how do consumer characteristics influence buying behaviour.pptx
TRANSCRIPT
How do consumer characteristics influence buying behaviour?
Study of how individuals, groups and organisations select, buy, use and dispose of goods, services, ideas or experiences to satisfy their needs and wants
There are various influences on consumer purchase behaviour
• CULTURAL
• SOCIAL
• PERSONAL
INFLUENCES
People from different nationalities, religions, racial groups and geographic regions have different value systems
CULTURAL
Marketers must tailor their products to reach out to different cultural segments
McDonald’s introduces country specific burgers to reach out to customers
• CULTURAL
• SOCIAL
• PERSONAL
INFLUENCES
Reference groups
Direct influence
Indirect influence
Primary groupsOpinion shaped due to continuous informal interaction with family, friends, neighbours and coworkers
Secondary groupsOpinion shaped by formal interaction with religious, Professional and trade union groups
Aspirational groupsOne that a person hopes to join
Dissociative groupsOne whose values a person rejects
Reference Groups
Reference groups influence people in three ways
• Expose the individual to new behaviour and lifestyle
• Influence attitudes and self-concept
• Create pressures for conformity
Where reference group influence is strong, marketers must determine how to reach the opinion leaders
FAMILY
Family of OrientationParents and siblings
Family of ProcreationSpouse, Children
Family
Roles and Status
People choose products that reflect their actual or desired status
• CULTURAL
• SOCIAL
• PERSONAL
INFLUENCES
Personal factors
Age and Stage
Family Life Cycle
Psychological Life CycleInfluenced by critical life events such as marriage, childbirth, first job, retirement
Occupation and Economic Circumstances
• Occupation influences consumption patterns
• Economic circumstances influence product
and brand choice
Personality and Self-Concept
Consumers choose brands whose personalities match their own
Lifestyle and Values
Lifestyle shaped by whether
Money ConstrainedCreate lower-cost products and services
Time ConstrainedOutsource services to others in order to save time
These slides were created by Anju Joseph, MEC Kochi during a Marketing internship by Prof. Sameer Mathur, IIM Lucknow
(See www.IIMInternship.com)