Consumer behavior is influenced by personal, cultural, and social factors that shape individuals' needs and wants. Personal factors include demographic characteristics like age, lifestyle, and psychological life cycle events. Cultural influences encompass values emphasized in different cultures like individualism, respect, and hard work. Socially, reference groups from family and friends to religious groups impact buying decisions directly through interaction and indirectly as aspirational models. Consumer choices reflect an effort to satisfy needs while expressing self-concept and cultural values.

1. How do consumer characteristics
influence buying behavior ?

2. CONSUMER BEHAVIOUR is the study of how
individuals, groups and organizations select, buy,
use and dispose of goods, services, ideas or
experiences to satisfy their needs and wants

3. Influences
Personal
Cultural
Social

4. Different cultures Different values
Comfort
Freedom
Individualism
Practicality
Progress
Respect
Honesty
Integrity
Hard Work
Rituals

5. SOCIAL

6. Reference Groups
Direct Influence Indirect Influence
Primary groups
Continuous informal
interaction includes
family, friends,
neighbors and co-
workers.
Secondary Groups
Non-continuous
informal interaction.
Includes religious,
professional, trade
union groups
Dissociative groups
Whose values and individual
rejects
Aspirational
groups
Person hopes to join

7. PERSONAL Age and stage
in Lifestyle
Family Life Cycle
Psychological life cycle
Adults experience
transformations as they
go through life.
Marriage, childbirth,
illness, divorce, career
change,etc

8. Occupations influence consumption patterns

9. Consumers choose brands with brand personality
similar to their self concept