Consumer buying decision

It is a process of selecting, purchasing and consuming of goods and services so as to satisfy their wants and desires.

Qualities a product should have in order to satisfy consumer needs:

•     Product that is of great utility
•  Should be cost effective
• Should satisfy the consumer

There are various factors which influences a consumer’s buying decision

1.      Cultural Factors- Consumer buying decision is influenced by cultural factors and it is an important cause of a person’s wants and behavior. The effect of culture can vary from place to place, country to country and a marketer should be able to analyze this thing before introducing the product in a particular region or country, where there is demand of that product. Likewise, Head & Shoulders will be distributed in those area where people are concern about their hair health and places where people are facing hair problems.

2.      Social Factor- Society plays an important role in influencing the decision of a buyer.  This factor will include references group, family role and status. A reference group have potential role to play in making a decision or opinion about a certain product. For example- Somebody will recommend Head and shoulders because of the result they get after using it.

Family also plays a major role in influencing buyer’s behavior. In this it depends upon the group, family financial status that can affect the decision. And different perception and opinion different family members have like wife in the family is using Head & Shoulders, so she can influence her husband and kids to use the same shampoo as she will be a reliable source in making a right decision. And the marketer will also try to target those members who can influence the decision.

3.      Personal Factors- the personal factors that influences the buying behavior are:- lifesyle, economic situation, occupation, age, personality and self concept.

4.      Psychological Factor- these factors which affects our purchasing decision includes motivation, perception, learning, belief and attitude.

                                                            

                                                                   Five Stage Model

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•   Problem Recognition- Procter & Gamble formulated Head & shoulders not only for dandruff. But also for all the hair related problems which other shampoos were not able to cater. A shampoo which can control dandruff, oiliness, manages frizzy hair and hair fall etc. And Head & Shoulders was able to provide all these benefits in on bottle.
•   Information Search- In this stage consumer tries to gather all the product related information required to make the right buying decision. And the source of information includes family, friend, advertisements, wholeseller, dealers etc. Generally people got to know about Head & Shoulders through advertisements, shopkeepers, family and friends etc.
•    Evaluation of Alternatives-Head & Shoulders has provided its customers with variety of shampoos depending upon the hair problem and hair type as compare to other shampoo brand. And it also checks that the product they are buying is cost effective or not. Different varieties are classic clean, citrus breeze, ocean lift, refresh, extra volume, dry scalp, sensitive care, hair endurance, clinical strength and itchy scalp.
• Purchase Decision- After evaluating the alternatives the consumer buy the suitable product.  Head & Shoulders promises its customer a quality shampoo which can solve all hair related problem and also which is light on their pocket. Available in different sizes and prices.
•  Post Purchase Behavior- After buying the product, a consumer will have an opinion about the product, whether the buyer is satisfied with the product or not. A consumer will go for Head & Shoulders only if he/she is able to get all the benefits they are looking for.