This document discusses factors that influence consumer behavior, including cultural, social, personal, and psychological factors. Cultural factors can significantly impact marketing if not properly considered, as demonstrated by examples of failed marketing campaigns due to mistranslations or misunderstandings across cultures. Social factors like reference groups, family roles, and sub-cultures also shape consumer behavior. Personal factors such as age, life cycle stage, occupation, economic condition, and lifestyle further determine how and why consumers make purchasing decisions. Proper analysis of these influencing factors is important for effective marketing, production, pricing, distribution, sales promotion and identifying market opportunities.

1. Consumer behavior

2. Consumer behaviour
• Meaning
• Model of buyer behaviour
Marketing
stimuli
4ps
Other stimuli
E
T
P
C
BLACK BOX OF
BUYER
Buyer
characteristics
Buyer
decision
process
Buyers
response
• Product choice
Brand choice
• Dealer choice
• Purchase timing
• Purchase mount

3. Importance of consumer behaviour
analysis
1. Production policies
2. Price policies
3. Distribution policies
4. Sales promotion policies
5. Exploiting market opportunities

4. Factors influencing consumer behavior
1. Cultural factors
2. Social factors
3. Personal factors
4. Psychological factors
5. Other factors

5. 2. Social factors
• Reference group
• Aspiration group
• Disclaimant group
• Avoidance group
• Family – past – present – future
• Roles and status

6. 1. Cultural factors
• Culture and communication – failure
“Pepsi brings your ancestors back from the
grave.”

7. • . Mitsubishi launched the rover vehicle
“Pajero 4WD” in Spain ignoring the fact that
the word “pajero” means “jerk” in Spanish.
The car´s name has then been changed to
Mitsubishi “Montero”
• . When Kentucky Fried Chicken opened their
first store in China, it did not take long before
they discovered their slogan, “finger lickin’
good” translated to “eat your fingers off.”

8. • Pepsodent- promoted its toothpaste in a distinct
area in Southeast Asia by highlighting that it
“whitens your teeth.” This campaign entirely
failed because the locals chew betel nuts to
blacken their teeth as it is considered attractive.
• An American T-shirt designer printed shirts for
the Spanish market to promot the visit of the
Pope. Instead of “I saw the Pope” (el Papa), the
shirts read “I saw the potato” (la papa). (Source:
Ardagh P., (2009) “Howlers, Blunders and Random
Mistakery”)

9. • “You can use no finer napkin on your dinner
table
• You can use no finer baby diaper on your
dinner table (England)

10. • “avoid embarrassment –use parker pens”
“avoid pregnancy – use parker pens” – Latin
America
“cleans the really dirty parts of wash” – “cleans
your private parts “(French and Canada)

11. Culture and language
o Culture and consumption
Religion – consumption pattern
America Britain
Apartment flat
elevator lift
Sub-way Underground

12. • Indian culture
 spiritualism
Respect for elder
Tradition
Education
Shift in Indian culture
• Women – job
• Health and physical fitness
• Spiritualism to materialism

13. • Sub – culture
• Social class
 personal factors
1. Age and life cycle stage
• Infant
• Childhood
• Adolescence
• Adult hood
• Youth
• Old age

14. 2. Occupation
3. Economic condition
Savings and barrowing power
4. Life style
Work /activities
Interests
Opinion
Demographics
Personality and self concept