What influence consumer Behaviour

Consumer Behaviour:Is the study of how

Individual Group Organisations

Consumer Behaviour:Is the study of how

Individual Group Organisations

Select, buy, use and display

To satisfy their needs or wants

So what factors influence it?

Cultural factors

Values in USA:• Selectivity• Progress• Material comfort• Individualism• freedom

Values in India:• Respect• Honesty• Integrity• Hard Work• Care for elders

Social factors

Reference Groups

Direct influence(membership groups)

Indirect influence

Primary groups Continuous informal interaction includes family, friends ,neighbours and co- workers

Secondary groups Non continuous informal interaction. Includes religious, professional, trade union groups

Aspirational groups Person hopes to join

Dissociative groups Whose values and individual rejects

Family

Roles and status

Personal factors

AGE AND STAGE IN THE LIFE CYCLETransitions like —marriage, childbirth, illness, relocation, divorce, first job, career change, retirement, death of a spouseGives rise to new needs and changes preferences.

Occupation

Economic conditions

LIFESTYLE AND VALUES

Money constrained Prefer lower cost products and services

Time constrained Will pay others to perform task on time

Thank You

Created by Anuj Maingi, IIT (BHU), Varanasiduring an internship

by Prof. Sameer Mathur, IIM Lucknow.

www.IIMInternship.com