Buying Decision Process

Successful marketing requires that company fully connect with their customers. A customer's buying behavior is influenced by several factors:

• Cultural, Social and Personal factors: The cultural factors exerts the broadest and deepest influence. Culture is the fundamental determinant of a person's wants and behavior. Kissan jam has closely attended to cultural values and have seeped into the breakfast table. With the constant urbanisation people are becoming more inclined towards a swift and healthy breakfast. Therefore it has a very strong foothold in this segment. the younger generation too is quite familiar with the brand and tends to recognize it well over others. The same can be said for the social factors.

In case of the personal factors, the advertisements are mostly targeted towards the kids and the youths, inspite of this, kissan jams are well associated with all age groups belonging to varied socio-economic group and occupations. Thus they are successful in establishing a "connect" with their consumers.

• Psychological Processes: Though Kissan jam is a FMCG product, still a good amount of thought goes while purchasing it. It has to enter the customer's consciousness and combines with certain consumer characteristics to result into decision process and purchase decision. 

Maslow's theory sought to explain why people are driven by particular needs at particular times.

Emotions and memory also plays significant role in the buying decision. 

• The buying decision process: The Five stage Model

Problem Recognition: Marketers need to identify the circumstances that trigger a particular need by gathering information from a number of consumers. The need of a healthy and tasty breadspread for a swift breakfast. This is where the customer must have felt a need where kids would love something so colourful with varied fruity flavours to savour their tastebuds. The different squeezy tubes that were introduced lately had the advantage of being an easy one to carry along.

Information Search: Kissan is already a very well established brand and one of the biggest player of its sector, therefore I don't feel there is much need for information search. Moreover the information is very easily available which will lead to quick decision making.

Evaluation of Alternatives: There are limited players in this market along with some local products. Already being a well recognised brand, it has imbibed certain belief in its consumers which contributes to a positive attitude towards the brand and its products. It offers a wide range of choice in terms of flavours and quantities. 

Purchase Decision: The consumers always intend to buy the most preferred brand, and in the above stages the consumer has already built a perception about the same brand. With the presence of different packagings in various quantities in mouthwatering flavours and different pricing options, it will thus help the customer to make a final decision an buy the product.

Postpurchase Behaviour: Marketers must monitor postpurchase satisfaction, postpurchase actions, and postpurchase product uses and disposal. If the consumer is satisfied and delighted then they would come back to the same product again and will favourably about it. So it has to maintain the same quality and taste because consistency also plays an important role in customer retention. If any query or complaint comes along, it should be taken care of with immediate effect to hold the consumer's belief and trust.