How do consumer characteristics influence buying behaviour
Aug 15, 2015
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Consumer behavior
It is the study of how individuals , groups and organizations select , buy ,use and dispose of goods , services , ideas to satisfy their needs and wants.
A consumer’s buying behavior is influenced by following factors –
1. Cultural.2. Social.3. Personal
Different Cultures have different values.
Respect and care for elders.
Honesty and integrity.
Hard work
Achievement and success.
Compassion.
Achievement and success.
Activity.
Efficiency and practicality.
Individualism.
Freedom.
2.Social factors- reference groups, family, social roles.
Family
Family of orientation
Parents ,siblings , etc.
A person acquires orientation
towards religion ,politics ,love.
Family of procreation
Wife , children , husband
All participate to make choices
Of products..
Age and stage in life cycle
Family life cycle &Number age
Psychological life cycle stages -
Adults experience transformation asThey go through life.
Their behavior transforms atcertain events.Eg – marriage , childbirth ,illness ,etc
3. Personal factors
Occupation and economiccircumstances
Occupation and economicsinfluences consumption patterns.
Personality and self concept
Money constrained Time constrained
Created by Yash Shah , Sardar Patel College of Engineering, During an internship withProf. Sameer Mathur, IIM Lucknow.
www.IIMInternship.com
Related Documents
