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steel junctionTata Steel used steel junction to encourage consumers to go steel shopping and to develop deeper understanding of individual and household customers. steel junction

Consumer BehaviorConsumer buyer behavior

It refers to the buying behavior of consumers/ individuals and households who buy goods and services for personal consumptionConsumer Behavior

..What Influences Consumer Behavior?Cultural FactorsSocial FactorsPersonal FactorsCultural Factor

CultureCulture

It is the fundamental determinant of a persons wants and behaviors acquired through socialization processes with family and other key institutions.

Features of Indian Culture

Culture

Subcultures

Subcultures These are groups of people within a culture with shared value systems based on common life experiences and situationsBengalisGujaratisPunjabis

Subcultures

..SubculturesNationalities ReligionsRacial groupsGeographic regions..Social ClassesUpper uppersLower uppersUpper middlesMiddle classWorking classUpper lowersLower lowers..Social FactorsReferencegroupsSocial rolesStatusesFamily..Reference GroupsPrimary groupsSecondary groupsAspirational groupsReference Groups

Reference Groups

Provogue uses teenage icons as brand ambassadors and a youth targeted website to connect to its customers

FamilyFamily is the most important consumer buying organization in society

Family

Family

Role & StatusThe groups, family, clubs, and organizations that a person belongs to define his/her social role and status

..Roles and Status

What degree of status is associated with various occupational roles?

..Personal FactorsAgeValuesLife cyclestageOccupationPersonalitySelf-conceptWealthLifestyleAgeAge and life-cycle stageRBC Royal Band stagesYouth: younger than 18Getting started: 1835Builders: 3550Accumulators: 5060Preservers: over 60

. The Family Life Cycle

Economic situation

LifestyleLifestyle is a persons pattern of living as expressed in his or her psychographics

Marketer measures consumers AIOs (activities, interests, opinions) to capture information about a persons pattern of acting and interacting in the environment

Lifestyle

Lifestyle

..State Farm Mental Map

Buyer Decision Making Process.

Maslows Hierarchy of Needs