Factors affecting consumer behaviour 1. Cultural Factors a. Sub-culture i. Regional ii. Linguistic iii. Religion b. Social Class i.

Income levels ii. Class system 2. Social Factors a. Reference groups i. Thinking ii. Pressure for conformity 1. Aspirational group 2. Dissociative group: Groups whose values a person may reject. Eg: Narcotics group 3. Opinion Leaders a. Family of orientation: The parents b. Family of procreation: Children 3. Personal factors a. Age and stage in life b. Occupation c. Personality --> Brand personality d. Lifestyle i. Time constrained ii. Money constrained 4. Psychological factors a. Motivation i. Sigmund Freud ii. Abraham Maslow iii. Frederick Herzberg b. Perception(New Coke case) i. Selective Attention ii. Selective Distortion: Modifying information as it suits our notion iii. Selective Retention iv. Subliminal perception v. Learning c. Memory: Experience i. Short term memory ii. Long term memory Industrial Buyer process Roles in industrial buying Buying decision process 1. Awareness of need 2. Information search 3. Evaluation of alternatives 4. Purchase & consumption 5. Post purchase actions