2. Consumer Behaviour
It is the study of individuals , groups or organizations
and the process they use to select , secure and
dispose of products , services and experiences or ideas
to satisfy needs and the impacts that these process
have on the consumer and society.
3. Factors Influencing the buying behaviour
Social
Factors
Cultural
Factors
Personal
Factors
Psychological
Factors
Family
Reference
groups
Cultural
Sub Cultural
Social Class
4. “Social factors play an essential role in influencing the buying decisions of
consumers”
Social factors include:
FAMILY
“Family is the strongest influential group of
consumer behaviour”
REFERENCE GROUPS
“Reference groups comprise of people that
individuals compare themselves with”
5. “Cultural factors comprise of set of values and ideologies of a particular
community or group of individuals”
Cultural factors include:
CULTURE
“Culture is set of
values,beliefs,behaviours and
custom that differentiate
society from one another”
SUB CULTURE
“Subcultures comprises of
religion, age, geographical
location, gender (male/female),
status etc.”
SOCIAL CLASS
“The social group to which an
individual belongs are the
social class that influence
him”
