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Consumer BehaviourMarketingMarketing ResearchAttitude (Psychology)Behavior

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You are on page 14of 42

Indore Management Institute And Research Center

Major Factors Influencing Consumer Behavior
Consumers buying behavior is influenced by cultural, social, personal and
psychologicalfactors.
Cultural Factors
Cultural factors exert the broadest and deepest influence on consumer behavior. The
roles played by the buyers culture, subculture and social class are particularly
important.
?
CultureCulture refers to that complex whole which includes in it knowledge,
beliefs, art or anything man acquires as a member of society.
?
SubcultureEach culture consists of smaller subcultures that provide more specific
identification andsocialization for their members. Sub cultures include
nationalities, religions, racial groupsand geographic regions.
?
Social ClassVirtually all-human societies exhibit social stratification.
Stratification sometimes takesthe form of a caste system where the members of
different castes are reared for certainroles and cannot change their caste
membership more frequently; stratification takes theform of social class.
Social Factors
?
Reference Groups prabhat08@imi.ac.in

Indore Management Institute And Research Center A persons reference groups consists
of all the groups that have a direct or indirectinfluence on the person�s attitudes
or behavior.
?
FamilyThe family is the most important consumer buying organization in the society
and itconstitutes the most influential primary reference group.
?
Roles and statusesA person participates in many groups, family, clubs,
organizations etc. The person�s position in each group can be defined in terms of
role and status. A role consists of theactivities that a person is expected to
perform. Each role carries a status.
Personal Factors
?
Age and stage in the life cyclePeople buy different goods and services over their
lifetime. Taste in clothes, furniture andrecreation is all age related.Consumption
is shaped by the family life cycle. Marketers often choose life-cycle groupsas
their target market.
?
Occupation and economic circumstancesOccupation also influences a person�s
consumption pattern.Product choice is greatly affected by economic circumstances;
spendable income, savingsand assets, debts, borrowing power and attitude toward
spending versus saving.
?
LifestylePeople from the same subculture, social class, and occupation may lead
quite differentlifestyles. A lifestyle is the person�s pattern of living in the
world expressed in activities,interests and opinions. Lifestyle portrays the world
person interacting with his or her environment.
?
Personality and self conceptEach person has a distinct personality that influences
buying behavior. It is thatdistinguishing psychological characteristics that lead
to relatively consistent and enduring prabhat08@imi.ac.in

Indore Management Institute And Research Center responses to environment. Related

to personality is self-concept or self image. Marketerstry to develop brand images
that match target markets self image.
Psychological Factors
?
MotivationA person has many needs at a given time. A need becomes a motive when it
is aroused toa sufficient level of intensity. A motive is a need that is
sufficiently pressing to drive the person to act.
?
PerceptionPerception is the process by which an individual selects, organizes and
interpretsinformation inputs to create a meaningful picture of the world. How a,
motivated personactually acts is influenced by his or her perceptions of the
situation.
?
LearningWhen people act they learn. Learning involves changes in an individual�s
behavior arising from experience. Learning theory teaches marketers that they can
build updemand for a product by associating it with strong drives, using motivating
cues and positive reinforcement.
?
Beliefs and attitudesThrough doing and learning, people acquire beliefs and
attitudes. These in turn influence buying behavior. A belief is a descriptive
thought that a person holds about something.The beliefs make up product and brand
images and people act on these images.An attitude is a person enduring favorable or
unfavorable evaluations, emotion feelingsand action tendencies toward some object
or idea. Thus a company would be well advisedto fit product into existing attitudes
rather than try and change people�s attitudes. prabhat08@imi.ac.in

Indore Management Institute And Research Center

CHAPTER 2 RESEARCH DESIGN
RESEARCH DESIGN
prabhat08@imi.ac.in

Indore Management Institute And Research Center

Introduction
The two-wheeler industry in India has grown rapidly in the country since the
announcementof the process of liberalization in 1991 by the then finance minister
Dr. Manmohan Singh,now Prime Minister of India. Previously, there were only a
handful of two-wheeler modelsavailable in the country. Currently, India is the
second largest producer of two-wheelers inthe world. It stands next only to China
and Japan in terms of the number of two-wheelers produced and the sales of two-
wheelers respectively. In the year 2005-2006, the annual production of two-wheelers
in India stood at around 7600801 units. The trend of owningtwo-wheelers is due to a
variety of facts peculiar to India. One of the chief factors is poor public
transport in many parts of India. Additionally, two-wheelers offer a great deal of
convenience and mobility for the Indian family. Bajaj auto began trading in
imported VespaScooters in 1948. Meanwhile Automobile Products of India (API)
commenced production of scooters in the country in the early 50�s. Until 1958, API
and Enfield were the only producersof two-wheelers in India. However, Bajaj signed
a technical collaboration in 1960 withPiaggio of Italy to produce Bajaj Scooters.
This deal expired in 1971. The condition of motorcycle manufacturers was no
different. Until the mid 80�s, there were only three major motorcycle manufacturers
in India namely Rajdoot, Escorts, and Enfield. The two-wheeler market was opened to
foreign manufacturers in the mid 80�s. The industry, which had seen asmooth ride
before, faced fierce foreign competition. Motorcycle companies like theYamaha,
Honda, and Kawasaki, set up shop in India in collaboration with various Indiantwo-
wheeler companies. Companies like Escorts, Rajdoot and faced immense
competitionfrom smaller 100 cc Japanese technology motorbikes. Bikes manufactured
by Hero Honda,the only company manufacturing four-stroke bikes at that time, gained
massive popularity. Inthe mid 80�s, Kinetic introduced a variomatic gearless
scooter in collaboration with Honda.This scooter became instantly popular with the
younger generation, especially people whofound it difficult to use geared scooters.
The introduction of scooterettes created another segment for people such as women
and teenagers who could not get used to driving either motorcycles or gearless
scooters. Many companies such as Kinetc, TVS, and Hero alsostarted manufacturing
mopeds that proved immensely popular with people who wanted asimple riding machine.
The change in the government�s policy owning to pollution controlnorms and the
Kyoto agreement saw the phasing out of two stroke two-wheelers from production.
Currently there are around 10 two-wheeler manufacturers in the country, they being
Bajaj, Hero, Hero Honda, Honda, Indus, Kinetic, Royal Enfield, Suzuki, TVS,
andYamaha. The latest trend in the two-wheeler market is the introduction of
electricallyoperated vehicles from a range of manufacturers such as Indus and Hero.
These can berecharged from convenient household electrical points. The only
disadvantage is speed,which is restricted to around 25 miles per hour. Currently,
the motorcycle market iswitnessing a demand for higher volume engines. Previously,
the 100 c bikes were very popular owning to the high fuel efficiency offered.
However, the market is maturing fast.Sensing this movement, Bajaj has introduced
the Bajaj Pulsar, with 150, 180 and 200 ccengines with Dual Twin Spark Ignition
(DTSi) technology.Continuing with monthly report of the sales figures of Indian
bikes, here it presents theconsolidated results for the month of July 2009. July
has been the month which could safely be called as the best month for the Indian
two wheeler industry after the black clouds of prabhat08@imi.ac.in
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