Consumer Behavior Purchase Decision Essay

3511 Words Nov 25th, 2014 15 Pages
Consumer Buying Behavior Process
Institute of Business and Information Technology
University of Punjab

Submitted by:- Maria Mohni Ali Farooq

Submitted to:- Sir Basit Afzal
Date:-
31/01/2014

Contents Executive summary 3 Methodology:- 3 Consumer profile 4 Yankolovich mind base segmentation:- 5 Trait sum up them:- 5 Stages of the Consumer Buying Process:- 5 Need Recognition:- 6 Pre-purchase Search or Information Search:- 7
Internal influence:-………………………………………………………………………………………………………………………8
External influence:-……………………………………………………………………………………………………………………..8 Evaluation of Alternatives……………………………………………………………………………………………………………………….9
Evoked set:-…………………………………………………………………………………………………………………………………9
Inept
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The product we have chosen for our study is Laptop. There are various brands of laptops available in market of different types with close competition so the consumer has vast variety of choice to select the brand which depends on buying behavior. The study also reveals that others factors except price of product also lead to an extensive decision-making process. The internal factors like motivation, perception, learning, attitude and personality play an important role while consumer is searching for the information as well as marketing efforts and socio-cultural environment which are external influences also affects the decision. It also explains that factors cause cognitive consonance leads to positive post-purchase behavior if consumer gets satisfied with the product that fulfils the need or desire which has triggered the whole buying process.
Methodology:-
Primary research
In-depth interview
Focus group
Individual interview
Before going into the research, consumer interview and its interpretation, we have to make our early inroads into the road map of our project. We started project with primary research because there is no previous data is available on this research for the convenience of the respondent and for the accurate result gathering we did the in-depth individual interview from the respondent,

At first step of “Need Recognition”, we will channelize our

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