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Characteristics affecting consumer behavior by brands academy
Characteristics affecting consumer behavior by brands academy
Characteristics Affecting Consumer Behavior
• Culture: set of basic values, perceptions, wants and behaviors
learned by a member of society from family and other
institution
– Subculture: A group of people with shared value system based on the
common life experiences and situations
• Social Class: Relatively permanent and ordered divisions in a society
whose members share similar values, interests and behaviors
Characteristics Affecting Consumer Behavior
• Social Factors:
– Groups: two or more people who interact to accomplish individual or mutual
goals
• Opinion Leaders: Persons within a reference group who, because of special skills,
knowledge, personality, or other characteristics, exerts social influence on others.

– Family
•
•
•
•
•
•
•
•

Two parents both employed
Two parents, one employed
Two parents, both unemployed
Single parent employed
Single parent unemployed
Male Headed families
Unrelated individuals
Joint families

– Roles and Status
Characteristics Affecting Consumer Behavior
•

Personal Factors
– Age and Life-Cycle stage
– Occupation
– Economic Situation
– Lifestyle (Pattern of living as expressed in his/her interests and opinions)
– Personality and Self Concept

• Personality: Unique, relatively consistent lasting responses to one’s own
environment
• Brand Personality: Specific mix of human traits that may be attributed to
a particular brand
Characteristics Affecting Consumer Behavior
Brand Personality
•
•
•
•

Sincerity: Down to earth, honest, wholesome and cheerful
Excitement: Daring, spirited, imaginative and up-to-date
Competence: Reliable, intelligent and successful
Ruggedness: outdoorsy and tough
Characteristics Affecting Consumer Behavior
• Psychological factors
– Motivation: Need that is sufficiently pressing to direct the person to seek
satisfaction of the need
– Perception: The process by which people select, organize and interpret
information to form a meaningful picture of the world.
– Learning: Changes in individual’s behavior arising from experience
• Drive: Internal stimulus calling for action

– Beliefs: A descriptive thought that a person has about something
– Attitude: A person’s relatively consistent evaluations, feelings and tendencies
toward an object (Buy the best!!)
Characteristics affecting consumer behavior by brands academy
Characteristics affecting consumer behavior by brands academy

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Characteristics affecting consumer behavior by brands academy

  • 3. Characteristics Affecting Consumer Behavior • Culture: set of basic values, perceptions, wants and behaviors learned by a member of society from family and other institution – Subculture: A group of people with shared value system based on the common life experiences and situations • Social Class: Relatively permanent and ordered divisions in a society whose members share similar values, interests and behaviors
  • 4. Characteristics Affecting Consumer Behavior • Social Factors: – Groups: two or more people who interact to accomplish individual or mutual goals • Opinion Leaders: Persons within a reference group who, because of special skills, knowledge, personality, or other characteristics, exerts social influence on others. – Family • • • • • • • • Two parents both employed Two parents, one employed Two parents, both unemployed Single parent employed Single parent unemployed Male Headed families Unrelated individuals Joint families – Roles and Status
  • 5. Characteristics Affecting Consumer Behavior • Personal Factors – Age and Life-Cycle stage – Occupation – Economic Situation – Lifestyle (Pattern of living as expressed in his/her interests and opinions) – Personality and Self Concept • Personality: Unique, relatively consistent lasting responses to one’s own environment • Brand Personality: Specific mix of human traits that may be attributed to a particular brand
  • 6. Characteristics Affecting Consumer Behavior Brand Personality • • • • Sincerity: Down to earth, honest, wholesome and cheerful Excitement: Daring, spirited, imaginative and up-to-date Competence: Reliable, intelligent and successful Ruggedness: outdoorsy and tough
  • 7. Characteristics Affecting Consumer Behavior • Psychological factors – Motivation: Need that is sufficiently pressing to direct the person to seek satisfaction of the need – Perception: The process by which people select, organize and interpret information to form a meaningful picture of the world. – Learning: Changes in individual’s behavior arising from experience • Drive: Internal stimulus calling for action – Beliefs: A descriptive thought that a person has about something – Attitude: A person’s relatively consistent evaluations, feelings and tendencies toward an object (Buy the best!!)