Psychographics
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This document describes 7 types of consumer psychographics: Mainstreamers favor family brands and value for money; Aspirers are materialistic and focused on image; Succeeders are goal-oriented, confident and reward themselves with quality brands; Resigned prefer safety, familiarity and economy in brands; Explorers seek adventure and are open to trying new things; Struggles have few resources and are drawn to impactful brands; Reformers value freedom and personal growth and select quality, taste-focused products. Each group is also characterized by common demographic factors like age.
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Psychographics
This document describes 7 types of consumer psychographics: Mainstreamers favor family brands and value for money; Aspirers are materialistic and focused on image; Succeeders are goal-oriented, confident and reward themselves with quality brands; Resigned prefer safety, familiarity and economy; Explorers seek adventure and are open to new things; Struggles lack resources and are drawn to impactful brands; Reformers value freedom and personal growth and select quality products. Each group is associated with certain demographic or life stage characteristics.
CB & AMP; external influences
This document discusses external influences on consumer behavior, including groups, culture, subculture, family, social class, and opinion leadership. It provides a simple model of consumer behavior and describes how internal and external factors are interconnected and influence the consumer decision making process. Groups like reference groups, membership groups, and aspirational groups are discussed. Culture and subculture pass values from generation to generation and influence consumer norms. Family is the most important reference group and its life cycle stages impact consumption. Social class determines consumer lifestyles and purchasing tendencies. Opinion leaders exert personal influence and are sought for advice.
The Influence of Family and Peer Group on Children Consumer Socialization
Nowadays, the consumer in India is more modern and urban, with greater buying capacities. This is mainly because of their rise in disposable income and changing family profile. The Indian consumer has grown to be entirely different in the past two decades. Children are the decision makers for three target markets the current market for the existing needs, the future market and the influential market, where they help their parents make various market choices. Thereby, children are prime purchase decision makers, as more than 30 of the population in India is below the age of 15 years. This paper discusses about the influrnce of family and peer group on children consumer socialisation. Chetana. M. R. | Dr. K. Janardhnam "The Influence of Family and Peer Group on Children Consumer Socialization" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-4 | Issue-1 , December 2019, URL: https://www.ijtsrd.com/papers/ijtsrd29497.pdfPaper URL: https://www.ijtsrd.com/management/consumer-behaviour/29497/the-influence-of-family-and-peer-group-on-children-consumer-socialization/chetana-m-r
Family and its social standings
This topics is related with consumer behavior. I hope this will be helpful for any business student who are looking for family and its social standing effect in consumer behavior course.
Influencing Consumers Behaviour
This document discusses factors that influence consumer buying behavior. It outlines several cultural factors like culture, subculture, and social class that shape consumers' values and preferences. It also discusses social factors such as reference groups, family, and roles/statuses. Personal factors that influence buying include age/life cycle stage, occupation/economics, personality/self-concept, lifestyle, motivation, perception, learning, and memory. The document provides details on how each of these factors contributes to a consumer's purchasing decisions.
How do consumer characterstics influence buying behaviour
Consumer behavior is influenced by cultural, social, and personal factors. It is the study of how individuals and groups select, purchase, use, and dispose of goods and services. Cultural influences include values that are different across cultures like comfort, freedom, and respect. Social factors include reference groups that directly or indirectly influence consumers, such as family, friends, and coworkers. Personal factors comprise demographic characteristics like age and life stage, as well as psychological characteristics such as personality and self-concept, that impact consumer choices.
Cb 10
The document discusses different types of reference groups that influence consumer behavior, including normative reference groups, comparative reference groups, and indirect reference groups. It also describes major consumer-related reference groups like friendship groups, shopping groups, and work groups. Finally, it discusses the role of reference groups in consumer socialization and family decision making processes.
How do consumer characteristics influence buying behavior
Consumer behavior is influenced by personal, cultural, and social factors that shape individuals' needs and wants. Personal factors include demographic characteristics like age, lifestyle, and psychological life cycle events. Cultural influences encompass values emphasized in different cultures like individualism, respect, and hard work. Socially, reference groups from family and friends to religious groups impact buying decisions directly through interaction and indirectly as aspirational models. Consumer choices reflect an effort to satisfy needs while expressing self-concept and cultural values.
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Psychographics
This document describes 7 types of consumer psychographics: Mainstreamers favor family brands and value for money; Aspirers are materialistic and focused on image; Succeeders are goal-oriented, confident and reward themselves with quality brands; Resigned prefer safety, familiarity and economy; Explorers seek adventure and are open to new things; Struggles lack resources and are drawn to impactful brands; Reformers value freedom and personal growth and select quality products. Each group is associated with certain demographic or life stage characteristics.
CB & AMP; external influences
This document discusses external influences on consumer behavior, including groups, culture, subculture, family, social class, and opinion leadership. It provides a simple model of consumer behavior and describes how internal and external factors are interconnected and influence the consumer decision making process. Groups like reference groups, membership groups, and aspirational groups are discussed. Culture and subculture pass values from generation to generation and influence consumer norms. Family is the most important reference group and its life cycle stages impact consumption. Social class determines consumer lifestyles and purchasing tendencies. Opinion leaders exert personal influence and are sought for advice.
The Influence of Family and Peer Group on Children Consumer Socialization
Nowadays, the consumer in India is more modern and urban, with greater buying capacities. This is mainly because of their rise in disposable income and changing family profile. The Indian consumer has grown to be entirely different in the past two decades. Children are the decision makers for three target markets the current market for the existing needs, the future market and the influential market, where they help their parents make various market choices. Thereby, children are prime purchase decision makers, as more than 30 of the population in India is below the age of 15 years. This paper discusses about the influrnce of family and peer group on children consumer socialisation. Chetana. M. R. | Dr. K. Janardhnam "The Influence of Family and Peer Group on Children Consumer Socialization" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-4 | Issue-1 , December 2019, URL: https://www.ijtsrd.com/papers/ijtsrd29497.pdfPaper URL: https://www.ijtsrd.com/management/consumer-behaviour/29497/the-influence-of-family-and-peer-group-on-children-consumer-socialization/chetana-m-r
Family and its social standings
This topics is related with consumer behavior. I hope this will be helpful for any business student who are looking for family and its social standing effect in consumer behavior course.
Influencing Consumers Behaviour
This document discusses factors that influence consumer buying behavior. It outlines several cultural factors like culture, subculture, and social class that shape consumers' values and preferences. It also discusses social factors such as reference groups, family, and roles/statuses. Personal factors that influence buying include age/life cycle stage, occupation/economics, personality/self-concept, lifestyle, motivation, perception, learning, and memory. The document provides details on how each of these factors contributes to a consumer's purchasing decisions.
How do consumer characterstics influence buying behaviour
Consumer behavior is influenced by cultural, social, and personal factors. It is the study of how individuals and groups select, purchase, use, and dispose of goods and services. Cultural influences include values that are different across cultures like comfort, freedom, and respect. Social factors include reference groups that directly or indirectly influence consumers, such as family, friends, and coworkers. Personal factors comprise demographic characteristics like age and life stage, as well as psychological characteristics such as personality and self-concept, that impact consumer choices.
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The document discusses different types of reference groups that influence consumer behavior, including normative reference groups, comparative reference groups, and indirect reference groups. It also describes major consumer-related reference groups like friendship groups, shopping groups, and work groups. Finally, it discusses the role of reference groups in consumer socialization and family decision making processes.
How do consumer characteristics influence buying behavior
Consumer behavior is influenced by personal, cultural, and social factors that shape individuals' needs and wants. Personal factors include demographic characteristics like age, lifestyle, and psychological life cycle events. Cultural influences encompass values emphasized in different cultures like individualism, respect, and hard work. Socially, reference groups from family and friends to religious groups impact buying decisions directly through interaction and indirectly as aspirational models. Consumer choices reflect an effort to satisfy needs while expressing self-concept and cultural values.
Family influence on consumer behaviour
This document discusses family influences on consumer behavior and outlines traditional and modern family life cycles. The traditional model describes 9 stages from single to retired solitary survivor based on factors like marital status, presence of children, and employment. Consumption patterns change across these stages as incomes and family needs change. A modernized model accounts for smaller families, delayed marriage, divorce, and childless couples. It describes 13 stages from bachelor to older couple based on the age and relationship status of the head of household. Both models aim to help marketers understand how family dynamics impact purchasing decisions over time.
Peer Group Pressure
Peer groups are groups of adolescents who are similar in age and interests. Peer groups teach members to be independent from authority figures and teach social skills. Peer groups often develop their own distinct subcultures with unique values, language, music, and heroes. As adolescents grow into middle and late adolescence, their involvement with peer groups gradually declines as they become more independent.
factors effecting Consumer behaviour
Consumer behavior is influenced by cultural, social, psychological and personal factors. Cultural factors include culture, subcultures, and social class. Social factors include reference groups and family influence. Psychological factors include motivation, perception, learning, beliefs, attitudes, and personality. Personal factors that influence consumer behavior are age, occupation, economic situation, lifestyle, and personality. Marketers must understand how these various factors shape consumer decision making and purchasing behaviors.
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VALS is a tool used by market researchers to define audience segments. It profiles consumers' lifestyles to understand their behavior in the marketplace and predict future behavior. VALS segments consumers into eight categories based on their attitudes, interests, and opinions. These categories are Achievers, Experiencers, Believers, Strivers, Thinkers, Just Getting By, Survivors, and Pioneers. The document then provides a brief description of each VALS category.
How do consumer characteristics influence buying behavior?
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.
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How do consumer characteristics influence buying behaviour.pptx
This document discusses the various cultural, social, and personal influences that impact consumer purchasing behaviors. It identifies key cultural influences like nationality, religion, and geography that shape value systems and require companies to tailor products for different cultural segments. Social influences include reference groups from family, friends, and other affiliations that expose consumers to new behaviors and create pressures to conform. Personal factors incorporate demographic characteristics, life stages, occupations, economic circumstances, personality, lifestyle, and values that determine the products and brands that appeal to consumers. Marketers must understand these various influences in order to effectively reach different consumer groups.
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5-(I) how do consumer characteristics influene buying behaviour
Consumer characteristics such as cultural, social, and personal factors influence buying behavior. Cultural factors include culture, subculture, and social class. Culture determines values and views, while subcultures provide identity. Social class indicates divisions in society that influence product preferences. Social factors comprise reference groups like family and roles/status. Personal factors consist of age, occupation, personality, lifestyle, and values. These characteristics shape consumer tastes, choices, and consumption patterns.
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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.
Psychographics
The document discusses psychographic segmentation, which divides the market into groups based on social class, personality, and lifestyle. People's product choices reflect their characteristics. There are seven main psychographic groups: Mainstreamers, who seek security; Aspirers, who seek status; Succeeders, who have strong goals and self-reward; Resigned, who seek survival; Explorers, who seek discovery; Strugglers, who seek escape; and Reformers, who seek enlightenment. Each group has different characteristics and brand preferences based on their psychographic traits.
Audience theories
This document discusses audience theories that are important for companies to understand when creating products. It describes how audiences can be categorized by attributes like age, gender, income level, and more. Psychographics are also discussed as a way to describe audiences based on their behaviors and personality traits, like mainstreamers, aspirers, strugglers, and others. Finally, it covers reception theory by Stuart Hall, which explains that audiences can interpret or "read" media messages in preferred, negotiated, or oppositional ways depending on their identity and views.
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This document discusses trends in consumption among the Turkish population. It divides trends into four categories: The Me (individualism), The Us (neo-collectivism), The Movement (self-optimization), and The Backfire. Two focus groups, women and youth, are identified to analyze how consumer needs, wants and values may change under these trends. For women, subgroups are identified based on their focus (identity, career, family, new life). For youth, subgroups are based on age (11-13, 14-17, 18-21, 22+). The document then analyzes how each subgroup may engage with and prefer different brands, products, and consumption patterns under the trends of individualism, self-optimization,
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The document outlines 7 questions for an AS evaluation that ask about conventions used in a film opening, representation of social groups, the type of media institution that might distribute the product, the intended audience, how the product was made interesting, technologies used, and personal reflections on learning.
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Introduction to Consumer Behaviour; Consumer Behaviour
and Marketing Strategy; Consumer Involvement – Levels
of involvement, and Decision Making
Consumer Decision Process – Stages in Decision Process,
Information Search Process; Evaluative Criteria and
Decision Rules, Consumer Motivation – Types of Consumer
Needs, Ways of Motivating Consumers. Information
Processing and Consumer Perception.
Consumer Attitudes and Attitude Change; Influence of
Personality and Self Concept on Buying Behaviour,
Psychographics and Lifestyles, Impuse Buying.
Diffusion of Innovation and Opinion Leadership, Family
Decision Making, Influence of Reference Group
Industrial Buying Behaviour– Process and factors, Models
of Consumer Behaviour – Harward Seth, Nicosia, E& D,
Economic Model; Introduction to Consumer Behaviour
Audit; Consumer Behaviour Studies in India
CONSUMER BEHAVIOR.pdf
This document provides an overview of consumer behavior and the buying process. It discusses key topics like factors influencing consumer behavior such as cultural, social, personal and psychological factors. Some models of motivation and theories of consumer behavior are explained. The stages of the buying process are outlined including need recognition, information search, evaluation of alternatives and purchase decision. A case study on Domino's Pizza's marketing campaign to improve their pizza quality is also summarized.
4.9 familysocialclasslifecycle and psychographic.pptx
This document discusses family life cycle and psychographic segmentation for marketing purposes. It defines the family and different types of families like nuclear, joint, blended, and single-parent. It describes the eight roles in family decision making and how decisions are made. The family life cycle has 5 stages from bachelorhood to dissolution. Psychographic segmentation looks at lifestyle, personality, and social class. Lifestyle is influenced by activities, interests, and opinions. Personality and self-concept influence brand perceptions and product choices. Social class segmentation ranges from upper-upper class to lower-lower class.
Consumer behavior
- Consumer personality reflects individual differences that influence how consumers think and act. Personality is complex and consists of traits like innovativeness, materialism, and ethnocentrism.
- While personality is generally consistent, life events can cause it to change over time. Various theories try to explain personality and its development.
- Marketers can segment consumers and better target their products based on understanding personality traits and how they relate to consumer decision making. Consumers seek products that align with their self-image and allow them to express themselves.
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Consumer behavior,Consumer Buying Behavior, Factors affecting consumer buying behavior, Customer buying role, Customer buying decision process.
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Introduction to Consumer Behaviour; Consumer Behaviour
and Marketing Strategy; Consumer Involvement – Levels
of involvement, and Decision Making.
Consumer Decision Process – Stages in Decision Process,
Information Search Process; Evaluative Criteria and
Decision Rules, Consumer Motivation – Types of Consumer
Needs, Ways of Motivating Consumers. Information
Processing and Consumer Perception.
Consumer Attitudes and Attitude Change; Influence of
Personality and Self Concept on Buying Behaviour,
Psychographics and Lifestyles, Impuse Buying.
Diffusion of Innovation and Opinion Leadership, Family
Decision Making, Influence of Reference Group
Industrial Buying Behaviour– Process and factors, Models
of Consumer Behaviour – Harward Seth, Nicosia, E& D,
Economic Model; Introduction to Consumer Behaviour
Audit; Consumer Behaviour Studies in India.
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Family influence on consumer behaviour
This document discusses family influences on consumer behavior and outlines traditional and modern family life cycles. The traditional model describes 9 stages from single to retired solitary survivor based on factors like marital status, presence of children, and employment. Consumption patterns change across these stages as incomes and family needs change. A modernized model accounts for smaller families, delayed marriage, divorce, and childless couples. It describes 13 stages from bachelor to older couple based on the age and relationship status of the head of household. Both models aim to help marketers understand how family dynamics impact purchasing decisions over time.
Peer Group Pressure
Peer groups are groups of adolescents who are similar in age and interests. Peer groups teach members to be independent from authority figures and teach social skills. Peer groups often develop their own distinct subcultures with unique values, language, music, and heroes. As adolescents grow into middle and late adolescence, their involvement with peer groups gradually declines as they become more independent.
factors effecting Consumer behaviour
Consumer behavior is influenced by cultural, social, psychological and personal factors. Cultural factors include culture, subcultures, and social class. Social factors include reference groups and family influence. Psychological factors include motivation, perception, learning, beliefs, attitudes, and personality. Personal factors that influence consumer behavior are age, occupation, economic situation, lifestyle, and personality. Marketers must understand how these various factors shape consumer decision making and purchasing behaviors.
Va ls
VALS is a tool used by market researchers to define audience segments. It profiles consumers' lifestyles to understand their behavior in the marketplace and predict future behavior. VALS segments consumers into eight categories based on their attitudes, interests, and opinions. These categories are Achievers, Experiencers, Believers, Strivers, Thinkers, Just Getting By, Survivors, and Pioneers. The document then provides a brief description of each VALS category.
How do consumer characteristics influence buying behavior?
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.
Module 1
This document discusses concepts related to professional ethics including morals, values, integrity, academic integrity, work ethics, service learning, civic virtue, respect for others, caring, sharing, and honesty. It defines these terms and explains their importance. For example, it states that academic integrity is commitment to honest and moral behavior in an academic setting, while civic virtue refers to citizens prioritizing the common welfare of their community over personal interests. Overall, the document provides an overview of key aspects of professional ethics.
How do consumer characteristics influence buying behaviour.pptx
This document discusses the various cultural, social, and personal influences that impact consumer purchasing behaviors. It identifies key cultural influences like nationality, religion, and geography that shape value systems and require companies to tailor products for different cultural segments. Social influences include reference groups from family, friends, and other affiliations that expose consumers to new behaviors and create pressures to conform. Personal factors incorporate demographic characteristics, life stages, occupations, economic circumstances, personality, lifestyle, and values that determine the products and brands that appeal to consumers. Marketers must understand these various influences in order to effectively reach different consumer groups.
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This document discusses a presentation on education and advocacy for community responses to prescription drug abuse. It will demonstrate the Prevention on Purpose planning model, evaluate environmental and individual prevention strategies, explain CADCA's Seven Strategies for Community Change, and describe best practices from successful community coalitions. The presenters are from Pathways, Inc., CADCA, and a county health department and coalition in West Virginia. The objectives are to demonstrate community engagement models, evaluate risk and protective factors, explain CADCA's strategies, and describe best practices.
5-(I) how do consumer characteristics influene buying behaviour
Consumer characteristics such as cultural, social, and personal factors influence buying behavior. Cultural factors include culture, subculture, and social class. Culture determines values and views, while subcultures provide identity. Social class indicates divisions in society that influence product preferences. Social factors comprise reference groups like family and roles/status. Personal factors consist of age, occupation, personality, lifestyle, and values. These characteristics shape consumer tastes, choices, and consumption patterns.
Pdhpe ~ its growing importance
The document discusses the importance of studying PDHPE and its benefits. It identifies four types of wellbeing - physical, social, emotional, and cognitive. PDHPE encourages self-understanding, positive relationships, physical activity, health, and decision making. It helps students understand issues that influence wellbeing, such as mental health, drugs, relationships, and discrimination. Studying PDHPE also helps students develop coping strategies, movement skills, and connections within their community.
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 behavior?
How do consumer characteristics influence buying behavior?
How do consumer characteristics influence buying behaviour.pptx
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5-(I) how do consumer characteristics influene buying behaviour
5-(I) how do consumer characteristics influene buying behaviour
How do consumer characteristics influence buying behaviour
How do consumer characteristics influence buying behaviour
Similar to Psychographics
Psychographics
The document discusses psychographic segmentation, which divides the market into groups based on social class, personality, and lifestyle. People's product choices reflect their characteristics. There are seven main psychographic groups: Mainstreamers, who seek security; Aspirers, who seek status; Succeeders, who have strong goals and self-reward; Resigned, who seek survival; Explorers, who seek discovery; Strugglers, who seek escape; and Reformers, who seek enlightenment. Each group has different characteristics and brand preferences based on their psychographic traits.
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This document discusses audience theories that are important for companies to understand when creating products. It describes how audiences can be categorized by attributes like age, gender, income level, and more. Psychographics are also discussed as a way to describe audiences based on their behaviors and personality traits, like mainstreamers, aspirers, strugglers, and others. Finally, it covers reception theory by Stuart Hall, which explains that audiences can interpret or "read" media messages in preferred, negotiated, or oppositional ways depending on their identity and views.
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This document discusses trends in consumption among the Turkish population. It divides trends into four categories: The Me (individualism), The Us (neo-collectivism), The Movement (self-optimization), and The Backfire. Two focus groups, women and youth, are identified to analyze how consumer needs, wants and values may change under these trends. For women, subgroups are identified based on their focus (identity, career, family, new life). For youth, subgroups are based on age (11-13, 14-17, 18-21, 22+). The document then analyzes how each subgroup may engage with and prefer different brands, products, and consumption patterns under the trends of individualism, self-optimization,
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The document outlines 7 questions for an AS evaluation that ask about conventions used in a film opening, representation of social groups, the type of media institution that might distribute the product, the intended audience, how the product was made interesting, technologies used, and personal reflections on learning.
MODEL OF CONSUMER BEHAVIOUR
Introduction to Consumer Behaviour; Consumer Behaviour
and Marketing Strategy; Consumer Involvement – Levels
of involvement, and Decision Making
Consumer Decision Process – Stages in Decision Process,
Information Search Process; Evaluative Criteria and
Decision Rules, Consumer Motivation – Types of Consumer
Needs, Ways of Motivating Consumers. Information
Processing and Consumer Perception.
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Personality and Self Concept on Buying Behaviour,
Psychographics and Lifestyles, Impuse Buying.
Diffusion of Innovation and Opinion Leadership, Family
Decision Making, Influence of Reference Group
Industrial Buying Behaviour– Process and factors, Models
of Consumer Behaviour – Harward Seth, Nicosia, E& D,
Economic Model; Introduction to Consumer Behaviour
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This document provides an overview of consumer behavior and the buying process. It discusses key topics like factors influencing consumer behavior such as cultural, social, personal and psychological factors. Some models of motivation and theories of consumer behavior are explained. The stages of the buying process are outlined including need recognition, information search, evaluation of alternatives and purchase decision. A case study on Domino's Pizza's marketing campaign to improve their pizza quality is also summarized.
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This document discusses family life cycle and psychographic segmentation for marketing purposes. It defines the family and different types of families like nuclear, joint, blended, and single-parent. It describes the eight roles in family decision making and how decisions are made. The family life cycle has 5 stages from bachelorhood to dissolution. Psychographic segmentation looks at lifestyle, personality, and social class. Lifestyle is influenced by activities, interests, and opinions. Personality and self-concept influence brand perceptions and product choices. Social class segmentation ranges from upper-upper class to lower-lower class.
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- Consumer personality reflects individual differences that influence how consumers think and act. Personality is complex and consists of traits like innovativeness, materialism, and ethnocentrism.
- While personality is generally consistent, life events can cause it to change over time. Various theories try to explain personality and its development.
- Marketers can segment consumers and better target their products based on understanding personality traits and how they relate to consumer decision making. Consumers seek products that align with their self-image and allow them to express themselves.
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Information Search Process; Evaluative Criteria and
Decision Rules, Consumer Motivation – Types of Consumer
Needs, Ways of Motivating Consumers. Information
Processing and Consumer Perception.
Consumer Attitudes and Attitude Change; Influence of
Personality and Self Concept on Buying Behaviour,
Psychographics and Lifestyles, Impuse Buying.
Diffusion of Innovation and Opinion Leadership, Family
Decision Making, Influence of Reference Group
Industrial Buying Behaviour– Process and factors, Models
of Consumer Behaviour – Harward Seth, Nicosia, E& D,
Economic Model; Introduction to Consumer Behaviour
Audit; Consumer Behaviour Studies in India.
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Va ls
VALS is a tool used by market researchers to define audience segments. It profiles consumers' lifestyles to understand their behavior in the marketplace and predict future behavior. VALS segments consumers into categories such as Achievers, Believers, Strivers, which describe their values, interests, opinions, and how they see themselves and what they admire in others. Understanding a target audience's VALS segment helps ensure marketing messages are tailored to resonate best with that group.
Personality Edited Version
The document discusses several theories of personality and how they relate to consumer behavior, including:
1) Freudian and neo-Freudian theories which focus on unconscious needs and social relationships influencing motivation and development.
2) Trait theory which sees personality as a set of measurable psychological traits.
3) Research finding consumer purchases reflect aspects of their own personality.
It then examines several personality traits like innovativeness, dogmatism, and stimulation levels that influence consumer preferences for new or established products.
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personality and consumer behavior
Mercedes Benz regained its market leadership in luxury cars in India in July. Audi sold 705 units last month compared to Mercedes' 810 units. Hero MotorCorp is now sponsoring music festivals to connect with youth after exiting cricket sponsorships. Samsung surpassed Nokia as India's largest mobile phone maker. Brands use animated characters to promote their products on music channels. Personality reflects individual differences that determine how a person responds to their environment. Freudian and trait theories are approaches to understanding personality. Consumer personality traits like innovativeness and materialism influence product preferences and choices.
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Psychographics
- 1. Mainstreamers Domestic, conformist, conventional, sentimental - favour value for money family brands. Usually the Largest Group Aspirers Materialistic, acquisitive, orientated to image and appearance, persona and fashion, Appearance more important than the content. Usually Younger individuals. Succeeders Strong goals, confident, work ethic and organised. Supports stability. Brand choice based on self-reward and quality. Individual are mostly like to be higher management and professionals. Resigned Rigid and authoritarian, values. Interested in past and tradition. Brand choice stresses safety, familiarity and economy. Typically older people. Explorers Energetic, individualism and experience. Seeks and cherishes adventure and differences. First to try new things. Younger demographic students. Struggles Alienated and disorganised. Have few resources beyond physical skills. Brand choice involves impact and sensation. Eats and drinks unhealthy foods and drinks. D and E demographic Reformers Freedom of restriction and personal growth. Social awareness and independent judgement. Anti-materialistic but aware of good taste. Has attended higher education and selects products of quality. Psychographics