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This document discusses factors that influence consumer behavior. It identifies four main categories of influential factors: cultural, social, personal, and psychological. Cultural factors include culture, subculture, and social class. Social factors are groups, family, and roles/status. Personal factors are age/life cycle, occupation, economic situation, lifestyle, and personality. Psychological factors include motivation, perception, learning, and beliefs/attitudes. The document provides examples and explanations of each factor.

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Aditya Reddy
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39 views22 pages

Aditya's Presentation

This document discusses factors that influence consumer behavior. It identifies four main categories of influential factors: cultural, social, personal, and psychological. Cultural factors include culture, subculture, and social class. Social factors are groups, family, and roles/status. Personal factors are age/life cycle, occupation, economic situation, lifestyle, and personality. Psychological factors include motivation, perception, learning, and beliefs/attitudes. The document provides examples and explanations of each factor.

Uploaded by

Aditya Reddy
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPT, PDF, TXT or read online on Scribd
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CONSUMER BEHAVIOUR

Contents
 What is Consumer Behavior..?
 Introduction.
 Influential factors on Consumer
Behavior :
1) Cultural factors.
2) Social factors.
3) Personal factors.
4) Psychological factors.
What is Consumer Behavior..?
 Consumer behavior is the study of
when, why, how, and where people
do or do not buy a product.
 Customer behavior study is based on
consumer buying behavior, with the
customer playing the three distinct
roles of user, payer and buyer .
Introduction
 The study of consumers helps firms and organizations
improve their marketing strategies by understanding
issues such as how :

 The psychology of how consumers think, feel, reason,


and select between different alternatives (e.g.,
brands, products, and retailers);
 The psychology of how the consumer is influenced by
his or her environment (e.g., culture, family, signs,
media);
 The behavior of consumers while shopping or making
other marketing decisions;
Influential factors on Consumer
Behavior
 A Consumer’s behavior is mainly
influenced by :

1) Cultural factors.
2) Social factors.
3) Personal factors.
4) Psychological factors.
Cultural Factors
 Cultural factor divided into three sub
factors :

i. Culture.

ii. Sub Culture.

iii. Social Class.


Cultural Factors(Contd..)
i. Culture:-
 The set of basic values perceptions, wants,
and behaviors learned by a member of
society from family and other important
institutions. Culture is the most basic cause
of a person’s wants and behavior. Every
group or society has a culture, and cultural
influences on buying behavior may vary
greatly from country to country.
Cultural Factors(Contd..)
ii. Sub Culture :-
 A group of people with shared value
systems based on common life experiences
and situations.
 Each culture contains smaller sub cultures
a group of people with shared value
system based on common life experiences
and situations. Sub culture includes
nationalities, religions, racial group and
geographic regions. Many sub culture make
up important market segments and
marketers often design products.
Cultural Factors(Contd..)
iii. Social Class:-
 Almost every society has some form
of social structure, social classes are
society’s relatively permanent and
ordered divisions whose members
share similar values, interests and
behaviour.
Social Factors
 A consumer’s behavior also is
influenced by social factors, such as
the
i. Groups.

ii. Family.

iii. Roles and status


Social Factors (Contd..)
i. Groups :
 A person’s behavior is influenced by many
small groups. Groups that have a direct
influence and to which a person belongs
are called membership groups.
 Some are primary groups includes family,
friends, neighbors and coworkers. Some
are secondary groups, which are more
formal and have less regular interaction.
These includes organizations like religious
groups, professional association and trade
unions.
Social Factors (Contd..)
ii. Family :
 Family members can strongly influence
buyer behavior. The family is the most
important consumer buying organization
society and it has been researched
extensively. Marketers are interested in the
roles, and influence of the husband, wife
and children on the purchase of different
products and services.
Social Factors (Contd..)
iii. Roles and Status :
 The person’s position in each group can be
defined in terms of both role and status.
 For example. Mr. “X” plays the role of
father, in his family he plays the role of
husband, in his company, he plays the role
of manager, etc. A Role consists of the
activities people are expected to perform
according to the persons around them.
Personal Factors
 Personal Factors includes :
i. Age and life cycle stage.
ii. Occupation.
iii. Economic situation.
iv. Life Style.
v. Personality and self concept.
Age and life cycle stage
 People change the goods and services
they buy over their lifetimes. Tastes
in food, clothes, furniture, and
recreation are often age related.
Buying is also shaped by the stage of
the family life cycle.
Occupation
 A person’s occupation affects the goods and
services bought. Blue collar workers tend to
buy more rugged work clothes, whereas
white-collar workers buy more business
suits. Thus, computer software companies
will design different products for brand
managers, accountants, engineers,
lawyers, and doctors.
Economic situation
 A person’s economic situation will
affect product choice
Life Style
 Life Style is a person’s Pattern of
living, understanding these forces
involves measuring consumer’s major
AIO dimensions.
 i.e. activities, interest and opinions.
Personality and self concept
 Each person’s distinct personality
influence his or her buying behavior.
Personality refers to the unique
psychological characteristics that lead
to relatively consistent and lasting
responses to one’s own environment.
Psychological factors
 Psychological includes these factors :
i. Motivation :-
 Motive (drive) a need that is sufficiently
pressing to direct the person to seek
satisfaction of the need
ii. Perception :-
 The process by which people select,
Organize, and interpret information to
form a meaningful picture of the world.
Psychological factors (Contd..)
iii. Learning:-
 Changes in an individuals behavior
arising from experience.
iv. Beliefs and attitudes :-
 Belief is a descriptive thought that a
person holds about something
 Attitude, a Person’s consistently
favorable or unfavorable evaluations,
feelings, and tendencies towards an
object or idea
THANK YOU
 Anusha (12)
 Hansitha (31)
 Ajay (32)
 Aditya (11)
 Srinivas (20)

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