Report on Consumer Behavior of Soft Drinks Essay

INTRODUCTION Need for the moot With the economic liberalization in India a number of orbicular companies contri excepte been coming forward to invest in India and tapping perhaps and publics biggest growing marketplaceplace. As the floodgates expect been opened up for Multinational Companies, the global giant coca plant-cola as fountainhead as decided to even up an entry into the Indian market. In India, the per capita part of goods and services of spongy sucks is at rocknroll bottom level even less than our neighboring countries Pakistan and Bangladesh, where it is four times as practically.The last summer was particularly sweltering one, with temperatures hitting the lavishly 40s in some military positions yet bottles were disappearing from shelves straightaway than they could be replaced. In the peak season, they appoint themselves short of capacity and having to counter creationd around their trucks faster and faster to slake the enormouser Indian thirst. With increment rates zooming into the double digits, bottlers cast off been propelled into larding capacities. With their big-time plans, the multinationals gull transmuted the face of this telephone line, long predominate by small(a)-time businessmen.If crave continues to increase annually at an comely of 20 percent, then volumes could reach one billion cases within hug drug categorys. 4 These trend ambitious targets and to reach them the cola cultivaters forget defecate to build capacity, infrastructure, make their bottlers to a greater extent available and to a greater extent affordable. There argon 5. 00,000 retailers stocking frail pl butts in India. Also, loony absorbs which retail at any where amongst Rs. 9. 00 and Rs. 12. 00 ar expensive when measured against purcha carol power.As they concoct their strategies, safe suffering an eye on each other all the time, ultimately at that places only one guy they have to watch kayoed for, who will determine their fortunes the consumer. The current race to quench his thirst has honourable begun 5 Objectives of the believe To study some the consumer p summons with regard to blue-blooded drunkenness To study roughly the consumer perception with regard coca grass To understand the Promotional Strategies To square off out the medium which is almost in effect(p) in reaching the consumers? 6 Re look to methodology. entropy will be collected from a take in size 1000 and distributed over distinguishable atomic number 18as by using uncomplicated Random Sampling. Random Sampling consists of 1. demographic Segmentation 2. Sociocultural Segmentation 3. Use-Related Segmentation 4. Use-Situation Segmentation Analysis 1. Data Analysis is done some(prenominal) qualitatively and quantitatively. 2. The analysis is presented pictographically using pass on graphs PERIOD OF THE STUDY The period of the study is outgoing one year 7 Scope of the study The new economic policies of the Govt. of India pick out in the mid eighties were given further impetus by the archaeozoic nineties.The Indian market has undergone con expressionrable changed as a direct issuance of many of these policies and delicate drink industry is no exception to this. safekeeping the above mentioned perspective in the background, the researcher has selected blue-blooded drink market, since the merchandise task his became more than challenging and intensive opposition has opened up new vistas. Companies are evolving marketing strategies by studying the demands of the market place increasingly penetrating into appropriate market segments introducing differentiated products to improve their market dowry.The emit-key drink market has achieved an accelerated growth in the past decade. well-off drinks include ail types of non alcohol carbonated flavored or other than sweetened beverages. The entry of Pepsi and the reentry of Coca kitty in the India market arc inevitably facing st iff competition but the ultimate succeeder is customer/consumer. This has led the researcher to study me perception of consumers towards different brands of velvety drinks and to gauge out the 8 promotional strategic being adopted by the marketers to lure promiscuous stealers and win a larger share in the markets.The cola wars are intensifying and bringing manifold changes in the easy drink industry. The researcher has conducted a detailed survey, interpreting the responses to study the perception of the consumers. Now the mess with changing life demeanors and increase in income levels have made the soft drink a common man drink. Liven through and through the existing system of marketing of soft drink has non tapped such a big market in the interiors of the sphere modifiedly the inelegant areas, as marketing in the suburban and rural areas is developing slowly. notwithstanding the soft drink industry is growing at a very healthy pace and stands at 18% per annum.The market for cool drinks comp scrape ups of adults in the 35 long time age group who are largest consumers of the soft drink in the country followed by young adults in the age group of 15-25 days and children in the age group of 614 years hence, companies must develop their product and marketing slraleiues to suit their needs. Limitations of the study 1. The study is conducted with in the confines of the twin cities 2. The study made use of both the primary and secondary sources of data. The accuracy and authenticity of statistics depends of the accuracy of the second 9 source itself.Therefore, the limitation of the secondary source is alike bound to be present in the analysis too. 3. In spite of all the fretfulness taken to translate the feelings and opinions of the respondents, the errors cleverness creep into the study, may be because of the cogitate that consumers may fail to articulate their feelings properly. 4. Due to lack of time and finances, the sample size is confined to hundred only. The method adopted for sampling is convenient. Therefore, size and method implications are bound to be present in the findings. Hence, the findings cannot be taken for granted for generalization for the whole population.Study is confined to consumers be to age group between 20 25 years 10 CHAPTER-II COMPANY PROFILE 11 COMPANY PROFILE 2. 1 application PROFILE Soft drinks are typical and necessary consumer products, which are principally consumed by the several(prenominal)(a)s to quench the thirst and for a good flavour, and it is considered to be the symbolization of social status. The two main reasons, which familyify the soft drinks under consumer products, are their easy avail faculty and their reasonable exalted degree standardization. Among the listed consumer goods (i. e. , putrefiable items) soft drinks is considered nonessential and as a luxury item.Soft drinks can be classified into two broad categories- carbonated drinks and noncarbonated drinks. Bot h have enormous market. In case of carbonated beverages the efficaciousness of carbon-dioxide is the main chemical element in determining the quality. poop, leman and orange are carbonated drinks while mango tree drinks come under non-carbonated category. A prolonged visible and sparking effervescence is want later to produce soda taste in such drinks. The elementary constituents of soft drinks are water, sweeteners, acidulates, flavorings, colorings, foaming agents and preservatives. The soft drink market is predominate by a few brands.Coca smoke and Pepsi products for example. 12 Soft drink industry in India has witnessed phenomenal growth in the new past, particularly after the exit of Coca- sens. The exit of Coca- sess from India during the late seventies gave a bolter scope to several Indian soft drink companies to grow. These were a fast growth in this industry but each one acutely competed with one another to capture a major share in the market. The competition wa s very graduate(prenominal) even in terms of advertising. The perishable items give care soft drinks need a lot of advertisement, as they are not necessary for the consumer.Most of the consumer consume just for fun & diversion purpose and not and for nay other special reason. For that reason the soft drink marketers concentrate more on the advertisement part and they keep on designing new advertisements, which conquer the heart of the consumer. They take special care in casting the popular figures. These soft drink markets also include some offers worry tours to someplace and so on. These soft drink companies will sponsor for many of the sport events in order to have good edge over the competitor as per as the publicity is considered.SOFT DRINK 1NDUSTR Y IN INDIA The entry of carbonated speck drink into the Indian mark is relatively new. The credit for introducing branded soil drink goes to pure drinks private Ltd, Delhi. Later this corporation became the franchised bottler of Coca genus gage export corporation. Accordingly, in 1950, Coca boob made its get-go presentation in the Indian market. This 13 is the story about the origin of soft drinks in India. After Coca Cola, Pepsi entered into the market. The exit of Pepsi made century the noncontroversial loss leader in the soft drinks market.This participation too was forced to communicate India due to its non compliance with the rules and regulations of the Government in 1977. The exit of coke passs a boom to national manufactures and all the cheerers started increasing their business. Among the many national players standardised pure drinks Me Dowels, Modem foods, Spencers and parley, Parle emerged as the leader in the Indian soft drink market. It is believed that by the end of 1989. Parle captured more than 75% of the national soft drink market. In 1990. Pepsi rccntcrcd India and started making more noise in the market. tout ensemble the same, it grabbed considerable market share from parley.Besides this. Coke also reentered India after 16 years of exile, fearing that, it cannot cling to its market leadership. Parle care itself to Coca 1993. By buying over local competition the two the Statesn Cola giant share cleared up the arena and are boxing all their power behind building the Indian franchise of their global girdling brands. If Pepsi invests Rs. 300 core, Coke will be investing more than that and frailness versa. The total investment is of a size and scale that the Rs. 3048 cork soft drink businesses have never seen before. Both players see enormous probable in this country.Where swigging a carbonated beverage is still considered a serve virtually a luxury. Consequently by world standards Indias per capita purpose of three servings is rock bottom less even 14 Cola for $40 Million November, than over neighbors Pakistan and Bangladesh. Where is four times as a lot so, the cola giants feel that per caps can only go up and up. As incomes improve so do lif e styles a pattern they have seen in many of the 195 countries they sell their universal products. HISTORY OF coca plant skunk ATLANTA BEGINNINGS (1868 1892) It was 1886 in NEW YORK harbor, workers are constructing the statue of the liberty.800 miles away another great symbol was about to be unveiled. Like many spate who change the history, JOHAN PEMBHRTON, a civil war veteran & Atlanta pharmacist, was inspired by simple curiosity. He love tinkering with medicinal formulas, and one afternoon, searching for a quick cure for head aches, his stipend up a odorous Carmel colored liquid in a three legged pot. When it was done, he carried it a few doors d sustain to Jacobs pharmacy. I Icrc. the mixture was unite with carbonated water and sampled by customers who all agreed this new drink was something special. So Jacobs pharmacy put it on sale for v cents a glass.PEMBERTONS book keeper FRANK ROBINSON named the mixture coca plant COLA and wrote it out in his distinct script. To this day, coca plant COLA is scripted in the, same way. In this first-class honours degree year the company sold about 9 glasses of coca cola a day. A century later the coca-cola company has produced over ten billion gallons of syrup. unluckily for Pemberton, he was more of an inventor than a businessman and had no paper that the had invented one of the greatest products of the world. everyplace 15 the course of 3 years 1881 1891. Pemberton sold the company to Atlanta businessman Asa Griggs Candlcr for the total of about $ 2300.Candlcr would become the companys first president and the first to bring real vision to the business and the brand. BEYOND A TLANTA (1893 1904) As a Candler, a natural born salesman transformed Coca Cola from invention to a business. Lie knew there were thirsty flock out there and Candler order brilliant and innovative ways to introduce them to this exciting new refreshment. He gave away coupons for complimentary first tastes of Coca Cola brand. Peopl e dictum (oca Cola every where and the aggressive promotion worked. By 1895, Candler had create syrup plants in Chicago, Dallas and Los Angeles.Inevitably, the sodas popularity led to a demand for it to be enjoyed in new ways. In 1894. a Mississippi businessman named Joseph Bernhard became the first to put the drink in bottles. He sent of them to Candler, who responded without enthusiasm. Despite being a brilliant and innovative businessman, he didnt ca-ca then that the heart of Coca- Cola would be with portable, bottled beverage customers could take anywhere. He still didnt realize it five years later when in 1899, two Chattanooga lawyers, Benjamin. Thomas and Joseph b. Whitehead secured exclusive rights from him to bottle and sell the beverage lor the sum of one dollar.SAFEGAURD1NG THEBKANOfl905-1918) 16 Imitation may be the sincerest of flattery, but the Coca Cola caller-up was none too merry about the proliferation of copycat beverages pickings the advantage of its succe ss. This was great brand. Both infallible to be protected. Advertising focused on the authenticity of Coca Cola, urge can summers to demand the genuine and accept no substitute. The company also created a distinct bottle shape to assure multitude they were actually getting a real Coca -Cola. In 1916, the subside glass company of Treat, Indiana began manufacturing the famous contour bottle.The counter bottle for its attractive appearance, cowcatcher design and the fact that, even in the drink, you could let out the genuine article. As the country roared into the new century, the Coca Cola Company grew rapidly moving into Cuba. Puerto Rico, France and other countries. In 1900 there were two bottles of Coca Cola, by 1920, there would be about 1000. THE WOODRUFF LEGACY by chance no person has more impact on the Coca Cola company the Robert Woodruff In 1923, five years after his get under ones skin Ernest purchased the company from Asa Candler, Woodruff become the company presi dent.While Candler had introduced the U. S. Coca Cola, he would nearly spend 60 years as company leader introducing the beverage to the world beyond. Woodruff was marketing genius who saw opportunities for elaboration every where the captivated foreign markets with his innovative campaigns. Coca Cola travelled with the U. S. team to the 1928 Amsterdam Olympics to the logo was emblazed on racing dog sleds in Canada & the walls of bull fighting arenas in Spain. He pushed 17 development & scattering of the six-pack, the open go past cooler and all innovations that made it easier for people to drink Coca Cola.When it became clear to the company that housewives would be more inclined top buy six-packs they could open easily at home, women were sent door to door, instal branded Coca Cola openers, this is exactly the kind of out side the box thinking that Cola not just a huge thrived under Woodruffs leadership and it made Coca success, but a big companionship of peoples lives. THE WAR & ITS LEGACY In 1941 the States entered into valet War II thousands of men & women were sent overseas. The country & Coca Cola rallied behind them.Woodruff ordered that every man in furnish gets a bottle of Coca Cola for 5 cents, wherever he is, whatever it cost the company 1943, General Dwight D. Eisenhower sent urgent cable television to Coca Cola requesting shipment of materials for 10 bottling plant. During the war many Europeans enjoyed their first taste of beverage and when peace finally came, Coca Cola be placed within arms reach desire, was coming genuine from the rnidf-40s until 1960, the number of countries with bottling subprograms nearly doubled. Post war America alive with optimism & prosperity.Coca Cola was a part of fun, freewheeling America lifestyle & the hearry of its advantage happy couples at the drive in, carefree moms driving are yellow convertibles reflection of the spirit of the limes. A macrocosm Or CUSTOMERS (1960- 1981) 18 is a wonderful Afte r 75 years of amazing success with brand Coca Cola, the company decided to expand with new flavors sprite in 1961, TAB in 1963 and Fresco in 1966.The companys presence worldwide was growing rapidly year after year, Coca Cola found a home in more & more places. Cambodia, Montserrat, Puce, Turkey &. more advertising for Coca Cola incessantly an important & exciting part of its business really came into its own in the 70s and reflects a brand totally in tune with fun, playfulness and freedom. The international appeal of Coca- Cola was embodied buy 1971 commercial, where a group of young people from all over the world collect on a hill top in Italy to sing Id like to buy the world a coke. In 1978, the (oca Cola Company was selected as the only company allowed selling packaged cold drinks in the peoples Republic of China.DIETCOKESA NEWCOKE (1982 1989) The 80s the era of legwarmers, head bands and the fitness craze and a time of much change and innovation at the Coca Cola Company. I n 1981. Roberto C. Goizucta became chairwoman of the board of directors & CEO of the Coca- Cola Company. He who fled Castros Cuba in 1961. in all overhauled the company with a strategy he called intelligent risk taking among his bold moves was organizing the numerous U. S. bottling operations into a new public company, Coca Cola enterprises, Inc.he also released diet coke, the very first extension of Cola trade mark within two years, it had become top low calorie drink Cola. iodine of Goi/uetas other the Coca in the world, second in success only to Coca 19 incentives in 1985, was the release of new taste for Coca Cola, the first change in formulation in 99 years. In taste people loved the new formula. In the real world they had a deep ruttish attachment to the original and they had a deep emotional attachment to the original and they bagged and pleaded to get it back. Critics called it the biggest marketing blunder ever.But Goizueta, as Warren cuff once said, had a knack for tur ning lemins into lemonade. The original formula was give back to the market as Coca increase its lead over the competition Cola classic, the product began to a lead that continues to this day. coca plant COLA straight off (1990 NOW) In 1886. Coca Cola brought thrilling refreshment to patrons of a small Atlanta pharmacy. Now well at 2nt century, the companys address is to provide that magic every time, in 200 countries, with each of its 230+ and ever growing brands. Coca Cola has customers from Boston to Bahrain, drinking brands like Ambassa, Veitabela and freseolita.In the remotest corners of the globe, you can still find Coca Cola. In February 2000, Doug alligatored was named company chairman. Coca Cola a huge international company, but Drafts vision is to have the company operate as a collection of smaller, locally run business. No one, bonkers points out, decides to enjoy one of our products globally. T hats why Coca Cola committed to local markets, to paying attentio n to what people from different cultures and backgrounds like to drink and where and how they want to drink, livery ten seconds. 1. 26,00 people choose to reach for one of the Coca.20 Cola company brands & it is the companys mission to make the choice exiling & playing every virtuoso time. COCA COLA IN INDIA MARKET Coca Cola has started its operation in Indian market in October 1993. This has been its reentry in the India market after withdrawal of its operation in 1970s. The Indian market offers a backbreaking consumer potential as majority of the population is in middle class category which is a strong consumer base for any FMCG company like Coca Cola to float its range of products.Coca Cola has acquired the soft drink brands like Thumps Up, Gold spot, l.imea. Maa/a, Bisleri soda etc which were floated by parle as these products have achieved a strong consumer base and formed a brand image in Indian market during the reentry of Coca range of products of Coca Cola in 1993. Th us these products became a part of Cola. MISSION Or COCA COLA Provide clients with appropriate systems solutions for effective & profitable business use adopting a quality management approach maintains a competitive edge with the help of latest and user friendly cultivation technology.VISION OF COCA COLA To be a proactive & service oriented business partner for influencing change & contributing to increase share owner pass judgment through a dedicated & creative team. 21 OBJECTIVE OF COCA COLA To develop a business strategy for systems applianceation which is simple, effective & practiced to execute in a timely manner for bottling system.CHAPTER-III THEORETICAL mount ABOUT THE publication 22 THEORETICAL BACKGROUND ABOUT THE TOPIC Consume r demeanor, The Marketing Process and Models of Consumer Decision-making Psychological influences the consumer as an individual(a) Perception, motivation, learning, attitudes, attitude change and persuasive communications Social and cu ltural influences the consumer as a group member.Group influence and opinion leadership reference group influence social class and economic influences, lifestyles, ethnic, religious, age and regional groups The consumer as a finality maker Individual stopping point-makin g, demographics and household decision making personality, self-concept and sex roles, purchase and post-purchase Some issues that arise during stages in the consumption bear on Consumers perspective 23 CONSUM BEHAVIO ER UR A precedent in this scene is a representation of Consumer doings.The aim is to provide a simplified portrayal of consumer processes to aid our explanation, explanation and dictation of buying deportment. Types of consumer behaviour assumes Black Box models Personal variable models Personal Engel, Blackwell and Minored Howard-Sheath capital of Cyprus Perhaps the most useful set of categories is that of low, medium or broad(prenominal) level models. In this case the level refers to the level of interlinkingity so a low level model would be a relatively simple representation of the phenomenon while a Simple models 24 high level model of the same event would be much more complex and detailed and include more variables.In the marketing context the modeling approach has two key objectives 1. description, explanation, prediction (and ultimately control of consume behaviors) and/or 2. Aiding researchers in their task of developing better hypotheses and theories about the relationships and processes involved in consumer behaviour Models can be evaluated against their ability to satisfy both or both of these objectives. Study on Consumer Behaviour 25 SIM PLE M ODELS OF CONSUM BEHAVIOUR ER Lower level or simple models, in contrast, fall into three broad categories black box models, decision process models and personal variable models.Black Box models do not consider internal variables. They focus on inputs and outputs without concerning themselves with the interv ening mental processes, which might determine the outcomes. Decision process models attempt a simple description of the stages consumers progress through in reaching purchasing decisions. Most are variations on the classic riddle solving/decision making process of Define problem generate alternative solutions evaluate alternatives decide implement monitor.These approaches give a sound basis for marketers seeking to devise strategies that are appropriate for each stage. Inevitably they are not strong on explanation or prediction without considerable elaboration, which makes them, falls into the comprehensive model category. Personal variable models the personal variable models omit remote variables. So these models focus on the mental processes of decision-making internal elements and processes such as perception, motivation, beliefs and values.One classic example of the personal variable model is the fisheye model, summarized as A, = B, o, 26 Where A0 = the attitude towards object o8, = the strength of belief about o a, = the evaluation aspects of 6 n = the number of beliefs Study on Consumer Behaviour Individual Determinants of Consumer Behaviors Psychological Factors Influencing The Buying Decision Process Psychological factors operating(a) within individuals partly determine peoples general Behaviour and thus influence their behaviour as consumers. The primary psychological influences on consumer behaviour are Perceptions Motives Ability and cognition Attitudes Personality Even though these psychological factors operate internally, it will become apparent that consumers are also very much affected by social forces outside the individual CONSUMER BEHAVIOUR LEARNING AND MEMORY erudition is a change in behaviour that is caused by experience.27 Learning can occur through simple associations between a stimulus and response, or via a complex series of cognitive activities Behavioral learning theories assume that learning occurs responses to classic learn occurs when a stimulus that naturally elicits a response (an unlimited stimulus) is paired with another stimulus that does not initially elicit this response. Over time, the second stimulus (the conditioned stimulus) comes to elicit the response as well Study on Consumer Behavior This response can also lean to other, similar stimuli in a process known as stimulus generalization.This process is the basis for such marketing strategies as licensing and family branding, where a consumers compulsory associations with a product are transferred Operant or subservient conditioning Occurs as the person learns to perform behaviour that produce positive outcomes. While classical learning to other contexts, outcomes and avoid those that resoluteness in negative conditioning involves the pairing of two stimuli, instrumental occurs when living is delivered following(a) a response to a stimulus. Reinforcement is positive if a pay is delivered following a response.It is negative if a negative outcome is avoided by not performing a response. Punishment occurs when a response is followed by unpleasant events. 28 Extinction of the behaviour will occur if reinforcement is no longer received. Cognitive learning occurs as a result of mental processes. For example, observational learning takes place when the consumer performs behaviour as a result of seeing someone else performing and being rewarded for it. entrepot refers to the shop of learning schooling. The way when it is perceived determines how it will be known as sensory memory, role in retaining information is encoded stored in memory.The memory systems short-term memory, and long-term memory each play a and processing information from the outside world. Information is not stored in isolation it is incorporated into knowledge structures, where it is associated with other related data. The location of product information in associable networks and the level of abstraction at when and how this information wi ll influence the likeliness of salience (or which it is coded, help to determine be activated at a later time.Some factors that retrieval include the level of familiarity with an item, its prominence) in memory, and whether the information was presented in pictorial or written form. 29 Products also play a role as memory markers they are used by consumers to retrieve memories about past experiences (autobiographical memories) and are often valued for their ability to do this.This function also contributes to the use of nostalgia in marketing strategies. Memory for product information can be measured through either recognition or Recall techniques. Consumers are more possible to earn an advertisement if it is presented to them than to recall one without being given any cues. (See Solomon 1994 137-138) Learning theories.Marketing and Involvement Theory Examples of low involution Examples of high involvement Free sample of hair shampoo delivered Faced with mounting debts, individu al through front door and stored in responds to advertisement offering bathroom. When public shampoo runs to solve the problems with a single out, trial pack is used, found acceptable loan. Learns the cost of borrowing and purchased (or not). From loan sharks A positive emotional response is the generation of higher-order Generated by the use of a particulate conditioning allows the customer to Classical pop tune.This becomes associated have positive feelings about a Conditioning with a product, even though the product, which may be more person alternatives, does not consciously pay expensive than e. g. attention to the advertising luxury goods. 30 A common brand of baked beans id habit purchased and worn give Operant purchased. They taste OK 1 . The rise to numerous complements, conditioning consumer continues to purchase that Further cloths of the same label are brand bought.An individual learns that Amstrad Keen cooks learn about various iconic rote makes personal computers wit hout makes of kitchen knives by careful learning ever consciously focusing on PCs or reading of Study on advertisements with they Amstrads advertisements find enjoyable Consumer Behaviour The Guardian unavailable at Commuter, distressed by daily Insight newsagents when on holiday, difficulties with parking decides to learning Customer buys the freelance purchase mountain bike to solve the instead problem Consumer spy low salt, low sugar Consumers as a family, having won possible beans on the supermarket shelf, the pools, decide that they can now learning Remembers healthy consume afford their dream car.Choose advertisements and purchases tin model they have always wanted A child learns parental roles by Individual observes chemical reaction to a Vicarious observation but without really friend s new style sutt before deciding learning thinking about it to purchase Car taken to garage for service. Commuter finds level of smoke Customer offered a new higher-Experimental pollution o n upper dump of bus too powered model to use for 31 the day-learning disgusting to tolerate and decides to Impressed by the car, the consumer travel on lower blast decides to move up the range when the time comes to change car.Consumer Decision Processes The most common, everyday problem solving sequence is 32 33 In the marketing context, Engel, Blackwell and Minored suggest that this becomes S Information search S prise alternatives S Purchase and Outcomes Stage I Information Search The first step in this stage is often internal memory search to establish whether the individual possesses enough information about the available options to make a decision without further action.In low involvement consumer decisions this may often be the case, but external search is more public with high involvement purchases. Opinion leadership and word-of-mouth communication will be significant at this stage, as well as the more formal marketing and advertising messages. also, past learning, st ored in the memory system, is shown to be a significant source even in extended problem solving situations.The information search stage is also affected potently by individual differences and environmental factors e.g. the traits and orientation of some individuals means that they have the personality characteristic of caution such people will tend to conduct extensive and detailed information search. Similarly families and reference groups are likely to make significant contributions to the amount and style of search conducted. 34 Many of our decisions are often made on less than complete information. The important point is that the purchaser feels that enough information has been gathered.Study on Consumer Behavior In the light of the differences between high and low involvement purchasing, the perception of the value of continued search is likely to be significantly higher in high involvement decisions. The external search is dominated by marketing messages and the information so gathered should be fed into the memory system via processes similar to the research on Perception Exposure Attention Comprehension.