Determinants or factors of buying

behavior

Cultural Social Personal Psycholo

Factors factors factors gical
1 culture 1 Reference group 1 Age & ages of life factors
cycle
2 Subculture 2 Family 2 Occupation 1 Motivation
3 Social class 3 Economics 2 Perception
Role & status Circumstances 3 Learning
3 Life style 4 Belief and
4 Personal and self attitude
concept
 MCQ’ s

Cultural Factors are

1 Culture, Subculture and system class

2 Culture, Subculture and Service class
3 Culture, Subculture and Social class
 True and false

Cultural Factors

1 culture
2 Subculture
3 Social class

True or False……
 Determinants or factors of buying
behavior
• Question

• What are the Cultural Factors ?

 MCQ ‘ s

Social factors are

1) Reference group, Family and Role & status

2) community group, Family and Role & status
 True and False

• Social factors are

• Reference group, Friends and Role & status

True and False………..

 Determinants or factors of buying
behavior

• Question

• What are the Social factors

 MCQ’ s

Personal factors are

1 Age & ages of life cycle, Occupation , Economics Circumstances,

Life style, Non Personal and Non self concept

2 Age & ages of life cycle, Occupation , Economics Circumstances,

Life style, Personal and self concept

3 Age & ages of life cycle, construction , Economics Circumstances,

Life style, Personal and self concept
 True and false

Personal factors are

Age & ages of life cycle, Occupation , Economics Circumstances, Life

style, Personal and self concept

True or False…..
 Determinants or factors of buying
behavior
Question

What are the Personal factors

 Culture
• Culture is most basic fundamental determinant
of a person wants and behavior.
• Where the young boy is brought up in society
where the modern technology used. The young
boy will be comfortable with using camera,
laptop, etc.
• Marketers always trying to see if there is a
cultural shift and develops products accordingly .
• Some of the important cultural shifts are: Leisure
time, health conscious and informality.
 Leisure time – culture

• More people seeking more ways to

increase leisure time to spend on holidays
and sports
 Leisure time – culture
• More people seeking more ways to
increase leisure time to spend on holidays
and sports:

• True false--------
 Health Conscious-culture

• People are becoming more health

conscious and more involved in exercise
and eating lighter food
 Health Conscious-culture

• People are becoming more health un-

conscious and more involved in exercise
and eating higher food

• True and false

 Informality-culture

• People are adapting a more relaxed and

informal life style. Such as in clothing,
furnishing and entertaining
 Informality-culture

• People are adapting a more tough and

formal life style. Such as in clothing,
furnishing and entertaining

• True and false………..

 Subculture - Culture

• Within a culture there might be group of

people practicing or following different
customs and tradition either based on
religion, geography, cast, sex etc.
 Subculture - Culture

• Within a culture there might be group of

people practicing or following different
customs and tradition either based on
religion, geography, cast, sex etc.

• True and false…………

 Social Class- Culture
• Social class may be divided based on the
status or caste. For example

• blue collar, white collar

• Lower upper middle

Buying behavior varies with each class

 Reference Group - Social Factors
• A person’s reference group are those
groups that have a direct (face to face) or
indirect influence on the person’s attitude
or behavior.
• Group have direct influence include family,
friend neighbor etc.
• Indirect such as the football player etc.
 Family - Social Factors
Category In the purchase of
• Members of the the product
buyer’s family can Husband dominant Auto, TV.,
computer,
exercise strong
influence on buyer
behavior. In some Wife dominant Washing machines,
kitchens
cases wife is more appliances, home
influential on appliances

purchase than Equal participation Housing, recreation

activity, outside
husband entertainment
 Family - Social Factors
Under family Husband is dominant in the
purchase of Auto, TV, Kitchen

True and false………..

 Family - Social Factors

Under family wife is dominant in the

purchase of washing machines, kitchens appliances,
home appliances

True and false…………

 Family - Social Factors

Under equal participation regarding

wife and husband following things
are included housing, recreation activity, outside
entertainment

True and false…………

 Role and Status
• A person have many roles in life such as group – family, clubs, organizations,
etc.

For example: Mr. Ahmed is a marketing executive in a firm and is planning to

purchase a car with his parents. Ahmed plays a role of son in his family.

He plays role of husband and father for his kids.

Each of Mr. Ahmed role influence by some of her buying behavior.

Each role will reflect a status accorded to the status in the society.

As Marketing executive Ahmed will buy the kind of clothes that adds dignity to
her role and status.

But in the role of son, husband and father Ahmed may refer to wear informal
clothes. People often choose product to communicate their status in society
 Personal factors

• Consumer purchase decision also

influenced by personal characteristics
namely the buyer age and stage of life
cycle, occupation etc.
 Age and stage of life Cycle

• People’s choice of goods and services

changes over their lifetime.
 Occupation

• A person occupation has direct effect on

his choice o goods and

• Such as a labor will purchase product

which is economic where as a general
manager will purchase expensive.
 Economic Circumstances

• A person’s economic circumstances

consist of his sources of income, amount
of income, Liabilities, assets, savings
 Life Style

• A person’s life style refers to the person’s

pattern of living expanses through his
activities, interest and opinions

• ِA marketing person spend all his money

in purchasing clothes
 Personality and Self Concept
• Each person got distinctive personality
which will influence his buying behavior

• Self Concept
• It refers to the person’s image of himself or
self image. Each person carries a self
image of himself and will purchase goods
or services that matches the self image.
 Psychological factors

Motivation

Can be said to be inner drive that is sufficiently pressing

and directs the person to seek satisfaction of the need.

Ahmed need is to get a car. He now works 6

days a week to earn more and more money.
So he is motivated to satisfy his need
 Psychological factors

• Perception

Perception is the process of selection,

organizing and interpreting to event happing in the environment
 Psychological factors

• Learning:

• Believe and attitude

Baby Boomer Market

Baby boomer market refers to the age

between early twenties to the early forties.
The baby boomer can be further divided as
under:

Young baby boomers: are between the

age 20 to 29 years of age
Older baby boomers: are between the age
30 and 40 years of age