Chap 7, Analysing how consumer behaviour influenced
Tata Steel used steel junction to encourage consumers to go steel shopping and to develop deeper understanding of individual and household customers.
Consumer buyer behaviorIt refers to the buying behavior of consumers/ individuals and households who buy goods and services for personal consumption
. Cultural Factors Social Factors Personal Factors
CultureIt is the fundamental determinant of aperson’s wants and behaviors acquiredthrough socialization processes with familyand other key institutions.
SubculturesThese are groups of people within a culture with shared value systems based on common life experiences and situations• Bengalis• Gujaratis• Punjabis
. Nationalities Religions Racial groups Geographic regions
.. Upper uppers Lower uppers Upper middles Middle class Working class Upper lowers Lower lowers
.. Reference Family groups Social Statuses roles
.. Primary groups Secondary groups Aspirational groups
• Family is the most important consumer‐ buying organization in society
• The groups, family, clubs, and organizations that a person belongs to define his/her social role and status
.. What degree of status is associated with various occupational roles?
.. Age Self- Life cycle concept stage Lifestyle Occupation Values Wealth Personality
• Age and life-cycle stage• RBC Royal Band stages – Youth: younger than 18 – Getting started: 18–35 – Builders: 35–50 – Accumulators: 50–60 – Preservers: over 60
• Lifestyle is a person’s pattern of living as expressed in his or her psychographics• Marketer measures consumer’s AIOs (activities, interests, opinions) to capture information about a person’s pattern of acting and interacting in the environment