1. Consumer Buying Behavior

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)

7. Social Factors
Reference
groups
Social
roles
Statuses
Family

9. Personal Factors
Age
Values
Life cycle
stage
Occupation
Personality
Self-
concept
Wealth
Lifestyle

10. Brand Personality
SinceritySincerity
ExcitementExcitement
CompetenceCompetence
SophisticationSophistication
RuggednessRuggedness

11. Lifestyle Influences
Multi-tasking
Time-starved
Money-constrained

12. Model of Consumer Behavior

13. Key Psychological Processes
Motivation
MemoryLearning
Perception

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

16. Herzberg’s Two-Factor Theory

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