Consumer Behaviour

Those activities directly involved in

obtaining , consuming and disposing of
products and services, including the
decision processes that precede and
follow these actions.
 4 main types of factors influencing
consumer behaviour:
1. Cultural factors (Culture and societal
environment, Sub-cultures, Social classes, Cultural
trends)
2. Social factors (Reference groups and
membership groups, Family, Social roles and
status)
3. Personal factors (Age and way of life,
Purchasing power and revenue, Lifestyle,
Personality and self-concept)
4. Psychological factors (Motivation, Perception,
Learning, Beliefs and attitudes)
 I. Cultural factors
Culture and societal environment:

Culture is crucial when it comes to understanding

the needs and behaviours of an individual.
Throughout his existence, an individual will be
influenced by his family, his friends, his cultural
environment or society that will teach him
values, preferences as well as common
behaviours to their own culture.
 Sub-cultures :

Society is composed of several sub-cultures in

which people can identify. Subcultures are
groups of people who share the same values
based on a common experience or a similar
lifestyle in general. Subcultures are the
nationalities, religions, ethnic groups, age
groups, gender of the individual, etc.
 Social classes:

Defined as groups more or less homogenous

and ranked against each other according to a
form of social hierarchy. Even if its very large
groups, we usually find similar values
,lifestyles, interests and behaviours in
individuals belonging to the same social class.
 Cultural trends:

Cultural trends or Bandwagon effect are

defined as trends widely followed by people
and which are amplified by their mere
popularity and by conformity or compliance
with social pressure. The more people follow a
trend, the more others will want to follow it
 II. Social factors
Reference groups and membership groups :
The membership groups of an individual are
social groups to which he belongs and which
will influence him. The membership groups
are usually related to its social origin, age,
place of residence, work, hobbies, leisure,
etc..
 Family:

Family is maybe the most influencing factor

for an individual. It forms an environment of
socialization in which an individual will evolve,
shape his personality, acquire values. But also
develop attitudes and opinions on various
subjects such as politics, society, social
relations or himself and his desires.
 Social roles and status:

The position of an individual within his family, his

work, his country club, his group of friends, etc..
All this can be defined in terms of role and social
status. A social role is a set of attitudes and
activities that an individual is supposed to have
and do
according to his profession and his position at
work, his position in the family, his gender, etc..
and expectations of the people around him.
 III. Personal factors:
Age and way of life:
A consumer does not buy the same products
or services at 20 or 70 years. His lifestyle,
values ,environment, activities, hobbies and
consumer habits evolve throughout his life.
 Lifestyle:

The lifestyle of an individual includes all of its

activities, interests, values and opinions. The
lifestyle of a consumer will influence on his
behaviour and purchasing decisions.
 Motivation:

Motivation is what will drive consumers to

develop a purchasing behaviour. It is the
expression of a need is which became pressing
enough to lead the consumer to want to
satisfy it. It is usually working at a
subconscious level and is often difficult to
measure.
 IV. Psychological factors
Motivation:

Motivation is what will drive consumers to

develop a purchasing behaviour. It is the
expression of a need is which became pressing
enough to lead the consumer to want to
satisfy it. It is usually working at a
subconscious level and is often difficult to
measure.
 Perception:

Perception is the process through which an

individual selects, organizes and interprets the
information he receives in order to do
something that makes sense. The perception
of a situation at a given time may decide if
and how the person will act.
 Personality and
The Nature of Personality
The inner psychological characteristics
that both determine and reflect how a
person responds to his or her environment
The Nature of Personality:
Personality reflects individual differences
Personality is consistent and enduring
Personality can change
 Theories of Personality
Freudian theory
Unconscious needs or drives are at the heart
of human motivation
Neo-Freudian personality theory
Social relationships are fundamental to the
formation and development of personality
Trait theory
Quantitative approach to personality as a set
of psychological traits
 Freudian Theory
Id
Warehouse of primitive or instinctual needs for which
individual seeks immediate satisfaction
Superego
Individuals internal expression of societys moral and
ethical codes of conduct
Ego
Individuals conscious control that balances the demands
of the id and superego
 Id, Superego and ego
Freud proposed that the human
personality consists of three interacting
systems:
the id, the superego, and the ego.
The id was conceptualized as a
warehouse of primitive and impulsive
drive- basic physiological needs such as
thirst, hunger and sex-for which the
individual seeks immediate satisfaction
without concern for the specific means of
satisfaction.
 Superego
In contrast to Id, the superego is
conceptualized as the individuals internal
expression of societys moral and ethical
code of conduct. The superegos role is to
see that the individual satisfies needs in a
a socially acceptable fashion. Thus, the
superego is a kind of brake that restrains
or inhibits the impulsive forces of the id.
 Ego
The ego is the individuals conscious
control. It functions as an internal monitor
that attempts to balance the impulsive
demands of the id and the sociocultural
constraints of the superego.
Freud emphasized that an individuals
personality is formed as he or she passes
through a number of distinct stages of
infant and childhood development.
 Neo-Freudian Personality Theory

The Neo-Freudian is a group of

psychiatrists and psychologists that
constituted the followers of Sigmund
Freud. Freud is popularly known as the
father of psychiatry, and by many, father of
modern personality theory.
 Neo-Freudians

Carl Jung
Alfred Adler
Karen Horney
Erik Erikson
 Carl Jung
Shared Freuds emphasis on unconscious
processes
Unconscious is positive source of strength
Development comes to fruition by middle age
 Carl Jung
Personal unconscious
That part of the unconscious mind containing an
individuals repressed thoughts and feelings
Collective unconscious
The part of the unconscious that is inherited and
common to all members of a species
 Attitude/Personality Types
Extroverts
Focus on external world and social life
Introverts
Focus on internal thoughts and feelings
Jung felt that everyone had both qualities, but
one is usually dominant
 Alfred Adler
Didnt see the conflict between the id and
superego
People have innate positive motives that make
them strive for personal/social perfection
The unique mix of personal and social
perfection creates unique directions and
beliefs that become our style of life.
 Karen Horney
Environmental and social factors important,
especially those we experience as children
Viewed anxiety (reaction to real or imagined
dangers) as a powerful motivating force
 Karen Horney
Neurotic trends
Irrational strategies for coping with emotional problems
and thus minimizing anxiety
Submission (Moving toward people)
Feels the need to give in to other and only feels safe when
receiving protection and guidance.
Friendliness is superficial and masks true resentment
Aggression (Moving against people)
Hides inner feelings of insecurity while they lash out
Detachment (Moving away from people)
If I withdraw nothing can hurt me
 Erik Erikson
Eight stages of personality development
Trust vs. mistrust
Autonomy vs. shame and doubt
Initiative vs. guilt
Industry vs. inferiority
Identity vs. role confusion
Intimacy vs. isolation
Generativity vs. stagnation
Ego integrity vs. despair
 Trait Theory
Focus on measurement of personality in terms
of traits
Trait - any distinguishing, relatively enduring way
in which one individual differs from another