Consumer Characteristics
What affects buying behaviour?
Values
View of Self
Relationship to
others
Rituals
Socio-Economic Classification
Used by Indian Marketers to divide population into social strata based on Purchasing Power.
REFERENCE GROUPS
CONSISTS OF:• PRIMARY: FAMILY, FRIENDS, CO-WORKERS• SECONDARY: RELIGIOUS, PROFESSIONAL
ASPIRATIONAL GROUPS
GROUP ONE WISHES TO BE A PART OF
DISSOCIATIVE GROUP
GROUP PERSON DOES NOT WISH TO BECOME A PART OF
ORIENTATION FAMILY
PARENTS
PROCREATION FAMILY
SPOUSE AND CHILDREN
STAGE IN THE AGE CYCLE
CRITICAL LIFE EVENTS• MARRIAGE• CHILDBIRTH • ILLNESS
OCCUPATION
• SAVINGS• ASSETS• DISPOSABLE INCOME
BRAND PERSONALITIES
• SINCERITY• EXCITEMENT• COMPETENCE• SOPHISTICATION• RUGGEDNESS
JENNIFER AAKER CAME UP WITH A SPECIFIC SET OF HUMAN TRAITS WHICH CAN BE ATTRIBUTED TO A BRAND.
LIFESTYLE
WHOLE PERSON INTERACTING WITH HIS ENVIRONMENT
INTERESTS, ACTIVITIES AND OPINIONS
DISCLAIMER
Created by Abhigyan Singh, NIT Allahabad, during an internship by Prof. Sameer Mathur, IIM Lucknow.