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Unit 3: Consumer Markets and Consumer Buying Behaviour

Evaluation leads to formation of buying intention that can be either to purchase or reject the Notes
product/brand. Intention is the forecasting of future course of action. The final purchase will,
however, depend on the strength of the positive-intention, that is the intention to buy.

Example: In our example of the housewife, after arousal of her interest in washing
machines, she will compare the stock of information she has accumulated about the different
washing machines in the market and then evaluate the value of each one of them before she
develops the intention to buy. However, if she feels that a washer-man/woman would serve the
need then she may altogether reject the idea of buying any washing machine.

On the basis of the evaluation of behaviour of consumers, the marketer can improve or develop
the product and segment the market on the basis of product attributes. So, at the evaluation stage
the consumer gives relative weights to each factor for his purchase decision and evaluates each
brand on the basis of those factors for each alternative.

Stage of Purchase Decision

Finally the consumer arrives at a purchase decision. Purchase decisions can be one of the three
viz. no buying, buying later and buy now. No buying takes the consumer to the problem
recognition stage as his consumption problem is not solved and he may again get involved in
the process as we have explained. A postponement of buying can be due to a lesser motivation
or evolving personal and economic situation that forces the consumer not to buy now or
postponement of purchase for future period of time. If positive attitudes are formed towards the
decided alternative, the consumer will make a purchase.

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Caution There are three more important considerations in taking the buying decision:
(a) attitude of others such as wife, relatives and friends. Interestingly, it depends more on
the intensity of their negative attitude and the consumer’s motivation to comply with the
other person’s wishes (b) anticipated situational factors such as expected family income,
expected total cost of the product and the expected benefits from the product and
(c) unanticipated situational factors, like accidents, illness etc. Both the influencer’s negative
attitude towards purchase process and motivations of the buyer to overcome these
influences will influence a no-purchase situation. The customer in this case is likely to go
back again to problem recognition stage.
Purchase is a consumer commitment for a product. It is the terminal stage in the buying decision
process that completes a transaction. It occurs either as a trial and/or adoption. If a consumer is
buying something for the first time then from the behaviour viewpoint, it may be regarded as
a trial. This trial enables him to accumulate experience about the product purchased. If this
experience is positive in terms of the satisfaction derived, then repeat purchases may occur,
otherwise not.

Example: When a new brand of bathing soap is introduced in the market, the consumer
may buy it for the first time as a trial. However, repeat purchases will occur only when he is
satisfied with its performance. But the possibility of a trial purchase is not available in all cases. In
the case of consumer durables such as scooters, refrigerators and the like, a trial is not possible,
because once a product is purchased, it has to be adopted and repeatedly used. Adoption means a
consumer decision to commit to a full or further use of the product. In our example of the housewife,

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