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Buying behaviour[1]

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Buying behaviour[1] Buying behaviour[1] Presentation Transcript

  • Consumer Buying Behavior
  • What Influences Consumer Behavior? Cultural Factors Social Factors Personal Factors
  • Factors Influencing Consumer Behavior Cultural Culture Subculture Social Class Social Reference Groups Family Roles & Status Personal Age & Life-Cycle Stage Occupation Economic Situation Lifestyle Personality & Self-Concept
    • Culture is the fundamental determinant of a person’s wants and behaviors acquired through socialization processes with family and other key institutions.
    • TATA Housing – “ Home Ganeshaya namah”
    • New Beginnings at new Haven
    • Sunsilk’s Lively Clean and Fresh Shampoo
  • Characteristics of Social Classes
    • Within a class, people tend to behave alike
    • Social class conveys perceptions of inferior or superior position
    • Class may be indicated by a cluster of variables (occupation, income, wealth)
  • Social Factors Reference groups Social roles Statuses Family
  •  
  • Personal Factors Age Values Life cycle stage Occupation Personality Self- concept Wealth Lifestyle
  • Brand Personality Sincerity Excitement Competence Sophistication Ruggedness
  • Lifestyle Influences Multi-tasking Time-starved Money-constrained
  • Model of Consumer Behavior
  • Key Psychological Processes Motivation Memory Learning Perception
  • Motivation Freud’s Theory Behavior is guided by subconscious motivations Maslow’s Hierarchy of Needs Behavior is driven by the lowest, unmet need Herzberg’s Two-Factor Theory Behavior is guided by motivating and hygiene factors
  • Maslow’s Hierarchy of Needs
  • Herzberg’s Two-Factor Theory
  • Perception Selective Attention Selective Retention Selective Distortion
  • Consumer Buying Process Problem Recognition Information Search Evaluation Purchase Decision Postpurchase Behavior
  • Successive Sets Involved in Consumer Decision Making