The presentation gives a clear description of what consumer behaviour is and what all are the factors that affect a consumer. In this presentation, the main focus is on the case study product that is Sofa. We would observe the factors that influence their behaviour in such a case.

1. FACTORS AFFECTING
CONSUMER
BEHAVIOUR
By HUMSI SINGH

2. Agenda
02
03
04
Introduction
Topic and product are
introduced here.
Factors Affecting
the Consumer
Behaviour
Different factors that
affect consumer
behaviour are
discussed here.
Conclusion
What all we have
understood about
consumer’s buying
patterns is
summarized here.01
About
Gives brief information
about the presentation.

3. The presentations highlights
factors affecting consumer
behaviour for a particular
product in the market. A
product holds various
attributes and hence influence
the customer for its purchase.
In the presentation, different
factors and their relevance to
the consumer behaviour and
purchase is shown.
About

4. Introduction
My ProductConsumer Behaviour
The choice of my product is very
relatable to our day to day lives. In
this presentation, my primary
focus of consumer behavior would
be on the basis of the choice of
sofa. Furniture refers to movable
objects intended to support
various human activities such as
seating, eating, and sleeping.
Furniture is also used to hold
objects at a convenient height for
work, or to store things. Furniture
can be a product of design and is
considered a form of decorative
art. It is an essential part of our
lives and is a shopping product.
Customers consider a number of
while purchasing furniture.
Consumer behaviour is the study
of how individual customers,
groups or organizations select,
buy, use, and dispose ideas,
goods, and services to satisfy
their needs and wants. It refers to
the actions of the consumers in
the marketplace and the
underlying motives for those
actions.
Marketers expect that by
understanding what causes the
consumers to buy particular
goods and services, they will be
able to determine—which
products are needed in the
marketplace, which are obsolete,
and how best to present the
goods to the consumers.
* Factors affecting the consumer behaviour
would be considered keeping in mind the
product chosen, i.e. Sofa, here.

5. Factors Affecting Consumer Behaviour
Social Factors
Social factors affect
consumer
behavior significantly.
Every individual has
someone
around influencing their
buying decisions. The
important social
factors are: reference
groups, family, role and
status.
01
Personal factors
Personal factors can
also affect the consumer
behavior. Some of them
are: lifestyle, economic
situation, occupation,
age, personality and self
concept. Age and life-
cycle have potential
impact on the consumer
buying behavior.
02
Psychological
Factors
There are
four psychological
factors that influence
consumer behaviour:
Motivation, perception,
learning, and attitude or
belief system. Motivation
speaks to the internal
needs of the consumer.
03
Economic Factors
Economic factors that
influence consumer
behaviour are: Personal
Income, Family income,
Income expectations,
Savings, Liquid
assets of the Consumer,
Consumer credit,
Other economic factors.
04

6. Individual Factors
There are various individual factors that affect consumer behaviour. In case of sofa the primary factors that
affect the consumer behaviour are:
1. Culture
2. Personality
3. Income
4. Family Size
5. Marital Status
6. Social class
7. Consumer knowledge
8. Consumer opinion
9. Advertisement
10.Goodwill of the Company
11.Social Environment
12.Technology
13.Competition in the Market
14.Availability of the substitutes

7. CULTURE
How will culture affect consumer behaviour of
buying a sofa?
Culture is an umbrella term which
encompasses the social behavior and
norms found in human societies, as well as
the knowledge, beliefs, arts, laws,
customs, capabilities, and habits of the
individuals in these groups. While
purchasing furniture like sofa, the choice
of consumer is strongly influenced with the
way he looks at the colour, style and fabric
of the sofa.
For example, in Indian cultures red, brown,
coffee colours (dark tones) are preferred
keeping in view the atmosphere,
temperature and legacy of the families. We
find that different parts of the world have
different bed designs and the designs of
these beds are usually heavily influenced
by the history and culture of that particular
geographical location. But, in contrast to
this, in European countries, light and cool
colours are preferred for sofa and other
furniture.

8. PERSONALITY
How will personality affect consumer
behaviour of purchase of sofa?
Personality is defined as the characteristic
sets of behaviors, cognitions, and emotional
patterns that evolve from biological and
environmental factors. While there is no
generally agreed upon definition of
personality, most theories focus on
motivation and psychological interactions
with one's environment. It plays a major role
in determining consumer behaviour patterns
regarding a product. Personality can be a
useful variable in analysing consumer
behaviour, provided that personality types
can be classified accurately and that strong
correlations exist between certain personality
types and product or brand choices.
For example, a person would go for bright
and shining colours and textures of fabrics
with an extrovert personality whereas, a
person with introvert personality keeps it
quite simple and light.

9. INCOME
How will income affect consumer behaviour
of purchase of sofa?
Income is the consumption and saving
opportunity gained by an entity within a
specified timeframe, which is generally
expressed in monetary terms. Income is a
very important factor
that affects the buying decisions
and consumer behavior of people. Across
different income levels, the difference in
product choices and buying patterns can
easily be marked.
For example, a person with higher income
level may consider more on designs,
material, fabric and qualities of the sofa
whereas a lower income group consumer
may focus more on affordability and utility.

10. FAMILYSIZE
How will family size affect consumer
behaviour of sofa?
Family size refers to the number of
persons in the family. It plays an
important role in affecting the consumer
buying decisions.
For example, while buying sofa people
focus on the size of the family as they
prefer to eat together or watch movie
together and so on. In case of nuclear
families, the size of the sofa is usually
smaller than that of a joint family’s. If
there are more members in the family, the
fabric and wood/metal used is usually of
strong and durable quality whereas if the
number is less, durability and design is
what is mainly focused upon.

11. MARITALSTATUS
How will marital status affect consumer
behaviour of sofa?
Civil status, or marital status, are the distinct
options that describe a person's relationship with
a significant other. Married, single, divorced, and
widowed are examples of civil status.
Surprisingly, a person if married or unmarried
also affects his/ her behaviour while purchasing
and sofa!
For example, if a person is married, then usually
when décor is changed or renovation is done,
sofa is something primarily that is affected by the
choice of new bride. Similarly, if the married
couple is staying individually they may prefer
small sofa and if they are staying with family,
then a large sofa is preferred. Another example,
is in the person is unmarried, the sofa is made or
bought according to his taste and preference,
sometimes may be only with his family’s choice!

12. SOCIALCLASS
How will social class affect consumer
behaviour of purchase of sofa?
A social class is a set of concepts in the social
sciences and political theory centered on models
of social stratification in which people are
grouped into a set of hierarchical social
categories, the most common being the upper,
middle and lower classes. Social classes are
directly and indirectly linked with the income of a
consumer. These also affect the consumer
behaviour.
For example, upper class people would be
comfortable spending on luxury items and
certainly their preference of a sofa would be
classy, stylish, and costly. Upper middle class
would focus on quality and durability of the
product whereas lower middle class looks at the
comfort and affordability. Working class would
merely focus on even buying a sofa and
underclass would be more than satisfied if they
get proper housing facilities only.

13. CONSUMER
KNOWLEDGE
How will consumer knowledge affect
consumer behaviour of purchase of sofa?
Most of the organisations have knowledge
about their customers but they do not try
to gain more insight into it and are
unaware of the customer expectations. So
to produce products and services according
to customer expectation and satisfy
customers companies should have
consumer knowledge. Consumer
knowledge can be both quantitative as well
as qualitative. Reports and data from CRM
system and also past sales data can provide
quantitative data which can form as
customer knowledge. This type of data can
be used for segmentation of customers
according to their past buying behaviors.
Since, a producer or manufacturer would
keep in mind the various considerations
and choices of a consumer, an individual
consumer is more likely to inclined towards
that brand. Sofa is a shopping product, a
buyer would approach only that seller who
is more promising and fulfills all his needs.

14. CONSUMEROPINION
How will consumer opinion affect consumer
behaviour of purchase of sofa?
The most important thing for the marketer is
to understand about the role of ‘opinion
leadership’ or ‘Consumer opinion’ in
marketing of goods and services as it is one of
the key determinants of consumer behaviour.
Opinion leadership which is otherwise known
as word of mouth communication is an
important personal influence on consumers.
With the proliferation of cell phone usage and
e-mail, many people are always available to
friends, family and business associates.
Message spreads like virus among people.
Opinion leaders offer advice or information
about a product, service and how a particular
product may be used. Words of mouth takes
place through personal or face to face
communication.
For example, while planning to buy a new
sofa, we may take advice from our friends,
relatives, colleagues etc. Their opinion would
definitely put an impact on our decision
making or choice of fabric or particular
furniture shops.

15. ADVERTISEMENT
How will Advertisement affect consumer
behaviour of purchase of sofa?
Advertisement means a notice or
announcement in a public medium
promoting a product, service, or event or
publicizing a job vacancy.
Since, sofa is a shopping product people
would go to specific markets in order to
buy it. But, today’s the generation of
advertisement and we can see that many of
the popular furniture companies or brands
promote their products to the fullest with
the help of fascinating advertisements.
For example, IKEA, Style Spa, EVOK, Godrej
Interio, and online brands such as
pepperfry, urbanladder, promote their
brands through various mediums.

16. GOODWILLOFTHE
COMPANY
How will Goodwill of the Company affect
consumer behaviour of furniture?
Goodwill is an intangible asset associated
with the purchase of one company by
another. The value of a company's brand
name, solid customer base, good
customer relations, good employee
relations, and any patents or proprietary
technology represent some examples
of goodwill. Certainly there is no doubt
that goodwill or the reputation of the
company plays an important role in
influencing the consumer behaviour. Sofa
is such a product for which the consumer
would like to search and buy accordingly.
If the company’s goodwill is good and
high, customer would prefer to go there
and shop of the particular type of sofa that
they want. And if not, they would not be
much interested for the same.

17. COMPETITIONINTHE
MARKET
How will competition in the market affect
consumer behaviour of furniture?
Competition is the rivalry between
companies selling similar products and
services with the goal of achieving revenue,
profit, and market share growth. Various
brands would try to present their products
as of the superior quality and so would
affect the consumer behaviour.
For example, a brand may give special
offers on the purchase of a premium sofa
set whereas another nearby showroom
does not.

18. AVAILABILTYOF
SUBSTITUTES
How will availability of substitutes affect
consumer behaviour of furniture?
In consumer theory, substitute
goods or substitutes are goods that a
consumer perceives as similar or
comparable, so that having more of one
good causes the consumer to desire less of
the other good. Formally, good is
a substitute for good if, when the price of
rises, the demand for rises. Substitutes may
have better choices, price, etc.
Sofa does not have a substitute but the
brands selling sofa have! IKEA, Style Spa,
EVOK, Godrej Interio, and online brands such
as pepperfry, urbanladder all have each other
as their competition with various substitutes.
Moreover we should not forget the local
sellers and carpentry firms as well.

19. Conclusion
Consumer behaviour for a particular
product varies from individual to
individual and situation to situation.
But there are a number of factors with
the that help determine what type of
consumer preferences prevail in a
society and how all the factors
actually impact the buying decision.

20. Thank You!!!