This document discusses consumer behavior and the factors that influence it. It defines consumer behavior as how individuals, groups, and organizations select, purchase, use, and dispose of goods and services. The three main factors that influence consumer behavior are cultural factors, social factors, and personal factors. Cultural factors include culture and subculture. Social factors include reference groups, cliques, family, and roles and status. Personal factors include age and life cycle stage, occupation, personality and self-concept, and lifestyle and values.

1. Quarantine Lectures
Crash Course: Marketing
By
Saddam Siddiqui
Quarantine Crash Course: Marketing By: Saddam Siddiqui

2. Lecture # 9: Understanding
Consumer Behavior
Quarantine Crash Course: Marketing
By: Saddam Siddiqui
Quarantine Crash Course: Marketing By: Saddam Siddiqui

3. Agenda
• Definition of Consumer Behaviour
• Factors influencing Consumer Behaviour
• Cultural Factors
• Social Factors
• Personal Factors
Quarantine Crash Course: Marketing By: Saddam Siddiqui

4. What influence Consumer Behaviour?
• Consumer behaviour is 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.
• The following factors influences Consumer Behaviour:
Cultural
Factors
Social
Factors
Personal
Factors

5. Cultural Factors
• Culture is the fundamental determinant of a person’s wants and
behaviour.
• Culture consists of Sub Cultures that provides more specific
identification and socialization for members.
• All human societies exhibit social stratification, most often in the form
of social classes, relatively homogenous and enduring divisions in a
society.

6. Social Factors
Reference
Groups
• All groups that have direct or indirect influence on their behaviour or attitude
• Primary Groups, Secondary Group, Associative Group, Dissociative Group, Opinion Leader
Cliques
• Cliques are small group whose member interacts frequently
Family
• Family of Orientation (parents and siblings)
• Family of Procreation (person’s spouse and children)
Role and
Status
• Role consists of activities a person is expected to perform
• Each role in turn connotes a status

7. Personal Factors
Age and Stage in the Life
Cycle
• Family Life Cycle
• Psychological Life Cycle
• Critical Life Events and
Transitions
Occupation and Economic
Circumstances
• Occupational Groups
• Spendable Income
• Saving and Assets
• Debts and Borrowing
Power
Personality and Self-
Concept
• Personality Traits: Self-
Confidence,
Dominance, Autonomy,
Deference, Sociability,
Defensiveness and
Adaptability.
• Brand Personality:
Sincerity, Excitement,
Competence,
Sophistication,
Ruggedness
• Actual Self, Ideal Self
and Other’s self
confidence
Life Style and Values
• Life style is the pattern
of living in the world as
expressed in activities,
interest and opinions
• Multitasking: Doing one
or two things at same
time.