34763013 Consumer Buying Behavior Omaid

8/3/2019 34763013 Consumer Buying Behavior Omaid

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CONSUMER BUYING BEHAVIOR

EXECUTIVE SUMMARY

The objective of this report is to cover the underlying concept of

Consumer Buying Behavior.

The consumption pattern and the behavior of the consumer have been

changing gradually. Since the last two decades, we have seen many

changes occurring in the attitude, perception, motivation, spending

habits, purchase and post-purchase behavior of the consumer.

Consumer buyer behavior refers to the buying behavior of final

consumers, individuals and households who buy goods and services for

personal consumption. Consumers make purchases in order to satisfy

needs. All the behavior of human beings during the purchase may be

termed as consumer buyer behavior.

There are stages to the consumer buying decision process whichactually makes the final purchase of the product. Then different types

of consumer buying behavior are involved while creating such

decisions. Eventually, many factors can affect the decision-making

process as a consumer works through the buying decision like cultural,

social, personal and psychological.

In the end of the report, we have even discussed the advertising

strategies which are being used by Zulfeqar Industries Limited for

influencing consumers for buying their product Capri Soap. This will

help you to understand clearly the importance of this report.

Hamdard Institute of Management Sciences City Campus I 1


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TABLE OF CONTENTS

1. AN INTRODUCTION.. 3

2. WHY CONSUMERS BUY 4

3. BLACK BOX MODEL... 5

4. STAGES OF CONSUMER BUYING DECISION PROCESS... 6

5. TYPES OF CONSUMER BUYING BEHAVIOR. 12

6. FACTORS INFLUENCING CONSUMER BUYING.. 14

7. FACTORS AFFECTING THE CONSUMER BUYING BEHAVIOR27

8. ADVERTISING STRATEGIES.. 30

9. CONCLUSION. 35

10. REFERENCES..

36

AN INTRODUCTION

Definition:

Consumer Buying Behavior is a process by which individuals search

for, select, purchase, use, and dispose of goods and services, in

satisfaction of their needs and wants. It is the decision processes and

acts of people involved in buying and using products.

http://www.businessdictionary.com/definition/process.htmlhttp://www.businessdictionary.com/definition/individual.htmlhttp://www.businessdictionary.com/definition/SELECT.htmlhttp://www.businessdictionary.com/definition/purchase.htmlhttp://www.businessdictionary.com/definition/goods.htmlhttp://www.businessdictionary.com/definition/services.htmlhttp://www.businessdictionary.com/definition/satisfaction.htmlhttp://www.businessdictionary.com/definition/need.htmlhttp://www.businessdictionary.com/definition/want.htmlhttp://www.businessdictionary.com/definition/process.htmlhttp://www.businessdictionary.com/definition/individual.htmlhttp://www.businessdictionary.com/definition/SELECT.htmlhttp://www.businessdictionary.com/definition/purchase.htmlhttp://www.businessdictionary.com/definition/goods.htmlhttp://www.businessdictionary.com/definition/services.htmlhttp://www.businessdictionary.com/definition/satisfaction.htmlhttp://www.businessdictionary.com/definition/need.htmlhttp://www.businessdictionary.com/definition/want.html


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Need to understand:

The changing factors in our society. What factors influence consumer purchases?

Why consumers make the purchases that they make?Consumer Buying Behavior refers to the buying behavior of the

ultimate consumer. A firm needs to analyze buying behavior for:

Marketers can better predict how consumers will respond tomarketing strategies.

Buyers reactions to a firms marketing strategy has a greatimpact on the firms success.

The marketing concept stresses that a firm should create aMarketing Mix (MM) that satisfies (gives utility to) customers,

therefore need to analyze the what, where, when and how

consumers buy.

WHY CONSUMERS BUY

Consumers make purchases in order to satisfy needs. Some of these

needs are basic and must be filled by everyone on the planet (e.g.,

food, shelter) while others are not required for basic survival and vary

depending on the consumer. It probably makes more sense to classify

http://www.udel.edu/alex/chapt1.html#mixhttp://www.udel.edu/alex/chapt1.html#mix


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needs that are not a necessity as wants or desires. In fact, in many

countries where the standard of living is very high, a large portion of

the populations income is spent on wants and desires rather than on

basic needs.

By consumer, we are referring to the actual buyer, the person

spending the money. But it should also be pointed out that the one

who does the buying is not necessarily the user of what is bought and

that others may be involved in the buying decision in addition to the

actual buyer. While the buying process in the consumer market is not

as complex as the business market, having multiple people involved ina purchase decision is not unusual. For example, in planning for a

family vacation the mother may make the hotel reservations but

others in the family may have input on the hotel choice. Similarly, a

father may purchase snacks at the grocery store but his young child

may be the one who selected it from the store shelf.

So understanding consumer buying behavior involves not only

understanding how decisions are made but also understanding the

dynamics that influence purchases.

BLACK BOX MODEL

ENVIRONMENTALFACTORS

CONSUMERS BLACKBOX CONSUMERS

RESPONSEMarketing

Stimuli

Environmental

Stimuli

Consumer

Characteristics

Decision

Process



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Product

Price

Place

Promotion

Economic

Technological

Political

Cultural

Demographic

Natural

Attitudes

Motivation

Perceptions

Personality

Lifestyle

Knowledge

Problem

Recognition

InformationSearch

Evaluation

ofAlternatives

Purchase

Post

PurchaseBehavior

Product Choice

Brand Choice

Dealer Choice

Purchase Timing

Purchase Amount

The black box model shows the interaction of stimuli, consumer

characteristics, decision process and consumer responses. It can be

distinguished between interpersonal stimuli (between people) or

intrapersonal stimuli (within people). The black box model is related to

the black box theory ofbehaviorism, where the focus is not set on the

processes inside a consumer, but the relation between the stimuli and

the response of the consumer. The marketing stimuli are planned and

processed by the companies, whereas the environmental stimuli are

given by social factors, based on the economical, political and cultural

circumstances of a society. The consumers black box contains the

consumer characteristics and the decision process, which determines

the consumers response.

STAGES OF CONSUMERBUYING DECISION

PROCESS

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There are five stages to the Consumer Buying Decision Process. Actual

purchasing is only one stage of the process. Not all decision processeslead to a purchase. All consumer decisions do not always include

five stages, determined by the degree of complexity.

The consumer buying process is a complex matter as many internal

and external factors have an impact on the buying decisions of the

consumer. The five stages of the consumer buying decision-making

process are as follows:



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1. PROBLEM RECOGNITION:

It is the first stage in decision-making. It is the difference between the

desired state and the actual condition.

In the first step, the consumer has determined that for some reason

he/she is not satisfied and wants to improve his/her situation.

Therefore, it generates an awareness of need. For instance, internal

triggers, such as hunger or thirst, may tell the consumer that food or

drink is needed. External factors can also trigger consumers needs.

Marketers are particularly good at this through advertising, in-store

displays and even the intentional use of scent. At this stage the

decision-making process may stop if the consumer is not motivated to

continue. However, if the consumer does have the internal drive to

satisfy the need they will continue to the next step.

Problem recognition explains:

Why a buyer buys. Gives definite direction to subsequent buying behavior. Helps the marketer exert his influence, so that the need is to be

recognized.

2. INFORMATION SEARCH:

As the consumers are motivated to satisfy his or her need, they will

next undertake a search for information on possible solutions. The



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sources used to acquire this information may be as simple as

remembering information from past experience or the consumer may

expend considerable effort to locate information from outside sources.

How much effort the consumer directs toward searching depends on

factors such as:

Importance of satisfying the need. Familiarity with available solutions. Amount of time available to search.To appeal the consumers who are at the search stage, marketers

should make efforts to ensure consumers can locate information

related to their product.

3. EVALUATION OF

ALTERNATIVES:



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Consumers search efforts may result in a set of options from which a

choice can be made. It should be noted that there may be two levels

to this stage. At level one, the consumer may create a set of possible

solutions to their needs while at level two the consumer may be

evaluating particular products within each solution. For example, a

consumer who needs to replace a television has multiple solutions to

choose from such as plasma, LCD and CRT televisions. Within each

solution type will be multiple brands from which to choose.

Marketers need to understand how consumers evaluate productoptions and why some products are included while others are not.

Most importantly, marketers must determine which criteria consumers

are using in their selection of possible options and how each criterion

is evaluated. Returning to the television example, marketing tactics

will be most effective when the marketer can tailor their efforts by

knowing what benefits are most important to consumers when

selecting options (e.g., picture quality, brand name, screen size, etc.)and then determine the order of importance of each benefit.

4. PURCHASE:



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In many cases, the solution chosen by the consumer is the same as

the product whose evaluation is the highest. However, this may

change when it is actually time to make the purchase. The intended

purchase may be altered at the time of purchase for many reasons

such as:

Product is out-of-stock. Consumer lacks the necessary funds. Competitor offers an incentive at the point-of-purchase. Consumers reference group takes a negative view of the

purchase.

Marketers whose product is most desirable to the consumer must

make sure that the transaction goes smoothly. But for those, whose

product is not the consumers selected product, last chance marketing

efforts may be worth exploring, such as offering incentives to store

personnel to "talk up" their product at the checkout line.



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5. POST-PURCHASE EVALUATION:

Once the consumer has made the purchase they are faced with an

evaluation of the decision. The outcome may be satisfaction or

dissatisfaction. If the product performs below the consumers

expectation then he/she will re-evaluate satisfaction with the decision,

which at its extreme may result in the consumer returning the product

while in less extreme situations the consumer will retain the purchased

item but may take a negative view of the product. Such evaluations

are more likely to occur in cases of expensive or highly important

purchases. To help ease the concerns consumers have with their

purchase evaluation, marketers need to be receptive and even

encourage consumer contact. Customer service centers and follow-up

market research are useful tools in helping to address consumers

concerns.



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TYPES OF CONSUMERBUYING BEHAVIOR

Types of consumer buying behavior are determined by:

Level of involvement in purchase decision. Importance andintensity of interest in a product in a particular situation.

Buyers level of involvement determines why he/she ismotivated to seek information about a certain products and

brands but virtually ignores others.

The four types of consumer buying behavior are:

ROUTINE RESPONSE:

It is buying low involvement frequently purchased low cost items;need very little search and decision effort; purchased almost

automatically. Examples include soft drinks, snack foods, milk etc.

LIMITED DECISION MAKING:

It involves buying product occasionally. When consumer need to obtain

information about unfamiliar brand in a familiar product category,

perhaps. Requires a moderate amount of time for information

gathering. Example includes clothes of known product class but not

the brand.



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EXTENSIVE DECISION MAKING:

There is complex high involvement, unfamiliar, expensive and

infrequent products are bought. It involves high degree of economic,

performance and psychological risks. Examples include cars, homes,

computers, education. Spend a lot of time seeking information and

deciding. Information from friends, relatives, store personnel, etc.

IMPULSE BUYING:

There is no conscious planning.

The purchase of the same product does not always obtain the same

buying behavior. Product can shift from one category to the next.

For example:

Going out for dinner for one person may be extensive decision making

(for someone that does not go out often at all), but limited decision

making for someone else. The reason for the dinner, whether it is

an anniversary celebration, or a meal with a couple of friends will also

determine the extent of the decision making.



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FACTORS INFLUENCINGCONSUMER BUYING

The number of potential influences on consumer behavior is limitless.However, marketers are well served to understand the key influences.

By doing so they may be in a position to tailor their marketing effortsto take advantage of these influences in a way that will satisfy the

consumer and the marketer.

A consumer, making a buying decision will be influenced by thefollowing four factors: Cultural Social Personal Psychological

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The marketer must be aware of these factors in order to develop an

appropriate marketing mix for its target market means consumers.

CULTURAL FACTORS:

Culture and Sub-culture:

Culture refers to the set of values, ideas and attitudes that areaccepted by a homogenous group of people and transmitted to the

next generation. It determines what consumers wear, eat, reside andtravel. It affects what consumers buy, how they buy and when they

buy.

Sub-cultures are smaller groups sharing similar values in terms of

ethnicity, religious beliefs, geographic location, special interests andmany others.

Example:

Will Pakistani turn towards iced tea? No, because tea is a part of thePakistani culture, hot with milk.

Culture can be divided into subcultures:

Geographic regions. Human characteristics such as age and ethnic background.Marketing Implications:

As part of their efforts to convince customers to purchase theirproducts, marketers often use cultural representations, especially in

promotional appeals. The objective is to connect to consumers usingcultural references that are easily understood and often embraced by

the consumer. By doing so the marketer hopes the consumer feelsmore comfortable with or can relate better to the product since it

corresponds with their cultural values. Additionally, smart marketers

use strong research efforts in an attempt to identify differences in howsub-culture behaves. These efforts help cover the way for spotting



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trends within a sub-culture, which the marketer can capitalize on

through new marketing tactics e.g. new products, new sales channels,added value, etc.

Social Class:

An open group of individuals who have similar social rank. It dependsupon the occupation, education, income, wealth, race, ethnic groups

and possessions. It determines to some extent, types, quality andquantity of products that a consumer buys or uses.

Family, reference groups and social classes are all social influences on

consumer buying behavior. All operate within a larger culture.



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SOCIAL FACTORS:

Consumer wants, learning, motives etc, are influenced by opinion

leaders, reference groups and person's family.

Opinion Leaders:

They are the spokespeople. Marketers try to attract opinion leaders.

They actually use spokespeople to market their products. Like LUX

uses different film actresses to promote their product.

Reference Groups:

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Individual identifies with the group to the extent that he takes on

many of the values, attitudes or behaviors of the group members.

Families, Friends, Civic and Professional Organizations Any

group that has a positive or negative influence on a consumers

attitude and behavior.

Membership Groups To which one belongs to.

Aspiration Groups You aspire to belong to and want to join.

Disassociate Groups Individuals do not want to belong to.

The degree to which a reference group will affect a purchase decision

depends on the consumers openness to reference group influence and

the strength of his/her involvement with the group.

Roles and Family Influences:

Roles Things that you should do are based on the expectations fromyour position within a group. People have many roles, like a husband,father, employer/ee, etc. Individuals role are continuing to change

therefore marketers must continue to update information.

Marketing Implications:

Advertisers often show how the benefits of their products aid

consumers as they perform certain roles. Typically the underlyingmessage of the promotional approach is to suggest that using the

advertisers product will help raise ones status in the eyes of otherswhile using a competitors product may have a negative effect on

status.

Family is the most basic group a consumer belongs to. Marketers must

understand:



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Consumer behavior starts in the family unit. Many family decisions are made by the family unit. Family acts as an interpreter of social and cultural values for the

consumer.

Family buying decisions are a mixture of family interactions andindividual decision making.

Family roles and preferences are the model for children's futurefamily (can reject, alter, etc).

The Family Life Cycle Families go through stages, each stagecreates different consumer demands:

The bachelor stage young & single. The newly married couples young & no children. Full nest 1 young, married, with child. Full nest 2 older, married, with children. Full nest 3 older, married, with dependent children. Empty nest older, married, with no children living with them. Solitary survivor older, single, retired people.



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PERSONAL FACTORS:

Unique to a particular consumer. Demographic factors sex, race, age, etc. Who in the family is responsible for the decision making? Young consumers buy things for different reasons than older

people.



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Personality:

All the internal traits and behaviors that make the consumer unique,uniqueness arrives from consumer's heredity and personal experience.

Examples include:

Adaptability Friendliness

Extroversion

Nervousness Stubbornness Ambitiousness Self confidence Aggressiveness Authoritarianism Compulsiveness CompetitivenessTraits affect the consumer buying behavior. Marketers try to match the

store image to the perceived image of their consumers.




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For marketers it is important to know that consumers make purchasedecisions to support their self concept. Using research techniques to

identify how consumers view themselves may give marketers insightinto products and promotion options that are not readily apparent. For

example, when examining consumers a marketer may initially build

marketing strategy around more obvious clues to consumptionbehavior, such as consumers demographic indicators (e.g., age,

occupation, income). However, in-depth research may yieldinformation that shows consumers are buying products to fulfill

self-concept objectives that have little to do with the demographic

category. Appealing to the consumers self-concept needs couldexpand the market to which the product is targeted.

Lifestyles:

Lifestyles are the consistent patterns that the consumers follow in their

lives. These are often determined by how consumers spend their time

and money.

This influencing factor relates to the way consumers live through theactivities they engage in and interests they express. In simple terms,

it is what consumers value out of life.

Example:

Healthy foods for a healthy lifestyle of consumers.


Products and services are purchased to support consumers lifestyles.Marketers have worked hard researching how consumers in their

target markets live their lives since this information is key todeveloping products, suggesting promotional strategies and even

determining how best to distribute products. Therefore, lifestyles are

directly tied to marketing activities.

PSYCHOLOGICAL FACTORS:



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Psychological factors include:

Motives:

A motive is an internal energizing force that orients the consumers

activities toward satisfying a need or achieving a goal. Actions are

effected by a set of motives, not just one. If marketers can identifymotives then they can better develop a marketing mix.

Maslows hierarchy of human needs:

Need to determine what level of the hierarchy the consumers are at todetermine what motivates their buying behavior.

Motives often operate at a subconscious level therefore are difficult tomeasure.



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Motivation is also closely tied to the concept of involvement, which

relates to how much effort the consumer will exert in making adecision. Highly motivated consumers will want to get mentally and

physically involved in the buying process. Not all products have a high

percentage of highly involved consumers (e.g., milk) but marketerswho market products and services that may lead to high level of

consumer involvement should prepare options that will be attractive tothis group. For instance, marketers should make it easy for consumers

to learn about their product (e.g., information on website, free video

preview) and, for some products, allow consumers to experience theproduct (e.g., free trial) before committing to the purchase.

Perception:

Perception is the process of selecting, organizing and interpreting

information inputs to produce meaning. When consumers chose what

information they pay attention to, organize it and interpret it.

Perception has several steps:

Exposure Sensing a stimuli (e.g. seeing an ad) Attention An effort to recognize the nature of stimuli (e.g.

recognizing it is an ad)

Awareness Assigning meaning to a stimuli (e.g., humorousad for particular product)

Retention Adding the meaning to ones internal makeup (i.e.,product has fun ads)

Information inputs are the sensations received through sight, taste,

hearing, smell and touch.



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Selective Exposure Select inputs to be exposed to consumers

awareness. More likely if it is linked to an event satisfies current needsand intensity of input changes.

Selective Distortion Changing current received information,

inconsistent with beliefs.

Advertisers that use comparative advertisements (pitching one product

against another), have to be very careful that consumers do notdistort the facts and perceive that the advertisement was for the

competitor. An example of Tetley and Lipton Tea.

Selective Retention Remember inputs that support beliefs, forgets

those that don't. Like an average supermarket consumer is exposed to17,000 products in a shopping visit lasting 30 minutes and 60% of

buying are unplanned. Exposed to 1,500 advertisements per day.Can't be expected to be aware of all these inputs, and certainly will notretain many.


Marketers spend large sums of money in an attempt to get consumersto have a positive impression of their products. But clearly the

existence of a perception suggests that getting to this stage is noteasy. Exposing consumers to a product can be very challenging

considering the amount of competing product messages (ads) that arealso trying to accomplish the same objective (i.e., advertising clutter).

So marketers must be creative and use various means to deliver their

message. Once the message reaches the consumers it must beinteresting enough to capture their attention (e.g., talk about the

products benefits). But attending to the message is not enough. Formarketers the most critical step is the one that occurs with awareness.

Here marketers must continually monitor and respond if their message

becomes distorted in ways that will negatively shape its meaning. Thiscan often happen due in part to competitive activity (e.g., comparison

advertisements). Finally, getting the consumer to give positive

meaning to the message they have retained requires the marketermake sure that consumers accurately interpret the facts about the

product being highlighted in the advertisement.



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Ability and Knowledge:

Need to understand consumers capacity to learn. Learning is theprocess through which a relatively permanent change in consumer

buying behavior, results from the consequences of past behavior,information and experience. Therefore to change consumers' behavior

about your product, need to give them new information regarding the

product, free sample etc.

Knowledge is the familiarity with the product and expertise. It is the

sum of all information known by the consumer. It is the facts of theworld as he/she knows it. The depth of knowledge is a function of the

breadth of worldly experiences and the strength of the consumerslong-term memory. Obviously what exists as knowledge to the

consumer depends on how the consumers perception makes sense ofthe information it is exposed to.

Inexperience buyers often use prices as an indicator of quality morethan those who have knowledge of a product.


Marketers may conduct research that will determine consumers levelof knowledge regarding their product. Thus, developing methods to

encourage consumers to accept more information - correct informationmay affect other influencing factors.



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Attitudes:

In simple terms, attitude refers to what the consumer feels or believesabout something.

Consumer learns attitudes based on beliefs, through experience andinteraction with other people. Once formed, attitudes can be very

difficult to change. Consumer attitudes toward a firm and its productsgreatly influence the success or failure of the firm's marketing

strategy.

Thus, if a consumer has a negative attitude toward a particular issue it

will take considerable effort to change what they believe to be true.

Attitudes and attitude change are influenced by consumers personalityand lifestyle. Consumers screen information that conflicts with their

attitudes. Distort information to make it consistent and selectively

retain information that reinforces consumers attitudes, that is brandloyalty.

There is a difference between attitude and intention to buy (ability to

buy).


Marketers facing consumers who have a negative attitude toward their

product must work to identify the key issues shaping a consumers

attitude then adjust marketing decisions e.g. advertising, in an effortto change the attitude. For companies competing against strong rivals

to whom loyal consumers exhibit a positive attitude, an importantstrategy is to work to see why consumers feel positive toward the

competitor and then try to meet or beat the competitor on theseissues. Alternatively, a company can try to locate consumers who feel

negatively toward the competitor and then increase awareness among

this group.



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FACTORS AFFECTING

THE CONSUMERBUYING BEHAVIOR

Consumer Credit:Buy now and pay later plays its role effectively in the rapid

growth of markets for car, scooter, radio, furniture, etc.

Liquidity of Fund:The present buying plans are influenced greatly by liquidity of

assets like cash and assets readily convertible into cash,

e.g. bonds, bank balances, etc.

Income Expectations:The expected income to receive in future has a direct relation

with the consumer buying behavior. The expectation of higher or

lower income has a direct effect on spending plans.

Size of Family Income:The size of family and size of family income affect the spending

and saving patterns of consumers. Generally large family spends

more and short family spends less, in comparison.



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Disposal Personal Income:The economists made attempts to establish a relationship

between income and spending. Disposal personal income

represents potential buying power that a consumer has.

The change in income has a direct relation on consumers buying

behavior.

Propensity to Consume and to Save:This goes to the habit of spending or saving with the disposal

income of consumers. When the consumers give importance to

present needs, then they dispose of their income and vice versa.



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How Zulfeqar

Industries Limited

is Influencing

Consumers

for Buying their

Product

CAPRI SOAP



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ADVERTISING STRATEGIES

AN OVERVIEW:

For the past few years, the advertising industry in Pakistan has been

changing very rapidly. There were a limited number of television

channels before 2005-06. But since then, the number of television

channels has increased which has lead to an increase in number of

programs broadcasted.

Electronic Medium:

Earlier, most of the advertisement was concentrated on Geo. Thechanges occurring in the industry has had their effect on this

concentration and it has now spread out to other channels that includeARY Digital, Hum, TV One, Aag etc.

Spend on electronic media has increased because of:

Increase in number of channels. Advertising rates in the industry have increased. Ratings of the channels with respect to viewership.



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Program ratings are very important as programs have becomeBrands themselves.

Similarly, radio listenership has also increased. This has happenedbecause of an increase in the number of radio channels. With moreand more channels and increased viewership, the advertising cost for

this medium has also been competitive.

Print Medium:

The trend of advertising in dailies is decreasing by time especially in

soap industry. Instead, it is drifting towards magazines. Soaps in thepremium category advertise normally in magazines like She, Womens

Own, Fashion Collection and Visage. On the other hand, soapstargeted to popular and discounted segments advertise in low

circulation magazines like Pakeeza and Raabta.

OBJECTIVES:

Enhance brand image. Redefine brand personality. Increase brand awareness. Influence buying decision positively.

Increase brand recall/brand recognition.

Enhance brand equity gains leverage across other categories.



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Establish Capri as a modern brand for the female youth asconsumer of today.

SELECTION CRITERIA:

Maximum Reach:In electronic medium, PTV has the maximum reach. Therefore in

future, we would also use PTV to increase the reach to our target

consumers.

High Viewership:PTV, Geo News, Geo Entertainment, Aaj, Hum, Ary Digital andTV One all have a higher viewership. Therefore, we will use

these channels for advertisement of our brands.

Target Audience:Other than the above mentioned channels, for Capri, we will also

use TV channels that have the interest of the youth of today.

These include channels like The Music, MTV Pakistan, Aag etc.

STRATEGIES:

Keep consumer involved with brand. Focus on mediums that have a greater impact. Quality Advertisement to enhance brand image



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Communication Strategy articulate communication. Being present on platforms which attracts the youth Internet. To generate interest of youth through fun, fashion, style, etc. Strong branding with respect to BTL activities quality of

advertising to be maintained.

Be present and visible where the consumer is taking the buyingdecision this will induce impulse buying.

Right place at the right time for the right target consumers withthe right message to increase brand equity.

Increased frequency, right placement of advertisement andinnovative way of advertisement to increase brand recall /

recognition. Maximum Reach by choosing media on the basis of highercirculation, viewership, listenership and highest visibility spots on

shelves. This will increase brand awareness.

To implement a Pull strategy, hype is created especially at the time

of launch of new campaigns. For that, our major strategies include:

Stores advertising Communication through print and electronic medium.



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ADVERTISING MEDIUMS:

ATL:

Electronic Channels which have:

Max reach Highest viewership Cater to our target consumersChannel slotting with respect to timings. This is done on the basis of

age, gender and programs preference.

Print Publications which have:

High readership Maximum retention Maximum circulationSelection criteria for magazines should meet the image standards setfor our brands. Placement of the ad is an important issue. Ads will be

placed in between fashion pages in magazines.

BTL:

Merchandizing in top 10 cities. Market development in smaller cities where less awareness ofour brands.Merchandizing Merchandizing will be the main tool. It depends onthe type of outlet selected i.e.

Modern Trade: In-Store electronic advertising, Shelf buying



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Key Outlets: Trade Promotion schemes & shop signage. We willmake image enhancing outlets in 3 to 4 cities for

Capri (where younger lot visits)

Kiryana Stores: Brand availability will have to be ensured in these

locality stores. Consumers awareness and properplacement, visibility and display of stock will be

helpful in achieving the objectives.

Wholesale: Traditional ways of advertising / special incentive

schemes / Stall activities / Trade Offers /POS schemes.

Market Development Trial generation can be used where there is

low awareness of our brands. This can be done by Town storming inthose towns (interior Sindh and Punjab).

Outdoor Banners, Market Storming, POS and transit branding(branding on buses) are some of the options available for us.

Shop Branding and Shop Fascias will also be used in top 4 to 5 towns.

CONCLUSION

Competing for the consumers is a never-ending challenge. This is due

principally to the uniqueness and competitiveness of each individual

market, for they are all different and all require different approaches.

Knowledge of the buying behavior of consumers is essential for a

marketer. The changes in the market are brought by the consumers.



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Therefore, the concept of consumer buying behavior plays an

important role in understanding how consumer buying decisions are

made and the dynamics that influences the consumer buying behavior.

Similarly, the way an organization formulates its advertising strategies

helps in creating awareness and positive attitude about its product.

This directs in boosting up the consumer buying behavior towards their

product.

REFERENCES

WEBSITES:

www.about.com www.google.com

http://www.about.com/http://www.google.com/http://www.about.com/http://www.google.com/


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www.wikipedia.com www.learnmarketing.net www.businessdictionary.com
http://www.learnmarketing.net/http://www.business/http://www.learnmarketing.net/http://www.business/

34763013 Consumer Buying Behavior Omaid

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