How do consumer

characteristics influence

buying behaviour ?

Consumer behaviour

Study of how individuals, groups and

organizations select, buy , use and dispose

of goods, services, ideas or experience to

satisfy their needs and wants

Influences

Cultural Social Personal

Different

cultures

Different

values

Comfort

Freedom

individualism

Practicality

progress

Respect

Honesty

Integrity

Hard work

Rituals

Members of a social class share

similar interest ,values and behaviour

Social Economic Classification

• Urban Areas (Occupation and education of chief wage earner )

Purchase potentials

A1

A2

B1

B2

C

D

E1

E2

•Rural Areas (occupation of chief wage earner and house type )

purchase potential

R1

R2

R3

R4

Influences

Cultural Social Personal

•Reference

Groups

Direct influence

(Membership groups )

Indirect Influence Dissociative groups

Whose values and individual

rejects

Primary groups

Continuous informal

interaction includes family,

friends ,neighbours and co-

workers.

Secondary groups

Non continuous informal

interaction. Includes religious

,professional, trade union

groups

Aspirational groups

Person hopes to join

Reference groups influence in

three ways

•Expose individual to new behaviour and lifestyle

•Influence their attitude and self concept

•Create pressure for conformity

•Family

Family of orientation

Consists of parents and

siblings. Influence on behaviour

is significant. Choices affected

by them.

Family of procreation

Consists of person’s children

and spouse. Influence wielded

by both.

•Roles and Status

People choose products that reflect

and communicate their actual or

desired status in society

Influences

Cultural Social Personal

•Age and

stage in

Lifecycle

Family life cycle

Psychological life cycle

Adults experience

transformations as they go

through life. Marriage,

childbirth, illness, divorce

,career change e.t.c

Needs

change

•Occupation and Economic

circumstances

Occupations influence consumption patterns

Economic circumstances influence product and

brand choices

•Personality and Self-

Concept

Consumers choose brands with brand personality

similar to their self concept

• Lifestyle and Values

Shaped by

customers being

Money constrained

Prefer lower cost

products and services

Time constrained

Multi tasking, will pay

others to perform task

on time

Srishti Chaturvedi

Indian Institute of Technology

Kanpur

B.Tech Student