we well analyze how consumer behaviour influences buying

1. How do consumer
characteristics influence
buying behaviour?

2. Cultural
Social &
Personal Factors…
…influence
consumer’s buying

3. Cultural Factors
Culture
Subculture
Social Class

4. Culture
determines one’s
values, beliefs and
views of self,
relationships to others,
and rituals

5. Subcultures
like religion , racial group
provide members identity
and socialization. Large
subcultures demand

6. Social Class
Homogenous and enduring
divisions in society.
Members of similar values,
interests , behaviour
tend to show distinct
product and brand preferences

7. Social Factors
Reference
Groups
Family
Roles and Status

8. Reference Groups
Primary groups- people with continuous
contact
Secondary - irregular and formal contact
Expose consumer to new behaviour
Influence attitudes , also create conformity

9. Family
Family of orientation (influences religious ,
political views) or procreation(spouse ,
children).
For buying expensive products ,
spouses make a joint decision .
Children/teens influence hardware ,
vacation destinations.

10. Roles and status
People choose products that reflect,
communicate their role and
their actual or desired status
in society.

11. Personal Factors
Age and stage in life
Occupation and economic
circumstances
Personality and self concept
Lifestyle and values

12. Age and stage of life
Taste in food , clothes ,furniture
is age-related.
Family life cycle impacts consumption.
Psychological life-cycle stages
impact behaviour and consumption.
Critical life events demand(marriage/retirement)
products/services.

13. Occupation and economic circumstances
Marketers realize the impact of occupation on
buying pattern and target certain occupations
Economic circumstances impact product and
brand choices
Luxury good makers are badly hit during
recession

14. Personality and self concept
Consumers choose brands that match their own
personality
Brand personality is the set of human traits
brand like sincerity ,excitement ,competence ,
sophistication and ruggedness
Sometimes what others view us as, or how we
view ourselves ideally , decide the consumption
of goods.

15. Lifestyles and Values
Marketers search for relationship between
their product and lifestyle groups
Consumers may be time constrained or money
constrained, which influences consumtion
Core values , or belief system , is targeted for
appealing to the person and influencing his

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17. UPLOADED BY SHREYANS DAGA,
MNIT JAIPUR
DURING AN INTERNSHIP BY
PROF. SAMEER MATHUR,IIM LUCKNOW
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