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Transcript
Consumer Characteristics
What affects buying behaviour?
Cultural Factors
Values
View of Self
Relationship to
others
Rituals
Socio-Economic Classification
Used by Indian Marketers to divide population into social strata based on Purchasing Power.
SOCIAL FACTORS
REFERENCE GROUPS
CONSISTS OF:• PRIMARY: FAMILY, FRIENDS, CO-WORKERS• SECONDARY: RELIGIOUS, PROFESSIONAL
ASPIRATIONAL GROUPS
GROUP ONE WISHES TO BE A PART OF
DISSOCIATIVE GROUP
GROUP PERSON DOES NOT WISH TO BECOME A PART OF
FAMILY
ORIENTATION FAMILY
PARENTS
PROCREATION FAMILY
SPOUSE AND CHILDREN
ROLE AND STATUS
PERSONAL FACTORS
STAGE IN THE AGE CYCLE
CRITICAL LIFE EVENTS• MARRIAGE• CHILDBIRTH • ILLNESS