimulus it

is provided by two sets stimulus variables , namely ,the firms marketing efforts

are designed to positively expose inform and influence consumer .this effort

include product service itself .work and in fact all marketing functions.

The social environment serve as a non –commercial source of consumer

information influence which is not under the direct control of firm.it conclude

reference group and individuals .family members ,social class and castes

culture and the like. both b this stimulus variable influence consumer and the

buying process.

STAGES OF BUYING PROCESS

The buying process is composed of a number of stages and is

influenced by an individuals psychological ,frame work composed of the

individuals personality ,motivation , perception and attitude the various

stages in the buying are

1)NEED RECOGINITION

It means the awareness of a want a disdain of consumer

problems with out whose satisfaction the consumer normally build up

tension.

2)PRODUCT EVALUATION

The consumer is exposed to the existence of product that may

satisfy a need .this awareness may be on account of the search carried by

consumer him self / her self because of a firms communications through

advertising (or) sales man ship of through a social environment.

3)INTEREST.

DCE

Concumer behavior

Introduction to consumer behavior

Consumer behavior may be defined as “the behavior that consumers

display in searching ,using ,evaluation and disposing of product and services

that they expect will satisfy their needs ”.it refers to the study of now

individuals make decision to spend their valuable resources so it indispensable

for the marketers to know the consumer decision process ,includes the following

stages.

1)Need recognition

2)Information search

3)Evaluation of alternatives

4)purchase

5)Post purchase behavior

NEED RECOGNITION

The buying process starts when the buyer recognizes a problem (or)

need. The buyer senses a difference between his own state and desired state

.The need can be triggered by internal stimuli like hunger ,thirst ,sex, or by

external stimuli like advertisement ,friends ,relatives etc….,the marketer needs

to identify the circumstances that trigger a particular need.

INTRODUCTION TO MARKETING

Marketing is an important function of management .it sets the

economy revolving .it makes the economy strong and stable .production of

goods and services has no meaning unless the goods and services are exchanged

for money or moneys worth this involves the movement of goods from the

producers to the ultimate consumers.

NEED RECOGNITION

The buying process starts when the buyer recognizes a problem (or)

need. The buyer senses a difference between his own state and desired state

.The need can be triggered by internal stimuli like hunger ,thirst ,sex, or by

external stimuli like advertisement ,friends ,relatives etc….,the marketer needs

to identify the circumstances that trigger a particular need.

INFORMATION SEARCH

The search begins when a consumer perceives that a need might be

satisfied by the purchase and consumption of a product. the re collection of past

experience might provide the consumer the adequate information.on the other

hand if the consumer has no prior experience ,then he searches the information

in the out side environment. Here environment includes friends ,advertising

sales persons ETC.

EVALUATION OF INFORMATION

The marketers is interested in knowing how consumers process

the information gathered during the search process once the interest in the

product is aroused the persons makes final decision using certain evaluation on

criteria like product attribute ,relative importance of each attribute to the

consumer’s brand, image etc. the evaluation stage represents the stage of metal

trial of the product.

PURCHASE DECISION

After the evaluation the consumer develops the intention either

to the purchase (or) reject the product .the final purchase will how ever depends

on the strength of positive intention i.e.…,the intention to buy.

POST PURCHASE BEHAVIOR

After the purchase and consumption of a product consumer

experience some level of satisfaction (or) dis –satisfaction .the marketer has to

study the post purchase attitude of the consumer to predict their post purchase

action’s.

its members .they FACTORS INFLUENCING CONSUMER BEHAVIOR

are four types of sub-culture can be distinguished MAJOR

Consume do not make their decision in vacuum. Their purchase arehighly

influenced by cultural, social, personal and physiological factors are not

passible to control by the marketer but must be taken into account. we want to

examine influence of each factor a buyer behavior.

CULTARAL FACTORS

Cultural factors exert the broadest and deepest influence on

consumer behavior we will look at the played by buyer s culture sub culture

and social class.

CULTURE

Culture is the most fundamental determinant of persons want and behavior

where as lower creatures are largely governed by instinct ,human behavior is

largely learned .the child growing up in a society learns a basic set of values

,perceptions and behavior s throw a process of socialization involving in the

family and other key institution .

SUB-CULTURE

Each culture contains smaller group of sub -culture that provide

more specific identification and socialization for nationality groups are found

with in large communities and exhibit distinct ethic taste and proclivities

,religious groups with specific culture preferences and taboos .social groups and

geographical areas also affect the consumer behavior .

SOCIAL CLASS

Virtually all human societies exhibit social stratification some

times takes from of a cast system where the members of different castes are

reared for certain roles and cannot change their membership more satisfaction

takes the form of social classes are relatively homogeneous and enduring

division in a society where are hierarchically ordered and whose members share

similar values ,interests and behavior social classes show distinct product and

brand preference in such areas as clothing, home ,furnishing , leisure activities

and automobiles.

PREFERENCE GROUP

behavior is strongly influenced by many groups .a persons reference groups and

those groups that have direct (or) indirect influence on the persons attitude (or)

behavior .groups having a direct influence on a person are member ship group.

thisare group to which the persons belong and interact ,some are primary

groups with there is fairly continues interaction such as family neighbor’s and

co –owner the persons also belongs to secondary groups ,which tend to be

formal and where there is less continues interaction.

AGE AND LIFE STYLE STAGE

People change the goods and services they buy owner their

life time consumption is also shaped by the stage of the family life cycle.

OCCUPATION

A person consumption pattern is also influenced by he (or) he

occupational groups that have an above average interest in their product and

services.

PSYCHOLOGICAL FACTORS

Buyers buying choices are also influenced by major psychological factors are

the individual influence on consumer behavior ? needs ,motives ,perceptions

attitude and learning.

1)NEED

The starting point in the purchase decision is the recognition of a need .the

consumer is typically confronted with numerous un satisfied needs Maslow’s

five level hierarchies of need are well known is relevant in this context as each

need as fulfilled ,another higher level need arises and demands priority in its

satisfaction.

2) MOTIVES

A motives is an inner start that direct us towards the goals of satisfying a

felt need. important buying motives are pride ,vanity ,fashion ,possession ,fear

,safety ,love and affection , economy ,curiosity .social approval ,beauty and

comfort (or) convenience . These are the driving forces behind buying behavior

and many be based on psychological wants.

3)PERCEPTION

Individual behavior resulting from motivation is affected by how we

perceive stimuli perception is the meaning we attribute to incoming stimuli

through our five senses. our perception an object of event of two of factors .they

are

a)stimuli factors as size ,color , weight (or) shape

b)individual factors which are characteristics of individual