Consumer behavior refers to how individuals make decisions to spend their available resources (time, money, effort) on consumption-related items. This includes what they buy, why they buy it, when they buy it, where they buy it, how often they buy it, and how often they use it. Consumer behavior is influenced by cultural, social, personal, and psychological factors. Marketers must understand these factors and how they influence consumers at different stages of the buying process. This document discusses the key factors that influence consumer behavior for Link Direct International, including cultural, social, personal, and psychological considerations. It also provides a brief SWOT analysis of the organization.

2. Consumer is the person who consumes
goods & services.
BEHAVIOUR-:
It is a specific type of manner in which a person
behaves
CONSUMER BEHAVIOUR-:
DEFINITION-:
The buying behaviour of final consumers –
individuals & households that buy goods &
services for personal consumption.
Consumer behaviour refers to the selection,
purchase and consumption of goods and services
for the satisfaction of their wants.
FACTORS AFFECTING
CONSUMER BEHAVIOUR

3. FACTORS AFFECTING CONSUMER
BEHAVIOUR
Consumer purchases or behaviour is affected
strongly by cultural, social, personal &
psychological characteristics or factors
CULTURAL FACTORS-: Cultural factors
exert a broad & deep influence on consumer
behaviour. The marketers need to understand the
role played by the buyer’s culture, subculture &
social class.
CULTURE-: is the part of every society and is the
important cause of person wants and behaviour.
SUB CULTURE-: include nationalities, religions,
racial groups & geographic regions.
SOCIAL CLASS-: a social structure which is
important to the marketers determined by various
factors like-: wealth, education, occupation etc.

4. SOCIAL FACTORS
REFRENCE GROUP-: Reference groups have potential
in forming a person attitude or behaviour. Reference groups
include opinion leader (a person who influences other because
of his special skill or knowledge )
FAMILY-:Buyer behaviour is strongly influenced by the
member of a family.
ROLES & STATUS-:Each person possesses different
roles and status in the society depending upon the groups,
clubs, family, organization etc. to which he belongs

5. PERSONAL FACTORS
Personal factors can also affect the consumer behaviour. Some of
the important personal factors that influence the buying behaviour
are: lifestyle, economic situation, occupation, age & personality
PSYCHOLOGICAL FACTORS
There are four important psychological factors affecting the
consumer buying behaviour

6. PRACTICAL STUDY OF THE
ORGANIZATION:-
 Link direct international pvt (ltd)
 Link direct international (private limited ) is a private company which is subsidiary of
M/S Pakistan Mobile Communications limited (Mobilink) . The company was
registered in 2004 with its main business as Telecommunication and currently its
present registered address at F8 Markaz Islamabad.
 VISION
 we will provide effective Internet services and solutions to individuals and
businesses throughout the region, so empowering them to pursue and achieve
excellence.
 MISSION
 We will build a leading , profitable , service-oriented Organization that’s
consistently delivers innovative solutions and reliable services.

7. FACTORS INFLUENCING CONSUMER BEHAVIOUR IN
LINK DIRECT INTERNATIONAL (PVT) LTD
 In link direct there are many factors which effect
the behavior of the consumer that are cultural ,
social, personal and PSYCHOLOGICAL factors.
 In link direct marketing research department and
CSR departments monitor the behavior of the
buyer towards the product and take into account
all those above mentioned factors.
 All factors that influence the buyer are conciously
observed by the link direct respective marketing
departments and necessary measures are taken
after that.

8.  Strengths
 In Link direct its been always make sure that no advertisement is against the cultural
values of the Pakistan .so all the ads are neutral in this regard
 There are different packages which are offered according to the cultural events like
ramzan , eid etc .
 Company offers different brands to different age groups as well as different packages to
different people in terms of style and status. `
 festival are arranged for customers like tambola festival to get involve people socially
which is great strength in Pakistan because people like social gathering here in Pakistan.
 Company follow culture trends like facebook and whats app introducing different packages
so they become company strength.
 Weaknesses
 In Link direct buyers perceptions are not awarded the required value which can
result in buyers diversion towards rivals product in the market.
SWOT ANALYSIS:-

9.  If there is political stability in Pakistan there are more customers which have pleasant effect on
company growth due to more selling.
 There is a big opportunity for the company to achieve high sales if income of people is
increased due to GDP growth as their status grow up .
 OPPORTUNITY FOR CONSUMERS TO GET SOCIALLY ATTACHED WITH OTHER BY USING COMPANY
PACAGES AND OFFERS.
 Threats:-
• If there is extremism government or customers become narrow minded in respect of culture
its become a serious threat for the company.
•Economic crises like as came in 2005 can be major threat for company because buyers
purchasing power become very low due to it.
OPPORTUNITIES:-

10.  It is recommended that company should take into account all the factors that
influence consumer buyer behavior including psychological factor as well.
 Company should always be updated in time about the buyers behavior so thast steps
are taken by company in that regard.
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