Consumer Buying Behavior

What Influences Consumer Behavior?

Cultural FactorsCultural Factors

Social FactorsSocial Factors

Personal FactorsPersonal Factors

Factors Influencing Consumer Behavior

Cultural

Culture

Subculture

Social Class

Cultural

Culture

Subculture

Social Class

Social

Reference Groups

Family

Roles & Status

Social

Reference Groups

Family

Roles & Status

Personal

Age & Life-Cycle Stage

Occupation

Economic Situation

Lifestyle

Personality & Self-

Concept

Personal

Age & Life-Cycle Stage

Occupation

Economic Situation

Lifestyle

Personality & Self-

Concept

Culture is the fundamental determinant of a person’s wants and

behaviors acquired through socialization processes with family

and other key institutions.

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Characteristics of Social Classes

Within a class, people tend to behave alike Social class conveys perceptions of inferior or

superior position Class may be indicated by a cluster of

variables (occupation, income, wealth)

Social Factors

Referencegroups

Social roles

Statuses

Family

Personal Factors

Age

Values

Life cyclestage

Occupation

Personality

Self-concept

Wealth

Lifestyle

Brand Personality

SinceritySincerity

ExcitementExcitement

CompetenceCompetence

SophisticationSophistication

RuggednessRuggedness

Lifestyle Influences

Multi-tasking

Time-starved

Money-constrained

Model of Consumer Behavior

Key Psychological Processes

Motivation

MemoryLearning

Perception

Motivation

Freud’sTheory

Behavioris guided by subconsciousmotivations

Maslow’sHierarchyof Needs

Behavioris driven by the lowest, unmet need

Herzberg’sTwo-Factor

Theory

Behavior isguided by motivating

and hygienefactors

Maslow’s Hierarchy of Needs

Herzberg’s Two-Factor Theory

Perception

Selective Attention

Selective Retention

Selective Distortion

Consumer Buying Process

Problem Recognition

Information Search

Evaluation

Purchase Decision

PostpurchaseBehavior

Successive Sets Involved in Consumer Decision Making