Influence of consumer

characteristics on

buying behavior

BEHAVIOR

Study of

Selection, Buying, Usage And Disposal

of

Ideas, Experiences, Goods & Services

to satisfy

Needs And Wants

FACTORS

RESPONSIBLE

CULTURAL

Culture is the fundamental

determinant of person’s

wants and behavior

SUBCULTURES

PROVIDES

MORE

Specific Identification

and

Socialization

INCLUDES

Nationalities

Religions

Racial Groups

Geographic Regions

Marketers develop

specialized marketing

programs for a particular

subcultures when required.

Indian Marketers uses

SEC (Socio-Economic Classification)

to classify buyers in India.

Urban Uses Education and Occupation of Chief

Wage earner to classify in 8 categories.

A1|A2|B1|B2|C|D|E1|E2

Highest Potential Lowest Potential

Rural Uses Type of house and Occupation of Chief

Wage earner to classify in 4 categories.

R1|R2|R3|R4 Descending order of purchasing power

SOCIAL

Reference groups

affects attitude or behavior

REFERENCE GROUPS

Direct Influence

Primary groups

Secondary groups

Indirect Influence

Aspirational groups

Dissociative groups

Direct

Influence Groups to which one belongs informally

PRIMARY GROUPS Family

Friends

Neighbors

Co-workers

SECONDARY GROUPS

Religion

Professionals

Trade-unions

Indirect

Influence Groups to which one does not belong

ASPIRATIONAL GROUPS

People hopes to join in

near future

DISSOCIATIVE GROUPS

Individual rejects the

values and behavior

Family most important consumer

buying organization

Family of Orientation

(parents and siblings)

Orient one’s thinking

towards religion,

politics, economics

and love

Influence is

significant e.g., most families have auto

insurance as their parents

Family of Procreation

(spouse and children)

Husband-Wife

engagement

have varied by

product category

Wife acts as the

main purchasing

agent for food,

sundries and staple

clothing.

But

Roles are

changing now

Both husband and

wife are involved in

purchases and are

possible targets.

Research have shown that

more than two-thirds of 13-

21 years olds influence family

purchases in electronic

equipment.

Roles and

Status

Role consists of the activities

that are expected to be

performed by an individual

which in turn

connotes

STATUS

People choose product that

reflect and communicate

their role and their actual or

desired status in society.

Marketers must be aware

of status-symbol potential

of products and brands.

PERSONAL

Age & Stage

in Life Cycle

Taste in food, clothes,

furniture and recreation

is often related to age.

Psychological life-cycle

stages may matter.

Behavior changes as

people go through

passages in life and

give rise to new needs.

Therefore, marketers

should also consider

critical life events as

marriage, relocation,

career change,

divorce, etc.

Occupation

and Economic

Circumstances

Identify occupational

groups that have above

average interest in the

products and services

offered by the marketer.

Marketers often tailor

product as per the

needs of a particular

occupational groups.

If economic consideration

indicates to recession,

marketers redesign,

reposition and reprice.

Lifestyle

and

Value

Lifestyle is a person’s

pattern of living in the

world as expressed in

activities, interests and

opinions.

Marketers search for

relationships between their

products and lifestyle

groups.

There are two kind of

orientations that people

have: Money and Time

MONEY-ORIENTED Create low cost products

and services.

TIME-ORIENTED Create convenient

products and services

without limiting the cost

factor.

SUMMARY

Influ

ence

s o

n C

onsu

me

r B

eha

vio

r

Social Factors

Reference Groups

Family

Roles and Status Cultural Factors

Personal Factors

Age & Stage in Life

Economic Circumstances

Personality

Lifestyle

THANK YOU