Consumer behavior is influenced by numerous social, cultural and personal factors. Social factors include reference groups like family, who have direct influence, and aspirational groups who one looks to for indirect influence. Cultural factors are rooted in one's culture and subculture, such as religion, nationality or region. Personal factors range from demographics like age and life stage to economic circumstances, personality and lifestyle. Marketers develop targeted strategies by considering this wide array of influences on consumer selection, purchase, use and disposal of products.

1. Influence of consumer
characteristics on
buying behavior

2. BEHAVIOR

3. Study
of
Selection, Buying, Usage And Disposal
of
Ideas, Experiences, Goods & Services
to satisfy
Needs And Wants

4. FACTORS
RESPONSIBLE

6. CULTURAL

7. Culture is the fundamental
determinant of person’s
wants and behavior

8. SUBCULTURES

9. PROVIDES

10. MORE
Specific Identification
and
Socialization

11. INCLUDES

12. Nationalities
Religions
Racial Groups
Geographic Regions

13. Marketers develop
specialized marketing
programs for a particular
subcultures when required.

14. Indian Marketers uses
SEC(Socio-Economic Classification)
to classify buyers in India.

15. Urban
Uses Education and Occupation of Chief
Wage earner to classify in 8 categories.
A1|A2|B1|B2|C|D|E1|E2
Highest Potential Lowest Potential

16. Rural
Uses Type of house and Occupation of Chief
Wage earner to classify in 4 categories.
R1|R2|R3|R4
Descending order of purchasing power

18. SOCIAL

19. Reference
groups
affects attitude or behavior

20. REFERENCE GROUPS
Direct Influence
Primary
groups
Secondary
groups
Indirect Influence
Aspirational
groups
Dissociative
groups

21. Direct
Influence
Groups to which one belongs informally

22. PRIMARY GROUPS
Family
Friends
Neighbors
Co-workers

23. SECONDARY GROUPS
Religion
Professionals
Trade-unions

24. Indirect
Influence
Groups to which one does not belong

25. ASPIRATIONAL GROUPS
People hopes to join in
near future

26. DISSOCIATIVE GROUPS
Individual rejects the
values and behavior

27. Family
most important consumer
buying organization

28. Family of Orientation
(parents and siblings)

29. Orient one’s thinking
towards religion,
politics, economics
and love

30. Influence is
significant
e.g., most families have auto
insurance as their parents

31. Family of Procreation
(spouse and children)

32. Husband-Wife
engagement
have varied by
product category

33. Wife acts as the
main purchasing
agent for food,
sundries and staple
clothing.

34. But

35. Roles are
changing now

36. Both husband and
wife are involved in
purchases and are
possible targets.

37. Research have shown that
more than two-thirds of 13-
21 years olds influence family
purchases in electronic
equipment.

38. Roles and
Status

39. Role consists of the activities
that are expected to be
performed by an individual

40. which in turn
connotes
STATUS

41. People choose product that
reflect and communicate
their role and their actual or
desired status in society.

42. Marketers must be aware
of status-symbol potential
of products and brands.

44. PERSONAL

45. Age & Stage
in Life Cycle

46. Taste in food, clothes,
furniture and recreation
is often related to age.

47. Psychological life-cycle
stages may matter.

48. Behavior changes as
people go through
passages in life and
give rise to new needs.

49. Therefore, marketers
should also consider
critical life events as
marriage, relocation,
career change,
divorce, etc.

50. Occupation
and Economic
Circumstances

51. Identify occupational
groups that have above
average interest in the
products and services
offered by the marketer.

52. Marketers often tailor
product as per the
needs of a particular
occupational groups.

53. If economic consideration
indicates to recession,
marketers redesign,
reposition and reprice.

54. Lifestyle
and
Value

55. Lifestyle is a person’s
pattern of living in the
world as expressed in
activities, interests and
opinions.

56. Marketers search for
relationships between their
products and lifestyle
groups.

57. There are two kind of
orientations that people
have: Money and Time

58. MONEY-ORIENTED
Create low cost products
and services.

59. TIME-ORIENTED
Create convenient
products and services
without limiting the cost
factor.

60. SUMMARY
InfluencesonConsumerBehavior
Social Factors
Reference Groups
Family
Roles and StatusCultural Factors
Personal Factors
Age & Stage in Life
Economic Circumstances
Personality
Lifestyle

61. THANK YOU