ANALYSING

MARKETS

CHARACTERISTICS

THAT INFLUENCES BUYING BEHAVIOUR

BEHAVIOUR

It is the study of how individuals, groups and organizations buy, use and dispose of goods, services, ideas or experiences to satisfy their needs and wants.

Consumer characteristics and buying behavior are closely related

How?

INFLUENCES

PEOPLE WITH DIFFERENT CULTURE HAS DIFFERENT PREFERENCES

CULTURAL FACTORS ARE FURTHER CLASSIFIED AS

SUCCESEFFICIENCEPROGRESSFREEDOM

HONESTYINTEGRITYHARDWORKCOMPASSION

DIFFERENT NATIONS, DIFFERENT VALUES

GEOGRAPHIC DIFFERENCES

NORTH INDIA SOUTH INDIA

RELIGION

PEOPLE WITH DIFFERENT RELIGION HAVE DIFFERENT CHOICES

REFERENCE GROUPS

DIRECT INFLUENCE

PRIMARY GROUPS

INDIRECT INFLUENCE

SECONDARY GROUPS

ASPIRATIONAL GROUPS

DISSOCIATIVE GROUPS

PRIMARY GROUPS

FRIENDS FAMILY

SECONDARY GROUPS

NATION AND RELIGION

ASPIRATIONAL GROUPS

GROUP OF WHICH PERSON WISHES TO BE A PART

DISSOCIATIVE GROUPS

GROUPS THAT A PERSON REJECTS

ROLE AND STATUS

PEOPLE CHOOSE THOSE THINGS THAT REFLECT THEIR STATUS IN SOCIETY

Age and stage in life

Occupation and economic circumstances

Personality and self conceptlifestyle

AGE AND STAGE IN LIFE

OUR TASTE FOR FOOD, CLOTHES, FURNITURE AND RECREATION IS RELATED TO OUR AGE

SOUL-MATES FOR MARRIAGES

OCCUPATION

DOCTOR AND LAWYER WILL HAVE DIFFERENT SET OF CHOICES

PERSONALITY AND SELF-CONCEPT

MYSELF+BRAND= MYSELF-BRAND

LIFESTYLE AND VALUES

MONEY CONSTRAINEDWILL BUY LOW COST PRODUCTS AND SERVICES

TIME CONSTRAINEDPRONE TO MULTITASKINGWILL ALSO PAY OTHERS TO PERFORM THEIR TASKS

STEEL JUNCTION IN KOLKATACOMPANY ANTICIPATED AND RESPONDED TO THE CHANGING PREFERENCES AND LIFE-STYLES OF CUSTOMERS

EVOLVING PREFERENCE FOR ‘NATURALS’ LED TO THIS INNOVATION

CONSUMER BEHAVIOUR IS INFLUENCED BY THREE FACTORS:CULTURAL(CULTURE,SUB-CULTURE AND SOCIAL CLASS), SOCIAL(REFERENCE GROUPS AND FAMILY), PERSONAL(AGE, OCCUPATION, PERSONALITY, SELF-CONCEPT, LIFE-STYLE)RESEARCH INTO THESE FACTORS CAN PROVIDE CLUES TO REACH AND SERVE CONSUMERS MORE EFFECTIVELY

CREATED BY AGRAWAL YASH PAWAN ,SKNCOE(UNIVERSITY OF PUNE), DURING INTERNSHIP WITH Prof SAMEER MATHUR,IIM LUCKNOW