What shapes consumer behaviour,after all?

1. Factors influencing CB
D.K.Singh@Lecture
M:7870701208

2. CB
Cultural
Personal
Psychological
Social

3. Factors affecting CB
1.Cultural
*culture
*sub culture
*social class
2.Social
*ref. group
*family
*role& status
3.Personal
*age& life cycle stage
*occupation
*economic situation
*life style
*personality
*self concept
4.Psychological
*motn
*percptn
*learning
*belief & attitude

4. Cultural factors
1.Culture
2.Sub culture
3.social class

5. 1.culture
• 1.Culture-the sum total of learned beliefs,values
&customs that serve to regulate the beh of a
member of a particular society
• The child acquires a set of val,perception, pref &beh
thru social institutions
• eg.-computer will be sought after in a country like
india where value like ’achievement&success,’ is
attatched much of imp,unlike a remote tribe in
central Africa

6. 2.sub-culture
• a small & distinct group within a larger,more
complex culture each culture consists of
smaller SC that provide more specific
identificatin & socialisation for its members.
• It includes nationalities, religions,racial
group,geographical region
• food pref,clothing choices,recreation,career
aspiration

7. 3.Social class
• division of a society into a number of distinct groups which
are accorded differential status.
• The members of a social class share similar val,interest &
beh .
• EIO: index for determining the relative position of social
group ,
• U/M/L# mobility
• #U is the role model for L
• pdt & brand pref in clothing/furnishing/leisure activities/
automobile
• Eg.(media)-U:mag/book,# U:TV(News/drama)
• L:TV(soap opera/sitcom)

8. SOCIAL FACTORS
• 1.Reference Group
• 2.Family
• 3.Role &Status

9. 1.Reference Group
A person/group who have a direct or indirect influence
on the indiv’s attitude,& beh irrespective of their group
membership as they act as a point of comparison.
membership group
a)primary-informal/continuous interaction
(family/friend/peer/neighb)
b)secondary-formal/less continuos interaction
(superior)
#RG exert pressure for conformity/non-conformity for
pdt/brand choice-
automobile,beer,cig/CTV,clothing,furniture
#Opinion leader-the person(s) who strongly influence the
group to form opinion~informal influencers

10. approve disapprove
Yes contactual disclaimant
No aspirational Avoidance/Dissociative
membership
values

12. 2.FAMILY
Orientation Procreation
I
P+S S+C

13. • Family of orientation:I+P+S
• I aquires orientation towards religion,politics,economy,
ambition,self worth,love
• Family of Procreation:I+S+C
• wife ,the family ‘s main purchasing agent
• Working wives,(DINKY’S):double income,no kids
• Husband dominates life insurance,automobile,TV
• Wife dominates washing m/c,carpenting
furniture,kitchenware
• Equal domianace in vacation,housing,entertainment

14. 3.ROLE& STATUS
Role- The activities that a person is expected to
perform.
I-Daughter/wife/mother/manager
Each role carries a status.A SC judge has more
status than a sales person
Ppl choose pdts that appropriately communicate
their R&S in society.
eg Merc&Armani for Co’s President
‘Status symbol’

15. Personal factors
1.Age & life cycle
2.occupation
3.economic circumstances
4.Life style
5.Personality
6.Self concept

16. 1.Age & life cycle
Ppl buy diff pdts over their life time
early years-baby food,
Mature years-most,
Later years-special diet,
ppl taste & pref in clothes, furniture,food& recreation is age
related.
Stages of FLC:
1.bachelorhood
2.newly married couples
3.full nest(yougest child<6 yr/>6 yr/dependent children)
4.empty nest(no children,head in job/head retire)
5.solitary survivour
Psychological life cycle:adult experience certain passage or
transformations as they go thru changing life circumstances
(divorce/widowhood/remarriage)

17. 2.Occupation
blue collor-work cloth,
white collor-expensive suit,air travel
Mkters identify the occupational groups that
have interest in their products
#difft software for difft occupatonal group ie
engineers, physician,lawers,accountants

18. 3.Economic circumstances
• Income:Personaldisposablediscretionary
(spendable)
• income-level/stability
• savings & assets,
• borrowing power,
• attitude towards borrowing spending vs saving
In recession mkters ,redesign,reposition,& reprice
their pdts to offer value to the TC.

19. 4.Life Style
pattern of living expressed in one’s AIO. (orientation
towards & interaction with envt.)mkters search
for relationship bet their pdt &lifestyle group.
eg.computer buyers are achievement oriented
• VALS II(SRI):
• McCann Erickson-
Avant Gardian(interested in change),
Pontificators(traditionalist)
Chameleon(follow the crowd)
sleepwalkers(contended underachiever)

20. 5.Personality
distinguishing psychological characteristics that lead to
relatively consistent & enduring responses to one’s
envt.
# described in terms of traits (self confi, dominance,
autonomy, sociability,adaptability)
mkters use these appeals in advt
mkters attempt to personify their brand to match it
with the personality of their TCs
U are what U have(purchases are extention of your
personality)

21. 6.Self concept
Self-image:
a)actual-how one views oneself ,
b)ideal-how one would like to view one self,
c)others-how one thinks others see him
Cooley’s looking glass:UR not what U think UR,UR
not what others think UR,UR what U think others
think UR
#mkters attempt to match brand image with the
difft levels of self image of the TM

22. 4.Psychological factors
1.motivation
2.perception
3.learning
4.belief & attitude

23. 1.motivation
• a sufficiently pressing N that drives an indiv to act to
get over the felt tension
• a N becomes M when it is aroused to a sufficient
level of intensity & is directed towards a goal
• M=D+D
• Buying motive-an inner urge that prompts purchase
ie.fear/vanity/health/approval/cupid/curiosity/habit
• N-a)biogenic-lower order
• b)psychogenic-higher order
• #N satisfn reduces the felt tension
• NWTDAGS
GRS

24. 1a. Maslow’s need hierarchy theory
an indiv attempts to satisfy the most
pressing need first and when it is
satisfied & ceases to motivate, the
indiv then attempts to satisfy the
next most imp need.
human needs are arranged in a
hierarchical order ascending from
LON(most pressing) to HON(least
pressing).A HON arises only if the
LON has been adequately satisfied
Mkters analyse how various pdts fit
into the plans,goals& lives of
potential consumers
Eg.computeresteem
self actualisation
SA
SE
S
S
P

25. 1b.Herzberg’s two factor theory
• a)dissatisfier/Maf-(causes D), eg.No warranty
with computer,dissatisfy,but its presence
doesn’t motivate
• b)satisfier/Mof-(causes satisfn),eg.fine colour
graphic would prompt to buy ,but if it is not
there it will not demotivate.
• sellers should avoid Dissatisfiers,
eg. training manual/ service policy will not sell
the computer, they might easily unsell it.
• sellers should add the major satisfiers
(motivators) to the mkt offer

26. 1c. Freud’s theory
it’s the unconscious motives that predominately shapes
one’s beh.a person represses many urges & inculcates
the social norms while growing up.
These urges & morality slips into unconscious mind
&could not be eliminated or controlled , nevertheless
they continue to exert influence over the beh.they
emerge in dreams,slip of tongue & neurotic beh.
A person cant fully understand his own beh
Mot .R- in depth interview/focus group interview:To
uncover the deeper motives that trigger action & pref
=men smoke cigar as an adult version of thumb sucking
projective techniques:to throw the ego off guard-
WAT/SCT/TAT/RT/Role playing

27. 2.Perception
process of selection,orgn,&interpretn of info inputs to create
a meaning pic of the world around. Ppl perceive the same
situation differently as they
perceive(attend,select,organise& interpret stimuli) it
differently eg. Fast talking Sp:aggressive /intelligent.
Customers perceive the same pdt differently due to selective
• attention(cant possibly attend to all stimuli,therefore
screen out the most) challenge:how to get it noticed?
**cutting the clutter
• distortion(twist info to fit into the existing mindset)
interpret info in a way that support rather than challenge
their preconception**discounts a negative statement if
there is a strong leaning towards a pdt
• Retention(tend to retain info that support their belief)
P depends upon a) physical stimuli,b)stimuli relation to the
field,c)condition within the indiv. #high pricehigh Q,

28. 3.learning
3.Learning-change in an indiv’s beh arising from info or
experience. It is produced thru the interplay of
a)drive-a force, resulting out of tension, that impels action
b)Motive-a drive becomes M when directed towards goal(drive
reducing outcome)
c)Cue-a stimuli that give direction to drive.it determines when,
where &how the person responds ie display,discount,ad
d)reinforcement-a rewarding experience that strengthens the
response (+/-)
e)generalisation-same response to similar stimuli,IBM=good
computergood copier,
f)Discrimination-learning to recognise differences in similar
stimuli
mkters build up demand for a pdt by associating it with strong
drive ,using motivating cues& providing positive reinforcement

29. 4.Belief& Attitude
B:a descriptive thought that an indiv holds abt
sthg~based on knowledge/opinion/faith . Eg.
Made in Japan/China
A:enduring fav /unfav cognitive evaluation,
emotional feelings& action tendencies towards
sthg eg.black Yamha in USA
• Accounts for consistent beh pattern
• It is easier to fit into rather than change attitudes
• A change calls for major adjustments in other
attitudes

30. CONCLUSION
• a person’s purchase choice is the result of the
complex interplay of cultural,social,personal&
psychological factors