Consumer Buying Behavior
Consumer Buying Behavior
What Influences Consumer Behavior?
Cultural FactorsCultural Factors
Social FactorsSocial Factors
Personal FactorsPersonal Factors
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
Culture is the fundamental determinant of a person’s wants and
behaviors acquired through socialization processes with family
and other key institutions.
TATA Housing – “ Home Ganeshaya namah”
New Beginnings at new Haven Sunsilk’s Lively Clean and Fresh Shampoo
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)
Social Factors
Referencegroups
Social roles
Statuses
Family
Personal Factors
Age
Values
Life cyclestage
Occupation
Personality
Self-concept
Wealth
Lifestyle
Brand Personality
SinceritySincerity
ExcitementExcitement
CompetenceCompetence
SophisticationSophistication
RuggednessRuggedness
Lifestyle Influences
Multi-tasking
Time-starved
Money-constrained
Model of Consumer Behavior
Key Psychological Processes
Motivation
MemoryLearning
Perception
Motivation
Freud’sTheory
Behavioris guided by subconsciousmotivations
Maslow’sHierarchyof Needs
Behavioris driven by the lowest, unmet need
Herzberg’sTwo-Factor
Theory
Behavior isguided by motivating
and hygienefactors
Maslow’s Hierarchy of Needs
Herzberg’s Two-Factor Theory
Perception
Selective Attention
Selective Retention
Selective Distortion
Consumer Buying Process
Problem Recognition
Information Search
Evaluation
Purchase Decision
PostpurchaseBehavior
Successive Sets Involved in Consumer Decision Making