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The consumer decision making process involves series of related and SEQUENTIAL stages of activities. The process begins with the discovery and RECOGNITION of an unsatisfied need or want. It becomes a drive. Consumer begins SEARCH for INFORMATION. This search gives rise to various alternatives and finally the purchase decision is made. Then buyer evaluates the post purchase BEHAVIOUR to know the level of satisfaction.

The consumer decision making process involves series of related and sequential stages of activities. The process begins with the discovery and recognition of an unsatisfied need or want. It becomes a drive. Consumer begins search for information. This search gives rise to various alternatives and finally the purchase decision is made. Then buyer evaluates the post purchase behaviour to know the level of satisfaction.

Consumers in this category have no emotional ATTACHMENT either with product category or any brand with in it. They typically respond to price. For EXAMPLE STATIONERY items, fashion products COME under this category.

Consumers in this category have no emotional attachment either with product category or any brand with in it. They typically respond to price. For example stationery items, fashion products come under this category.

These consumers are not highly INVOLVED with the PRODUCT CATEGORY but may be involved with the particular BRAND with in that category. They have low emotional attachment with the product category and tied mainly with their brand. For example users of particular brand of soap for years, regular visitors to particular restaurant fall in this category.

These consumers are not highly involved with the product category but may be involved with the particular brand with in that category. They have low emotional attachment with the product category and tied mainly with their brand. For example users of particular brand of soap for years, regular visitors to particular restaurant fall in this category.

These buyers are involved more with product category but MAY not have preferred brand. They are likely to see information to decide a particular brand. For EXAMPLES, air-conditioners and WASHING machine buyers fall under this category.

These buyers are involved more with product category but may not have preferred brand. They are likely to see information to decide a particular brand. For examples, air-conditioners and washing machine buyers fall under this category.

These consumers are HIGHLY INVOLVED with both the product CATEGORY and with particular brand. For example, cigarette smokers and PAPER readers fall in this category.

These consumers are highly involved with both the product category and with particular brand. For example, cigarette smokers and paper readers fall in this category.

ACCORDING to the consumer involvement in either PRODUCT or particular brand, consumer types can be divided into four categories as described below.

1. Brand Loyals
2. Information SEEKERS
3. Routine Brand BUYERS
4. Brand SWITCHING

According to the consumer involvement in either product or particular brand, consumer types can be divided into four categories as described below.

SOMETIMES consumer is involved with the product CATEGORY but may not be necessarily involved with the particular brand or vice versa. For example, house wives KNOW more about KITCHEN WARE but may not know the details of various brands.

Sometimes consumer is involved with the product category but may not be necessarily involved with the particular brand or vice versa. For example, house wives know more about kitchen ware but may not know the details of various brands.

Consumer attention to advertisements or any other marketing communication depends on four levels of consumer involvement: Preattention, focal attention, comprehension and elaboration. Each calls for DIFFERENT level of message PROCESSING. Pre-attention DEMANDS only LIMITED message processing - the consumer only identifies the product. Focal attention involves basic information as product name on use. In comprehension level the message is analysed, through elaboration the content of the message is integrated with other information that helps to build attitude towards the product. It is suggested that marketers MAKE advertisements which can induce elaboration.

Consumer attention to advertisements or any other marketing communication depends on four levels of consumer involvement: Preattention, focal attention, comprehension and elaboration. Each calls for different level of message processing. Pre-attention demands only limited message processing - the consumer only identifies the product. Focal attention involves basic information as product name on use. In comprehension level the message is analysed, through elaboration the content of the message is integrated with other information that helps to build attitude towards the product. It is suggested that marketers make advertisements which can induce elaboration.

It involves less in thinking and more of habitual buying. Products like STATIONERY, GROCERIES, food etc., fall under this category. Over a period of time any product can fall in this segment. The role of information is to differentiate any ‘point of difference’ from competitors. Brand loyalty may result simply from the habit. The strategy model is do-learn-feel. It suggests that marketers INDUCE trial through various sales PROMOTION TECHNIQUES.

It involves less in thinking and more of habitual buying. Products like stationery, groceries, food etc., fall under this category. Over a period of time any product can fall in this segment. The role of information is to differentiate any ‘point of difference’ from competitors. Brand loyalty may result simply from the habit. The strategy model is do-learn-feel. It suggests that marketers induce trial through various sales promotion techniques.

The PURCHASES in this quadrant are motivated primarily by the NEED to satisfy personal tastes, many of which are influenced by self-image. Products like news paper, soft drinks, Liquor ETC., fall under this category. Group influences OFTEN lead to the purchase of these items. The strategy model is do-feel-learn. It helps marketers to promote products through reference groups and other social factors.

The purchases in this quadrant are motivated primarily by the need to satisfy personal tastes, many of which are influenced by self-image. Products like news paper, soft drinks, Liquor etc., fall under this category. Group influences often lead to the purchase of these items. The strategy model is do-feel-learn. It helps marketers to promote products through reference groups and other social factors.

The purchase decisions in second quadrant involve less of INFORMATION than feeling. Typical purchases tied to self-esteem- JEWELRY, apparel, COSMETICS and accessories come under this CATEGORY. The strategy model is feel-learn-do. To encourage purchases marketers must APPROACH customers with emotion and appeal.

The purchase decisions in second quadrant involve less of information than feeling. Typical purchases tied to self-esteem- jewelry, apparel, cosmetics and accessories come under this category. The strategy model is feel-learn-do. To encourage purchases marketers must approach customers with emotion and appeal.

Purchases in first quadrant require more information, both because of the importance of the product to the CONSUMER and thinking issues RELATED to the purchases. Major purchases such as CARS, houses and other EXPENSIVE and infrequently buying items come under this category. The strategy model is learn-feel-do. MARKETERS have to furnish full information to get consumer acceptance of the product.

Purchases in first quadrant require more information, both because of the importance of the product to the consumer and thinking issues related to the purchases. Major purchases such as cars, houses and other expensive and infrequently buying items come under this category. The strategy model is learn-feel-do. Marketers have to furnish full information to get consumer acceptance of the product.

Buying decisions vary ACCORDING to the way there are taken. Some decisions are taken with lot of thinking, others are taken with great feelings. Some are made through force of habit and others are made consciously. The learn-feel-do hierarchy is simple matrix that attributes consumer CHOICE to INFORMATION (learn), attitude (feel), and BEHAVIOUR (do) issues.

Buying decisions vary according to the way there are taken. Some decisions are taken with lot of thinking, others are taken with great feelings. Some are made through force of habit and others are made consciously. The learn-feel-do hierarchy is simple matrix that attributes consumer choice to information (learn), attitude (feel), and behaviour (do) issues.

Low Involvement products are those which are at low risk, PERHAPS by virtue of being inexpensive, and repeatedly used by CONSUMERS. Marketers try to sell the products without changing the attitudes of consumers. NEW product beliefs replace old brand perceptions. Marketers achieve low–involvement learning through proper POSITIONING. For example, writing pen with the ‘UNINTERRUPTED flow’, and tooth paste with ‘mouth wash’ positioning attracts new consumers.

Low Involvement products are those which are at low risk, perhaps by virtue of being inexpensive, and repeatedly used by consumers. Marketers try to sell the products without changing the attitudes of consumers. New product beliefs replace old brand perceptions. Marketers achieve low–involvement learning through proper positioning. For example, writing pen with the ‘uninterrupted flow’, and tooth paste with ‘mouth wash’ positioning attracts new consumers.

There are four prominent MODELS of CONSUMER behaviour based on involvement which help marketers in making STRATEGIC decision particularly in marketing communication related strategies.

The four models are as follows.

1. Low Involvement Learning Model
2. Learn-Feel-Do Hierarchy model
3. Level of Message PROCESSING Model
4. Product versus Brand Involvement Model

There are four prominent models of consumer behaviour based on involvement which help marketers in making strategic decision particularly in marketing communication related strategies.

The four models are as follows.

Transmission of information is the extent to which greatly involved customers send information about the product to others. This is done usually through wordof- mouth communication. The researchers have SHOWN that if consumers are highly involved they talk about the product frequently than others. SATISFIED consumers are likely to speak favourable about the product, while unsatisfied speak negatively. Therefore, marketers catering to highly involved consumers should attempt to enhance consumer satisfaction and DECREASE dissatisfaction. For example, customer happy with ONIDA TELEVISION COMMUNICATES the same to others through word-of-mouth.

Transmission of information is the extent to which greatly involved customers send information about the product to others. This is done usually through wordof- mouth communication. The researchers have shown that if consumers are highly involved they talk about the product frequently than others. Satisfied consumers are likely to speak favourable about the product, while unsatisfied speak negatively. Therefore, marketers catering to highly involved consumers should attempt to enhance consumer satisfaction and decrease dissatisfaction. For example, customer happy with ONIDA television communicates the same to others through word-of-mouth.

Highly involved consumers are more emotional than less involved consumers. The highly involved REACT more strongly to the product-related information which MAY act for or against marketers. This is because the negative interpretation is likely to be exaggerated more NUMBER of times causing the customers to reject the product.

Highly involved consumers are more emotional than less involved consumers. The highly involved react more strongly to the product-related information which may act for or against marketers. This is because the negative interpretation is likely to be exaggerated more number of times causing the customers to reject the product.

Highly involved customers think more about product choices than consumers with low involvement. Their deep understanding involves support arguments and / or counter arguments. That is, highly involved consumers tend to GENERATE cognitive RESPONSES EITHER in support of the product INFORMATION or against the information provided by the marketers.

Highly involved customers think more about product choices than consumers with low involvement. Their deep understanding involves support arguments and / or counter arguments. That is, highly involved consumers tend to generate cognitive responses either in support of the product information or against the information provided by the marketers.

Highly involved customers tend to process product information at deeper levels of understanding than the ones with low involvement. For example educated parents in urban areas are highly involved in BABY food purchase decisions than rural uneducated parents. They also retain this information for long time. In this CASE marketers need to PROVIDE information cues to help the consumers to retrieve information from memory. But when the target is low involvement consumers, marketers should make the NECESSARY information as accessible as possible at the time of selection and BUYING of the product.

Highly involved customers tend to process product information at deeper levels of understanding than the ones with low involvement. For example educated parents in urban areas are highly involved in baby food purchase decisions than rural uneducated parents. They also retain this information for long time. In this case marketers need to provide information cues to help the consumers to retrieve information from memory. But when the target is low involvement consumers, marketers should make the necessary information as accessible as possible at the time of selection and buying of the product.

PROCESSING of INFORMATION means DEPTH of comprehension, extent of COGNITIVE elaboration, and the extent of emotional AROUSAL of information as discussed below.

Processing of information means depth of comprehension, extent of cognitive elaboration, and the extent of emotional arousal of information as discussed below.

Involvement with the product makes consumers process product-related information more readily. This information is PROCESSED thoroughly, HENCE, it is RETAINED for a long time. Because of this the consumers BECOME emotionally high and tend to engage in extended problem solving and word- of-mouth communications. These result into three categories: SEARCH for information, processing information, and information transmission.

Involvement with the product makes consumers process product-related information more readily. This information is processed thoroughly, hence, it is retained for a long time. Because of this the consumers become emotionally high and tend to engage in extended problem solving and word- of-mouth communications. These result into three categories: search for information, processing information, and information transmission.

The two types of involvement are:

1. Situation
2. Enduring

Involvement has various facets of consumer behaviour such as search for information, information processing, and information transmission.

Situational Involvement

Situational involvement is temporary and refers to emotional feelings of a consumer, EXPERIENCES in a PARTICULAR situation when one thinks of a SPECIFIC product.

Enduring Involvement

Enduring involvement is persistent over time and refers to feelings experienced toward a product category across DIFFERENT SITUATIONS.

The two types of involvement are:

Involvement has various facets of consumer behaviour such as search for information, information processing, and information transmission.

Situational Involvement

Situational involvement is temporary and refers to emotional feelings of a consumer, experiences in a particular situation when one thinks of a specific product.

Enduring Involvement

Enduring involvement is persistent over time and refers to feelings experienced toward a product category across different situations.

The factors that influences consumer involvement INCLUDE personal, product and situational.

Personal Factors: Self-concept, needs, and values are the three personal factors that influence the extent of consumer involvement in a product or service.

Product Factors: The consumer involvement grows as the level of perceived risk in the purchase of a good or service increases. It is likely that consumers will feel more INVOLVED in the purchase of their house than in the purchase of tooth PASTE, it is a much RISKIER purchase.

Situational Factors: The situation in which the product is brought or used can GENERATE emotional involvement. The reason for purchase or purchase occasion affects involvement.

The factors that influences consumer involvement include personal, product and situational.

Personal Factors: Self-concept, needs, and values are the three personal factors that influence the extent of consumer involvement in a product or service.

Product Factors: The consumer involvement grows as the level of perceived risk in the purchase of a good or service increases. It is likely that consumers will feel more involved in the purchase of their house than in the purchase of tooth paste, it is a much riskier purchase.

Situational Factors: The situation in which the product is brought or used can generate emotional involvement. The reason for purchase or purchase occasion affects involvement.

Some consumers are characterized as being more involved in products and shopping than others. A consumer who is highly involved with a product would be interested in knowing a lot about it before purchasing. Hence he READS brochures thoroughly, compares brands and models available at different OUTLETS, asks questions, and LOOKS for recommendations. Thus consumer involvement can be defined as heightened state of awareness that MOTIVATES consumers to seek out, attend to, and think about product information PRIOR to purchase.

Some consumers are characterized as being more involved in products and shopping than others. A consumer who is highly involved with a product would be interested in knowing a lot about it before purchasing. Hence he reads brochures thoroughly, compares brands and models available at different outlets, asks questions, and looks for recommendations. Thus consumer involvement can be defined as heightened state of awareness that motivates consumers to seek out, attend to, and think about product information prior to purchase.

The MAJOR differences are as follows:

In organizational buying lot of formalities like proposals, QUOTATIONS, procedures are to be followed unlike consumer buying.

Decision process is much complex with high financial risk, TECHNICAL aspects, MULTIPLE influencing FACTORS etc.

Organizational buying requires more extensive negotiation over larger time period than consumer buying.

The major differences are as follows:

In organizational buying lot of formalities like proposals, quotations, procedures are to be followed unlike consumer buying.

Decision process is much complex with high financial risk, technical aspects, multiple influencing factors etc.

Organizational buying requires more extensive negotiation over larger time period than consumer buying.

The DISTINGUISHING factors of BUYER characteristics are as follows:

Many individuals or group INVOLVEMENT is seen in decision making process.

Organisational buyers are quite knowledgeable and professional.

The BUYING motive is mostly rational than individual buyer.

The distinguishing factors of buyer characteristics are as follows:

Many individuals or group involvement is seen in decision making process.

Organisational buyers are quite knowledgeable and professional.

The buying motive is mostly rational than individual buyer.

The distinguishing FACTORS of market structure and DEMAND are as follows:

In organizations buyers are more geographically CONCENTRATED than consumer markets.

Organisational buyers are fewer in number but they are bulk buyers compared to individual buyers.

Organisational buyer markets are either VERTICAL or horizontal. In vertical structures they CATER only one or two industries, whereas in horizontal structure the buyer base is too broad.

Organisational demand is derived from consumer demand. The nature of the demand is fluctuational and inelastic.

The distinguishing factors of market structure and demand are as follows:

In organizations buyers are more geographically concentrated than consumer markets.

Organisational buyers are fewer in number but they are bulk buyers compared to individual buyers.

Organisational buyer markets are either vertical or horizontal. In vertical structures they cater only one or two industries, whereas in horizontal structure the buyer base is too broad.

Organisational demand is derived from consumer demand. The nature of the demand is fluctuational and inelastic.

The obvious difference between industrial or institutional markets and consumer markets is that, INSTEAD of purchases being MADE for individual consumption industrial markets are made for business use. There are several FACTORS that differentiate consumer markets and their buying behaviour from organizational market and their buying behaviour.

The key factors of DIFFERENTIATION are:

1. Market Structure and Demand
2. Buyer Characteristics
3. Decision Process and Buying Patterns

The obvious difference between industrial or institutional markets and consumer markets is that, instead of purchases being made for individual consumption industrial markets are made for business use. There are several factors that differentiate consumer markets and their buying behaviour from organizational market and their buying behaviour.

The key factors of differentiation are:

The purpose of studying a discipline is to help oneself to better appreciate its contributions. The reason to STUDY consumer behaviour is because of the role it PLAYS in the lives of humans. Most of the free time is spent in the market place, shopping or engaging in other activities. The extra time is usually passed in knowing and thinking about PRODUCTS and services, discussing with friends about them, and watching advertisements related to them. The USAGE of them significantly reveals our life styles. All these reasons suggest the need for study. However, the purpose may be to attend immediate and tangible reasons.

The purpose of studying a discipline is to help oneself to better appreciate its contributions. The reason to study consumer behaviour is because of the role it plays in the lives of humans. Most of the free time is spent in the market place, shopping or engaging in other activities. The extra time is usually passed in knowing and thinking about products and services, discussing with friends about them, and watching advertisements related to them. The usage of them significantly reveals our life styles. All these reasons suggest the need for study. However, the purpose may be to attend immediate and tangible reasons.

The STUDY of CONSUMER BEHAVIOUR helps everybody as all are consumers. It is essential for marketers to understand consumers to survive and succeed in this competitive marketing environment. The following reasons highlight the IMPORTANCE of studying consumer behaviour as a DISCIPLINE.

The study of consumer behaviour helps everybody as all are consumers. It is essential for marketers to understand consumers to survive and succeed in this competitive marketing environment. The following reasons highlight the importance of studying consumer behaviour as a discipline.

RATIONAL PATRONAGE Motives are those which arise when selecting a place depending on the buyer satisfaction that it OFFERS a wide selection, it has LATEST models, offers good after-sales service etc.

Rational Patronage Motives are those which arise when selecting a place depending on the buyer satisfaction that it offers a wide selection, it has latest models, offers good after-sales service etc.

Emotional Patronage MOTIVES those that persuade a CUSTOMER to BUY from specific shops, without any logical reason behind this ACTION. He MAY be subjective for shopping in his favourite place.

Emotional Patronage Motives those that persuade a customer to buy from specific shops, without any logical reason behind this action. He may be subjective for shopping in his favourite place.

1. EMOTIONAL PATRONAGE MOTIVES
2. RATIONAL Patronage Motives

Patronage MOTIVES may be DEFINED as CONSIDERATION or impulses which PERSUADE the buyer to patronage specific shops. Just like product motives.

Patronage motives may be defined as consideration or impulses which persuade the buyer to patronage specific shops. Just like product motives.

Rational Product MOTIVES are DEFINED as those impulses which arise on the basis of logical analysis and proper evaluation. The BUYER makes rational decision after chief evaluation of the purpose, alternatives AVAILABLE, cost BENEFIT, and such valid reasons.

Rational Product Motives are defined as those impulses which arise on the basis of logical analysis and proper evaluation. The buyer makes rational decision after chief evaluation of the purpose, alternatives available, cost benefit, and such valid reasons.

Emotional Product Motives are those impulses which persuade the consumer on the basis of his emotion. The buyer does not TRY to reason out or LOGICALLY ANALYSE the need for purchase. He makes a BUYING to satisfy PRIDE, sense of ego, urge to initiate others, and his desire to be unique.

Emotional Product Motives are those impulses which persuade the consumer on the basis of his emotion. The buyer does not try to reason out or logically analyse the need for purchase. He makes a buying to satisfy pride, sense of ego, urge to initiate others, and his desire to be unique.

1. EMOTIONAL PRODUCT MOTIVES
2. RATIONAL Product Motives

Product MOTIVES may be DEFINED as those impulses, desires and considerations which MAKE the BUYER PURCHASE a product.

Product motives may be defined as those impulses, desires and considerations which make the buyer purchase a product.

The BUYING motives may be CLASSIFIED into TWO:

1. PRODUCT Motives
2. Patronage Motives

The buying motives may be classified into two:

Consumer has a motive for purchasing a particular product. Motive is a strong FEELING, urge, instinct, desire or emotion that makes the buyer to make a decision to buy. Buying motives that are defined as ‘those influences or CONSIDERATIONS which provide the impulse to buy, induce action or determine CHOICE in the purchase of goods or service. These motives are generally CONTROLLED by economic, social, psychological influences etc.

Consumer has a motive for purchasing a particular product. Motive is a strong feeling, urge, instinct, desire or emotion that makes the buyer to make a decision to buy. Buying motives that are defined as ‘those influences or considerations which provide the impulse to buy, induce action or determine choice in the purchase of goods or service. These motives are generally controlled by economic, social, psychological influences etc.

The term ‘customer’ is SPECIFIC in terms of brand, company, or shop. It refers to person who customarily or regularly purchases particular brand, purchases particular company’s product, or purchases from particular shop. Thus a person who SHOPS at Bata Stores or who uses Raymonds CLOTHING is a customer of these firms. Whereas the ‘consumer’ is a person who generally engages in the activities - search, select, USE and dispose of products, services, experience, or ideas.

The term ‘customer’ is specific in terms of brand, company, or shop. It refers to person who customarily or regularly purchases particular brand, purchases particular company’s product, or purchases from particular shop. Thus a person who shops at Bata Stores or who uses Raymonds clothing is a customer of these firms. Whereas the ‘consumer’ is a person who generally engages in the activities - search, select, use and dispose of products, services, experience, or ideas.

It is broadly the STUDY of individuals, or organisations and the processes consumers use to SEARCH, select, use and dispose of products, services, EXPERIENCE, or ideas to satisfy needs and its IMPACT on the consumer and society.

It is broadly the study of individuals, or organisations and the processes consumers use to search, select, use and dispose of products, services, experience, or ideas to satisfy needs and its impact on the consumer and society.