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How do consumer characteristics influence buying behaviour
Consumer behavior is influenced by cultural, social, and personal factors. Cultural factors include culture, subculture, and social class. Social factors refer to reference groups like family, roles, and status that impact product selection. Personal factors are age, life stage, occupation, personality, lifestyle, and values. For example, families with young children buy different products than empty nesters. Occupation also influences what people buy based on their job. Personality, lifestyle preferences for convenience, and views on spending impact individual consumer choices.
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How do consumer characteristics influence buying behaviour
- 1. HOW DO CONSUMER CHARACTERISTICS INFLUENCEBUYING BEHAVIOUR ?
- 2. Consumer behaviour isthe study of how individuals,groups and organisations select,buy,use and dispose of goods,services,ideas or experience to satisfy their needs and wants
- 3. So lets seewhat influences consumer behaviour
- 4. 1) Cultural Factors 2) Social Factors 3)Personal Factors Major factors influencing consumers behaviour
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- 6. Culture is thefundamental determinant of a person’s wants and behaviour Cultural Factors
- 7. Different cultures leadto different values Practicality Individualism Freedom Youthfulness Respect Honesty Integrity Hard Work
- 8. subculture includes nationalitiesreligions racial groups and geographic regions Subculture includes nationalities,religions,racial groups and geographic regions
- 9. social class sec urban Socio-Economicclassification (education and occupation of chief wage earner of household) Urban areas Rural areas Purchase Potential Purchase Potential Social Class (members of a social class share similar interest,values and behaviour)
- 10. Social FactorsSocial Factors ReferenceGroups Family Roles and Status
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- 12. indirect influenceDirect influence Secondary Groups thesegroups include professional, religious and trade union groups Primary Groups Groups with whom person interacts continuously like family,friends, neighbours, coworkers Aspirational Groups Groups which a person hopes to join Dissociative Groups those groups whose values a person rejects
- 13. Reference groups influenceus in 3 ways 1) They expose an individual to new behaviour and lifestyle 2) They influence attitude and self-concept 3) They create pressure for conformity
- 14. Family of orientation itconsists of parents and siblings Family of procreation it consists of person's spouse and children Family
- 15. Role and Status peopleuse products according to their status in society people choose products that reflects and communicate their role in society
- 16. Social FactorsPersonal Factors Ageand stage in life cycle Occupation and economic circumstances Personality and self concept Lifestyle and values
- 17. family life cycle consumptionis affected by the number,age and gender of people in the household psychological life stages also matters Age and stage in life cycle
- 18. occupation affects consumptionpattern for example software companies design different products for engineers,doctors,lawyers economic circumstances affect both the product and brand choices of consumer Occupation and economic circumstances
- 19. Personality and selfconcept Each person has personality characteristics that influences his or her buying decision Brands also have personalities and consumers are likely to choose brands whose personalities match their own
- 21. A lifestyle isa person's pattern of living as expressed in interests and opinions Consumer decisions are also influenced by his or her core values money constrained they like lower cost products and services time constrained prone to multitasking they like convenient products and services Lifestyle and values
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- 23. Created by RishabhSalgia,IIT Bombay,during an internship by Prof.Sameer Mathur,IIM Lucknow Disclaimer