Consumer Behaviour

CHAKRESH JAIN
INTRODUCTION OF CONSUMER
BEHAVIOR
The aim of marketing is to meet and
satisfy target customers’ needs and
wants better than competitors.
“Consumer behavior is the study of
how individuals, groups, and
organizations select, buy, use, and
dispose of goods, services, ideas, or
experiences to satisfy their needs
and wants”.
Gaining a thorough in-depth
consumer understanding helps to
make sure that the right products
are marketed to the right consumers
in the right way.
WHAT INFLUENCES CONSUMER
BEHAVIOR?
 Model of Buying
Behavior
Marketing Other stimuli Buyer’s Buyer’s decision
stimuli characteristics process

Product Economic Cultural Problem recognition

Price Technology Social Information search
Place Personal Evaluation
Promotion Psychological Decision
Post purchase
behavior

Buyer’s decisions
Product choice
Brand choice
Dealer choice
Purchase timing
Purchase amount
 Characteristics Affecting
Consumer Behavior

CULTURAL

Culture SOCIAL
PERSONAL
Subculture
Reference PSYCHOLOGICAL
Age
Social Class Groups
Occupation Motivation
Family
Economic Perception
Roles &
Situation
Status Learning
Lifestyle
Beliefs &
Personality Attitude
Factors

Culture
Subculture
Social Class

Buyer
 Culture
 Culture is the basic values, perceptions, wants
& behaviors learned by a member of society
from family &other important institutions . E.g.
An American bride wears a white dress on her
wedding while a white dress is worn on
occasion of mourning in India.
 Subculture : A group of people with shared
value systems based on common life
experiences & situations. Subcultures include
nationalities, religions, racial groups
&geographic regions. E.g. Punjabi, Bengali,
Marathi.
 Social Class: Relatively permanent &ordered
divisions in a society whose members share
similar values, interests & behavior.
Determined by income, occupation, education,
wealth & other variables. Social classes show
distinct product & brand preferences in areas
such as clothing, home furnishing, leisure
 Social Factors

Reference
Groups

Roles &
Family
Statuses
WHAT INFLUENCES CONSUMER
BEHAVIOR ?
Social Factors
In addition to cultural factors, a
consumer’s behavior is influenced by such
social factors as reference groups, family,
and social roles and statuses.
A person’s reference groups consists of
all the groups that have a direct (face-to-
face) or indirect influence on his/her
attitudes or behavior.
Groups having a direct influence on a
person are called membership groups.
•Some memberships groups are
primary groups such as family,
friends, neighbors, and co-workers
with whom the person interacts fairly
continuously and informally.
•Some membership groups are
secondary groups such as religious,
professional groups that tend to be
more formal.
 Influences on Consumer
Behavior

Personal Influences

Age and Family Life

Lifestyle
Cycle Stage

Occupation & Personality &

Economic Circumstances Self-Concept
 PERSONAL
FACTORS
Age & Life Cycle
Stage: tastes in
food, clothing,
furniture &
recreation are age
related. Buying is
also shaped by
stage of the family
life cycle. E.g. Gen Y
( under 25), Young
Professionals, (25 to
34), Families (35 to
54).
 Psychological
Factors

Motivation

Beliefs &
Attitudes
Perception Learning
 Process
Problem
recognition
Information
search
Evaluation of
alternatives
Purchase
decision
Post purchase
behavior
Purchase product