FACTORS AFFECTING CONSUMER BEHAVIOUR

SOCIAL CULTURAL PERSONAL

REFERENCE GROUPS ARE

ALL GROUPS THAT HAVE EITHER

A DIRECT OR AN INDIRECT

EFFECT IN THE CONSUMER

BEHAVIOUR OR ATTITUDES

REFERENCE GROUPS INFLUENCE CONSUMERS IN AT LEAST 3

WAYS:

Expose individuals to new behaviours and lifestyle

Influence attitudes and self-concept

Create pressures for conformity

ASPIRATIONAL GROUPS ARE

GROUPS A PERSON HOPES TO

JOIN

DISSOCIATIVE GROUPS ARE THOSE

GROUPS WHOSE VALUES OR

BEHAVIOUR AN INDIVIDUAL REJECTS

FAMILY IS THE MOST IMPORTANT CONSUMER BUYING ORGANIZATION IN SOCIETY

HMM..NOW

WHERE CAN I

BUY HALF A

POUND OF

SPIDER WEB?

PEOPLE CHOOSE

PRODUTS THAT

COMMUNICATE THEIR

ROLE AND STATUS IN

SOCIETY

CULTURE IS ANOTHER

FUNDAMENTAL DETERMINANT OF

A PERSON’S WANTS OR NEEDS

AN AMERICAN CHILD IS EXPOSED

TO VALUES SUCH AS

PRACTICALITY

EFFICIENCY

INDIVIDUALISM

FREEDOM

FOR AN INDIAN CHILD,ON THE OTHER HAND,THE VALUES THAT

ARE INCULCATED ARE:

RESPECT FOR ELDERS

HARD WORK

COMPASSION

HUMANITARIANISM

VIRTUALLY ALL SOCIETIES EXHIBIT

SOCIAL STRATIFICATION.VARIOUS

SOCIAL CLASSES SHOW DISTINCT

PRODUCT AND BRAND PREFERENCES

WITHIN A CATEGORY SUCH AS TV,UPPER-CLASS CONSUMERS SHOW

PPREFERENCES FOR NEWS AND DRAMA

WHILE LOWER CLASS CONSUMERS SHOW A

PENCHANT FOR REALITY SHOWS AND

SPORTS

PERSONAL FACTORS

ALSO MATTER, SUCH

AS……......

AGE AND STAGE IN

LIFE CYCLE

IS AN IMPORTANT DETERMINANT OF CONSUMER BEHAVIOUR

OCCUPATION AND ECONOMIC

CIRCUMSTANCES

PERSONALITY AND SELF CONCEPTS WHICH

INFLUENCE BUYING BEHAVIOURS,BY ALLOWING THE PERSON TO RELATE THE PRODUCT TO HIS OR HER OWN

PERSONAL TRAITS

AMERICAN BRAND PERSONALITIES AND TRAITS

SINCERITY

EXCITEMENT

COMPETENCE

SOPHISTICATION

RUGGEDNESS

SPANISH BRAND PERSONALITIES AND TRAITS

SINCERITY

EXCITEMENT

COMPETENCE

PASSION

PEACEFULNESS

CREATED BY DEEPTISH MUKHERJEE OF

JADAVPUR UNIVERSITY DURING AN

INTERNSHIP BY PROF. SAMEER MATHUR

OF IIM LUCKNOW

www.IIMInternship.com