Mr.Afridi, Kardan Institute, Kabul11 Consumer Markets and Buying Behavior Waleed Khan Afridi MS-Leading to PhD Member SDPI, South Asia Member PJMS.

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Mr.Afridi, Kardan Institute, Kabul11 Consumer Markets and Buying Behavior Waleed Khan Afridi MS-Leading to PhD Member SDPI, South Asia Member PJMS

Mr.Afridi, Kardan Institute, Kabul22 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 ultimate- final consumer. Example: Sayed Khalil bought a car for his peronal use, this means he is a consumer of car.

Mr.Afridi, Kardan Institute, Kabul33 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, Kabul44 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, Kabul55 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 him/her. 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 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 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 satisfied he will not buy the product again. Need Recognition Identification of alternatives Comparison of alternatives Decision Post Purchase Behavior

Mr.Afridi, Kardan Institute, Kabul6 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 product-A.

Mr.Afridi, Kardan Institute, Kabul77 Family Life Cycle Bachelor stage: Young, Single People Young Married: Couples with no children Full Nest I: Young married couples with children Single Parents: Young-Middle aged people with Dependent children Divorced and Alone: divorced without children Middle-Aged Married: Middle aged Married Couple with out children Empty Nest: Older Married Couples with no children Older Single: One survivor, retired or working. Bachelor Stage Young Married Full Nest I Single Parents Divorced and Alone Middle Aged married Empty Nest Older Single Family Life Cycle

Mr.Afridi, Kardan Institute, Kabul88 Thank you very much for your time! Good Luck Mr.Afridi

Mr.Afridi, Kardan Institute, Kabul9 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 ( 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.