Buying

Buying Motives

The combination of facts and the emotional state of a person that generates a feeling within them that they need to purchase an item, as well as the factors that influence their eventual choice of a particular product.

Consumer Behavior

“Consumer behavior refers to all processes related to why, how, when, from whom consumers purchase and pay for a product and how they consume and dispose of it in order to meet their needs”.

Types of Consumer Behavior

1) Complex buying behavior

2) Variety seeking behavior

3) Dissonance buying behavior

4) Habitual buying behavior

Factors influencing consumer behavior

1) Cultural

2) Social

3) Personal

4) Psychological

Types of buying motives

How do consumers buy

Consumer product and brand I chose and why

Product - Chocolates

Brand - Ferrero Rochers

• I have chosen this brand because it is normally bought for special occasions, and the chocolate that I have chosen has a wonderful crunchy taste with chocolate inside.

Analysis of data

1. Age group:

• Less than 18

• 18-35

• 35- 50

• Above 50

60% of the respondents, i.e. 12 respondents are below the age of 18 years, while 30% of the respondents, i.e. 6 respondents belong to the age group of 18-35 years and 10% of the respondents, i.e. 2 respondents belong to the age group 35-50 years. None of the respondents are above 50 years of age.

2. Do you like chocolate?

• Yes

• No

3. How often do you purchase chocolate?

• Daily

• Weekly

• Twice a week

• Rarely

100% of respondents like chocolate

60% of respondents purchase chocolate rarely, 30% of respondents purchase chocolate weekly and 10% purchase chocolate twice a week.

4. How much do you usually spend on chocolate?

• Below Dhs15

• Dhs15 – 25

• More than Dhs25

Most respondents (75%) spend below Dhs15 on chocolate whereas some respondents (25%) spend between Dhs15 and Dhs25, but none spend more than Dhs25.

5.Which brand of chocolate do you prefer the most?

• KitKat

• Cadbury

• Ferrero Rocher

• Galaxy

• Other _________

Half of the respondents, (50%) prefer chocolate from Ferrero Rocher and some respondents (30%) prefer chocolate from Cadbury. (10%) prefer chocolate from Galaxy and (10%) of respondents also prefer other brands

6. Why do you choose this brand over other brands?

• Price

• Quality

• Availability of more brands

• Convenience

• Others (please specify) _________

Half of the respondents, (50%) prefer chocolate from a particular brand because of its quality and some respondents (25%) choose a brand because of the availability of more brands. 15% choose brands on the basis of price and 10% choose on the basis of convenience.

7.What is your favorite brand of chocolate? ____________________________

Half of the respondents (50%) prefer Ferrero Rocher, 25% prefer KitKat, 15% prefer Galaxy and 10% like Patchi.

8. To me, brand name of the chocolate is:

• Extremely important

• Very important

• Somewhat important

• Not very important

• Not at all important

Most respondents i.e. 50% feel that the brand name of the chocolate is somewhat important while 25% each feel that it is not at all important. However, 15% of respondents feel that it is very important and 10% think it is not very important.

9.Do you believe that chocolate is unhealthy? Please elaborate why/why not.

60% of respondents think that chocolate is unhealthy only if it eaten often. 30% of respondents feel that chocolate is unhealthy as it has a high calorie content which is unhealthy for the body. 10% of respondents think that chocolate is not unhealthy.

10. On what basis are you willing to try new brands of chocolate or a chocolate from a newly established brand?

• Not willing

• Friends recommendations

• Advertisements

• Price

• Brand name

• Other ____________

75% of respondents are willing to try new brands of chocolate or an chocolate from a newly established brand on the basis of their friends recommendations. 10% of respondents try them on the basis of price and 10% on the basis of advertisements. The other 5% on the basis of other reasons, like free samples offered at supermarkets etc.

Introduction

11. Discounts and offers influence my decision to buy a particular chocolate:

• Strongly disagree

• Disagree

• Neither agree nor disagree

• Agree

• Strongly agree

Buying mOTIVES

70% of respondents agree to the fact that discounts and offers do influence their decision to buy a particular chocolate. 20% of respondents strongly agree, whereas 10% of respondents neither agree nor disagree.

Purpose: Define consumer buying motives and needs.

Methods: Market survey was conducted and report was made on the consumer buying motives

Introduction to the retailer

Common buying motives

Carrefour is a French multinational retailer headquartered in Boulogne Billancourt, France, in the Hauts-deSeine Department near Paris. It is one of the largest hypermarket chains in the world the Second largest retail group in the world in terms of revenue Carrefour operates in more than 30 countries, in Europe, the Americas, Asia and Africa. Carrefour means "crossroads" and "public square" in French.

Objective

1. Profit or Gain

2. Fear of Loss

3. Comfort and Pleasure

4. Avoidance of Pain

5. Love and Affection

6. Pride and Prestige

To find out the different reasons consumers purchase a particular brand of products.

Conclusion

Through this project, it is understood that different consumers have different buying motives. This causes different behavior in buying patterns for each consumer. However, for FMCGs (fast moving consumer goods) like chocolate, many consumers have similar behavior and motives. This reflects in the responses of the survey conducted along with the project report.

- Sherin Glady

Roll no.21