1. Consumer buying behavior

2. Three types of decision making process
Extended problem solving-
A purchase decision process in which customers devote considerable time and effort to analyze the alternatives.
Undertaken in case of
Financial risk
Physical risk
Social risk

3. When the decision is going to satisfy an important need
Little knowledge
Usually in this type of problem solving-people go beyond their personal knowledge and consult relatives, friends, internet, retailers.

4. Limited problem solving
Moderate amount of effort and time
Risk is moderate and some prior experience
Rely more on personal knowledge
Our majority decisions come under this category
Impulse buying- buying decision made on spot after seeing the merchandize.
70% of supermarket purchase is impulse buying

5. Habitual decision making
Requires no conscious effort
Brand loyalty or store loyalty
Usually reluctant to switch if the favorite brand is not available.
Brand loyalty both an opportunity and problem for retailers

6. The buying process Types of need
Need recognition- recognize an unsatisfied need.
Types of need
Functional need- also called rational need
Psychological need- also called emotional need, increases with income

7. Information search Characteristic of need Characteristic of customer
Competing brands
Time pressure
Role of retailer

8. evaluation OF ALTERNATIVES
YOU USUALLY EVALUATE THE PRODUCT AND THE RETAILER TOGETHER

9. PURCHASE THE MERCHANDIZE

10. POST PURCHASE EVALUATION
EVALUATES IF THE PURCHASE WAS SATISFACTORY OR UNSATISFACTORY
SATISFACTION IS WHEN THE POST CONSUMPTION EVALUATION MEETS OR EXCEEDSTHE CUSTOMER EXPECTATION.
THIS BECOMES A PART OF CUSTOMERS INTERNAL INFORMATION THAT EFFECTSFUTURE STORE AND PRODUCT DECISION.
REINFORCEMENT OF SATISFACTION CAN LEAD TO STORE LOYALTY.