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SHRI YOGENDRA SAGAR

INSTITUTE OF
TECHNOLOGY AND
SCIENCE
CONSUMER BEHAVIOUR
PRESENTED BY:
MEGHA OMSHREE KUMAWAT

KALPANA SILAWAT
NAMRATA KOTHARI
MBA II YEAR 2013-15

CONSUMER BEHAVIOR

The study of how people buy, what they buy, why they buy and when

they buy.
It attempts to understand the buyer decision making process, both

individually and in groups.

CONSUMER AUDIENCE
The people who buy or use products to satisfy needs or wants.

Types of consumers

Those who buy the product

Those who use the product

Target Audience

Those individuals who will receive the advertising message

FACTORS AFFECTING CONSUMER BEHAVIOR


Cultural and Social
Influence

Psychological Influence

Culture

Perception

Social Class

Learning

Reference groups

Motives

Family

Attitudes

Demograhics

Lifestyles

Geography

CULTURAL AND SOCIAL INFLUENCES


Culture
Based on norms and values
Norms boundaries a culture establishes for behavior
Values - broad preferences concerning appropriate courses of action

or outcomes

Directly influences buying behavior

Social Class
Determined by factors like income , wealth, education, occupation,

family prestige, value of home, and neighborhood


It is assumed that people in one class buy different products than

any other class for different reasons

Family
Family consists of two or more people who are related by blood,

marriage or adoption and live in the same household.


Family helps develop a lifestyle (how you spend time and money
and the kinds of activities you value)

Demographics
Are statistical, personal, social and economic characteristics of a

population including
Age
Gender

Education
Income
Occupation
Race/ ethnicity

PSYCHOLOGICAL INFLUENCES
Perception
The process by which we receive information through

our five senses and assign meaning to it.


3 sets of influences shape perception
The physical characteristics of the stimuli
The relationship of the stimuli to the surroundings
The persons state of mind.

Some stimuli are selected over others


Selective perception
Screening out some information that does not interest us and

retaining that information that interests us.

PSYCHOLOGICAL INFLUENCES
Selective exposure
Seeking information that is in line with our beliefs, values,

experiences, biases, attitudes.

Selective distortion
Changing the meaning of information that is conflicting with

our beliefs

Selective retention
The process we go through to retain information

PSYCHOLOGICAL INFLUENCE

Lifestyle
The way a person spends his time and money and the activities

he likes to perform.

BUYER DECISION PROCESS


Need Recognition
Information Search
Evaluation of alternatives
Purchase Decision
Post Purchase Evaluation

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