Consumer characteristics and buying behavior are influenced by four factors: cultural, social, personal, and psychological. Cultural factors include things like religion, gender, and geography. Social factors refer to reference groups and primary/secondary groups that impact decisions. Personal factors relate to one's economic situation, occupation, personality, and lifestyle. Psychological factors involve perceptions, emotions, learning, memory, beliefs, and motivations. Understanding how these factors interrelate can provide insights into consumer behavior and targeting.

1. Consumer characteristic and
buying behavior

3. Consumer characteristics and their
buying behavior are closely related

4. But how?
Let’s see

5. Human characteristic is
determined by four factors
Cultural Social
Personal Psychological

6. Cultural Factors are further
classified into

7. People in North India prefer breads over
rice which is a favorite with people in
South India and East India
Social values and behavior

8. Woman in INDIA prefer to buy
shadi compare to pant and shirt
Social Rules

9. A sikh man prefers to wear Pagri
in place of Topi
Religion

10. Women love shopping Jewellery
compare to man
Gender

11. Social factor
Man is a social animal

12. Every individual has some people
around who influence him/her in
any way called Reference groups
Reference groups
Secondary groupsPrimary groups

14. Primary groups
They have major impacts on your buying decisions

15. Secondary group
Secondary groups may also influence your buying
decisions

16. Aspirational group
A person hopes to join

17. Dissociative group
Behavior is rejected by customers

18. Personal factor
Economic
condition
Personality Life style
Occupation

19. A Doctor and an Engineer have
different wearing sense
Occupation

20. Economic condition may change
your choice

21. Personality

22. Life style

23. Psychological Factors
Learning beliefs
Motivation Perception
Emotions Learning
Memory

24. Perception
It is
The
best

25. Taste is motivation to buy Pizza

26. Learning
Last time I had eaten it. It was
not what it looks like

27. Emotions
I love “Vintage”
fountain Pen

28. Memory
Oh---- This is the same
company. I have won
general championship
with it.

29. Summary
Consumer behavior is influenced by three factors: cultural
(culture, subculture, and social class), social(reference
groups, family, and social roles and statuses), and personal
(age, stage in the life cycle, occupation, economic
circumstances, lifestyle, personality, and self-concept).
Research into these factors can provide clues to reach and
serve consumers more effectively

30. Credit
KOTLER, P. & KELLER, K. 2011. Marketing Management
14th Edition,Upper Saddle River, NJ, Prentice Hall(With
due thanks to the owners of Photographs)