Consumer Markets and
Buying Behavior
Waleed Khan Afridi
MS-Leading to PhD
Member SDPI, South Asia
Member PJMS
Mr.Afridi, Kardan Institute, Kabul
Ultimate Consumer
• Ultimate Consumers
always buy goods for
their own personal or
family use.
• Every person if buys
some product for himself
is called as an ultimatefinal consumer.
• Example: Sayed Khalil
bought a car for his
peronal use, this means
Mr.Afridi, Kardan Institute, Kabul
he is a consumer
of car.
Geographic Analysis
• Geographic distribution: Geographic Distribution of
consumers is divided into rural, urban, and
• Rural Areas are those areas which are located far
from cities such as villages in the surrounding of
• Urban Areas are called as cities, having roads,
streets, buildings and all the basic necessities of life,
such as Gas, Water and Electricity.
• Sub-Urban Areas, are those areas that are locate din
between the Rural and Urban Areas, and are often
considered as developing areas.
Mr.Afridi, Kardan Institute, Kabul
• Age: It is the time that shows
an individual’s life time.
• Gender: It shows the
physical characteristics of
consumers. Either he or she.
• Family life cycle: It shows
the various phases of
consumer life that how he
became a consumer.
• Education: It is the level of
education that one has and it
shows the understanding
level of a consumer.
• Income: It shows the salary
of consumers, his income.
• Ethnicity: It shows the family
background of consumers.
Either he is Black, White or
Mr.Afridi, Kardan Institute, Kabul
Consumer Decision Making
Need recognition-Identification: In this
stage a consumer comes to know that
he needs something, which he don’t
have and which is important to
Post Purchase
Need Recognition
Identification of alternatives-Choices:
In this stage consumer goes to shop
to see how much of the similar
products are available in the market,
that can satisfy his/her needs.
Evaluation of Alternatives-Comparing
Identification of
Choices: In this stage consumer
compares one product with the other
similar product and compares their
prices and quality of the products.
Purchase Decision: In this stage
consumer wither buys the product or
Comparison of
then rejects a product and does not
buy it.
Post purchase behavior: In this stage,
if the consumer has purchased the
product before, will purchase it again
if he is satisfied. And if he is not
Kardan Institute, Kabul
satisfied he will not buy the
Consumer Decision Making
Process (Example)
• Stage-I: Amanullah came to know to know that he
need Hair Oil, which he don’t have.
• Stage-II:Amanullah went to the marker and saw two
kinds of hair oils.
• Stage-III: Amanullah compared two Hair Oil Products
A and B and checked their prices as well.
• Stage-IV: Finally Amanullah purchases Product-A for
• Stage-V: Amanullah told Mr.Afridi to buy the productA.
Mr.Afridi, Kardan Institute, Kabul
Family Life Cycle
• Bachelor stage: Young, Single
• Young Married: Couples with
no children
Older Single
Bachelor Stage
• Full Nest I: Young married
couples with children
• Single Parents: Young-Middle
Empty Nest
Young Married
aged people with Dependent
Family Life Cycle
• Divorced and Alone: divorced
without children
Middle Aged
Full Nest I
• Middle-Aged Married: Middle
aged Married Couple with out
Divorced and
Single Parents
• Empty Nest: Older Married
Couples with no children
• Older Single: One survivor,
retired or working. Mr.Afridi, Kardan Institute, Kabul
Thank you very much for your
Good Luck
[email protected]
Mr.Afridi, Kardan Institute, Kabul
• It is to notify that these slides have been made with the help of the
Text Books and Reference Books that are permitted by the Preston
University, USA ( and the Kardan University (An
affiliate of Preston USA), Kabul, Afghanistan. The students/users are
advised to use the slides without any doubt and fear of getting
falsified knowledge. In case of any doubt or problem the Mr.Afridi
may please be contacted.
• Recommended Books:
• Marketing (Concepts and Cases) Thirteen Edition/Special Indian
Edition (LPE) by Etzel, Walker, Stanton and Pandit, McGraw Hill
• Principles of Marketing, (LPE) Twelfth Edition by Philip Kotler and
Gary Armstrong, Pearson Education Publishers.
Mr.Afridi, Kardan Institute, Kabul