how do consumers charecteristics influence buying behavior
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The study of how individuals, groups and organizations select, buy, use and dispose of goods, services, ideas, or experiences to satisfy their needs and wants.
FACTORS
CULTURAL
SOCIAL
PERSONAL
CULTURAL
1
Different countries have different cultures
Comfort FreedomPracticalityProgress
HonestyRitualsHard workRespect
Social stratification:
Difference in media preferences Upper class Middle class
SOCIAL
2
Reference groups
Direct influence
Primary groups
Secondary groups
Indirect influence
Aspirational groups
Dissociative groups
Reference groups are all the groups that have a direct(face to face) or indirect influence on person’s attitudes or behavior.
Direct influencing groups(membership groups) are:
Primary groups-Groups with whom the person interacts fairly continuously and informally, such as family, friends, neighbors.
Secondary groups-These groups tend to be more formal and require less continuous interaction and includes religious, professional, and trade union groups.
Indirect influencing groups are:
Aspirational groups- These are groups that a person hopes to join.
Dissociative groups- These are groups whose values or behavior an individual rejects.
Reference groups influence in three ways:
Expose individual to new behavior and lifestyle
Influence their attitude and self concept
Create pressure for conformity
Dad I want to go to
Influence by
family
Roles and Status : People choose products that reflects their role and status in the society.
PERSONAL
3
Age and stage in life cycle
Adults experience certain “passages” or “transformations” as they go through life
Different occupations
Different consumption pattern
Personality
& Lifestyle
This goes with my personality
Recap Consumer characteristics and buying behavior are influenced by three factors:
1.Cultural2.Social 3.Personal
KOTLER, P. & KELLER, K. 2011. Marketing Management 14th Edition,Upper Saddle River, NJ, Prentice Hall(With due thanks to the owners of Photographs)
Credit
Thank
You
Disclaimer :Paras Arora
H.B.T.I. Kanpurduring an internship by Prof. Sameer Mathur,
IIM Lucknowwww.iiminternship.co
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