These are slides from Philip kotler's book Marketing Management.

1. CONSUMERCHARECTERISTIC&
BUYINGBEHAVIOUR

2. The study of how individuals, groups and
organizations select, buy, use and dispose of
goods, services, ideas, or experiences to satisfy
their needs and wants.

4. CULTURAL
SOCIAL
PERSONAL

5. 1

6. Different countries have different cultures
Comfort
Freedom
Practicality
Progress
Honesty
Rituals
Hard work
Respect

7. Social stratification:

8. Difference in media preferences
Upper class Middle class

9. 2

10. Reference
groups
Direct
influence
Primary
groups
Secondary
groups
Indirect
influence
Aspirational
groups
Dissociative
groups

11. Reference groups are all the groups that have a direct(face to face) or indirect
influence on person’s attitudes or behavior.
Direct influencing groups(membership groups) are:
Primary groups-Groups with whom the person interacts fairly continuously
and informally, such as family, friends, neighbors.
Secondary groups-These groups tend to be more formal and require less
continuous interaction and includes religious, professional, and trade union groups.
Indirect influencing groups are:
Aspirational groups- These are groups that a person hopes to join.
Dissociative groups- These are groups whose values or behavior an
individual rejects.

12. Reference groups influence in three ways:
Expose individual to new behavior and lifestyle
Influence their attitude and self concept
Create pressure for conformity

13. Dad I want to go to

14. Roles and Status : People choose products that reflects their role
and status in the society.

15. 3

16. Adults experience certain “passages” or “transformations” as
they go through life

17. Different
occupations
Different
consumption pattern

19. Consumer characteristics and buying
behavior are influenced by three factors:
1.Cultural
2.Social
3.Personal

20. KOTLER, P. & KELLER, K. 2011. Marketing
Management 14th Edition,Upper Saddle River,
NJ, Prentice Hall(With due thanks to the owners
of Photographs)
Credit

22. Disclaimer :
Paras Arora
H.B.T.I. Kanpur
during an internship by
Prof. Sameer Mathur,
IIM Lucknow
www.iiminternship.co
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