Module-6 CONSUMER BUYING BEHAVIOUR | IGNOU Study Notes

Objectives

After working on this module, you will be able to:

• Identify customer shopping cycle;
• describe moments of contact between customer and the company;
• Identify customer habits and information sought;
• evaluate decision making process of the customer; and
• describe what influenced the process.

Activity 1

Observe a customer during the shopping cycle and write down what exactly happened? While writing the notes, You may cover the following points. Write your response point-wise in the sequence given below:

1. What were the moments of contact between customers and the company?
2. What did the customer do?
3. What information did he seek?
4. Describe the customer(customer profile).
5. Find out the regular customer profile of the company- write down the demographics and psychographics of targeted customer profiles for the company, and compare the chosen customer with the targeted profile.
6. Describe the decision making process of the customer.
7. Describe what influenced the shopping behavior of the customer?

What Variables influenced the shopping behavior of the customer?

Moments of Contacts Between Customer & Store(Write briefly): In max fashion when any customer enter in the shop. They only have two reason want to visit such store either makes its shopping experence great. Weather no every person comes in the store because everyone's time is important. So its important for us to make valuable customer feel good even make them non hesitable (sometimes customer hesitate) and they can't tell their porblem.

Observation of Customer in Store/Section(Write briefly): When the customer enters in the store he/she easily indicates us that which product he/she wants firstly he/she will automatically tell us about the product. In come caes it customer did not tell us about which product he/she want than just he is doing to searching or what, things he seeing in the store then start the conversation with simple hello! and then try to recover him/her needs/ If we deal proper or make propere environment with the customer than we will automatically comes to know that which type of customer he/she is. It is very important to observe the customer if we are not capable to observe the customer and understand his problem, then we will not fullfill their needs either work. Seconds one is if the Consumer does not know that what product he/she want then according to his/her age give/show them some varieties of product. If he is child/an adult. And in counter in money time then we easily observe the customer if his time is very important and he want to go outside then his attitude/ talking, walking style easily indicates us. Then give them some special helps.

What Information did Customer Seek(Write briefly): It is very important to provide the porper information about the product that customer wants to purchase. Tell all the information about the product to the customer that what is this? How to use? etc. and also tell them precautions as well benefits of the products. And it is not necessary to provide information only about which product that customer wants. try to give information about all other products. May be some products he/she will like. TO udnerstanding the customer about other informated products is very beneficial for the stor. It's make the customer ot the Royal customer, because they come in your store th buy/ to take services and it they have extra budget than he can buy more products than he thinking to purchase from store.

→ Also make well known about the product to the customer that helps to protect you from the futur allegation from the customer.

→ And also tells about some shemes either discounts that if they want some products in budget. So that they easily got their products in budgets.

→ It also helps to make more customers because the customer tells his friends family and sometimes they will come to take service from the store.

About the Customer Profile(Write briefly): All their behaviors is not some. Its also important to understand the profile of the customer. Every customer have different profile to purchase the goods. To understand the profile of customer it is very difficult because you never judge the customer from their profile.

→ So its better sometimes to know the customer about there budget.

→It's helps lots of time that what kinds of products or what ranges products they love/ likes. So just making a firendly environment with the customer. And them showing them a good quality as well as budget products. So that customer easily buy such products and whenever he/she want more products then they will come in such store.

→ It we show them a good quality product and customer also likes such product but the amount of such product is very high then they can't afford such products to buy.

→ So it's very important to know about customer profile even we make them royal customers.

About regular customer profile of the store.(i.e, demographics & psychographics of targeted customer) Compare with the chosen customer(Write briefly):

→ The Regular customers are the best ones and most loyal and respectful customer. Because they comes many times in the share in and year and whenever their is a festival they will come with his/her family and buy more products. They interacts to well as like the store in their own so we cand say as they own the store they know about each and every sales person of the store. Our Royal customer in best in so many things they work as the publistor for us. Because they regularly visit our store, so they learn almost everything about the store. They know's name of almost every staff member also they knows the area in which, which type of item is set. A Royal customer is more good as comparing hundreds new customer. We have nice bouding with them and they also have nice bounding with us. So there may be no any porblem accured while we are dealing with our regular customers. They already know that what item they want to buy.

Describe the decision making process of customer & what influenced him/her(Write briefly): Before we go on the topic of decision making process we have to find the need/ want or desir of the customer often we are able to find its problem. So it's become to easy to help the customer for decision making. So it's very important to find the needs/ wants or desir of the customer Before purchasing a customer enters in store and find that which item he/she want and when the got they check the amount of the item ther he/she check hsi budget. If there budget is good then they easily buy such product. Customer regularly check all the things regarding to the product before buying. There are lots of steps thats influence the customer before buying like price, his or her budgets. Price of alternative goods or Price of the some good.

→ If customer finds that the alternative goods amount is low and it will give satisfaction to the customer then they easily buy such product except another item.

→ And it the price of the some good is in customer budget then they buy such product easily.