What Achieving a Degree Means to Me Essay Example for Free

What Achieving a Degree Means to Me Essay Hello my name is ______________ I am a twenty nine year old married mother of two. Ive been married for twelve years and I have an eight years old boy and a two years old girl. Since I was nineteen years old in the fall of 1991 Ive attempted to earn a college degree attending first Tarrant County Junior College and second Weatherford College stop and starting back again several times over the years trying to reach my goal. In the summer of 1995 when my oldest was two my husband and I moved our mobile home on to new land, which required my assistance helping out financially. I started working for a great company that I loved, Auto Rail Services of Texas they are an afflation of Burlington Northern Santa Fe Railway were I worked part time in the evenings doing data entry. Six months later I started working full time as the assistant office manager in charge of the day-to-day operations. I was sent to Tarrant County Junior College to gain a certificate in Microsoft Office applications. I continued to advance with in the company and enjoyed working there but in the July of 1998 the company suffered financially when Ford Motor Company moved there business to Union Pacific Railway, which caused downsizing in the company I was laid off. I contemplated going back to school after this but couldnt financially afford to stop working full time. The following October I became pregnant with our second child and after her birth my husband and I decided to downsize our financial situation so that I could remain home with the baby. When the child was seven months old I took a part time position in my aunts security company where I assisted in the office and was able to bring my child with me. Not long after my aunts company was forced to go out of business, which caused me to relay on unemployment compensation, threw Texas Workforce Commission there I was informed I could return to college and receive assistance with childcare. I began all the necessary proceedings for the program and was informed before I could actually get the assistance I would need to pass the TASP test a mandatory test required before you are eligible to receive a degree in the State of Texas. Having passed all but the math section of the test I decided I would take a preparatory tasp math class. The next six months I attended two such classes and in August of 2001 was successful in pass the math portion of the tasp. In June of that same year our home suffered water damage from a roof attempting to be put on but not finish before a storm hit water leaked in every where causing on the ceilings in the home to cave in. From June until September when were living in a hotel awaiting the finish of our home. Having so much going on at that time I decided not to attend college that fall. I am currently enrolled at Weatherford College 9 semester hours. Do the all the kayos this summer I was never able to update Texas Workforce Commission with my status and to ask for assistance with childcare. I had qualified for a seven hundred and fifty dollar federal Pell grant, which barely covered the costs and enrolled. I took a part time position as a tutor for Fort Worth Independent School District and I have received assistance from two family members with childcare on a temporary bases. Now that I have introduced myself and caught you up on my life history I would like to start telling you how strongly I feel and how important it is to me that I reach my goal of obtaining a college degree. I am going after a degree in the business field and I hope to eventually get a master degree as well. I know that people say that being a mother is a great accomplishment in itself. Dont get me wrong I too know it is, but sometimes is just not enough for some of us I just happen to be one of those some bodies. I love being a mom first and foremost but growing up as a young girl I always wanted and even thought that for sure I was gone be a great something or do something grand in life just what that was though I didnt quite know. Life some how takes you this way then that way and you sometimes end up off course as though you had a sail on our back a the wind was just drifting you around through life. Then some times being stubborn headed and getting way a head of yourself also contributes to blowing you way off course but you manage to grow in time and slowly start to see the way back on course but getting back on course isnt as easy as getting off course was. Even though it takes a slow, long and hard course back you get there you just stay strong, driven, and wanting it oh so bad. When the day finally comes that I do have my degree in hand and decided after all that maybe being a moms is grand enough I would at least have the self-satisfaction of know I did it I reached my ultimate goal and knowing the pleasures that come along with it such as independence, and knowledge gained. No longer needing to worry if anything ever happened would you be able to survive on your own, care for your children and maintain your lifestyle. How great it would feel to hang a plaque on the wall showing your accomplishment for all to see especially your children after all how could you expect them to accomplish such a task if you yourself never did. It has recently come to my attention the importance of just why I need this knowledge see I realized that one day my children would need my help with a school assignment and should be able to assist them. I need to be an example not to mention being able to keep up with current events around the world, the local economy as well as government issues such as politics. I say forget that I am not going threw life blind I want to always have at least one eye open at all times. That little voice that I use to hear inside of me telling me you are going to do something grand well shes getting louder and its time to listen. I know that over the course of my life I havent always made the right decision or took the right course or maybe even done some things a little backwards but I have always been able to see the light open up my eyes and see things for what they really are and find my way back around again. Some times it takes time, time to grow, to grow up, and to stop being so darn stubborn. Then it also takes just plan old school of hard nocks were you just plan have to live and learn for yourself. Ive lived and Ive learned knowledge is power and theres nothing you cant accomplish or learn once you try. Here is some things Ive learned over the years some even by mistake like getting married, buying your first home, land, a car, furniture, going to college and maintaining a fulltime job to support your household, doing your taxes, becoming a mother, attending college and being a mother, credit cards, mortgages, real estate taxes and insurance. Losing your credit, burial of a loved one after watching them die, to winning, to loosing, to finding new things out about yourself your crafty, creative, and resourceful, remodel your own home from tile, to drywall tape, bed, and texture, to cabinets and counters, to paint, you even learn over the years about the mechanics of cars these are just a few examples of where knowledge has got me so far. For me having a degree means accomplishment, independence, and knowledge. If it takes me the rest of my life to accomplish my goal of a degree I will no matter what obstacles come my way. I would just like to end by saying thank you for being out there trying to help people accomplish there goals and dreams and for making it a little easier to do so.

Financial accounting standards Essay Example for Free

Financial accounting standards Essay The income statement, which portrays the financial performance of the company, is also described in the financial statements elements. Income and expenses from ordinary activities are recognized as the main elements of such statement, which when matched result in a profit or loss for the period. Capital maintenance adjustments are also pointed out, which may effect the income statement. This arises from the restatement of assets and liabilities that may eventually influence the equity of the firm (International Accounting Standards 2000, p 61-64). The measurement bases utilized in order to compute the monetary amounts of the assets, liabilities, equity, revenue and expenditure noted above are also outlined in the framework. There are five main measurement bases recognized in the accounting framework, which are explained below: †¢ Historical Cost – such measurement bases states that assets are recorded at the historical, which is normally the date of purchase. This implies that the value of the asset at the date of acquisition is the one portrayed in the Balance Sheet. For example, if a motor vehicle costing $8,000 is bought. The $8,000 historical cost value will be adopted as its measurement bases. As regards liabilities, the amount of cash obligation arising at the inception of the transaction will also be utilized as the measurement means. Any payments that are eventually undertaken to cover such liability are diminished from that amount. This is most common method adopted in practice by business organizations. However, when the need arises, such measurement bases are promulgated with other methods in order to portray a more true and fair financial picture (International Accounting Standards 2000, p 70-71). †¢ Current Cost – as its name implies, assets are recorded at the current amount of cash and cash equivalents that would be required if a similar was going to be purchased. Under such measurement bases, liabilities are determined according to the undiscounted cash obligation necessary to settle such commitment (International Accounting Standards 2000, p 70). †¢ Realizable value – this method is similar to the current cost one, with the exception that assets value is computed in line with the equivalent price that the present asset can attain if disposed in the market. The value of liabilities under such measurement bases is the same to the historical cost one. That is liabilities are determined in line with their settlement value (International Accounting Standards 2000, p 70). †¢ Present value – this encompasses that assets are recording according to the present discounted value of the envisaged cash inflows that such asset will provide to the organization in its day-to-day business activities. Liabilities are also valued at the present discounted value of the expected cash outflows entailed in the foreseeable future (International Accounting Standards 2000, p 70). The concept of capital and capital maintenance is the last basic principle covered by the accounting framework. The principle of capital under a financial side comprises the invested assets by the owner, which are identical to the equity or net assets value. Under the physical concept of capital, it entails the operating ability. That is the productive power of the organization (International Accounting Standards 2000, p 72). The concept of capital mentioned in the previous paragraph leads to the proceeding concepts of capital maintenance:†¢ Financial Capital Maintenance – profit/loss is computed under such concept as the difference between the financial value of the net assets at the end of the year and the financial value of the net assets at the commencement of the financial year (International Accounting Standards 2000, p 72). The fair value measurement bases, which is a new valuation method abides with such concept. †¢ Physical Capital Maintenance profit in this case focuses on the productive ability of the corporation. That is the excess of physical production at the end of the year when compared with that of the beginning forms up the profit figure (International Accounting Standards 2000, p 73). 2. The principles outlined in the framework do not exercise a direct influence on the intended parties. It holds an indirect affect by affecting the accounting standards issued by the recognized accountancy board. Such accounting standard will then have a direct influence on the accounting treatment of specific items and on the presentation of accounting information. Indeed the framework acts as a yardstick that guides the development of accounting standards. It is a generic document that narrows the range of alternatives that can be adopted during the standard setting process (Foster M. J. et al 2001, p 1,2). Further more, the framework aids the communication process in the Financial Accounting Standards Board, both internally and externally. Through the adoption of a generally accepted accounting framework, the message of the Financial Accounting Standards Board would be more easy to be communicated to accountants in the respective industries (Foster M. J. et al 2001, p 2).

Negative Effects of TV

Negative Effects of TV Shri Swaminarayan Bhagwan Ni Jai Akshar Purushottam Maharaj Ni Jai Gunatitanand Swami Maharaj Ni Jai Bhagatji Maharaj Ni Jai Shastriji Maharaj Ni Jai Yogiji Maharaj Ni Jai Pramukh Swami Maharaj Ni Jai Mahant Swami Maharaj Ni Jai Pramukh Swami Maharaj Shatabdi Mahotsav Ni Jai IS TV AN EDUCATIONAL TOOL? TV is a great innovation, and it can be beneficial if used wisely, however, it teaches us to sit back and accept instead of being proactive and thinking. TV programmes or commercials brainwash us to purchase things we do not actually require. The most bad effect of TV viewing is, it takes away time from reading, and improving reading skills. According to Dr. Seuss, The more that you read, the more things you will know. Next, DOES TV PORTRAY FACT OR FICTION? One of the bad effects of TV viewing is that it appears to portray or report reality. In fact it isnt. Instead, it is allowing us a small glimpse of whats really going on. Most people accept whatever television is feeding them, without casting a doubt in their mind. We do not make an effort to search reality, we rely on the TV producers to do all the searches for us. In this way we easily accept a bias view. Ask yourself, HAS TV ANY EFFECT ON YOUR INTELLIGENCE? Watching TV for long hours can shrink your creative and analytical thinking ability. Continuous and quick information, opinion, analysis and criticism for just about everything stops you using your critical thinking. In this way, we can be easily misinformed and manipulated. Those watching too much television start relating themselves with what is shown on TV and the desire to live the lives of their favourite TV characters. This may lead to becoming hungry for power, money, and status. IS THERE ANY HEALTH RISK RELATED TO TV? Watching television means inactivity, and # inactivity has been linked to obesity and heart disease. A study conducted at the Harvard School of Public Health # indicates that watching too much television can significantly increase the risk of developing obesity, and type 2 diabetes. Kids often snack on junk food while watching TV. They are also influenced by commercials to consume unhealthy food. Watching too much TV is also harmful to eyesight. WHAT ARE THE SOCIAL EFFECTS? A child watching non-educational TV for 3-4 hours daily # will have seen about 8,000 murders on screen by the time he reaches the age of 16. Violent TV programs encourage antisocial behaviour in children and may lead them to behave rudely. They believe in violence to resolve conflict, just like their favourite hero does to a bad guy. TV teaches us, To Be Passive Copycats. An actor may be shown smoking or drinking. Children will imitate them thinking it to be cool. DO WE WASTE TIME? Life is short, but # we have opted to substitute real living with TV living. We do not live our life to the fullest, going out to meet people, socialising and having fun. We have decided to confine ourselves within four walls and be all alone so we can watch adventure movies, reality shows, and soap operas with full attention. IN CONCLUSION Television certainly has much to offer, and without a doubt is a great innovation, but it can affect people negatively when it comes to relying on it, whether to be informed or entertained. TV steals time for activities that actually develop children, like interacting with other people and playing. A child learns a lot more efficiently from real interaction with people and things. Certainly, there are a few programs on TV that are educational and entertaining, but the majority are simply rubbish. Viewing TV can be good if it is done in moderation, and if the program being watched is selected wisely. Some TV shows can educate, inform and inspire. In a typical 24 hours day, we spend 8 hours at either school or work and further 8 hours sleeping. 2 hours are used for meals and travelling. This leaves us with 6 hours to spare. If we spend 4 hours watching TV, we will have only 2 hours for other activities like # homework, personal hygiene, sports, socialising, communicating with family members, daily puja, Ghar Sabha, housework, shopping, and cooking.

Comparing the Use of Images in The Other Wife and The Story of an Hour

Comparing the Use of Images in The Other Wife and The Story of an Hour The Other Wife and The Story of an Hour are two short stories both seemingly similar and contrasting in different ways. In Chopin’s story we see that Louise Mallard reveals her ironically natural feeling of joy and freedom following the news of her husband’s death. Louise’s sensation of freedom is conveyed through the use of vivid natural images and color. While in Colette’s story the two female protagonists contrastingly suffer from repression while the other practices freedom and liberty. These contrasting feelings are conveyed by the usage of various color images. Both Chopin and Colette address the theme of freedom and liberty from male control through the indirect use of natural, color, and vivid imagery. More often, the natural images are associated with the setting and the atmosphere, while color imagery is repeatedly linked to the physical appearance of the characters. In The Story of an Hour Chopin’s use of natural images develop and convey the theme of female freedom and liberty. The image of window is one of the most fundamental symbols which puts across this theme. The window exemplifies the ‘monstrous joy’ and the ironically natural freedom Louise is feeling in her following the news of her husband’s death. This oxymoron can be defined as the feeling she knows is considered ‘monstrous’ by society who does not expect her to be glad at her husband’s death. The way in which she faces the ‘open window’ reveals the new beginning she is looking forward to and her realization of a fresh start without her husband. Furthermore, the author’s application of an image of a ‘tree’ that were ‘aquiver’ and the ‘countless sparrows’ whic... ...n Chopin’s The Story of an Hour there is less work for the readers’ to work out specific hidden meanings. It is much harder to work out meanings when Alice doesn’t answer when Marc says 'were satisfied†¦Aren’t we, darling?’ Throughout the course of the two stories The Other Wife and The Story of an Hour, the use of natural, color, and vivid images are an essential tool for both authors to convey the theme of freedom and liberty from male control. The use of the various types of imagery shows the similar techniques Colette and Chopin shared. However, there are some minor differences these two stories shared, such as the use of dialogues and narratives as well as one being more symbolic than the other. The use of imagery is just a very small part of all the other features the writers used to develop the theme of female Freedom & Rights from male control.

Cystic Fibrosis :: essays research papers

Situation Summary: Include your client’s situation, their concerns, what they are interested in learning or worried about. Jessica and Martin are coming to me for advice about another child. They currently Have three Males. Both Jessica and Martin are heterozygous and are both carriers of Genetic Counseling Report  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Period:B Counselor Name:Dr. Morse   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Date: February 9, 2005 Client’s Name: Jessica and Martin cystic fibrosis. They would also like to know what the chance of having a female is sense they already have three males. Also, what the chance is of having a healthy baby. Conclusions: Based on your analysis, what are your conclusions? Review all of your findings for your client. Make sure you address the things they want to know, or should know about their situation. My conclusion is that they will have a healthy baby that could be either a male or female. They have a 75% chance of having a healthy child and 25% of not having a healthy child. Jessica and Martin has a 50% chance of having a boy and a 50% chance of having a girl. The couple is mostly going to get what they wanted except the fact about being a girl or boy. Approach: Here you will describe what you did in your analysis to reach your conclusions, explain why you took the approach you did. I took both Jessica and Martin’s blood sample and sent it to the lab. I also found out about the family history such as they had three healthy males. Data / Analysis: Include in this section all data, analysis and calculations you performed. This would include Punnett Squares, Pedigrees, Karyotypes, ratios or other calculations and your analysis. Some of this material you can fit in this section, some you may need to attach to your report.

Treyvon Martin and Clarence Thomas Essay -- Political Spectacle, Polit

On February 26, 2012, an apparently innocent teenager was shot as he walked home through his neighborhood late at night. The Trayvon Martin killing and trial has recently been one of the primary topics covered by the media in America. The response to the news coverage of the case has been staggering. Students have organized hoodie marches and created Facebook groups to protest the unjustified murder of the young man. However, is the American public as well informed as it pretends to be? Americans have an unsettling susceptibility to manipulation from the media. In 1991, a similar event occurred in the case of the Clarence Thomas confirmation hearings, where Supreme Court nominee, Clarence Thomas, had his personal affairs put on display for America. This event ignited unrest in women’s rights and civil rights groups across the country. Americans were surprised to discover that the nation had been blind to these supposed political injustices for years. The Clarence Thomas confir mation hearings cloaked a staggering message to the American people about media’s role in manipulating American sentiment by sensationalizing the news coverage relayed to the American public. The original purpose of the Clarence Thomas hearings were to determine if George Bush’s nominee for Supreme Court Justice, Clarence Thomas, was a legitimate nominee for the prestigious role of Supreme Court justice. However, the hearings quickly developed into little more than a â€Å"political spectacle.† A political spectacle â€Å"is public in the sense that it deals with a†¦ scandalous action that carries instant and wide appeal no matter who does it† . The spectacle was tailored so that it would reach and catch the attention of millions of viewers. In order to accomplish th... ...ide, â€Å"Deconstructing the Political Spectacle: Sex, Race, and Subjectivity in Public Response to the Clarence Thomas/ Anita Hill â€Å"Sexual Harassment† Hearings,† American Journal of Political Science 37 (1993): 701. Dianne Rucinski, â€Å"Rush to Judgment? Fast Reaction Polls in the Anita Hill-Clarence Thomas Controversy,† The Public Opinion Quarterly 57 (1993): 575. Frances Trix and Andrea Sankar, â€Å"Women's Voices and Experiences of the Hill-Thomas Hearings,† American Anthropologist 100 (1998): 32. Larry Hugick, "On Night before Vote, Support for Thomas Remains Strong," Gallup Poll News Service 56 ( 1991): 2. Murray Edelman, Constructing the Political Spectacle (Chicago: University of Chicago Press, 1988), 99. Thomas P. Kim, â€Å"Clarence Thomas and the Politicization of Candidate Gender in the 1992 Senate Elections,† Legislative Studies Quarterly 23 (1998): 399.

Consumer Behavour

Models of Consumer Behaviour UNIT 9 Objectives MODELS OF CONSUMER BEHAVIOUR After reading this unit, you should be able to: †¢ †¢ †¢ †¢ identify the different levels of consumer decision-making explain the process of consumer decision-making differentiate between types of buyer decision behaviour describe the buyer behaviour with the help of an input, process, output model Structure 9. 1 Introduction 9. 2 What Is a Decision? 9. 3 Levels of Consumer Decisions 9. 4 Process of Decision- Making 9. 5 Types of Purchase Decision Behaviour 9. 6 Stages in the Buyer Decision Process 9. 7 Models of Buyer Behaviour 9. 8 Summary 9. 9 Key Words 9. 0 Self-assessment Questions 9:11 Further Readings 9. 1 INTRODUCTION In this unit we shall examine how a consumer actually arrives at the decision to purchase a specific product or brand out of the so many available in the market. Or, in other words, we shall study the process of consumer decision-making. In the previous unit we had di scussed a simple model of consumer decision-making, comprising an input, process and an output. A consumer receives stimuli from the environment and the specifics of the marketing strategies of different products and services, and responds to these stimuli in terms of either buying or not buying the product. In between the stage of receiving the stimuli and responding to it, the consumer goes through the process of making his decision. 9. 2 WHAT IS A DECISION? A decision is the selection of an alternative out of the several number of alternatives available. It is only when theme are two or more alternatives available that there is the need to make a choice. In the field of consumer behaviour, we are only concerned with situation in which the consumer has to take a purchase decision where there is a choice available. 27 Understanding Consumers 9. 3 LEVELS OF CONSUMER DECISIONS As a buyer or consumer you are all the time making decisions such as what product to buy (a book or a shirt as a birthday present for your friend), Which brand (Lux, Liril, Hamam, Rexona or OK toilet soap) from where (Super Bazar, nearby corner shop, chemist), etc. Table 1 presents a summary of the different levels of purchase related decisions most commonly encountered by consumers. The table highlights the broad range of choices the consumers have to select from when making a decision, starting from the generic product category level to the brand level and retail outlet level. 9. 4 PROCESS OF DECISION-MAKING The most basic and important requirement for the marketer is to understand how consumers make choices. Ajzen and Fishbein have attempted to explain human choice behaviour in their theory of reasoned action which states that: â€Å"Generally speaking-human beings are usually quite rational and make systematic use of information available to them. People consider the implications of their actions before they decide to engage or not to engage in a given behaviour. † Thus, making a decision is a rational and conscious process in which the consumer evaluates each of the available alternatives to select the best amongst them. Each decision you make involves an elaborate mental thought process, a degree of active reasoning, though on the surface it may not always seem to be so. This may be because over a period of time you have taken certain decisions so many times that they now seem to be made almost automatically but that is not true at all. Even your daily decision of buying a loaf of bread involves the element of active reasoning as buying a new sofa set for your drawing room. However, in the former case, the extent and intensity of active reasoning may be much less as compared to the latter case. 28 In the case of bread, the only decision variables may be which brand, quantity and retail outlet. But in case of buying a sofa set the decision variables are far more in number. These may be: †¢ †¢ †¢ †¢ †¢ ready-made or made to order from a furniture shop or to be built at home type of material for frame: Wood, Steel, Aluminium type of material for cushion: cloth, rexine, leather design: with or without arm-rests, height, depth of seat, seating capacity, loose or fixed cushion. Models of Consumer Behaviour Thus, depending on the type of decision being made, the degree and strength of active reasoning will vary. There are three factors which influence the degree of active reasoning that is undertaken by the consumer in his process of decision-making. These are: i) involvement, ii) alternative differentiation, and iii) time pressure i) Involvement: When a product is perceived to be of great personal importance to the customer, such as personal clothing, or its purchase involves a great deal of money or risk such as jewellery, car, house, company shares, the level of involvement in making the decision is likely to be very high. The consumer is likely to spend a great deal of time before arriving at the final decision. In contrast, when buying items which do not reflect much on the consumer's personality or their purchase involves small amounts of money . or the risk associated with them is not high, the degree of involvement of the consumer is likely to be low. Products such as shoes, polish, toilet soap, toothpaste, biscuits etc. would fall in this category. i) Differentiation: When the consumer perceives that the various alternatives which are available are very different from one another in terms of their features and benefits offered, he is likely to spend more time in gathering information about and evaluating these different features. On the other hand, in case of products which are not very different from one another either in terms of their features or benefits offered, the consumer is bound to perceive them as being almost the same and buy the first available product/brand which satisfies his minim um expectation. He will not like to spend much time in evaluating the various alternatives. The various brands of washing powder available in the market today are an excellent example of low level of differentiation with the consumer perceiving the different brands to be offering almost identical benefits. All the brands, such as Nirma, Vimal, Vijay, etc. look similar with identical packing and carry almost the same price tag. Till a few years ago, the two wheel scooter market in ,India was highly undifferentiated with Vespa and Lambretta offering almost identical scooter to the consumers in terms of basic features. But today the same market is highly differentiated. The consumers have a wide range of brands to choose from such as Kinetic-Honda, Lohia, Bajaj etc. each offering a variety of shapes, horse power and many other innovative features to choose from. A potential consumer of scooter would have to spend considerable time in evaluating each brand before he is in a position to make his decision. iii) Time Pressure: When you are under pressure to make a decision quickly, you cannot afford to spend a long time finding out about the various products or brands. You would probably buy whatever is readily available. While traveling in your car to a hill station your car tyre bursts and you need to buy a new one. At that time you would buy the brand that is available at whatever price without giving it too much thought. But under a different situation, when you need to buy new tyres, you would certainly like to find the features of nylon and radial tyres and evaluate various brands e. g. Modi, MRF, Dunlop and Apollo etc. on their individual advantages and disadvantages. 29 Understanding Consumers Activity 1 a) For each of the products/services written below, identify whether the purchase decision involves a high or low degree of involvement under normal circumstances: i) ii) iii) iv) v) vi) vii) viii) ix) x) Scooter Tyre Steel almirah Transistor radio Bicycle Shirting material A pair of shoes Toothpaste A family planning device such as Nirodh Restaurant Voltage stabiliser. b) In respect of the above products, record which differentiated alternatives (brands) are available in the market. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 9. 5 TYPES OF PURCHASE DECISION BEHAVIOUR Consumer buying behaviour varies with the type of buying decision. Earlier, we stated that while a decision for buying bread was almost made automatically, the decision for buying a sofa set was more deliberate and time consuming. Similarly, there is a great deal of difference in buying a tube of toothpaste, clothes for yourself and a refrigerator for your home. We shall now distinguish three types of buying behaviour: i) Routinised response behaviour, ii) Limited problem solving, and iii) Extended problem solving. ) Routinised response behaviour (RRB): This occurs when the consumer already has some experience of buying and using the product. He is familiar with the various brands available and the attributes of each and has a well establ ished criteria for selecting his own brand. Consumers do not give much thought or time when buying such products and already have a preferred brand. The degree of involvement in buying such products is low. Frequently purchased and low cost products such as razor blades, coffee powder, toothpaste, soap, soft drinks, etc. fall in this category. Marketers ealing in products involving routinised response behaviour must ensure the satisfaction of existing customers by maintaining consistent quality, service and value. Also, they must attempt to attract new customers by introducing novel features, using point-of-purchase promotional material and special displays. ii) Limited Problem Solving (LPS): In this type of buying behaviour, the consumer is familiar with the product and the various brands available, but has no established brand preference. The consumer would like to gather additional information about the brands to arrive at his brand decision. For instance a housewife buys refined vegetable oil for her cooking. She is familiar with the concept of vegetable oil (as opposed to say vanaspati and ghee) and also knows that Postman, Dalda and Ruby are some of the prominent brands available. But to establish her choice of brand, she would like to check with her friends and regular shopkeeper about the attributes of each. Limited problem solving also takes place when a consumer encounters an unfamiliar (or new) brand in a known product category. The housewife who buys refined 30 vegetable oil, on her next visit to the market, sees a new brand of oil, Saffola. Apart from being a new brand, this brand of oil also claims the unique attribute of being low in cholesterol. To arrive at a decision, whether or not to buy this brand, the housewife needs to gather information about the new brand which will allow her to compare it with the known brands. The marketer's task in a situation where he is introducing a new brand in a well known product category is to design a communication strategy that gives complete information on all the attributes of the brand, thus increasing the consumer's confidence and facilitating his or her purchase decision. ii) Extensive Problem Solving (EPS): Extensive problem solving occurs when the consumer is encountering a new product category. He needs information on both the product category as well as the various brands available in it. This kind of decision is by far the most complex. For instance, you are thinking of buying a Flat colour television to replace your existing black and white TV set. You do not have much idea about how to judge the quality of a, colour TV set. You have heard about the various rands, such as Videocon, BPL, Samsung, LG, Sony, Thomson etc. but you do not know what t heir respective quality ranking is in colour TV. Each brand makes claims of foreign technology, latest features such as flat square tube and channel display. Further, t here is a range of models to choose from within each brand, models with remote control . different cabinet colour finish, vertical monitor styling etc. To arrive at a decision, you have to gather information at three levels and also establish a criteria for evaluating this information. The three levels of information gathering and evaluation are at generic product level, brand level and model level within each brand. The marketing strategy for such buying behaviour must be such that it facilitates the consumer's information gathering and learning process about the product category and his own brand. The marketer must be able to provide his consumer with a very specific and unique set of positive attributes regarding his own brand, so that the purchase decision is made in his favour. The concept of EPS is most applicable to new products. The product may be new at the generic product concept level (such as Maggi noodles) or it may be an established product concept but new for a particular consumer. In case of a new product concept such as ready to cook instant snack, the entire consumer universe is unfamiliar with the product. The marketer has to spend large amounts of money in educating the consumers about his product. The consumers in turn need a great deal of information before they can take a decision; and the decision process takes a long time. On the other hand, you may have the situation where the product concept is well understood by a majority of the consumers, but it is being bought or used by a particular consumer for the first time. To take a very simple example, a tribal who is exposed to the concept of toothpaste for the first time in his life will seek a lot of information and take a long time to decide. For him, buying a toothpaste is a EPS behaviour, whereas for most of us it simply requires a routinised response behaviour. Models of Consumer Behaviour 9. 6 STAGES IN THE BUYER DECISION PROCESS Even buying decision involves an element of active reasoning. The manner in which this active reasoning manifests itself is illustrated in Figure I. In making a purchase decision the consumer goes through the five stages of: i) ii) iii) iv) v) problem recognition, pre-purchase information search, evaluation of alternatives, purchase decision, and post purchase behaviour. However, in case of routine purchases, the consumer may skip the second and third stages and straight away go to the stage of purchase decision. But in case of purchase 31 Understanding Consumers decision involving extensive problem solving, the consumer is likely to go through all the five stages in the specified sequence. The important point to note is that the buying process starts much before the actual purchase and has implications even after the purchase has been made. This should give ideas to the marketer as to how he has to start designing his marketing strategy in order to achieve his specified marketing objectives. Figure I: Stages in the Buyer Decision Process Let us understand the stages in decision-making process with the help of a Mr. Rao's specific decision to purchase a briefcase. i) Problem Recognition: The buying process starts with the buyer recognising a need or problem. Mr. Rao feels very uncomfortable carrying his papers, files and lunch packet in his hand or in a plastic bag to his work place. Sometimes, the papers and even files from his hand and get spoiled Mr. Rao feels the need for a suitable receptacle to carry papers to and fro from his office and has identified a briefcase as the solution to his problem. i) Pre-Purchase Information Search: In response to the stimuli provided by the need for a briefcase, Mr. Rao starts searching for information on the kinds of briefcases available in the market. Search can be of two types: internal and external. Internal search refers to recalling relevant information stored in the memory. For instance, Mr. Rao may recall having seen the different kinds of briefcases used by his colleague s. Or he may recall having seen some advertisements for briefcases on the television or in some magazines and newspapers. External search refers to the deliberate and voluntary seeking of new information regarding the product/brand under consideration. Mr. Rao can seek information from the following three sources: †¢ †¢ †¢ Personal sources: family, friends, colleagues, neighbours. Commercial sources: advertisements, retailers, salesmen. Public sources: seeing others, consumer information centres. By tapping all these sources of information, Mr. Rao is able to identify the different types of briefcase on the basis of material, branded versus unbranded, high-mediumlow priced. A wide variety of materials are used for making briefcases ranging from the best leather to rexine to plastic. There are branded briefcases available and Mr. Rao can choose from the well known VIP, Safari and Aristocrat and some less known local brands, or he can choose to buy an unbranded briefcase. The price ranges from Rs. 125 to Rs. 1200. Also, there are a number of other features which can influence the choice, such as type of lock, and number of partitions and pockets for keeping different documents. By the end of this stage, Mr. Rao has gathered enough information about different kinds of briefcases available and has narrowed down his alternatives to moulded plastic, branded briefcase. Within this broad range there are various brands and price ranges to make the final choice from. Evaluation of Alternatives: Mr. Rao will make his final decision using certain evaluative criteria. The most commonly used criteria are: (i) product attribute, (ii) the relative importance of each attribute to the consumer, (iii) brand image, (iv) attitudes towards the different brands or alternatives under considerations. For instance, the product attributes of the (Plastic branded briefcase) alternatives identified by Mr. Rao are: , unbreakable, lightweight, spaciousness, reliability of locking system, colour, price. Mr. Rao attaches maximum importance to the product attributes of light weight and spaciousness as compared to other attributes. He already has some kind of attitude towards the various brands developed in the stage of information search which will affect his final decision. 32 This stage of the buying decision process gives the marketer a chance to modify his product offering in keeping with the relative importance attached to each attribute by various consumer segments, altering beliefs and attitudes about his own brand, and calling attention to neglected product attributes, Purchase Decision: In the evaluation stage, Mr. Rao has ranked the various brands in terms of his first, second and third preference. In short, he has made up his mind about which brand he wants to buy. However, Mr. Rao may finally end up buying a brand which is not his most preferred. This may happen because attitudes of others and †situational factors. For instance, when Mr. Rao goes to the shop to make his purchase, the shopkeeper's negative remarks about his (Mr. Rao's) most preferred brand may make him change his mind. Also, it is possible that Mr. Rao's preferred brand is not available, or there is a very attractive price discount on the brand ranked third by him which eventually makes him change his mind. Post Purchase Behaviour: After purchasing the briefcase, if Mr. Rao finds that its performance or utility matches up to his expectation, Mr. Rao will feel satisfied with his purchase. The satisfaction will reinforce Mr. Rao's perceived favourable image of the brand, which is likely to be extended to the entire range of products manufactured by the Company. Also, Mr. Rao is likely to strongly recommend the brand when his friends ask his advice for buying a new briefcase. A satisfied customer is thus a very powerful source of influence for potential customers. However, if Mr. Rao feels that the briefcase which he has purchased is not upto his expectation, then he is likely to feel dissatisfied. The gap between expected (or perceived) and the actual performances causes discomfort or dissonance to the buyer. As a result of this, Mr. Rao may decide to stop buying other products sold by the same Company and also warn his friends about the poor utility of his briefcase. To reduce his own state of discomfort or dissonance arising from the feeling that he has not made the right choice, Mr. Rao can: (i) re-evaluate the unchosen brands and downgrade their desirability by identifying some negative features, and (ii) search for information to confirm his choice. Models of Consumer Behaviour Activity 2 a) Consider the case of a consumer durable which you may have recently purchased. Try to recall the actual process you might have undergone in buying that. Write down the specific activities you undertook at each stage of the decision-making process. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ b) Do you find any differences in the approach described above and the approach that you may have followed? What could be the reasons for these differences? †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã ¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 33 Understanding Consumers 9. 7 MODELS OF BUYER BEHAVIOUR Consumer behaviour is a process and purchase is only one stage in that process. There are many underlying influences ranging from internal motivations and attitudes to social and external influences of many kinds. Having explained the consumer decision. making process, now let us turn our attention to the process of consumer or buyer behaviour. We shall explain the process of buyer behaviour with the help of four models. The first two models describe the decision process as applicable to individual consumer. The third model explains the decision-making process of a group, namely the family. The fourth model explains the decision-making process in the context of an organisation. Howard-Sheth Model This model explains the buyer decision process using four major sets of variables as presented in Figure II. The four sets of variables are: (i) inputs, (ii) perceptual and learning constructs, (iii) outputs and (iv) exogenous or external variables. i) Input: The input to the customer decision process is provided by three distinct types of stimuli. Of these two types of stimuli are provided by the marketer in the form of physical, tangible product characteristics known as significative stimuli, and intangible, perceptual product characteristics known as symbolic stimuli. To return to the example of Mr. Rao, while the physical appearance, sturdiness, finish, and spaciousness would constitute the significative stimuli for quality, the overall quality that Mr. Rao perceives in his briefcase connotes the symbolic stimuli. The actual price paid for the briefcase is significative stimulus while the perception that the price is reasonable, or too high or is a good bargain is the symbolic stimulus. The third type of stimuli is provided by the consumer's family, reference groups and social class to which he belongs. 34