Based on chapter " Analyzing consumer markets" from the book "A South Asian Perspective of Marketing Management."

2. Consumer behavior
It is the study of how individuals ,
groups and organizations select , buy
,use and dispose of goods , services ,
ideas to satisfy their needs and wants.

3. A consumer’s buying behavior is influenced by
following factors –
1. Cultural.
2. Social.
3. Personal

4. Different Cultures have different values.
Respect and care for elders.
Honesty and integrity.
Hard work
Achievement and success.
Compassion.
Achievement and success.
Activity.
Efficiency and practicality.
Individualism.
Freedom.

7. 2.Social factors- reference groups, family, social roles.

9. Family
Family of orientation
Parents ,siblings , etc.
A person acquires orientation
towards religion ,politics ,love.
Family of procreation
Wife , children , husband
All participate to make choices
Of products..

11. Age and stage in life cycle
Family life cycle &
Number age
Psychological life cycle stages -
Adults experience transformation as
They go through life.
Their behavior transforms at
certain events.
Eg – marriage , childbirth ,illness ,etc
3. Personal factors

12. Occupation and economic
circumstances
Occupation and economics
influences consumption patterns.

13. Personality and self concept

14. Money constrained Time constrained

15. Created by Yash Shah ,
Sardar Patel College of
Engineering,
During an internship with
Prof. Sameer Mathur, IIM
Lucknow.
www.IIMInternship.com