This document discusses the key factors that influence consumer behavior: cultural factors like culture, social class, and trends; social factors such as reference groups, family, and social roles; personal factors like age, lifestyle, and personality; and psychological factors including motivation, perception, learning, and beliefs. It provides examples of how these various factors shape consumer decisions and can be leveraged by marketers to better target products and messaging to different consumer segments.
Consumer behavior and factors influencing consumer behaviorWish Mrt'xa
The document discusses factors that influence consumer behavior, including cultural, social, personal, and psychological factors. Cultural factors encompass elements like culture, subcultures, and social classes that shape consumer values and preferences. Social factors include reference groups, family influences, and social roles/status. Personal factors pertain to individual characteristics like age, lifestyle, and income that affect purchasing decisions. Psychological factors are motivations, perceptions, learning, and beliefs/attitudes that drive consumer behavior at a subconscious level. Understanding these various influences is important for analyzing consumer decision-making processes.
Consumer Behavior and Marketing ResearchNagendra Babu
The document discusses factors that influence consumer behavior. There are four main types of factors: cultural factors, social factors, personal factors, and psychological factors. Cultural factors include culture, subcultures, and social classes that shape a person's values and preferences. Social factors encompass reference groups like family, friends, and social roles/status that provide social influence. Personal factors relate to demographics like age and lifestyle as well as income that impact purchasing power. Psychological factors refer to personality, self-concept, and motivations that underlie consumer decision making. Understanding how these various factors intersect is important for marketers to effectively target and influence consumers.
This document summarizes a study on the apparel consumer behavior of college management students in India. It begins with an abstract that outlines the purpose of studying important demographic, psychological and socio-economic factors that influence apparel purchasing among these students. It then describes how the study was conducted through a literature review and questionnaire. The expected outcome is to understand the relationship between demographic variables and consumer behavior to help apparel companies better target and market to different student segments.
This document provides a summary of consumer and business buyer behavior models. It discusses several models of consumer behavior including the stimulus-response model and factors that influence consumer behavior such as cultural, social, personal, psychological factors. It also outlines the consumer decision making process and different types of buying decisions. For business markets, it notes that business buyers purchase goods and services for use in their organizations rather than personal consumption.
The document discusses key concepts in consumer and buyer behavior. It defines a customer as a person who buys goods and services and pays for them, while a consumer is the end user of those goods and services. It then explains factors that influence consumer behavior, including cultural, social, personal, and psychological factors. Specifically, it outlines how characteristics like age, income, lifestyle, personality, motivation, perception, learning, beliefs and attitudes all shape consumer decisions. Finally, it discusses the different roles in buying decisions, types of buying behavior, and stages of the consumer buying process.
Consumer behavior is influenced by cultural, social, personal and psychological factors. Cultural factors include values, subcultures and social classes that shape consumer preferences. Social factors like reference groups, family, and social roles/status also impact choices. Personal factors such as age, occupation, income level, lifestyle and personality affect decisions. Psychological factors including motivation, perception, learning, and beliefs/attitudes drive consumer behavior on an individual level. Understanding these influences helps explain consumer decision-making.
This document discusses consumer behavior and the factors that influence consumer purchasing decisions. It covers cultural, social, personal, psychological factors as well as the stages of the consumer decision process including need recognition, information search, evaluation of alternatives, and the final purchase decision. The key factors discussed are cultural influences like social class, reference groups, and family influence. Personal factors covered include occupation, lifestyle, personality and motivation. Psychological concepts like perception, learning, beliefs and attitudes are also examined.
Consumer behavior and factors influencing consumer behaviorWish Mrt'xa
The document discusses factors that influence consumer behavior, including cultural, social, personal, and psychological factors. Cultural factors encompass elements like culture, subcultures, and social classes that shape consumer values and preferences. Social factors include reference groups, family influences, and social roles/status. Personal factors pertain to individual characteristics like age, lifestyle, and income that affect purchasing decisions. Psychological factors are motivations, perceptions, learning, and beliefs/attitudes that drive consumer behavior at a subconscious level. Understanding these various influences is important for analyzing consumer decision-making processes.
Consumer Behavior and Marketing ResearchNagendra Babu
The document discusses factors that influence consumer behavior. There are four main types of factors: cultural factors, social factors, personal factors, and psychological factors. Cultural factors include culture, subcultures, and social classes that shape a person's values and preferences. Social factors encompass reference groups like family, friends, and social roles/status that provide social influence. Personal factors relate to demographics like age and lifestyle as well as income that impact purchasing power. Psychological factors refer to personality, self-concept, and motivations that underlie consumer decision making. Understanding how these various factors intersect is important for marketers to effectively target and influence consumers.
This document summarizes a study on the apparel consumer behavior of college management students in India. It begins with an abstract that outlines the purpose of studying important demographic, psychological and socio-economic factors that influence apparel purchasing among these students. It then describes how the study was conducted through a literature review and questionnaire. The expected outcome is to understand the relationship between demographic variables and consumer behavior to help apparel companies better target and market to different student segments.
This document provides a summary of consumer and business buyer behavior models. It discusses several models of consumer behavior including the stimulus-response model and factors that influence consumer behavior such as cultural, social, personal, psychological factors. It also outlines the consumer decision making process and different types of buying decisions. For business markets, it notes that business buyers purchase goods and services for use in their organizations rather than personal consumption.
The document discusses key concepts in consumer and buyer behavior. It defines a customer as a person who buys goods and services and pays for them, while a consumer is the end user of those goods and services. It then explains factors that influence consumer behavior, including cultural, social, personal, and psychological factors. Specifically, it outlines how characteristics like age, income, lifestyle, personality, motivation, perception, learning, beliefs and attitudes all shape consumer decisions. Finally, it discusses the different roles in buying decisions, types of buying behavior, and stages of the consumer buying process.
Consumer behavior is influenced by cultural, social, personal and psychological factors. Cultural factors include values, subcultures and social classes that shape consumer preferences. Social factors like reference groups, family, and social roles/status also impact choices. Personal factors such as age, occupation, income level, lifestyle and personality affect decisions. Psychological factors including motivation, perception, learning, and beliefs/attitudes drive consumer behavior on an individual level. Understanding these influences helps explain consumer decision-making.
This document discusses consumer behavior and the factors that influence consumer purchasing decisions. It covers cultural, social, personal, psychological factors as well as the stages of the consumer decision process including need recognition, information search, evaluation of alternatives, and the final purchase decision. The key factors discussed are cultural influences like social class, reference groups, and family influence. Personal factors covered include occupation, lifestyle, personality and motivation. Psychological concepts like perception, learning, beliefs and attitudes are also examined.
This document provides a field study report on consumer behavior regarding Himalaya Herbals products. It includes an introduction to consumer behavior and factors influencing it such as cultural, social, personal, and psychological factors. The report consists of chapters on the company overview, research methodology, findings and suggestions, and conclusion. It aims to understand consumer decisions and help Himalaya Herbals formulate effective marketing strategies.
Chapter 5_Consumer Markets and Buyer Behavior.pptxBishoyRomani
1) The document discusses consumer markets and buyer behavior, outlining key factors that influence consumer purchasing decisions.
2) It introduces a model of consumer behavior that shows how marketing stimuli enter a consumer's "black box" and produce responses, influenced by consumer characteristics and decision processes.
3) The document then examines various cultural, social, personal, and psychological characteristics that shape buyer behavior, such as cultural and subculture influences, reference groups, motivation, perception, learning, beliefs and attitudes.
This document summarizes various environmental determinants of consumer behavior, including family influences, social class, group dynamics, and reference groups. It discusses how family roles, life stages, and size can impact buying decisions. Social class is defined based on factors like income and education. Group dynamics examines how primary and informal social groups can sway purchases, with friends and coworkers having significant influence. Reference groups that consumers compare themselves to, like normative peers, can encourage conformity through social pressures.
group assign. Cultural and Social Influences the Purchase Decision.pptxMezgebuTesfaye4
Cultural factors have a subtle influence on a consumer's purchasing decision process. Since each individual lives in a complex social and cultural environment, the kinds of products or services they intend to use can be directly or indirectly be influenced by the overall cultural context in which they live and grow.
This document discusses consumer behavior and related topics. It defines consumer behavior and outlines the consumer buying process. It also discusses the 4 main factors that influence consumer behavior: social factors, personal factors, psychological factors, and cultural factors. Additionally, it examines different types of buying behavior, service encounters, and the various buying roles that individuals can play.
Consumer behavior involves understanding how social factors influence buying decisions. Social factors include family, reference groups, roles and status in society. Family has a strong influence, with life stages like bachelorhood, marriage and parenthood shaping needs. Reference groups like friends and coworkers are especially influential if they have experience with a product. Role in society and socioeconomic status also impact what products are deemed appropriate purchases. Understanding these social influences is important for marketers.
This document discusses consumer behavior and the factors that influence it. It defines consumer behavior as how individuals make decisions to spend resources on consumer goods and services. Consumer behavior is influenced by internal factors like personal characteristics, psychology, and external factors like culture and society. The document outlines the consumer decision making process and categories it includes routine, limited, and extensive decision making. It explores how motivation, beliefs, attitudes, perception, and learning impact consumer psychology. Social factors like reference groups, family, and status also influence behavior as do cultural influences like culture, subcultures, and social class. Understanding consumer behavior is important for industries like textiles to focus on what consumers buy, where they shop, how they learn about products, and socio
This document discusses consumer behavior in healthcare. It begins by defining a consumer as a person or group that is targeted to purchase products/services or pays to use goods/services. Consumer behavior involves how individuals select, purchase, use, and dispose of products/services to satisfy needs. Marketers must understand diverse consumer needs, wants, and consumption patterns. The document then discusses factors that influence consumer behavior such as culture, social factors, personal factors, and psychological factors like motivation and perception. It also outlines the consumer decision making process and types of consumer behavior based on involvement.
This document discusses analyzing consumer markets and buyer behavior. It covers topics such as understanding consumer motivations and influences, the stimulus-response model of consumer behavior, cultural, social, and personal factors that influence decisions. It also describes the different stages of the consumer buying process, including who is involved in decisions and the types of purchases. The key points are that consumer behavior is complex and influenced by many internal and external factors, and that marketers must study these influences to understand target customers and how purchasing decisions are made.
The document discusses the roles involved in buying decisions and the consumer buying process. It identifies five main roles: initiator, influencer, decider, buyer, and user. It then explains each role and outlines the three stages of the consumer buying process: input, process, and output. Finally, it provides a brief introduction to consumer behavior and defines it as how individuals make spending decisions to satisfy needs through searching for, using, evaluating, and disposing of products and services.
External Determinants of Buying BehaviorAstha Chand
The document discusses external determinants of buying behavior including consumer psychographics vs demographics, group dynamics and consumer reference groups, family as consuming unit, and social and cultural influences. It defines key concepts such as reference groups, celebrity endorsements, and types of families. Consumer socialization within families is also summarized, describing how children and adults acquire consumer skills and norms through socialization processes within the family unit.
Culture plays an important role in shaping consumer behavior. The elements of culture, such as beliefs, traditions, language and symbols, influence consumers' perceptions, preferences and purchase decisions. For marketers, it is essential to understand the cultural factors and their impact on behavior in both domestic and global markets. Failing to account for cultural differences can lead to ineffective marketing strategies. Learning about a culture allows marketers to develop communications and position products in a way that addresses local needs and is acceptable to target consumers.
This document discusses consumer behavior and factors that influence it. It defines key terms like consumer, buyer, and customer. It describes the consumer decision making process which involves need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. It also outlines 4 types of consumer behaviors and discusses psychological, social, cultural, personal, economic, and environmental factors that influence consumer decisions.
Consumer behavior related to the fashion industry is influenced by numerous personal, psychological, economic, cultural, and social factors. Personal factors like age, occupation, and lifestyle affect consumers' fashion preferences and demands. Psychological factors such as motivation, perception, beliefs, and learning shape how consumers view and purchase fashion products. Economic considerations like income and family finances also impact consumer spending on clothing. Cultural norms and social class influence what fashion choices are deemed appropriate or desirable. Additionally, new social media platforms have transformed how consumers engage with and are exposed to fashion trends.
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My Lovely Group Studied In Sindh University Jamshoro, Mirpurkhas Campus.
By this Presentation your concept will clear easily.
Comment plz if u like :)
The document discusses consumer markets and consumer buyer behavior. It defines consumer markets as individuals and households who buy goods and services for personal use. It then presents a model of consumer behavior that is influenced by cultural, social, personal and psychological factors. These factors shape how consumers perceive marketing stimuli and influence their purchase decisions. The stages in the consumer decision process are also described.
This document discusses factors that influence consumer behavior, including cultural, social, and personal factors. Cultural factors like social class and background can shape buying behavior. Social factors like reference groups from family, friends, and membership organizations also exert influence through forming attitudes. Personal factors incorporate psychological aspects like roles and lifestyle, along with demographic characteristics. Marketers must understand how these different factors determine consumer preferences and decision-making.
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.
A study report on Consumer Market and Consumer Buying Behavior- towards the partial fulfillment of credits for the course CA2- Socio-Economic Base for Planning at the School of Planning and Architecture, New Delhi (November 2019)
Organizational behavior notes for ma.pptSubhanAli78
This chapter discusses different perspectives on motivation in organizations. It begins by describing the nature of motivation and historical perspectives, including the traditional, human relations, and human resource approaches. It then explains need-based perspectives such as Maslow's hierarchy of needs, ERG theory, and Herzberg's dual-structure theory. Next, it covers process-based perspectives including equity theory, expectancy theory, and goal setting theory. Equity theory focuses on fairness, expectancy theory on effort-performance relationships, and goal setting theory on assigning challenging goals.
This document provides an overview of keynesian economic concepts including:
- Keynes believed that wages and prices are "sticky downward" and the economy could get "stuck" in a recession.
- Consumption is determined by disposable income and the marginal propensity to consume. The multiplier effect causes changes in autonomous spending like government spending to have amplified effects on income and output.
- Fiscal policy tools like changes in government spending and taxes can be used expansionary to address a recessionary gap or contractionary to address an inflationary gap due to their multiplier effects. However, there are concerns about crowding out and policy lags.
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This document provides a field study report on consumer behavior regarding Himalaya Herbals products. It includes an introduction to consumer behavior and factors influencing it such as cultural, social, personal, and psychological factors. The report consists of chapters on the company overview, research methodology, findings and suggestions, and conclusion. It aims to understand consumer decisions and help Himalaya Herbals formulate effective marketing strategies.
Chapter 5_Consumer Markets and Buyer Behavior.pptxBishoyRomani
1) The document discusses consumer markets and buyer behavior, outlining key factors that influence consumer purchasing decisions.
2) It introduces a model of consumer behavior that shows how marketing stimuli enter a consumer's "black box" and produce responses, influenced by consumer characteristics and decision processes.
3) The document then examines various cultural, social, personal, and psychological characteristics that shape buyer behavior, such as cultural and subculture influences, reference groups, motivation, perception, learning, beliefs and attitudes.
This document summarizes various environmental determinants of consumer behavior, including family influences, social class, group dynamics, and reference groups. It discusses how family roles, life stages, and size can impact buying decisions. Social class is defined based on factors like income and education. Group dynamics examines how primary and informal social groups can sway purchases, with friends and coworkers having significant influence. Reference groups that consumers compare themselves to, like normative peers, can encourage conformity through social pressures.
group assign. Cultural and Social Influences the Purchase Decision.pptxMezgebuTesfaye4
Cultural factors have a subtle influence on a consumer's purchasing decision process. Since each individual lives in a complex social and cultural environment, the kinds of products or services they intend to use can be directly or indirectly be influenced by the overall cultural context in which they live and grow.
This document discusses consumer behavior and related topics. It defines consumer behavior and outlines the consumer buying process. It also discusses the 4 main factors that influence consumer behavior: social factors, personal factors, psychological factors, and cultural factors. Additionally, it examines different types of buying behavior, service encounters, and the various buying roles that individuals can play.
Consumer behavior involves understanding how social factors influence buying decisions. Social factors include family, reference groups, roles and status in society. Family has a strong influence, with life stages like bachelorhood, marriage and parenthood shaping needs. Reference groups like friends and coworkers are especially influential if they have experience with a product. Role in society and socioeconomic status also impact what products are deemed appropriate purchases. Understanding these social influences is important for marketers.
This document discusses consumer behavior and the factors that influence it. It defines consumer behavior as how individuals make decisions to spend resources on consumer goods and services. Consumer behavior is influenced by internal factors like personal characteristics, psychology, and external factors like culture and society. The document outlines the consumer decision making process and categories it includes routine, limited, and extensive decision making. It explores how motivation, beliefs, attitudes, perception, and learning impact consumer psychology. Social factors like reference groups, family, and status also influence behavior as do cultural influences like culture, subcultures, and social class. Understanding consumer behavior is important for industries like textiles to focus on what consumers buy, where they shop, how they learn about products, and socio
This document discusses consumer behavior in healthcare. It begins by defining a consumer as a person or group that is targeted to purchase products/services or pays to use goods/services. Consumer behavior involves how individuals select, purchase, use, and dispose of products/services to satisfy needs. Marketers must understand diverse consumer needs, wants, and consumption patterns. The document then discusses factors that influence consumer behavior such as culture, social factors, personal factors, and psychological factors like motivation and perception. It also outlines the consumer decision making process and types of consumer behavior based on involvement.
This document discusses analyzing consumer markets and buyer behavior. It covers topics such as understanding consumer motivations and influences, the stimulus-response model of consumer behavior, cultural, social, and personal factors that influence decisions. It also describes the different stages of the consumer buying process, including who is involved in decisions and the types of purchases. The key points are that consumer behavior is complex and influenced by many internal and external factors, and that marketers must study these influences to understand target customers and how purchasing decisions are made.
The document discusses the roles involved in buying decisions and the consumer buying process. It identifies five main roles: initiator, influencer, decider, buyer, and user. It then explains each role and outlines the three stages of the consumer buying process: input, process, and output. Finally, it provides a brief introduction to consumer behavior and defines it as how individuals make spending decisions to satisfy needs through searching for, using, evaluating, and disposing of products and services.
External Determinants of Buying BehaviorAstha Chand
The document discusses external determinants of buying behavior including consumer psychographics vs demographics, group dynamics and consumer reference groups, family as consuming unit, and social and cultural influences. It defines key concepts such as reference groups, celebrity endorsements, and types of families. Consumer socialization within families is also summarized, describing how children and adults acquire consumer skills and norms through socialization processes within the family unit.
Culture plays an important role in shaping consumer behavior. The elements of culture, such as beliefs, traditions, language and symbols, influence consumers' perceptions, preferences and purchase decisions. For marketers, it is essential to understand the cultural factors and their impact on behavior in both domestic and global markets. Failing to account for cultural differences can lead to ineffective marketing strategies. Learning about a culture allows marketers to develop communications and position products in a way that addresses local needs and is acceptable to target consumers.
This document discusses consumer behavior and factors that influence it. It defines key terms like consumer, buyer, and customer. It describes the consumer decision making process which involves need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. It also outlines 4 types of consumer behaviors and discusses psychological, social, cultural, personal, economic, and environmental factors that influence consumer decisions.
Consumer behavior related to the fashion industry is influenced by numerous personal, psychological, economic, cultural, and social factors. Personal factors like age, occupation, and lifestyle affect consumers' fashion preferences and demands. Psychological factors such as motivation, perception, beliefs, and learning shape how consumers view and purchase fashion products. Economic considerations like income and family finances also impact consumer spending on clothing. Cultural norms and social class influence what fashion choices are deemed appropriate or desirable. Additionally, new social media platforms have transformed how consumers engage with and are exposed to fashion trends.
MADE BY:
My Lovely Group Studied In Sindh University Jamshoro, Mirpurkhas Campus.
By this Presentation your concept will clear easily.
Comment plz if u like :)
The document discusses consumer markets and consumer buyer behavior. It defines consumer markets as individuals and households who buy goods and services for personal use. It then presents a model of consumer behavior that is influenced by cultural, social, personal and psychological factors. These factors shape how consumers perceive marketing stimuli and influence their purchase decisions. The stages in the consumer decision process are also described.
This document discusses factors that influence consumer behavior, including cultural, social, and personal factors. Cultural factors like social class and background can shape buying behavior. Social factors like reference groups from family, friends, and membership organizations also exert influence through forming attitudes. Personal factors incorporate psychological aspects like roles and lifestyle, along with demographic characteristics. Marketers must understand how these different factors determine consumer preferences and decision-making.
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.
A study report on Consumer Market and Consumer Buying Behavior- towards the partial fulfillment of credits for the course CA2- Socio-Economic Base for Planning at the School of Planning and Architecture, New Delhi (November 2019)
Similar to The_Factors_Influencing_Consumer_Behavio.pptx (20)
Organizational behavior notes for ma.pptSubhanAli78
This chapter discusses different perspectives on motivation in organizations. It begins by describing the nature of motivation and historical perspectives, including the traditional, human relations, and human resource approaches. It then explains need-based perspectives such as Maslow's hierarchy of needs, ERG theory, and Herzberg's dual-structure theory. Next, it covers process-based perspectives including equity theory, expectancy theory, and goal setting theory. Equity theory focuses on fairness, expectancy theory on effort-performance relationships, and goal setting theory on assigning challenging goals.
This document provides an overview of keynesian economic concepts including:
- Keynes believed that wages and prices are "sticky downward" and the economy could get "stuck" in a recession.
- Consumption is determined by disposable income and the marginal propensity to consume. The multiplier effect causes changes in autonomous spending like government spending to have amplified effects on income and output.
- Fiscal policy tools like changes in government spending and taxes can be used expansionary to address a recessionary gap or contractionary to address an inflationary gap due to their multiplier effects. However, there are concerns about crowding out and policy lags.
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Boudoir photography, a genre that captures intimate and sensual images of individuals, has experienced significant transformation over the years, particularly in New York City (NYC). Known for its diversity and vibrant arts scene, NYC has been a hub for the evolution of various art forms, including boudoir photography. This article delves into the historical background, cultural significance, technological advancements, and the contemporary landscape of boudoir photography in NYC.
2. Factors And Variables that
Influence The Behavior of
Consumers.
How reacts a consumer?
What are the motivations and aspirations that
guide him?
What are the factors that influence him?
Why he will choose a product or brand over
another?
3. Factors And Variables that
Influence The Behavior of
Consumers.
There are 4 main types of factors influencing
consumer / tourist behavior:
Cultural factors
Social factors
Personal factors and
Psychological factors.
4. Factors And Variables that
Influence The Behavior of
Consumers.
1. Cultural factors
Cultural factors are coming from the different
components related to culture or cultural
environment from which the consumer
belongs.
5. Cultural Factors
Culture and societal environment:
Culture is crucial when it comes to
understanding the needs and behaviors of an
individual.
Throughout his existence, an individual will be
influenced by his family, his friends, his cultural
environment or society that will “teach” him
values, preferences as well as common
behaviors to their own culture.
6. Cultural Factors
Culture and societal environment
It is important to understand and take into
account the cultural factors inherent to each
market or to each situation in order to adapt its
product and its marketing strategy.
E.g. in the West, it is common to invite colleagues or
friends at home for a drink or dinner.
In Japan, it is preferable to do that this kind of outing
with friends or colleagues in restaurant.
While if a Japanese offer you a gift, the courtesy is to
offer him an equivalent gift in return.
7. Cultural Factors
Case Study
McDonald’s is a brilliant example of adaptation to the
specificities of each culture and each market. Well aware of
the importance to have an offer with specific products to meet
the needs and tastes of consumers from different cultures,
the fast-food giant has for example: a McBaguette in France
(with french baguette and Dijon mustard), a Chicken
Maharaja Mac and a Masala Grill Chicken in India (with
Indian spices) as well as a Mega Teriyaki Burger (with teriyaki
sauce) or Gurakoro (with macaroni gratin and croquettes) in
Japan.
While all the ingredients used by McDonald’s in arabic
and muslim countries are certified halal. The fast food chain
not offering, of course, any product with bacon or pork.
8. Cultural Factors
Sub-cultures :
A society is composed of several sub-cultures in
which people can identify.
Subcultures are groups of people who share the same
values based on a common experience or a similar
lifestyle in general.
Subcultures are the nationalities, religions, ethnic
groups, age groups, gender of the individual, etc..
The subcultures are often considered by the brands
for the segmentation of a market in order to adapt a
product or a communication strategy to the values or
the specific needs of this segment.
10. Cultural Factors
Social classes:
Social classes are defined as groups more or
less homogenous and ranked against each
other according to a form of social hierarchy.
Even if it’s very large groups, we usually find
similar values, lifestyles, interests and
behaviors in individuals belonging to the same
social class.
We often assume three general categories
among social classes : lower class, middle
class and upper class.
11. Cultural Factors
Social classes
People from different social classes tend to have different
desires and consumption patterns.
Disparities resulting from the difference in their purchasing
power.
According to some researchers, behavior and buying habits
would also be a way of identification and belonging to its
social class.
They usually do not always buy the same products,
Do not choose the same kind of vacation,
Do not always watch the same TV shows,
Do not always read the same magazines, do not have the same
hobbies and
Do not always go in the same types of retailers and stores.
12. Cultural Factors
Social classes
For example, consumers from the middle class and
upper class generally consume more balanced and
healthy food products than those from the lower class.
Some studies have also suggested that the social
perception of a brand or a retailer is playing a role in
the behavior and purchasing decisions of consumers.
In addition, the consumer buying behavior may also
change according to social class.
A consumer from the lower class will be more focused on
price.
While a shopper from the upper class will be more
attracted to elements such as quality, innovation, features,
or even the “social benefit” that he can obtain from the
product.
13. Cultural Factors
Cultural trends:
Cultural trends or “Bandwagon effect” are defined as
trends widely followed by people and which are
amplified by their mere popularity and by conformity or
compliance with social pressure. The more people
follow a trend, the more others will want to follow it.
They affect behavior and shopping habits of
consumers and may be related to the release of new
products or become a source of innovation for brands.
By social pressure, desire to conformity or belonging
to a group, desire to “follow fashion trends” or simply
due to the high visibility provided by media,
consumers will be influenced, consciously or
unconsciously, by these trends.
14. Cultural Factors
Cultural Trends
For example, Facebook has become a cultural
trend.
The social network has widely grew to the
point of becoming a must have, especially
among young people.
15. Social Factors
2. Social factors
Social factors are among the
factors influencing consumer behavior
significantly.
They fall into three categories:
reference groups
family
social roles and status.
16. Social Factors
Reference groups and membership groups :
The membership groups of an individual are
social groups to which he belongs and which will
influence him.
The membership groups are usually related to its
social origin, age, place of residence, work,
hobbies, leisure, etc..
The influence level may vary depending on
individuals and groups.
But is generally observed common consumption
trends among the members of a same group.
17. Social Factors
Reference groups and membership groups
The understanding of the specific features (mindset,
values, lifestyle, etc..) of each group allows brands to
better target their advertising message.
More generally, reference groups are defined as those
that provide to the individual some points of
comparison more or less direct about his behavior,
lifestyle, desires or consumer habits.
They influence the image that the individual has of
himself as well as his behavior.
Whether it is a membership group or a non-
membership group.
18. Social Factors
Reference groups and membership groups
Because the individual can also be influenced by
a group to which he doesn’t belong yet but wishes
to be part of.
This is called an aspirational group.
This group will have a direct influence on the
consumer who, wishing to belong to this group and
look like its members, will try to buy the same
products.
Some brands have understood this very well and
communicate, implicitly or not, on the “social
benefit” provided by their products.
19. Social Factors
Reference groups and membership groups
Within a reference group that influence the
consumer buying behavior, several roles have
been identified:
The initiator: the person who suggests buying a
product or service
The influencer: the person whose point of view
or advice will influence the buying decision. It may
be a person outside the group (singer, athlete,
actor, etc..) but on which group members rely on.
20. Social Factors
Reference groups and membership groups
The decision-maker: the person who will choose which
product to buy. In general, it’s the consumer but in some
cases it may be another person.
The buyer: the person who will buy the product. Generally,
this will be the final consumer.
Many brands look to target opinion leaders (initiator or
influencer) to spread the use and purchase of their
product in a social group.
Either through an internal person of the group when it
comes to a small social group.
Or through a sponsorship or a partnership with a reference
leader (celebrity, actor, musician, athlete, etc..) for larger
groups.
21. Social Factors
Family:
The family is maybe the most influencing factor for an
individual.
It forms an environment of socialization in which an individual
will evolve, shape his personality, acquire values.
But also develop attitudes and opinions on various subjects
such as politics, society, social relations or himself and his
desires.
But also on his consumer habits, his perception of brands
and the products he buys.
We all kept, for many of us and for some products and
brands, the same buying habits and consumption patterns
that the ones we had known in our family.
22. Social Factors
Social roles and status:
The position of an individual within his family, his
work, his country club, his group of friends, etc.. –
All this can be defined in terms of role and social
status.
A social role is a set of attitudes and activities that
an individual is supposed to have and do
according to his profession and his position at
work, his position in the family, his gender, etc.. –
and expectations of the people around him.
Social status meanwhile reflects the rank and the
importance of this role in society or in social
groups. Some are more valued than others.
23. Social Factors
Social roles and status
The social role and status profoundly influences
the consumer behavior and his purchasing
decisions.
Especially for all the “visible” products from other
people.
this kind of behaviors and influences can be found
at every level and for every role and social status.
many brands have understood it by creating an
image associated with their products reflecting an
important social role or status.
24. Personal Factors
3. Personal factors:
Decisions and buying behavior are obviously
also influenced by the characteristics of each
consumer.
25. Personal Factors
Age and way of life:
A consumer does not buy the same products or
services at 20 or 70 years.
His lifestyle, values, environment, activities,
hobbies and consumer habits evolve throughout
his life.
The factors influencing the buying decision
process may also change.
For example, the “social value” of a brand
generally play a more important role in the
decision for a consumer at 25 than at 65 years.
26. Personal Factors
Age and way of life
The family life cycle of the individual will also
have an influence on his values, lifestyles and
buying behavior depending whether he’s
single, in a relationship, in a relationship with
kids, etc.. As well as the region of the country
and the kind of city where he lives (large city,
small town, countryside, etc..).
27. Personal Factors
Lifestyle:
The lifestyle of an individual includes all of its
activities, interests, values and opinions.
The lifestyle of a consumer will influence on
his behavior and purchasing decisions.
28. Personal Factors
Personality and self-concept:
Personality is the set of traits and specific characteristics of
each individual. It is the product of the interaction of
psychological and physiological characteristics of the
individual and results in constant behaviors.
It materializes into some traits such as confidence, sociability,
autonomy, charisma, ambition, openness to others, shyness,
curiosity, adaptability, etc..
While the self-concept is the image that the individual has –
or would like to have – of him and he conveys to his
entourage.
These two concepts greatly influence the individual in his
choices and his way of being in everyday life. And therefore
also his shopping behavior and purchasing habits as
consumer.
29. Personal Factors
Personality and self-concept
Because consumers do not just buy products
based on their needs or for their intrinsic
features but they are also looking for products
that are consistent and reinforce the image
they have of themselves or they would like to
have.
The more a product or brand can convey a
positive and favorable self-image to the
consumer, the more it will be appreciated and
regularly purchased.
30. Psychological Factors
4. Psychological factors
Among the factors influencing consumer
behavior, psychological factors can be divided
into 4 categories: motivation, perception,
learning as well as beliefs and attitudes.
31. Psychological Factors
Motivation
Motivation is what will drive consumers to develop
a purchasing behavior.
It is the expression of a need is which became
pressing enough to lead the consumer to want to
satisfy it.
It is usually working at a subconscious level and is
often difficult to measure.
Motivation is directly related to the need and is
expressed in the same type of classification as
defined in the stages of the consumer buying
decision process.
32. Psychological Factors
Perception:
Perception is the process through which an individual
selects, organizes and interprets the information he
receives in order to do something that makes sense.
The perception of a situation at a given time may decide if
and how the person will act.
Depending to his experiences, beliefs and personal
characteristics, an individual will have a different
perception from another.
Each person faces every day tens of thousands of
sensory stimuli (visual, auditory, kinesthetic, olfactory
and gustatory). It would be impossible for the brain to
process all consciously. That is why it focuses only on
some of them.
33. Psychological Factors
The perception mechanism of an individual is
organized around three processes:
Selective Attention: The individual focuses only
on a few details or stimulus to which he is
subjected. The type of information or stimuli to
which an individual is more sensitive depends on
the person.
34. Psychological Factors
Selective Distortion: In many situations, two
people are not going to interpret an information or
a stimulus in the same way. Each individual will
have a different perception based on his
experience, state of mind, beliefs and attitudes.
Selective distortion leads people to interpret
situations in order to make them consistent with
their beliefs and values.
35. Psychological Factors
It means that the message they communicate will
never be perceived exactly in the same way by
consumers. And that everyone may have a
different perception of it.
That’s why it’s important to regularly ask
consumers in order to know their actual brand
perception.
36. Psychological Factors
Selective Retention: People do not retain all the
information and stimuli they have been exposed
to. Selective retention means what the individual
will store and retain from a given situation or a
particular stimulus.
As for selective distortion, individuals tend to
memorize information that will fit with their
existing beliefs and perceptions
37. Psychological Factors
Selective Retention
For example, consumers will remember especially
the benefits of a brand or product they like and
will “forget” the drawbacks or competing products’
advantages.
Selective retention is also what explains why
brands and advertisers use so much repetition in
their advertising campaigns and why they are so
broadcasted. So that the selective retention can
help the brand to become a “top of mind” brand in
the consumer’s mind.
38. Psychological Factors
Learning:
Learning is through action.
When we act, we learn.
It implies a change in the behavior resulting from
the experience.
The learning changes the behavior of an individual
as he acquires information and experience.
39. Psychological Factors
Learning
Rather, if you had a good experience with the
product, you will have much more desire to
buy it again next time.
The learning theories can be used in
marketing by brands.
As the theory of operant conditioning which states
that you can build a good image and high
demand for a product by associating it with a
positive reinforcement (or rather a bad image with
a negative reinforcement).
40. Psychological Factors
Beliefs and attitudes:
A belief is a conviction that an individual has on
something.
Through the experience he acquires, his learning and
his external influences (family, friends, etc..), he will
develop beliefs that will influence his buying behavior.
While an attitude can be defined as a feeling, an
assessment of an object or idea and the
predisposition to act in a certain way toward that
object.
Attitudes allow the individual to develop a
coherent behavior against a class of similar
objects or ideas.
41. Psychological Factors
Beliefs and attitudes
Beliefs as well as attitudes are generally well-
anchored in the individual’s mind and are difficult
to change.
For many people, their beliefs and attitudes are part of
their personality and of who they are.
However, it is important to understand, identify
and analyze the positive attitudes and beliefs but
also the negative ones that consumers can have
on a brand or product.
To change the brand’s marketing message or adjust
its positioning in order to get consumers to change
their brand perception.
42. Conclusion
Many factors influencing consumer behavior
As we have just seen, many factors, specificities
and characteristics influence the individual in what
he is and the consumer in his decision making
process, shopping habits, purchasing behavior,
the brands he buys or the retailers he goes.
A purchase decision is the result of each and
every one of these factors. An individual and a
consumer is led by his culture, his subculture, his
social class, his membership groups, his family,
his personality, his psychological factors, etc.. And
is influenced by cultural trends as well as his
social and societal environment.
43. By identifying and understanding the factors
that influence their customers, brands have the
opportunity to develop a strategy, a marketing
message (Unique Value Proposition) and
advertising campaigns more efficient and more
in line with the needs and ways of thinking of
their target consumers. A real asset to better
meet the needs of its customers and increase
sales.