This document outlines an index and sections for a marketing project report on how economic, social, and cultural factors affect consumer demand for certain goods. It defines key terms like consumer behavior and discusses various factors under each category. For economic factors, it focuses on personal income, income expectations, and occupation. For social factors, it examines family, roles/status, and reference groups. And for cultural factors, it looks at culture, sub-culture, and social class. It then provides examples of how these factors influence purchase decisions for specific products like a house, business suit, TV, food processor, car, laptop, confectionery, abaya, and watch. The document outlines a market survey methodology using questionnaires to collect data on

1. GEMS OUR OWN ENGLISH HIGH SCHOOL,
DUBAI
TANZEEL ABDUL JABBAR
XI – J
2015 – 2016
Marketing project - Title:
“ASCERTAININNG FROM THE LOCAL MARKET OF
SELECTED CONSUMER GOODS TO WHAT EXTENT
ECONOMIC, SOCIAL AND CULTURAL FACTORS AFFECT
THE DEMAND FOR THE PARTICULAR GOODS AND
PREPARING A REPORT”

2. TOPIC
“Ascertaining from the local market of selected
consumer goods to what extent economic,
social and cultural factors affect the demand for
the particular goods and preparing a report”

3. INDEX1. CERTIFICATE
2. ACKNOWLEDGEMENT
3. TOPIC
4. INDEX
5. CONSUMER BEHAVIOUR
6. ECONOMIC FACTOR
7. FACTORS CHOSEN
8. SOCIAL FACTOR
9. FACTORS CHOSEN
10.CULTURAL FACTOR
11.FACTORS CHOSEN
12.TREE – DIAGRAM
13.ECONOMIC – PRODUCTS
14.PRODUCT 1
15.PRODUCT 2
16.PRODUCT 3
17.SOCIAL – PRODUCTS
18.PRODUCT 1
19.PRODUCT 2
20.PRODUCT 3
21.CULTURAL – PRODUCTS
22.PRODUCT 1
23.PRODUCT 2
24.PRODUCT 3
25.PROJECT REPORT
26.MARKET SURVEY
27.RESULT AFTER SURVEY
28.QUESTIONNAIRE – ECONOMIC
29.QUESTIONNAIRE – SOCIAL
30.QUESTIONNAIRE – CULTURAL
31.GRAPH 1 and 2
32.GRAPH 3 and 4
33.GRAPH 5 and 6
34.GRAPH 7 and 8
35.GRAPH 9 and 10
36.CONCLUSION
37.BIBLIOGRAPHY

4. CONSUMER BEHAVIOUR
MEANING OF CONSUMER BEHAVIOR
Consumer behavior refers to all the processes related to
what, why, how, when, from whom consumers purchase
and pay for a product and how they consume and
dispose of it in order to meet their needs.
DEFINITION BY PHILIP KOTLER
Consumer behavior include mental activity, emotional
and physical that people use during selection, purchase,
use and dispose of products and services that satisfy

5. ECONOMIC FACTOR
Consumer behaviour is
influenced largely by economic
factors. It could be a person’s
income, savings, assets,
economic situations, etc.
For instance, if the income and
savings of a customer is high
then he will purchase more
expensive products. On the
other hand, a person with low
income and savings will
purchase inexpensive products.
ECONOMIC
FACTOR
PERSONAL
INCOME
INCOME
EXPECTATIONS
OCCUPATION

6. FACTORS CHOSEN (ECONOMIC)•The personal income of a person is
determinant of his buying behaviour.
•An increase in the income leads to an increase
in the expenditure on shopping goods,
luxuries etc. which improves the standard of
living of a person and vice versa.
PERSONAL
INCOME •Income expectations are one of the important
determinants of the buying behaviour of an
individual.
•If he expects any increase in his income, he is
tempted to spend more on shopping. On the
other hand, if he expects any fall in his future
income, he will curtail his expenditure and
restrict to bare necessities.
INCOME
EXPECTATIONS •Occupation of a person influences his buying
behaviour.
•The life styles and buying decisions differ
widely according to the nature of the
occupation.
•Marketers have to design different strategies
OCCUPATION

7. SOCIAL FACTOR
Man is a social animal. Hence,
our behaviour patterns, likes and
dislikes are influenced by the
people around us to a great
extent.
We always seek confirmation
from the people around us and
seldom do things that are not
socially acceptable.
The social factors influencing
consumer behaviour are a)
Family, b) Reference groups, c)
SOCIAL
FACTOR
FAMILY
ROLES AND
STATUS
REFERENCE
GROUPS

8. FACTORS CHOSEN (SOCIAL)•Family members can strongly influence the
buyer behaviour.
•The tastes, likes, dislikes, life styles etc. of the
members are rooted in the family buying
behaviour.
•For e.g. If the buying decision of a product is
influenced by wife then marketers will try to
target women in the ad.
FAMILY
•A person participates in many groups like
family, clubs, and organisations. The person’s
position in each group can be defined in term of
role and status.
•People choose products that communicate their
role and status in society, thus marketers should
be aware of the status symbol of different
products.
ROLES AND
STATUS
• A reference group is a group of people with whom an individual
associates which strongly influences a person’s attitudes values
and behaviour directly or indirectly.
• The impact of reference groups varies across products and brands.
REFERENCE
GROUP

9. CULTURAL FACTOR
Kotler observed that human
behaviour is largely the result of
a learning process and as such
individuals grow up learning a
set of values, perceptions,
preferences and behaviour
patterns as the result of
socialisation both within the
family and a series of other key
institutions.
From this we develop a set of
values, which determine and
CULTURAL
FACTOR
CULTU
RE
SUB-
CULTU
RE
SOCIAL
CLASS

10. FACTORS CHOSEN (CULTURAL)•Culture is the most fundamental determinant of
a person’s want and behaviour.
•It is a set of beliefs and values that are shared
by most people within a group.
•Culture influences considerably the pattern of
consumption and the pattern of decision-
making.
CULTURE
•Sub-culture refers to a set of beliefs shared by a
subgroup of the main culture, which include
nationalities, religions, racial groups and
geographic regions.
•Many sub-cultures make up important market
segments and marketers have to design
products and marketing programs tailored to
their needs.
SUB-CULTURE
• Consumer behaviour is determined by the social class to which they
belong.
• Social class is relatively a permanent and ordered division in a
society whose members share similar value, interest and behaviour.
SOCIAL CLASS

11. FACTORS AFFECTING CONSUMER BEHAVIOUR
ECONOMIC
PERSONAL
INCOME
INCOME
EXPECTATIO
NS
OCCUPATION
SOCIAL
FAMILY
ROLES AND
STATUS
REFERENCE
GROUPS
CULTURAL
CULTURE
SUB-
CULTURE
SOCIAL
CLASS

12. PERSONAL
INCOME
OCCUPATION
INCOME
EXPECTATIONS
ECONOMIC FACTOR

13. PERSONAL INCOME – HOUSE
A house is a building for human habitation, especially one that
consists of a ground floor and one or more upper storeys.
The purchase or building of a house is greatly influenced by
one’s personal income. If a person’s income is high, then
he/she will purchase a big and luxurious house. While on the
other hand, a low income person will buy a house which stays
within his limit.
There are many other factors that affect the purchase of a
house. They can be family (number of members), roles and
status, occupation, social class and even one’s culture.

14. INCOME EXPECTATIONS -
ULTRA-HIGH-DEFINITION
TELEVISION (ULTRA HD
TV)
Ultra-high-definition television (also known as Super Hi-Vision, Ultra
HD television, UltraHD, UHDTV, or UHD) includes4K UHD (2160p)
and 8K UHD (4320p), which are two digital video formats proposed
by NHK Science & Technology Research Laboratories and defined and
approved by the International Telecommunication Union (ITU).
Income expectation influences the purchase of a UHD TV. This
product is a luxury good. So, a person will buy this when he/she
expects an increase in their income. But if their expectation is the
opposite, they would not even think of buying this product and will
restrict themselves to their basic necessities.
Other factors that influence the purchase of a UHD TV are one’s
personal income, occupation, roles and status, social class and so on.

15. OCCUPATION – BUSINESS SUIT
In clothing, a suit is a set of garments made from the same
cloth, usually consisting of at least a jacket and
trousers. Lounge suits (also known as business suits), which
originated in Britain as country wear, are the most common
style of Western suit.
Occupation plays a major role in the purchase decision of a
business suit. For instance, a manager of an organisation will
try to purchase business suits whereas a low level worker in
the same organisation will purchase rugged work clothes.
Other factors that influence the purchase decision of a
business suit are social class, income, roles and status and
reference group.

16. FAMILY
REFERENCE
GROUPS
ROLES AND
STATUS
SOCIAL FACTOR

17. FAMILY – FOOD PROCESSOR
A food processor is a kitchen appliance used to facilitate
repetitive tasks in the preparation of food. Today, the
term almost always refers to an electric-motor-driven
appliance. Food processors use interchangeable blades
and disks instead of a fixed blade.
Family plays a major role in the purchase decision of a
food processor. Every family will definitely buy this
product, especially the housewife.
Other factors that influence the purchase decision of a
food processor are income, roles and status, reference
group and occupation.

18. ROLES AND STATUS – CAR
A car is a wheeled, self-powered motor vehicle used
for transportation. Most definitions of the term specify that
cars are designed to run primarily on roads, to have seating
for one to eight people, to typically have four wheels, and
to be constructed principally for the transport of people
rather than goods.
Roles and status influences the purchase decision of a car.
When a person belongs to a particular social group or
circle, he/she will try to adapt to their style and will also
purchase luxury goods as they do. One of these luxury
goods is a car. According to their level of status, they will
purchase cars of different brands.
There are many other factors that influence the purchase
decision of a car. They are income, family (no. of members),

19. REFERENCE GROUP – LAPTOP
A laptop or a notebook is a portable personal
computer with a clamshell form factor, suitable for mobile
use. They are commonly used in a variety of settings,
including at work, in education, and for personal
multimedia.
Reference group influences the purchase decision of a
laptop. For instance a person is influenced to buy a laptop
because everyone in his/her community/circle has one.
Other factors that influence the purchase decision of a
laptop are personal income, roles and status, culture, social
class and family.

20. CULTURE
SOCIAL CLASS
SUB-CULTURE
CULTURAL FACTOR

21. CULTURE – CONFECTIONERY
Bakers' confectionery includes sweet baked goods,
especially those that are served for the dessert course.
Bakers' confections are sweet foods that feature flour as a
main ingredient and are baked. Major categories
include cakes, sweet pastries, doughnuts, scones, and
cookies.
Culture plays an important role in the purchase decision
of confectionery items/sweets. For instance, people
would buy barfi and jalebis for Diwali and cakes and
pastries for Christmas. For Eid, Arabic sweets and biscuits
would be purchased.
Other factors that influence culture are sub – culture,
family, income and social class.

22. SUB-CULTURE – ABAYA
An abaya is a full-length, sleeveless outer garment
worn by some Muslim women. The abaya covers the
whole body except the face, feet, and hands. It can
be worn with the niqāb, a face veil covering all but
the eyes. Some women choose to wear long black
gloves, so their hands are covered as well.
Sub – culture plays a crucial role in the purchase of
an Abaya as it is a part of the Islamic culture and
religion. There are certain specific clothing style
which represents different culture.
Other factors that influence the purchase of abaya
can be culture, lifestyle, income, family, and of
course religion.

23. SOCIAL CLASS – WATCH
A watch is a small timepiece intended to be carried or
worn by a person. It is designed to keep working
despite the motions caused by the person's activities.
A wristwatch is designed to be worn on a wrist,
attached by a watch strap or other type of bracelet.
Social class influences the purchase decision of a
watch. People can judge one’s lifestyle and even income
by observing the kind of watch he/she wears. So a
person from a higher social class will try to purchase an
expensive branded watch even if it is not a necessity.
Other factors that influence the purchase decision of a
watch are income, reference group, culture, family,
roles and status.

24. PROJECT REPORT

25. MARKET SURVEY
Market research/survey is any organized effort to gather information about
target markets or customers. It is a very important component of business
strategy.
Market research provides important information to identify and analyse the market
need, market size and competition.
Surveys have been used in various fields of research, such as sociology, marketing
research, politics and psychology.
METHODOLOGY : QUESTIONNARE
In survey research, a questionnaire is an instrument that is comprised of a set of
questions to be asked to the participants or respondents of the survey.
Sir Francis Galton, an English polymath, introduced the use of the questionnaire in
surveys.
Questionnaires usually ask questions that elicit ideas and behaviours, preferences,

26. QUESTIONNAIRE
I’m a student of GEMS Our Own English High School, Dubai and this is a
survey based on the products that I have chosen. Kindly answer the following
questions.
On the basis of Economic Factors:-
1. Which of these factors affect you the most while taking a purchase
decision?
a. Personal income
b. Income expectations
c. Occupation
2. Which of these factors would you consider while purchasing formal wears
(business suit)?
a. Personal income
b. Income expectations
c. Occupation
3. When you purchase a long-term product (e.g. House), which economic
factor affects you the most?
a. Personal income
b. Income expectations
c. Occupation

27. On the basis of Social Factors:-
1. According to you, does one’s purchase behaviour affect their
personality?
a. Yes
b. No
2. Which among these helps you in price reduction/offers of a food
processor?
a. Family
b. Roles and status
c. Reference group
3. While making a purchase decision on a tech-product(laptop),
which of these factors influence you the most?
a. Family
b. Roles and status
c. Reference group

28. On the basis of Cultural Factors:-
1. Which according to you is the most common cultural factor that
influences one’s purchase decision?
a. Culture
b. Sub – culture
c. Social class
2. While purchasing clothes (e.g. abaya), which of these factors
influence you the most?
a. Culture
b. Sub – culture
c. Social class
3. Which factor helps in price reduction of a particular product
(sweets) during a specific festival?
a. Culture
b. Sub – culture
c. Social class

29. RESULT AFTER
SURVEY
With graphical
representation
and reasoning.

30. 1) ON THE BASIS OF PURCHASING
A HOUSEEconomic factors
i. Personal Income is the main factor
that affects purchase of a house
(60%). As this product is for a long
term use, it is according to one’s
income that one would buy a house.
ii. On the basis of Occupation (40%)also
people would opt for a house because
a good occupation only can bring
good income.
Social factors
i. Family is the main factor that affects
purchase of house (55%) when
compared because a house is set
according to the no. of members in
that family.
ii. On the basis of Roles and Status
(45%) also people would buy a house
but a little less than family as people
in a good position in society will have
to keep up to their standards.
60%
40%
ECONOMIC FACTORS
Personal income Occupation
55%
45%
SOCIAL FACTORS
Family Roles and Status

31. 2) ON THE BASIS OF PURCHASING A
FOOD PROCESSORSocial factors
i. Family is the main factor that
affects purchase of a house (80%)
because food processor is a
household appliance and the
opinion of family members (wife)
is very important.
ii. On the basis of Roles and Status
(20%) not much influence is seen
as the status and role of the
person doesn’t effect the purchase
of fridge much.Cultural factors
i. Social class affects purchase of
food processor (85%) more than the
other cultural factors because high
class people would opt for food
processor than lower class people.
ii. Culture doesn’t have that much
influence (15%) on purchase of food
processor as people of different
cultures use the same appliance.
80%
20%
SOCIAL FACTORS
Family Roles and Status
85%
15%
CULTURAL FACTORS
Social class Culture

32. 3) ON THE BASIS OF PURCHASING AN
ABAYACultural factors
i. Sub-Culture is a very important
influence (65%) as this factor
includes religion which is a main
factor for purchasing abaya and
also people of Arab and Islamic
culture opt to buy it.
ii. Social class is also an influence
(35%) because people of higher
class would buy designer and
better quality abaya.Economic factors
i. Income is a very influencing
factor (75%) as people with high
income will buy premium,
expensive and branded abaya
while people with less income
wouldn’t.
ii. Occupation (25%) plays a small
role in buying abaya as this
65%
35%
CULTURE FACTORS
Sub-culture Social class
75%
25%
ECONOMIC FACTORS
Personal Income Occupation

33. 4) ON THE BASIS OF PURCHASING A
BUSINESS SUITEconomic factors
i. Occupation is the main factor
that affects purchase of a
business suit (70%) as this
product is a very commonly used
office wear.
ii. On the basis of Income (30%) too
people purchase business suits
since such formal wears range
from expensive to cheap ones.
Cultural factors
i. Social class is the main factor
that affects purchase of a
business suit (80%) as people of
a higher class would mostly wear
such formal suits.
ii. Culture (20%) plays a small role
because people of certain culture
only wears formal attire
30%
70%
ECONOMIC FACTORS
Personal income Occupation
80%
20%
CULTURAL FACTORS
Social Class Culture

34. 5) ON THE BASIS OF PURCHASING A
LAPTOPSocial factors
i. Reference Group is the main
factor that affects purchase of a
laptop (65%). As this product is
for a long term use, it is
according to one’s income that
one would buy a house.
ii. On the basis of Roles and Status
(35%)also people would opt for a
laptop since it is a symbol of
status and it is a necessity in
today’s world.Economic factors
i. Income is an important factor that
affects purchase of laptop (70%)
because according to one’s
income, one would purchase
expensive or cheap product.
ii. On the basis of Income
Expectation (30%) also people
would buy highly
expensive/moderate rate laptop
according to the growth/fall in
one’s income.
65%
35%
SOCIAL FACTORS
Reference Group
Roles and Status
70%
30%
ECONOMIC FACTORS
Personal Income
Income Expectation

35. CONCLUSION
From this project and survey, I have understood the crucial role
played by economic, social and cultural factors in determining the
demand for goods.
Under economic factors, demand for a house increases with the
increase in personal income. The type of occupation determines the
attire(business suit) a person uses. If a person expects an increase in
his income, it is termed as income expectation. So, a person would
foresee it and purchase luxury items like UHD TV.
Under social factors, we see that family has a huge influence in
buying food processor as it is a household appliance. Role and status
- Car being a luxury can be afforded by only people with good status
and an important role. The Reference group a person belongs to can
influence him/her to purchase slightly complex products like laptop.
Under cultural factors, the demand for confectioneries is maximum
during cultural festivals and occasions. The demand for abaya is
mostly restricted to Arab and Islamic culture. Watches gives an

36. BIBLIOGRAPHY
http://www.managementstudyguide.com/cultural-factors-affecting-
consumer-behaviour.htm
http://www.yourarticlelibrary.com/products/5-factors-influencing-
consumer-behaviour-explained/22163/
www.wikipedia.com
www.google.com