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Influencing Consumers Behaviour

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Influencing Consumers Behaviour

  1. 1. Prof. Prashant Kumar Gupta Jain College of BBA, BCA and B.Com.
  2. 2. Consumer Buying Behavior The buying behavior of final consumers—individuals and households who buy goods and services for personal consumption. Consumer Market All the individuals and households who buy goods and services for personal consumption.
  3. 3. Cultural Factors Social Factors Culture Reference Groups Sub Culture Family Social Class Roles &Statuses
  4. 4. Personal Factors Age & Stage In The Life Cycle Occupation & Economic Circumstances Personality & SelfConcept Lifestyle & Values Key Psychological Factors Motivation Perception Learning Memory
  5. 5. Culture is the fundamental determinant of a person’s wants and behaviour. Set of values, perceptions, preferences and behaviours acquired from family and key institutions in the process of growing up. If a person is born in US then the values he will look for will be success, efficiency, comfort, freedom, progress, etc. A person born in middle class in India will be exposed to values like honesty, integrity, respect, hard work, sacrifice, etc.
  6. 6. Culture includes smaller sub-cultures which provide more specific identification. These include nationalities, religions, racial groups and geographic regions.
  7. 7. Homogeneous divisions in society like caste in India or the seven classes in the US. Indian Marketers use the term socioeconomic classification, which uses the combination of education and occupation of chief wage earner to classify buyers in urban area
  8. 8.     People in same social class behave in similar manner. They have similar dress, speech, preferences, etc. People are perceived to be in inferior or superior position according to their social class. Individuals can move up and down in the social class ladder. Many variables together define social class like income, occupation, wealth, educatio,etc.
  9. 9. All groups which have direct or indirect influence on behaviour and attitude. Groups having direct influence are called membership groups. Primary groups consist of people with there is fairly continuous and informal interaction like friends, family and co-workers. Secondary group includes religion, professional and trade-union groups which are more formal and have less interaction.
  10. 10. Its important to note that people also get influenced by groups they do not belong to. Aspirational groups of which an individual wishes to be part of. Dissociative group of whose values and behaviour are not acceptable for an individual.
  11. 11. Most influential primary reference group. Family of Orientation consists of parents and siblings from where orientation is acquired towards religion, politics and sense of ambition, love, etc. Family of Procreation which includes spouse and children.
  12. 12. Person’s position in each group can be defined in terms of role and status. Role is the activities that a person is expected to perform. Each role carries a status like a CR has more status than other students.
  13. 13. Consumption is decided by the family life cycle. Life events like marriage, career change, etc. should also be considered.
  14. 14. Consumption Patterns are affected by occupation. Economic circumstances like spendable income, savings play an important role.
  15. 15. Personality- Set od psychological traits that lead to consistent responses to environment. Personality can be used to analyse consumer brand choices. Following five traits have been identified by Jenifer Aaker from Stanford:1.Sincerity:down-to-earth, honest, wholesome and cheerful 2.Excitement: daring, spiritual, imaginative and up-to-date 3.Competence: reliable, intelligent and successful 4.Sophistication: upper-class and charming 5.Ruggedness: tough
  16. 16. Consumers choose products and services as per following:1. Actual self-concept (how one views oneself) 2. Ideal self-concept (how one would like to view oneself) 3. Others self-concept (how one think others see oneself)
  17. 17.   People from same culture, subculture, social class, etc. may have different lifestyles. Lifestyle is the pattern of living in terms of activities, interests and opinions.
  18. 18.      Person can have many needs Biogenic needs- Arising from hunger, thirst or discomfort Psychogenic Needs- Need for recognition, esteem or belonging Need + Sufficient Intensity = Motive Motive drives a person to act
  19. 19.  Freud’s Theory  Maslow’s Theory  Herzberg’s Theory Sigmund Freud Abraham Maslow Fredrick Herzberg
  20. 20.   Psychological factors that shape the behaviour are unconcious Eg: A person is not clear with what are his motivations
  21. 21.  Two factor theory Dissatisfiers: Factors that cause dissatisfaction Satisfiers: Factors that cause satisfaction   Avoid dissatisfiers like poor service Satisfiers must be present like good service
  22. 22.    A motivated person acts which is influenced by his or her perception of situation. Perception is the process by which an individual selects, organises and interprets information inputs to create a meaningful picture of the world People have different perceptions because of selective attention, selective distortion and selective retention.
  23. 23.   Change in individual’s behaviour from experience is learning. Memory can be short term or long term. Point of importance is memory retrieval.
  24. 24. Thank You…!

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