How do consumer characteristics influence buying behaviour ?

Consumer characteristics and their buying behavior are closely relatedBut How ???

“

Human characteristic is determined by four factors.

“

Consumer Behaviour is Study of how

individuals,groups and organizations select,buy and dispose goods,services and experiences to satisfy their

needs and wants

Cultural Factors are further classified into :

Sub-CultureCultureIndividualCulture

Different cultures have different values.

Sub-Culture

◉ Subculture involves nationality , religion , racial groups and geographical regions.

◉ Subculture provides more specific identification,socialization for its members.

Social Factors

Bring the attention of your audience over a key concept using icons or illustrations

DirectIncludes Primary and Secondary Groups.

Primary - Friends,RelativesSecondary - Formal interaction with religious,traditional and trade union groups.

Reference Groups

IndirectIncludes aspirational and dissociative groups.

Aspirational - One that hopes to join.Dissociative - Ones who values a person rejects.

Reference Groups influence people in three ways.

Expose Expose the individual to new behaviour and lifestyle

InfluenceInfluence attitude and self concept.

CreateCreate pressures for the conformity.

When reference group influence is strong , marketers must determine how to reach the opinion readers.

People choose products that reflect their actual or desired

status

Personal Factors

Psychological Life CycleInfluenced by critical life events such as marriage , childbirth , job ,retirement

Family Life CycleInfluenced by daily family routines .

Occupation , brand and lifestyle influences consumption patterns

Credits

Special thanks to all the people who made and released these awesome resources for free:◉ Presentation template by SlidesCarnival◉ Photographs by Unsplash

◉ Created By: Praneeth Ponnekanti , IIITD&M Kancheepuram

◉ Under an Internship by : Dr.Sameer Mathur , IIM Lucknow

For further details visit : www.IIMInternship.com

Presentation design