iim internship

1. HOW DO CONSUMER
CHARACTERISTICS
INFLUENCE BUYING
BEHAVIOUR ?

2. Consumer behaviour is the study of how
individuals,groups and organisations select,buy,use
and dispose of goods,services,ideas or experience to
satisfy their needs and wants

3. So lets see what influences consumer behaviour

4. 1) Cultural
Factors
2) Social
Factors
3) Personal
Factors
Major factors influencing consumers behaviour

5. Cultural Factors
Culture
Subculture
Social Class

6. Culture is the fundamental
determinant of a person’s wants
and behaviour
Cultural Factors

7. Different cultures lead to
different values
Practicality
Individualism
Freedom
Youthfulness
Respect
Honesty
Integrity
Hard Work

8. subculture includes nationalities religions racial groups and geographic regions
Subculture includes
nationalities,religions,racial
groups and geographic regions

9. social class
sec urban
Socio-Economic classification
(education and occupation of chief wage earner of household)
Urban areas Rural areas
Purchase Potential Purchase Potential
Social Class
(members of a social
class share similar
interest,values and
behaviour)

10. Social FactorsSocial Factors
Reference Groups
Family
Roles and Status

11. Reference groups
Indirect influenceDirect influence

12. indirect influenceDirect influence
Secondary
Groups
these groups
include
professional,
religious and
trade union
groups
Primary
Groups
Groups with
whom person
interacts
continuously
like
family,friends,
neighbours,
coworkers
Aspirational
Groups
Groups which
a person
hopes to join
Dissociative
Groups
those groups
whose values
a person
rejects

13. Reference groups influence us in 3 ways
1) They expose an individual to new behaviour and lifestyle
2) They influence attitude and self-concept
3) They create pressure for conformity

14. Family of orientation
it consists of parents and
siblings
Family of procreation
it consists of person's spouse
and children
Family

15. Role and Status
people use products according to
their status in society
people choose products that
reflects and communicate their
role in society

16. Social FactorsPersonal Factors
Age and stage in life cycle
Occupation and
economic circumstances
Personality and self concept
Lifestyle and values

17. family life cycle
consumption is affected by
the number,age and gender
of people in the household
psychological life stages also
matters
Age and stage in life cycle

18. occupation affects consumption pattern
for example software companies design different products for
engineers,doctors,lawyers
economic circumstances affect both the product and brand
choices of consumer
Occupation and economic circumstances

19. Personality and self concept
Each person has personality characteristics that influences
his or her buying decision
Brands also have personalities and consumers are likely to
choose brands whose personalities match their own

21. A lifestyle is a person's pattern of living as expressed
in interests and opinions
Consumer decisions are also influenced by his or her
core values
money constrained
they like lower cost products
and services
time constrained
prone to multitasking
they like convenient products
and services
Lifestyle and values

22. Thank You

23. Created by Rishabh Salgia,IIT
Bombay,during an internship by
Prof.Sameer Mathur,IIM
Lucknow
Disclaimer