Assignment2 ppt1

Assessing the value of the product as Perceived by the customer by analyzing customers behavior.  

Marketers must understand both the theory and reality of consumers behavior in order to shape the buying behavior.

Factors that influence consumers behavior

1.  Cultural factors

These influence the buying behavior.

Cultural factors are the fundamental

determinant of persons wants and behaviors.

� Based on where the consumers come from. � What kind of social class do they belong to. Will determine the buying behavior.

2.Social factors

Reference groups Have direct and indirect influence on the

buying behavior.

These groups have direct influence.

Types - Primary groups – usually with the

Person interacts. Secondary groups- Such as religions, trade-union groups, professional etc.

     Membership                    groups          

�  They expose an individual to new behaviors and lifestyles.

�  They influence attitudes and self concept.

�  They create pressure for conformity and may affect product and brand choices

                       Family        

                             Two  types  

Most  important  consumer  buying  organization  in  society  

 Family  of  orientation-­‐  

Parents  influence  on  buying  behavior  

Family  of    procreation-­‐  

Person’s  family  has  influence  on  buying  behavior  

Husband and wife tend to make joint decision so the marketer must target both men and women when trying to influence the buying behavior. Eg: Buying cars, holidays etc.

Children also wield indirect influence on buying behavior.

� Role- Activities a person is expected to perform.

� Each role in turn connotes a status People choose products that reflect and communicate their role and state their desired status in society.

�  Family life cycle

�  Psychological life cycle

�  Life events or transitions- Marriage, child birth etc.

Marketers should take these personal aspects into consideration in the process of influencing buyers Behavior.

Self-­‐confidence   Dominance   Autonomy  

Deference   Sociability   adaptability  

These  factors  describe  personality  

Consumers are likely to choose brands whose personalities match their own. (Brand personality)

Researched brand personalities and identified traits- 1.  Sincerity 2.  Excitement 3.  Competence 4.  Sophistication 5.  Ruggedness

 A  lifestyle  is  a  person’s  pattern  of  living.              

 Marketers  search  for  relationships  between      their  products  and  lifestyle  groups.  

Activities   Interests   Opinions  

�  Main aspect. �  Factors that influence consumers behavior

1. Social 2. Cultural 3. Personal

Created by, Akhila Polishetty, during an internship under Mr, Sameer Mathur, IIM Lucknow. www.IIMinternship.com

Thank You.