Assignment2 ppt1
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Transcript of Assignment2 ppt1
Assessing the value of the product as Perceived by the customer by analyzing customers behavior.
Marketers must understand both the theory and reality of consumers behavior in order to shape the buying behavior.
Factors that influence consumers behavior
1. Cultural factors
These influence the buying behavior.
Cultural factors are the fundamental
determinant of persons wants and behaviors.
� Based on where the consumers come from. � What kind of social class do they belong to. Will determine the buying behavior.
2.Social factors
Reference groups Have direct and indirect influence on the
buying behavior.
These groups have direct influence.
Types - Primary groups – usually with the
Person interacts. Secondary groups- Such as religions, trade-union groups, professional etc.
Membership groups
� They expose an individual to new behaviors and lifestyles.
� They influence attitudes and self concept.
� They create pressure for conformity and may affect product and brand choices
Family
Two types
Most important consumer buying organization in society
Family of orientation-‐
Parents influence on buying behavior
Family of procreation-‐
Person’s family has influence on buying behavior
Husband and wife tend to make joint decision so the marketer must target both men and women when trying to influence the buying behavior. Eg: Buying cars, holidays etc.
Children also wield indirect influence on buying behavior.
� Role- Activities a person is expected to perform.
� Each role in turn connotes a status People choose products that reflect and communicate their role and state their desired status in society.
� Family life cycle
� Psychological life cycle
� Life events or transitions- Marriage, child birth etc.
Marketers should take these personal aspects into consideration in the process of influencing buyers Behavior.
Self-‐confidence Dominance Autonomy
Deference Sociability adaptability
These factors describe personality
Consumers are likely to choose brands whose personalities match their own. (Brand personality)
Researched brand personalities and identified traits- 1. Sincerity 2. Excitement 3. Competence 4. Sophistication 5. Ruggedness
A lifestyle is a person’s pattern of living.
Marketers search for relationships between their products and lifestyle groups.
Activities Interests Opinions
� Main aspect. � Factors that influence consumers behavior
1. Social 2. Cultural 3. Personal
Created by, Akhila Polishetty, during an internship under Mr, Sameer Mathur, IIM Lucknow. www.IIMinternship.com
Thank You.