Consumer characteristic and buying behavior

Consumer characteristics and their buying behavior are closely related

But how?

Let’s see

Human characteristic is determined by four factors

Cultural Social

Personal Psychological

Cultural Factors are further classified into

People in North India prefer breads over rice which is a favorite with

people in South India and East India

Social values and behavior

Woman in INDIA prefer to buy shadi compare to pant and shirt

Social Rules

A sikh man prefers to wear Pagri in place of Topi

Religion

Women love shopping Jewellery compare to man

Gender

Social factor

Man is a social animal

Every individual has some people around who influence him/her in

any way called Reference groups 

Reference groups

Secondary groupsPrimary groups

Primary groupsThey have major impacts on your buying decisions

Secondary groupSecondary groups may also influence your buying decisions

Aspirational group

A person hopes to join

Dissociative group

Behavior is rejected by customers

Personal factor

Economic condition

Personality Life style

Occupation

A Doctor and an Engineer have different wearing sense

Occupation

Economic condition may change your choice

Personality

Life style

Psychological Factors

Learning beliefs

Motivation Perception

Emotions Learning

Memory

Perception

It is The best

Taste is motivation to buy Pizza

LearningLast time I had eaten it. It was not what it looks like

EmotionsI love “Vintage” fountain Pen

MemoryOh---- This is the same company. I have won general championship with it.

SummaryConsumer behavior is influenced by three factors: cultural (culture, subculture, and social class), social(reference groups, family, and social roles and statuses), and personal (age, stage in the life cycle, occupation, economic circumstances, lifestyle, personality, and self-concept). Research into these factors can provide clues to reach and serve consumers more effectively

CreditKOTLER, P. & KELLER, K. 2011. Marketing Management 14th Edition,Upper Saddle River, NJ, Prentice Hall(With due thanks to the owners of Photographs)