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1. Contributed by: Arya Kumar Chief ED & IPR UNIT BITS, Pilani

12. CULTURAL BELIEFS & VALUES, LIFE STYLES SOCIOLOGICAL SOCIAL CLASS, STRUCTURE FAMILY/GROUP INFLUENCE,LIFE CYCLE, OPINION LEADERSHIP ECONOMIC PRICE, DELIVERY, PAYMENT TERMS, SALES SERVICE INDIVIDUAL PSYCHOL- OGICALFACTORS COGNITION, LEARNING PROCESSES, INTERPERSONAL RESPONSE, ATTITUDES MOTIVATION, PERSONALITY THEORIES BUYING PROPOSITION PRODUCT OR SERVICE

13. Understanding Consumer Characteristics CHARACTERISTICS Innovators 2-3% Early Adopters 12-15% Early Majority 33% Late Majority 34% Laggards 12-15% PERSONAL Social, Income, Occupation, Education, Housing, Family Influence, Time orientation PSYCHOLOGICAL Nature of needs, Perceptions, Self-concept, Aspiration Groups, Reference Groups

14. Changing Priorities Stage Priorities Major Purchases Fledging : Teens & early 20s Self,Socialising, Education Appearance Products, Clothing, Automobiles, Recreation, Hobbies, Travel Courting :20s Self & Other, Pair bonding,Career Furniture & Furnishing, Entertainment, Savings Nest Building:20s &early 30s Babies & Career Home, Garden,,Baby Care products, insurnce Full Nest 30-50s Children, Career, Midlife crisis Children Food, clothing, education, transportation, life counseling Empty Nest 50-70 Self & others, relaxation Furniture, Entertainment, Travel, Hobbies, Luxury Automobiles, Investments Sole survivor 70-90 Self, health,loneliness Health care , Diet, Security, Comfort, TV, Books, Long distance telephone services

15. OCCUPANTS WHO SERVICES WHAT OCCASION WHEN ORGANISATION WHO IS INVOLVED OBJECTIVES WHY OPERATIO HOW

28. Thank You !!!