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  • Consumer Buyer Behavior: Unit 5

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    Sunil Pillai
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    This document discusses factors that influence consumer behavior and the consumer buying decision process. It outlines cultural, social, personal, and psychological characteristics including culture, social class, family, age, motivation, and perception. It also describes Maslow's hierarchy of needs, learning processes, beliefs, attitudes, and buying roles. Finally, it presents Henry Assaol's model of complex, dissonance reducing, variety seeking, and habitual buying decision behaviors.

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    Consumer Buyer Behavior

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    This document discusses factors that influence consumer behavior and the consumer buying decision process. It outlines cultural, social, personal, and psychological characteristics including culture, social class, family, age, motivation, and perception. It also describes Maslow's hierarchy of needs, learning processes, beliefs, attitudes, and buying roles. Finally, it presents Henry Assaol's model of complex, dissonance reducing, variety seeking, and habitual buying decision behaviors.

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    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    5 views8 pages

    Consumer Buyer Behavior: Unit 5

    Uploaded by

    Sunil Pillai
    This document discusses factors that influence consumer behavior and the consumer buying decision process. It outlines cultural, social, personal, and psychological characteristics including culture, social class, family, age, motivation, and perception. It also describes Maslow's hierarchy of needs, learning processes, beliefs, attitudes, and buying roles. Finally, it presents Henry Assaol's model of complex, dissonance reducing, variety seeking, and habitual buying decision behaviors.

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    Attribution Non-Commercial (BY-NC)
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    of 8

    CONSUMER BUYER

    BEHAVIOR
    UNIT 5
    CHARACTERISTICS AFFECTING
    CONSUMER BEHAVIOR
    1. Cultural factors
    • Culture
    • Subculture
    • Social class : Deprived < 90000, Aspires
    90000 – 200000, Seekers 200000 –
    500000, Strivers 500000 - 1000000 &
    Global Indians >1000000
    Contd….
    2. Social factors
    • References – Membership groups are
    primary group and secondary group.
    Aspirational group & dissociative groups
    • Family

    3. Personal factors
    Age, occupation, lifestyle and personality
    influence
    Contd….
    4. Psychological factors:
    Motivation
    Abraham Maslow’s “Need Hierarchy Theory”
    • Physiological Needs
    • Security and Safety needs
    • Social needs
    • Esteem needs
    • Need for self-actualisation
    Contd….
    Perception
    It is the process of acquiring, interpreting,
    selecting and organizing sensory
    information.
    • Selective attention
    • Selective distortion
    • Selective retention
    Contd….
    Learning
    Learning brings drive, cues and
    discrimination

    Beliefs and Attitudes


    BUYING DECISION PROCESS
    • BUYING ROLES
    1. Initiator
    2. Influencer
    3. Decider
    4. Buyer
    5. User
    TYPES OF BUYING DECISION
    BEHAVIOR: HENRY ASSAOL MODEL

    • Complex buying behavior – difference


    between brands are very high
    • Dissonance reducing buying behavior –
    very few differences
    • Variety – seeking buying behavior –
    significant difference between the brands
    • Habitual buying behavior – few differences

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