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

OCCUPATION

• SAVINGS• ASSETS• DISPOSABLE INCOME

PERSONALITY

BRAND PERSONALITIES

• SINCERITY• EXCITEMENT• COMPETENCE• SOPHISTICATION• RUGGEDNESS

JENNIFER AAKER CAME UP WITH A SPECIFIC SET OF HUMAN TRAITS WHICH CAN BE ATTRIBUTED TO A BRAND.

LIFESTYLE

WHOLE PERSON INTERACTING WITH HIS ENVIRONMENT

INTERESTS, ACTIVITIES AND OPINIONS

DISCLAIMER

Created by Abhigyan Singh, NIT Allahabad, during an internship by Prof. Sameer Mathur, IIM Lucknow.