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Characteristics affecting consumer behavior by brands academy

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Brand Academy provides details brand analysis, research, article and insights for free. …

Brand Academy provides details brand analysis, research, article and insights for free.

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Characteristics Affecting Consumer Behavior
Culture: set of basic values, perceptions, wants and behaviors learned by a member of society from family and other institution

Subculture: A group of people with shared value system based on the common life experiences and situations

Social Class: Relatively permanent and ordered divisions in a society whose members share similar values, interests and behaviors
Characteristics Affecting Consumer Behavior
Social Factors:
Groups: two or more people who interact to accomplish individual or mutual goals
Opinion Leaders: Persons within a reference group who, because of special skills, knowledge, personality, or other characteristics, exerts social influence on others.
Family
Two parents both employed
Two parents, one employed
Two parents, both unemployed
Single parent employed
Single parent unemployed
Male Headed families
Unrelated individuals
Joint families

Roles and Status
Characteristics Affecting Consumer Behavior
Personal Factors
Age and Life-Cycle stage
Occupation
Economic Situation
Lifestyle (Pattern of living as expressed in his/her interests and opinions)
Personality and Self Concept
Personality: Unique, relatively consistent lasting responses to one’s own environment
Brand Personality: Specific mix of human traits that may be attributed to a particular brand

Characteristics Affecting Consumer Behavior
Brand Personality

Sincerity: Down to earth, honest, wholesome and cheerful
Excitement: Daring, spirited, imaginative and up-to-date
Competence: Reliable, intelligent and successful
Ruggedness: outdoorsy and tough


Characteristics Affecting Consumer Behavior
Psychological factors
Motivation: Need that is sufficiently pressing to direct the person to seek satisfaction of the need
Perception: The process by which people select, organize and interpret information to form a meaningful picture of the world.
Learning: Changes in individual’s behavior arising from experience
Drive: Internal stimulus calling for action
Beliefs: A descriptive thought that a person has about something
Attitude: A person’s relatively consistent evaluations, feelings and tendencies toward an object (Buy the best!!)

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  • 1. Characteristics Affecting Consumer Behavior • Culture: set of basic values, perceptions, wants and behaviors learned by a member of society from family and other institution – Subculture: A group of people with shared value system based on the common life experiences and situations • Social Class: Relatively permanent and ordered divisions in a society whose members share similar values, interests and behaviors
  • 2. Characteristics Affecting Consumer Behavior • Social Factors: – Groups: two or more people who interact to accomplish individual or mutual goals • Opinion Leaders: Persons within a reference group who, because of special skills, knowledge, personality, or other characteristics, exerts social influence on others. – Family • • • • • • • • Two parents both employed Two parents, one employed Two parents, both unemployed Single parent employed Single parent unemployed Male Headed families Unrelated individuals Joint families – Roles and Status
  • 3. Characteristics Affecting Consumer Behavior • Personal Factors – Age and Life-Cycle stage – Occupation – Economic Situation – Lifestyle (Pattern of living as expressed in his/her interests and opinions) – Personality and Self Concept • Personality: Unique, relatively consistent lasting responses to one’s own environment • Brand Personality: Specific mix of human traits that may be attributed to a particular brand
  • 4. Characteristics Affecting Consumer Behavior Brand Personality • • • • Sincerity: Down to earth, honest, wholesome and cheerful Excitement: Daring, spirited, imaginative and up-to-date Competence: Reliable, intelligent and successful Ruggedness: outdoorsy and tough
  • 5. Characteristics Affecting Consumer Behavior • Psychological factors – Motivation: Need that is sufficiently pressing to direct the person to seek satisfaction of the need – Perception: The process by which people select, organize and interpret information to form a meaningful picture of the world. – Learning: Changes in individual’s behavior arising from experience • Drive: Internal stimulus calling for action – Beliefs: A descriptive thought that a person has about something – Attitude: A person’s relatively consistent evaluations, feelings and tendencies toward an object (Buy the best!!)