PURCHASES
Methods of purchases
The method of purchase depends upon the product to be purchased and purchase intentions. The purchases can be fully planned, partially planned or unplanned.
Fully planned purchases
Most of the purchases of consumer durables like T.V., cars, refrigerators, cooking range are fully planned. Similarly purchases of durables like house property, insurance policy are fully planned.
They are normally purchased after proper evaluation of the product. In these cases consumer decides in advance what product model and what brand he will buy. The author survey in Delhi suggests that 90 percent of purchases of durables and consumer durables are fully planned.
The next category of purchases is daily consumption items for which a list of products to be purchased is decided before visiting a shop or a store i.e. shopping list is decided before stepping out of the house.
But very often the brand is decided at the shop after looking around; only in few items the brand is also predetermined but the decision sometimes is changed after visiting the shop/store on the recommendation of the retailer/shop keeper or by seeing the product.
Partially planned purchases
In this category those items fall which consumer intents to buy but does not make a shopping list before visiting the store/shop. In this group often the decision on the quantity to be purchased is decided by seeing the prices, the display of packaging and the mood of the consumer at the time of purchase.
For instance, a consumer may decide before visit to the shop that what items he wants to purchase like soap, tea, wheat flour, vegetable oil but the quantity and the brand is decided at the store. If consumer finds that there are discounts or sales promotion schemes, he may decide to buy larger quantities than otherwise intended.
Unplanned purchases
Those purchases, which are made spontaneously without prior planning, are called unplanned purchases. In such items advertisements, display, discounts, sales promotion schemes, free coupons, lottery gifts, etc. induce a consumer to purchase them when otherwise he has no intention to buy.
Home purchases from sales persons are largely of this nature as well as certain purchases at the store. But study done in Delhi suggest that only 10 percent of purchases fall in this group.
Unplanned purchases occur “when a consumer experiences a sudden, often powerful and persistent urge to buy something immediately. The impulse to buy is hedonically complex and may stimulate emotional conflict.
Also, impulse buying is prone to occur with diminished regard to consequences”. For example, a person from South India visits Delhi in December/January unaware of weather. When after arrival in Delhi he feels cold, he is forced to buy a woollen jacket.
A person from Delhi when visits Kerela in July/August without knowing that it rains heavily there all the time, he is forced to buy an umbrella or a raincoat. This is also situational influence on purchase decision.
When one visits a store and sees that certain products are at 80 percent discount or ‘one is free with one’ or there is a scope of winning a lottery the consumer puts aside ‘shopping list’ and purchases such a product, thinking that it is bargain purchase and its advantage must be taken. This is spontaneous purchase.
Sometimes one is influenced by sudden excitement and stimulation to purchase a product suddenly. When one sees a store and finds a product, which he was urging to buy for, long immediately buys it, thinking that it may not be available when actually he will need it.
When one visits a fair, exhibition or mela almost 100 percent of purchases are unplanned. People in India visit many fairs and melas where they go with the intention to buy certain goods but neither have they decided in advance their purchase basket nor they have shopping list.
If they find something attractive to purchase either price wise, quality wise or product wise or they see some new product purchases are made spontaneously without any prior plan.
The unplanned purchases can be under following circumstances:
Spontaneous.
Power compulsion and intensity to acquire a product.
Excitement and stimulation.
Situational influence.
Purchase in fairs, exhibitions.
The survey of buyers in Delhi suggests that only 60-70 percent of purchases are planned, 23-30 percent of purchases are partially planned and 10-20 percent of purchases are unplanned.
Methods of purchases
The method of purchase depends upon the product to be purchased and purchase intentions. The purchases can be fully planned, partially planned or unplanned.
Fully planned purchases
Most of the purchases of consumer durables like T.V., cars, refrigerators, cooking range are fully planned. Similarly purchases of durables like house property, insurance policy are fully planned.
They are normally purchased after proper evaluation of the product. In these cases consumer decides in advance what product model and what brand he will buy. The author survey in Delhi suggests that 90 percent of purchases of durables and consumer durables are fully planned.
The next category of purchases is daily consumption items for which a list of products to be purchased is decided before visiting a shop or a store i.e. shopping list is decided before stepping out of the house.
But very often the brand is decided at the shop after looking around; only in few items the brand is also predetermined but the decision sometimes is changed after visiting the shop/store on the recommendation of the retailer/shop keeper or by seeing the product.
Partially planned purchases
In this category those items fall which consumer intents to buy but does not make a shopping list before visiting the store/shop. In this group often the decision on the quantity to be purchased is decided by seeing the prices, the display of packaging and the mood of the consumer at the time of purchase.
For instance, a consumer may decide before visit to the shop that what items he wants to purchase like soap, tea, wheat flour, vegetable oil but the quantity and the brand is decided at the store. If consumer finds that there are discounts or sales promotion schemes, he may decide to buy larger quantities than otherwise intended.
Unplanned purchases
Those purchases, which are made spontaneously without prior planning, are called unplanned purchases. In such items advertisements, display, discounts, sales promotion schemes, free coupons, lottery gifts, etc. induce a consumer to purchase them when otherwise he has no intention to buy.
Home purchases from sales persons are largely of this nature as well as certain purchases at the store. But study done in Delhi suggest that only 10 percent of purchases fall in this group.
Unplanned purchases occur “when a consumer experiences a sudden, often powerful and persistent urge to buy something immediately. The impulse to buy is hedonically complex and may stimulate emotional conflict.
Also, impulse buying is prone to occur with diminished regard to consequences”. For example, a person from South India visits Delhi in December/January unaware of weather. When after arrival in Delhi he feels cold, he is forced to buy a woollen jacket.
A person from Delhi when visits Kerela in July/August without knowing that it rains heavily there all the time, he is forced to buy an umbrella or a raincoat. This is also situational influence on purchase decision.
When one visits a store and sees that certain products are at 80 percent discount or ‘one is free with one’ or there is a scope of winning a lottery the consumer puts aside ‘shopping list’ and purchases such a product, thinking that it is bargain purchase and its advantage must be taken. This is spontaneous purchase.
Sometimes one is influenced by sudden excitement and stimulation to purchase a product suddenly. When one sees a store and finds a product, which he was urging to buy for, long immediately buys it, thinking that it may not be available when actually he will need it.
When one visits a fair, exhibition or mela almost 100 percent of purchases are unplanned. People in India visit many fairs and melas where they go with the intention to buy certain goods but neither have they decided in advance their purchase basket nor they have shopping list.
If they find something attractive to purchase either price wise, quality wise or product wise or they see some new product purchases are made spontaneously without any prior plan.
The unplanned purchases can be under following circumstances:
Spontaneous.
Power compulsion and intensity to acquire a product.
Excitement and stimulation.
Situational influence.
Purchase in fairs, exhibitions.
The survey of buyers in Delhi suggests that only 60-70 percent of purchases are planned, 23-30 percent of purchases are partially planned and 10-20 percent of purchases are unplanned.