Consumer Buying Behaviour

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EXECUTIVE SUMMARY Consumer behaviour is the study of how individuals, groups and organizations select, buy, use and dispose of goods, services, ideas or experiences to satisfy their needs and wants. The emerging costumer trends play an important role in analysing the marketing opportunities. A consumer buying behaviour is influenced by cultural, social and personal factors. The consumer passes through five stages of the buying decision process: Problem Recognition, Information Search, evaluation of alternatives, purchase decision and post purchase behaviour. This model is important for anyone making marketing decision and customer pass through all stages in every purchase. In our study, we have analyzed the buying behaviour of consumers…show more content…
Category 3: A thousand rupees product that reveals the kind of person the buyer is Product Cost: Rs. 1150 Product: Headphones Customer Profession: Senior Analyst Customer Name: Rishi Nag The respondent has recently purchased a pair of headphones for a price of about Rs. 1000. He is a music enthusiast and believes that headphones are something very close to his personality and reveals the kind of person he is. On an average, the respondent spends about 1 hour listening to music and is very conscious of the quality of music. The respondent wanted to listen to music at his workplace and hence wanted headphones that did not leak sound to the surroundings. The respondent had conducted extensive research to understand the various products available in the market. He had consulted with several peers to develop a basic understanding of the various features and attributes of headphones and also took into account their recommendations and suggestions. During this research, he also took help of the internet and read through several forums to identify the best brands in the industry. The respondent was able to identify different types of headphones (such as In-ear buds, earphones, Circumaural headphones, Supra-aural headphones) and establish their pros and cons (such as Noise Isolation, Noise Cancellation, Ambient Noise Reduction, impedence and
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