This document discusses factors that influence consumer behavior. It analyzes how cultural factors, social factors, personal factors, and psychological factors can impact an individual's selection and purchase of goods. It also outlines a five-stage model of consumer buying behavior: problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. The document is presented by Dr. Gopal Thapa of Tribhuvan University and provides an overview of concepts in consumer behavior analysis.
2. Consumer Behavior
Consumer behavior is the study of how
individuals, groups and organizations select, buy,
use, and dispose of goods, services, ideas or
experiences to satisfy their needs and wants.
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4. What Influences Consumer
Behavior?
Cultural factors
Social factors
Personal factors
Psychological factors
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5. Cultural Factors
Culture
Sub culture
Nationalities, religions, racial groups, geographical
regions
Social class
Upper class, middle class, lower class
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6. Social Factors
Reference groups
Membership group: primary & secondary
Inspirational group
Dissociative group
Opinion leader
Family
Roles and status
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7. Personal Factors
Age and stage in the life cycle
Occupation and economic circumstances
Personality and self concept
Lifestyle and values
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9. The Buying Process
(The Five Stage Model)
Problem recognition
Information search
Evaluation of alternatives
Purchase decision
Post purchase behavior
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