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SAURABH
Assistant Professor
SMVDU, Katra.
1
Factors Influencing Consumer Behavior
Marketing
Individual Mix Interpersonal
Influences Influences
-Perception -Reference Group
Consumer Purchase
-Learning Decision Process -Social Class
-High Involvement -Culture
-Motivation
-Low Involvement
-Values -Subculture
-Personality Situational Influences -Family
-Lifestyle -Physical Surroundings -Social
Surroundings
-Time Constraints -Task Definition
-Antecedent States
2
Influence in Purchase Decision
INDIVIDUAL
Family
Friends
Social Class
Selected Culture
CULTURE
3
Culture: Shared customs, beliefs,
values and artifacts that are
transmitted from Generation to
generation
4
Social Class
A relatively permanent and homogeneous group of
people having certain intangible characteristics
UPPER Graceful, Individuals Brands, Art
Book, Travel
2. Family
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Personal Factors
Life Cycle Stage Needs/ orientation
Age & Life Bachelor Stage Recreation
Cycle Stage
Newly married Durable purchase
Full Nest I (Young Home purchase at peak
Economy/ Child under 6)
Income Full Nest II (Young Durables, child
Child above 6) preference
Lifestyle Full Nest III Unnecessary appliances,
(dependent children) high Durables
Empty Nest I (children Travel, recreation
Personality independent)
and Self Empty Nest II (head Medical Care
Concept retired)
Solitary Survivor Necessity Items
Solitary Survivor Medical, Grand children
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driven
Psychological
Motivation
Learning
Perception
Attitude and Self Belief
8
Buying Roles
Initiator
Influencer
Decider
Buyer/ Purchaser
Consumer/ User
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Buying Behavior
FEW
Dissonance Habitual Buying
Difference Reducing
in Brands
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Buying Behavior
11
Process/ Stages of Buying Decision
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Process of Buying Decisions
Personal Source
Cognitive orientation
Evaluation Of Alternatives
Benefits
Bundle of Attributes
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Process of Buying Decisions
Purchase Decisions Brand Decision
Quantity Decision
Vendor Decision
Timing Decision
Payment method Criteria
RE- Purchase
Post Purchase Action Recommend
Cognitive Dissonance
Abandon/ Return
Legal Action
KEEP IN CLOSET
Post Purchase Use and Disposal
Resell/ trade
14
Throw away