Buying behaviour[1]

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Buying behaviour[1]

  1. 1. Consumer Buying Behavior
  2. 2. What Influences Consumer Behavior? Cultural FactorsCultural Factors Social FactorsSocial Factors Personal FactorsPersonal Factors
  3. 3. Factors Influencing Consumer Behavior Cultural Culture Subculture Social Class Cultural Culture Subculture Social Class Social Reference Groups Family Roles & Status Social Reference Groups Family Roles & Status Personal Age & Life- Cycle Stage Occupation Economic Situation Lifestyle Personality & Self- Concept Personal Age & Life- Cycle Stage Occupation Economic Situation Lifestyle Personality & Self- Concept
  4. 4. Culture is the fundamental determinant of a person’s wants and behaviors acquired through socialization processes with family and other key institutions.
  5. 5.  TATA Housing – “ Home Ganeshaya namah” New Beginnings at new Haven  Sunsilk’s Lively Clean and Fresh Shampoo
  6. 6. 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)
  7. 7. Social Factors Reference groups Social roles Statuses Family
  8. 8. Personal Factors Age Values Life cycle stage Occupation Personality Self- concept Wealth Lifestyle
  9. 9. Brand Personality SinceritySincerity ExcitementExcitement CompetenceCompetence SophisticationSophistication RuggednessRuggedness
  10. 10. Lifestyle Influences Multi-tasking Time-starved Money-constrained
  11. 11. Model of Consumer Behavior
  12. 12. Key Psychological Processes Motivation MemoryLearning Perception
  13. 13. 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
  14. 14. Maslow’s Hierarchy of Needs
  15. 15. Herzberg’s Two-Factor Theory
  16. 16. Perception Selective Attention Selective Retention Selective Distortion
  17. 17. Consumer Buying Process Problem Recognition Information Search Evaluation Purchase Decision Postpurchase Behavior
  18. 18. Successive Sets Involved in Consumer Decision Making

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