CONSUMER BUYING BEHAVIORPresentation on

APPLICATION OF CONSUMER BUYING STUDIES FOR GLOBAL MARKET FOR

JEANS

Presented to: Prof. Shilpa Shinde

Names Roll No

Amol Kadam 28

Vaibhav Panchal 39

Tejas Vasa 58

Neeraj Dwivedi 72

Shashank Pamul 94

Pratima Patil 98

GROUP MEMBERS:

CONSUMER BEHAVIOR• Consumer behavior can be defined as the decision-making process and physical activity involved in acquiring, evaluating, using and disposing of goods and services.

•This means it is an behavior that consumers display in searching for, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their needs.

•Consumer behavior focuses on how individuals make decisions to spend their available resources (time, money, effort) on consumption related items. That includes what they buy, why they buy it, when they buy it, where they buy it, how often they buy it, how often they use it, how they evaluate it after the purchase, the impact of such evaluations on future purchases and how they dispose of it.

The aim of marketing is to meet and satisfy target customers need and wants.But “Knowing Customers” is never simple, consumer may state needs and wants, but

act otherwise. The marketers formula should be KYC(know your customer)

Consumer Goes to Showroom Exposed to Variety of products Attracted by

Product display

Product Features

Price of the product and other

Anything can influence and he may change his decision. All this process takes place in his mind which acts like a BLACK BOX.

WHAT IS THIS BLACK BOX?

THE BLACK BOX MODEL

ENVIRONMENTAL FACTORS BUYER'S BLACK BOXBUYER'S RESPONSEMarketing

StimuliEnvironmental Stimuli

Buyer Characteristics

Decision Process

ProductPricePlacePromotion

EconomicTechnologicalPoliticalCulturalDemographicNatural

AttitudesMotivationPerceptionsPersonalityLifestyleKnowledge

Problem recognitionInformation searchAlternative evaluationPurchase decisionPost-purchase behaviour

Product choiceBrand choiceDealer choicePurchase timingPurchase amount

In the above model, marketing and other stimuli enter the customers “black box” and producecertain responses. Marketing management must try to work out what goes on the in the mind ofthe customer – the “black box”. The Buyer’s characteristics influence how he or she perceivesthe stimuli; the decision-making process determines what buying behavior is undertaken

BUYER DECISION MAKING PROCESS OF JEANS• Garments(Jeans) choice criteria are defined as the intrinsic (inherent to

the product) and extrinsic (product-related, but not part of the physical product) product attributes that associated with desired benefits or incurred costs as consumers make buying decision among garments(Jeans) .

Extrinsic Intrinsic Price Brand Country of origin Store: Store image Coordination with wardrobe Salespersons evaluation Approval of others Warranty

Product Composition(Asthentic)•Style•Colour/Design•Fabric•Appearance•Fiber contentProduct Performance(Functional)•Fit/sizing•Durability•Comfort•SafetyQualitySex Appropriateness

CROSS-NATIONAL BUYER DECISION MAKING PROCESS OF JEANS

Cross-cultural DifferencesConsumers with diverse cultural values may view or judge a pro-duct from different perspectives

Collectivism and Individualism

EXAMPLE

VariationsDesign Elements

Waistline

Fit

Leg Opening

Box Pocket

Regular Low-Rise High-Rise Ultra Low-Rise

Slim Straight Loose Form Fitting(Stretch)

Flared Boot cut Tapered Wide

THE INFLUENCE OF VISUAL AND TACTILE INPUTS ON DENIM JEANS EVALUATION

Denim Jeans Category Price Model/Fit Fiber Content

G Ultra Premium 3500 Boot Cut 98% Cotton

L High Price 1680 Skinny Leg 60% Cotton

P High Price 1090 Boot Cut 98% Cotton

K Moderate 799 Boot Cut 99% Cotton

Q Moderate 590 Straight Leg 100% Cotton

M Low Price 320 Skinny Leg 99% Cotton

Z Low Price 250 Skinny Leg 97% Cotton

RECENT CHANGES IN CONSUMER BEHAVIOUR

• According to Annual Survey of Global Consumers Published by Euromonitor

The global economic downturn, triggered by the financial crisis of 2007, has had a profound effect on consumer spending habits.

THANK YOU