2. CULTURAL FACTORS:
CULTURE:
IT REFERS TO THE PEOPLE OF
A SPECIFIC REGION, CASTE OR RELIGION
& DESCRIBE WHAT THE THINK, WHAT THEY
BELIEVE IN, THEIR MORAL & ETHICAL
VALUES AND THEIR KNOWLEDGE
3. SUB-CULTURE:
EACH CULTURE CONSISTS OF DIFFERENT
SUBCULTURES. HINDU CULTURE CONSIST
OF BRAHMIN CULTURE, KSHATRIYA CULTURE
VAISHYA & SHUDRA CULTURE.
THIS SUB CULTURES HAVE DIFFERENT RELIGIONS
CASTES, AND GEOGRAPHICAL REGIONS.
4. SOCIAL CLASSES :
IN INDIAN CULTURE WE HAVE DIFFERENT
CLASSES. FROM INCOME POINT OF VIEW
SOCIETY CAN BE DIVIDED IN TO DIFFERENT
INCOME CLASSES. RICH CLASS HAVE LUXURIOUS
NEEDS FOR CLOTHES. UPPER CLASS, MIDDLE CLASS,
LOWER CLASS HAVE LIMITED LIFE STYLE NEEDS
OF CLOTHES.
5. SOCIAL FACTORS:
FAMILY:
IT IS A MOST IMPORTANT EXTERNAL FACTOR
INFLUENCING BEHAVIOUR OF FAMILY MEMBERS.
BEHAVIOUR OF AN INDIVIDUAL & ITS LIFE
STYLE IS BASED ON ITS FAMILY CULTURE.
IF THE FAMILY BELONGS TO OLD ETHICAL VALUES
& BELIVES THE INDIVIDUAL CANNOT GO WITH THE
LIFE STYLE OF MORDEN WORLD
6. REFERENCE GROUP:
IT INCLUDES FRIENDS, COLLEAGUES, NEIGHBOURS
ETC. THE CONSUMER BEFORE MAKING BUYING DECISION
FOR CLOTHES IS DEPENDED ON THEIR FRIENDS &
RELATIVES. WHILE MAKING SELECTION FOR DETERMINED
CLOTHES IS BEEN TAKEN OPINION FROM REFRENCE
GROUP. IN THIS FACTOR THE CONSUMER IS DEPENDED ON
THE MARKET FACTORS. THAT WHICH CLOTHES IS IN MORE
DEMAND,WHICH TYPES OF CLOTHES ARE MORE DEMAND
THEIR RANGE, THEIR MATERIAL & QUALITY OF THE CLOTHE
7. PERSONAL FACTORS :
AGE AND STAGES OF LIFE CYCLE:
PEOPLE BUY DIFFERENT TYPES OF CLOTHES OVER THE LIFE
TIME. THEY BUY BABY CLOTHES DURING CHILDHOOD. AT
BACHELORE STAGE THEY BUY CLOTHES WHICH ARE IN
MORE DEMAND IN MARKET AND WHICH ARE EASILY
AFFORDABLE BY THEM. ACCORDING TO THE MORDERN
WORLD. THEY BUY SANDOS, SHIRTS, T-SHIRT &
DIFFERENT TYPES OF CHINESE COLLAR CLOTHES.
& IN OLD AGE THEY BUY DHOTI, KURTA, & SAREES FOR
OLD AGE WOMEN.
8. ECONOMIC CIRCUMSTANCE :
THE CONSUMER ARE CHARACTERICSED BY HIS EARNING,
PROPENSITY TO CONSUME NEED FOR SAVINGS , FIXED
ASSETS & BORROWING POWER. THE CHOICE OF THE
CLOTHES IS ALSO AFFECTED BY ABOVE MENTION
FACTORS.
9. PSYCHOLOGICAL FACTORS:
UNFULFILLED NEED OF CONSUMER:
THE STARTING POINT OF CONSUMER BEHAVIOUR IS
IDENTIFY BY UNFULFILLED NEEDS OF CONSUMER. SOME
OF THE CONSUMER HAVE NEEDS OF LUXURIOUS
CLOTHES, & SOME HAVE NEEDS OF AVERAGE CLOTHES.
THEY CANT AFFORD BECAUSE OF THEIR FINANCIAL
CONDITION. WHILE SOME MAY HAVE ATTRACTION
TOWARDS LUXURIOUS CLOTHES.
10. ATTITUDES:
IT MEANS FEELING FOR PERSON, PEOPLE OR PRODUCT.
ATTITUDE OF SOME PEOPLE IS DEPENDED ON THEIR
PRODUCT OF CLOTHES. PEOPLE OF RICH CLASS HAVE
ATTITUDE OF BUYING BRANDED GOODS THEY ALWAYS GO
FOR BRANDS SUCH AS ZARA, LOUIS PHILLIPE, BEING
HUMAN, ETC.
11. LEARING AND MEMORIES :
THIS IS AN AGE OF INFORMATION EXPLOSION. PEOPLE
CANNOT AFFORD TO STUDY & MEMORISE EACH
INFORMATION. FOR EG- IF 3 WOMENS OF A SAME FAMILY
VISIT TO A SHOP EACH HAVE DIFFERENT MENTALITY OF
PURCHASING CLOTHES. SOME MAY GO FOR BRANDS,
SOME MAY GO FOR DISCOUNT, & SOME MAY GO FOR
QUALITY OF PRODUCT. SO THIS CREATE A DISPUTE &
INFORMATION EXPLOSION REGARDING THE PRODUCT.
12. INFORMATION PROCESSING :
DIFFERENT INDIVIDUAL PROCESS & EVALUATE THE SAME
INFORMATION IN A DIFFERENT MANNER. DIFFERENT
INTERPRETATION OF THE INFORMATION INFLUENCES
BEHAVIOUR OF THE CONSUMER DIFFERENTLY.
13. PERCEPTION OF SITUATION:
A MOTIVATED PERSON IS READY TO BUY. HOW HE WOULD
ACTUALLY ACT IS INFLUENCED BY HIS PERCEPTION OF
SITUATION. PERCEPTION IS THE PROCESS BY HICH AN
INDIVIDUAL SELECTS, ORGANISE AND INTERPRETS
INFORMATION INPUTS TO CREAT THE MEANINGFUL
PICTURE OF THE SITUATION. AN INDIVIDUAL MAY
PERCEIVE AS A SALES MAN AS AN AGGRESSIVE AND
SELLING ORIENTED. THUS BUYING BEHAVIOUR IS
INFLUENCE BY CONSUMER PERCEPTION OF SITUATION
14. OTHERS FACTORS :
IT INCLUDES MOTIVATING AND INFLUENCES CONSUMER
BEHAVIOUR INCLUDE PRODUCT, SERVICES,
ADVERTISEMENT, PRICE, CHANNEL OF DISTRIBUTION,
ETC. SALES DISCOUNT, FREE GIFTS, PRICE COUPON ALSO
EFFECT CONSUMER BEHAVIOUR. CONSUMER BELIEVING
IN LUCK ARE ATTRACTED TO BUY WITH PRICE COUPON.
MIDDLE CLASS IS ATTRACTED TO BUY BY DISCOUNT
SALES. LADIES ARE ATTRACTED BY SALE WITH FREE GIFTS.
