Consumer Markets and
Buying Behavior
Waleed Khan Afridi
MS-Leading to PhD
Member SDPI, South Asia
Member PJMS
Mr.Afridi, Kardan Institute, Kabul
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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.
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Geographic Analysis
• Geographic distribution: Geographic Distribution of
consumers is divided into rural, urban, and
suburban.
• Rural Areas are those areas which are located far
from cities such as villages in the surrounding of
cities.
• 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
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Demographics
• 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
Asian.
Mr.Afridi, Kardan Institute, Kabul
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Consumer Decision Making
Process
•
•
•
•
•
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
him/her.
Need Recognition
Behavior
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
Decision
alternatives
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
alternatives
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
Mr.Afridi,
Kardan Institute, Kabul
5
satisfied he will not buy the
product
again.
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
himself.
• Stage-V: Amanullah told Mr.Afridi to buy the productA.
Mr.Afridi, Kardan Institute, Kabul
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Family Life Cycle
• Bachelor stage: Young, Single
People
• 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
children
Family Life Cycle
• Divorced and Alone: divorced
without children
Middle Aged
Full Nest I
married
• Middle-Aged Married: Middle
aged Married Couple with out
children
Divorced and
Single Parents
Alone
• Empty Nest: Older Married
Couples with no children
• Older Single: One survivor,
retired or working. Mr.Afridi, Kardan Institute, Kabul
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Thank you very much for your
time!
Good Luck
Mr.Afridi
[email protected]
0778686695
Mr.Afridi, Kardan Institute, Kabul
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Disclaimer
• 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 (www.preston.edu) 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
Publishers.
• Principles of Marketing, (LPE) Twelfth Edition by Philip Kotler and
Gary Armstrong, Pearson Education Publishers.
Mr.Afridi, Kardan Institute, Kabul
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