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Buying behaviour[1]
- 2. What Influences Consumer Behavior? Cultural FactorsCultural Factors Social FactorsSocial Factors Personal FactorsPersonal Factors
- 3. Factors Influencing Consumer Behavior Cultural Culture Subculture Social Class Cultural Culture Subculture Social Class Social Reference Groups Family Roles & Status Social Reference Groups Family Roles & Status Personal Age & Life- Cycle Stage Occupation Economic Situation Lifestyle Personality & Self- Concept Personal Age & Life- Cycle Stage Occupation Economic Situation Lifestyle Personality & Self- Concept
- 4. Culture is the fundamental determinant of a person’s wants and behaviors acquired through socialization processes with family and other key institutions.
- 5. TATA Housing – “ Home Ganeshaya namah” New Beginnings at new Haven Sunsilk’s Lively Clean and Fresh Shampoo
- 6. Characteristics of Social Classes Within a class, people tend to behave alike Social class conveys perceptions of inferior or superior position Class may be indicated by a cluster of variables (occupation, income, wealth)
- 9. Personal Factors Age Values Life cycle stage Occupation Personality Self- concept Wealth Lifestyle
- 12. Model of Consumer Behavior
- 14. Motivation Freud’s Theory Behavior is guided by subconscious motivations Maslow’s Hierarchy of Needs Behavior is driven by the lowest, unmet need Herzberg’s Two-Factor Theory Behavior is guided by motivating and hygiene factors
- 15. Maslow’s Hierarchy of Needs
- 17. Perception Selective Attention Selective Retention Selective Distortion
- 18. Consumer Buying Process Problem Recognition Information Search Evaluation Purchase Decision Postpurchase Behavior
- 19. Successive Sets Involved in Consumer Decision Making