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Influence of consumer characteristics on buying behavior
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Influence of consumer characteristics on buying behavior
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
5.
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
17.
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.
43.
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
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