How do comsumer characteristics influence buying behaviour
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Transcript of How do comsumer characteristics influence buying behaviour
How do customer characteristics influence
BUYING BEHAVIOUR?
What is consumer behaviour?
Study of how individuals, groups and organizations
select, buy, use and dispose of goods, services, ideas or experience to satisfy their
needs and wants
INFLUENCES Cultural Social Personal
Cultural
Different cultures have different values
Comfort Freedom
Individualism Practicality Progress
Respect Honesty Integrity
Hard work Rituals
URBAN Areas
Purchase potential of top 4 higher classes constitutes nearly 77% of total Urban
populationRemaining 4 classes constitutes nearly
23%
RURAL Areas
Purchase potential of topmost class is nearly
45% of total Rural populationRemaining 3 classes
constitutes a total of nearly 55%
SOCIAL
Members of a social class share similar interests, values and behaviour
Reference GroupsDirect influence
(membership groups)
Indirect influence
• PRIMARY Groups (includes family, friends, neighbors and co-workers)• SECONDARY Groups (religious, professional, trade union group )
• Aspirational Groups (person hopes to join)•Dissociative
Groups (whoes values and
individual rejects)
Reference groups influence in 3 ways:
• Expose individual to new behaviour and lifestyle
• Influence their attitude and self concept
• Create pressure for conformity
FAMILY..Family of Orientation
Consists of parents and siblings. Influence on
behaviour is significant. Choices affected by them
Family of ProcreationConsists of person’s children
and spouse. Influence yielded by both.
PERSONAL
People choose products that reflect and communicate their actual or desired status in society
Age and stage in life cycle!!•Family life cycle
•Psychological life cycle Adults experience transformation as they go through life. Marriage, childbirth, illness, divorce, career change etc.
Occupati on and economic circumstances
•Occupation influences consumption patterns
•Economic circumstances influences product and brand choices
Consumers choose brands with brand personality similar to their
self concept
Personality and Self concept
Lifestyle and
Values
Money Constrained
Prefer lower cost products and services
Time Constrained
Multitasking, will pay others to perform task on time
Aayush NayakUIT-RGPV, Bhopal, during
an internship by
Created By-
Prof. Sameer Mathur, IIM Lucknow.
www.IIMInternship.com