11 cb consumer decision making 2015

1. CONSUMER BEHAVIOR 2015
- Prof. Rajesh Satpathy

2. Cultural
factor
1. Culture
2. Sub
Culture
3. Social
Class
Social
factor
1. Reference
Group
2. Family
3. Role &
Status
Personal
factor
1. Age
2. Occupation
3. Economic
Condition
4. Personality &
Self Concept
Psychological
factor
1. Motivation
2. Perception
3. Learning
4. Belief &
Attitude
“Determinants of CB”
CONSUMER BEHAVIOUR
“Determinants of CB”

3. >> Cultural Factors
Culture is the most basic fundamental determinant of a person’s
want and behavior.
Today, we can see that a lot of importance to success and
achievement, efficiency, pragmatism, material comfort, individualism
and freedom unlike in USA.
Factors Influencing CDM

4. “Indian Culture”
Factors Influencing CDM

5. Video: Nerolac Paints

6. “Sub-Culture”
Entry to India
Factors Influencing CDM

7. Video: Asian Paints Pongal

8. Eg. Wonderful Milk by Amul

9. Leisure Time :
Now most of the couples are working and hence seeking more ways
to increase leisure time to spend on holidaying.
They are interested in purchasing time saving appliances and services
like:
Product: Washing Machine, Microwave Oven, Vacuum Cleaner,
Grinder, Juicer, Dish Washer etc.
Services: Club Mahindra, SOTC, Cox & King for holidaying.
Factors Influencing CDM

10. “Leisure Time”
Example:
"Samsung Home Appliances...Tumse hai zindagi."

11. >> Social Class
Social Class also influences buying behaviour. Social classes shows
distinct product and brand preferences in purchase decisions related
to Clothing and Jewellery.
Eg. People purchasing dress materials from Kalamandir, Raymond
Showroom, WLS, Weekender and Lee Showroom at Bhubaneswar
and People purchasing from small retail outlets.
Same way People purchasing Jewellery from Lal Chand Jewellers,
Khimji Dayabhai are different from those purchasing from Kanak
Jewelers and the Local Jewelers.

12. “Social Class”
"Raymond the complete man."

13. Video: Tanishq Coversation

14. The social classes also differ in their media exposure, with higher
social class consumers having greater exposure to Magazines and
Newspaper, but lower class consumers read magazines, they tend
to be romance, movie/ film based magazines.
So as “You” as a Marketing Manager must design an advertising
layout suitable to the target social class.
Factors Influencing CDM

15. >> Social Factor
Consumer Behaviour influenced by Social Factors…
i.e. Consumer’s reference group, family, Social role and status.
Factors Influencing CDM

16. > Reference Group
A person reference groups are those that have a direct (face 2 face)
or indirect influence on the person’s attitudes or behaviour.
Groups having direct influence on a person could comprise of people
with whom the person interacts on a continuous basis, such as
family, friends, neighbors and colleague.
Eg. Purchase of an Audio System, Computer, Mobile phones, Shoes,
Deo-Spray, and Perfume and in service, option for going to a Gym,
Restaurants and many other.
Factors Influencing CDM

17. A reference group can influence the consumer by introducing
him/her to new lifestyles by influencing the person’s attitudes and
self concept, because he/she normally desires to “fit in”.
Further the group also creates pressure for conformity to group
attitudes and behaviour that may affect the person’s actual product
/ brand choice.
Factors Influencing CDM

18. > Family
Members of the buyer’s family can exercise a strong influence on the
buyer behaviour. In a nuclear family either the husband is more
dominant… sometimes the wife or equal influence.
Observations in most Cases:
Husband Dominant :Automobiles, Computer, Insurance Policies
Wife Dominant : Washing Machines, Kitchen appliances or
Home Appliances
Equal Participation : Housing, Recreational activities,
Entertainment.
Factors Influencing CDM

19. Eg. If a couple are planning to purchase a car… the decision related to
“when to buy” may be primarily by the husband… but regarding
“what color” may be the wife or may be a joint decision.
So, it is the responsibility of the marketer to develop a marketing
communication which may be directed differently at the influencing
personality at the various stages of the buying process.
Factors Influencing CDM

20. Thank You!!