This document summarizes factors that influence consumer buying behavior, including cultural, social, personal, and psychological factors. It discusses how marketers consider cultural shifts and social classes to discover new product opportunities. Family, roles, status, reference groups, age, life stage, lifestyle, occupation, personality, motivation, perception, learning, and beliefs also impact consumer purchasing. The document was presented by a group of students for a Principles of Marketing class. It aims to explain the various internal and external factors studied by marketers to understand consumer behavior.

2. “Factors Affecting on consumer
buying behavior”
Presented to:
(Principles of Marketing)
Ma’m Sadia

3. “The buying behavior of final consumers_individuals
and households who buy goods and services for
personal consumption”
Introduction
Consumer buying behavior:
All consumers together make a consumer market.

4. Cultural factors

5.  Marketers always try to spot cultural shift in order to
discover new products that might be wanted.
 People share values based on common life
experiences and situations, it includes nationalities or
geographical regions
(Cont.)
CULTURE:
SUB-CULTURE:

6. (Cont.)

7.  Marketers are interested in social class because
members have similar buying behavior.
 Distinct products & brand preference in different
products & services
(Cont.)
SOCIAL CLASS:

8. Social Factors

9.  Children may also have strong influence on family
buying decisions
 A role consist of activates people are expected to
perform according to the persons around them
(Cont.)
FAMILY, ROLE & STATUS:

10. Reference group

11.  An inspirational group, in which individual
wishes to belong
(Cont.)

12. Personal Factors

13. AGE N LIFE CYCLE STAGE
 Marketers often define their target market in term of
life cycle stage.
LIFE STYLE:
 Life style capture something more than person’s
social class or personality.
Age, life style & life Cycle

14. Personal Factors

15.  A person’s occupation effects its purchase
 Co. specialize in making products according their
occupation & economic situation
 Personality refers to the unique psychological
characteristics that lead to relatively consistent &
lasing responses to one’s own environment
(Cont.)

16. Psychological Factors

17.  Motivating viewers to be a customer by giving
additional offer
 Motivational advertisement increase the %age of
gross sale
Motivating

18. Psychological Factors

19. PERCEPTION:
 “Attack on viewer’s perception as they want to be”
 +ve aspects of product
LEARNING:
“Attract customer by giving complete details & offer related to
package”
BELIEF & ATTITUDE:
 Marketers cannot create a new belief & attitude
 Try to fit in existing attitude of consumer related to product
(Cont.)

20. Presented By:
• Aqsa Ahmed (1005)
• Fatima javaid khan (1009)
• Hafiza Arouba Naseem (1010)
• Hafiza Shaista Abdul-Rehman (1012)
• Zara Zahid (1043)
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