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Name: Harsh Garg Name: Beer Kaur Name: Tejinder Kasana Name: Sahaj Narula

The document describes an exercise where students analyze the consumer decision process and influences for a recent product purchase. It provides an example of a student who purchased a laptop. The summary describes: 1) The student went through the typical consumer decision process of problem recognition, information search, developing purchase criteria, evaluating alternatives, and making the purchase decision for a new laptop. 2) Key influences on the student's decision are analyzed including psychological factors like financial status, socio-cultural factors like friend opinions, and situational factors like sales promotions. 3) Marketing mix influences like competitive offers and sales from different brands also impacted the student's decision to purchase a laptop from Dell during a sale

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Rahul Setia
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51 views3 pages

Name: Harsh Garg Name: Beer Kaur Name: Tejinder Kasana Name: Sahaj Narula

The document describes an exercise where students analyze the consumer decision process and influences for a recent product purchase. It provides an example of a student who purchased a laptop. The summary describes: 1) The student went through the typical consumer decision process of problem recognition, information search, developing purchase criteria, evaluating alternatives, and making the purchase decision for a new laptop. 2) Key influences on the student's decision are analyzed including psychological factors like financial status, socio-cultural factors like friend opinions, and situational factors like sales promotions. 3) Marketing mix influences like competitive offers and sales from different brands also impacted the student's decision to purchase a laptop from Dell during a sale

Uploaded by

Rahul Setia
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Introduction to Marketing MKTG1000

In-class Exercise: Influences on Consumer Behaviour

Name: Harsh Garg Name: Beer kaur

Name: Tejinder kasana Name: Sahaj narula

Instructions:

Part 1: Pick an example of an interesting, high-involvement product or service purchase


that one of you recently made and (1) describe how the person worked through each
stage of the decision process, and (2) analyze what influenced the decision using the chart
below.
Product or service purchased: The product purchased is a ‘Laptop’.

Describe the buying decision process Describe what influenced the


decision
Problem recognition: Psychological influences:
This recognition comes under the state There are a lot of ways through which
when consumer needs to be satisfied with consumer's decision to buy not only that
decision for the product he or she is particular product but for the other models
purchasing. of that products also. For example, if a
person is having a great financial health,
buying an old model or having a low value
brand will directly affect their decision.
They can rather buy laptop from brands
like Apple, Microsoft etc.
Information search: Socio-cultural influences:
The buyer will research for the best model Socio-Cultural Influences affects the buyer's
of the laptop with best features on the decision in such way that if a person is
internet because he/she would interact having confusion in which model he/she
with a lot of people through meetings and should buy, he/she would go to their
sessions. friends group or reference group for their
opinions which would also affect the
buyer's decision to purchase the product.

Formation of buying criteria: Situational influences:


After getting a lot of information about the Their is a lot of influence of the situation in
feature of laptop and comparing them side which the buyer is purchasing that
by side according to price, the buyer will particular product. For example, if buyer is
set a criteria to select the best model out deciding according to his surroundings or
of it. trends in the market, it will also really
affects the decision making.

Alternative evaluation: Marketing mix influences:


After setting up the criterion to buy the This is the influences which best affect the
best product. They do the alternate search decision of the buyer because in the digital
to get more information out of it and to era, we all have laptops ands and tech.
backup the previous criterion. industry is having a lot of competition.So
all the companies are in competition and
having different offers on different models
of laptops.For example, i bought my laptop
from Dell showroom because it was having
a great offer on GOOD FRIDAY SALE.
Purchase decision: Situational Influences:
After the alternative evaluation, the buyer In purchase decision, situational influences
makes sure that his/her decision to again comes into play because now the
purchase the product is correct or not. buyer has to decide to buy that particular
laptop he/she had chosen. It depends upon
the various situation that if the criterion
that buyer made has been followed
correctly or not.
Post-purchase behavior: Psychological Influences:
The buyer can now ask for discount or Here we comes into play of psychological
would ask the seller for a discounted influences once again because if seller
service to check the post purchase would happily give a minor discount or
behaviour. service, the customer would genuinely buy
another products with the laptop very
happily which would be a growth in the
sales also.

You may be called upon to present your findings. Please hand this back to the Instructor
at the end of class. Thanks for participating!

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