Consumer Buying Behaviour Essay

1806 Words Nov 28th, 2012 8 Pages
EXECUTIVE SUMMARY
Consumer behaviour is the study of how individuals, groups and organizations select, buy, use and dispose of goods, services, ideas or experiences to satisfy their needs and wants. The emerging costumer trends play an important role in analysing the marketing opportunities. A consumer buying behaviour is influenced by cultural, social and personal factors. The consumer passes through five stages of the buying decision process: Problem Recognition, Information Search, evaluation of alternatives, purchase decision and post purchase behaviour. This model is important for anyone making marketing decision and customer pass through all stages in every purchase.
In our study, we have analyzed the buying behaviour of consumers
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but he still preffered the qualities of Bata shoes like endurance- he believes Bata is sturdy and tough and lasts longer than other shoes, lightweight- doesn’t make his legs feel heavy, soft- comfortable in wearing, price- cheaper as compared to other branded products. He is neither influenced by the advertisements and commercials in the media nor by the suggestions of his peer group. He thus believes in his own experience with the product. He frequently suggests the product to his colleagues. Even if there is a hike in price of the product he shall stick with the same. He is not influenced by the availability as he is willing to wait in case the Bata shoes are noteasily available in his vicinity.
The respondent doesn’t trust discounts on other products and doesn’t expect the Bata shoes to offer him the same. If there is bad publicity of Bata he shall still trust the brand as he has been using it for such a long time. So his faith in the product can’t be easily moved. But the respondent is also willing to recommend some add-ons in the existing product like the sole can be stronger and stitches can be more stylish. In case he faces any problem with the product he shall not immediately switch over to a new product but shall first report it to the company and in case of repudiation he won’t mind trying a new product. Other cheaper products in the market don’t influence his decision.
Thus it can be concluded that the primary factor influencing consumer

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