This presentation is made during an internship under Prof. Sameer Mathur, IIML.

2. CONSUMER BEHAVIOUR
is the study of how individuals , groups, and
organisations select, buy, use, dispose of
goods, ideas, services to satisfy their needs
and wants

3. Consumer’s
behaviour is
influenced
by
1.CULTURAL
FACTORS
3.PERSONAL
FACTORS
2.SOCIAL
FACTORS

4. CULTURAL FACTORS
They are further classified into –
Culture, subculture,social classes.
1.

5. Culture
One’s value , norms, behaviour depends on it.
Values in U.S
Achievement,activity ,
efficiency, progress,
freedom,youthfulness
Values in INDIA
Respect, honesty,
integrity,compassion,
hard work.

6. Subcultures include nationalities, religions, racial groups and
geographic regions.
Wine is offered in Christians to god whereas its highly against the laws of Muslims.

7. Social Class members show distinct product and brand preferences
and also differ in media preferences.
Upper-class
consumers prefer
magazines, books,
news, drama
Lower- class
consumers prefer
TV,reality show and
sports.

8. Upper- class children plays in clubs where lower class on roads.

9. SOCIAL FACTORS
Factors such as reference groups, family,
social roles and status.
2.

10. REFERENCE GROUPS
Groups that have a direct or indirect influence on
person’s attitude and behaviour.
Groups having DIRECT INFLUENCE:
Groups having INDIRECT INFLUENCE:

11. Primary groups
More and informal
interacton
Such as- friends
,family,neighbors could
impact our choice

12. Secondary groups
Less & formal
interaction
Such as- professional groups
could also influence us

13. Aspirational groups
Groups we admire and wish to join.

14. Dissociative groups
Whose values or behaviour an individual rejects

15. FAMILY
The most important consumer buying organization in society and
influences our choice to a great extent
Almost half of the
families have the
bank account in the
same bank as their
parents

16. Husband and wife
both are involved in
making expensive
product decisions
such as trips
Child’s wish
could even
make us do we
dislike

17. ROLES AND STATUS
Choices may vary with the roles and the status of one in the society
A company’s CEO would purchase a big luxurious car and an office clerk would be
satisfied with a small car

18. PERSONAL FACTORS
These factors include age,stage in life
cycle,occupation,personality,lifestyle
3.

19. AGE
Our needs and
desires depends
greatly on our age.
Example -A Child would
prefer toys than books.

20. STAGES
Our choice depends on the
stage we are in –
The company has focused on its wedding
collections.

21. OCCUPATION
Different individuals desire products according to their occupation
A chef needs a different type of cap than a sportswoman.

22. ECONOMIC CIRCUMSTANCES
Desires change according to the financial condition we are in.
A rich person would buy a bigger house then the person
whose financial condition is not good

23. PERSONALITY
Some brands make us connect
with them with some feeling
related to its personality.

24. LIFESTYLE
People having the same culture, occupation
could have different lifestyle.

25. 1. CULTURAL
• Culture
• Subculture
• Social
2. SOCIAL
• Reference
Groups
• Family
• Roles &
Status
3. PERSONAL
• Age & Stage
• Occupation
& Economic
Conditions
• Personality
• Lifestyle

28. DISCLAIMER:
Deepalijain
HBTI,KANPUR
during an internship by
Prof. Sameer Mathur,
IIM Lucknow
www.iiminternship.com