2. What is Consumer
Behavior?
Consumer Behaviour is the study of individuals,
groups, or organizations and the processes they
use to select, secure, use, and dispose of
products, services, experiences, or ideas to
satisfy needs and the impacts that these
processes have on the consumer and society.
7. The Indian consumer
Demographics
Size of population
Literacy rate
A vast educated manpower
Diversity, the hallmark--- religious, linguistic, dress & food habits
Geographic Spread
8. Classification of Indian consumers based
on economic status
The elite group
The middle class
The relatively poorer section
The BPL section
9. The middle class segment
The middle class male
The middle class woman
10. The middle class male (Urban)
A security seeking class
A blend of traditional and non-traditional
Middle class male prefer ready-made
Travel on increase
Prestige conscious
Strong family ties
He is not the sole decision maker
11. The middle class woman in (Urban)
Cautious, but not averse to change
Quality conscious as well as cost conscious
Leisure seeking
Aware of new technology
Good sense of grooming
New self concept
12. Upper Class
Rich Buying Habits
Highly Prestigious
High Standard of Living
13. Relatively Poor & BPL (Rural)
Low Income people
Lower Standard of Living
Budget Oriented.
Low Spending Power.
Dependable on government subsidies
14. 14
Understanding Consumer
Behaviour
Characteristics of consumers
what needs (solutions) they seek?
personal and interpersonal characteristics
affecting consumer behavior
The Buying Process
Who makes the decision?
Decision-Making Process
Buying Context (Impulse vs Planned)
15. Consumer Behaviour in Different Regions
People in the Western Zone:
Brand Conscious (Upper and Middle Class)
Follows new (Western) trends (Upper and Middle Class)
Similar buying habits in lower class.
Influenced by Leaders (Actors, Role Models etc.)
16. People in North Zone
Competition among themselves (Upper and Middle)
Hesitation in buying premium products (Based on affordability in Lower Class)
Conservative thinking among
Prestige Conscious. (Upper & Middle Class)
Low level of involvement of women in decision making specifically in rural.
Traditional buying habits among lower class
Online marketing has helped them in accepting western brands.
17. People in South Zone
Emphasizes more on jewellery.
Narrow thinking for premium products. (Among Lower and Middle)
Budget Oriented. (Lower and Middle)
Traditional Buying habits
18. People in East Zone:
Lower income and lower spending compare to others.
Highly Cultured
Unfollow Trends.
Self Sufficient. (Dependable on themselves)
Single Decision Maker
Reference groups plays key role in buying/accepting products.
19. 19
Factors Influencing Consumer Behavior
Social
Reference
groups
Family
Roles
and
status
Personal
Age and
life-cycle
Occupation
Economic
situation
Lifestyle
Personality
and
self-concept
Psycho-
logical
Motivation
Perception
Learning
Beliefs and
attitudes
Buyer
Culture
Sub-
culture
Social
class
Cultural
20. 20
Factors Affecting Consumer
Behaviour: Culture
Subculture
• Group of people with shared
value systems based on
common life experiences.
• Mature Consumers
Culture is the Most Basic Cause of a Person's Wants
and Behavior.
21. 21
Factors Affecting Consumer
Behaviour: Culture
Culture is the Set of Values, Perceptions, Wants &
Behavior Learned by a Member of Society from Family.
Social Class
• Society’s relatively permanent
& ordered divisions whose
members share similar values,
interests, and behaviors.
• Measured by: Occupation,
Income, Education, Wealth and
Other Variables.
22. 22
Groups
•Membership
•Reference
Family (most important)
•Husband, wife, kids
•Influencer, buyer, user
Roles and Status
Social Factors
Factors Affecting Consumer Behaviour:
Social
Groups and reference groups: serve as a
point of reference in forming a person’s
attitudes and behaviors.
Roles and status: activities that a person is
expected to perform according to the
persons around him or her, and the esteem
(status) given to the roles by society.
25. Conclusion:
The Consumer Market is differentiated on into Rural And Urban and each are targeted separately.
Different factors player different roles in influencing consumers in buying product/ Decision making.
Traditional buying is still seen in Rural whereas in Urban people accepting new treads and ways.