Consumer behavior is influenced by a host of personal Characteristics such as

– Age – Life Cycle Stage – Occupation – Social Status – Lifestyle

 Sociologists have classified members of a society on a continuum of social positions.  Members of social class interact regularly with each other, people are more likely to be influenced by individuals in their own social class than by those in other classes. Factors:
– Education – Occupation – Economic Status

Class – Business community, professionals,  Upper politicians etc.  Middle Class – White collar jobs, with many of them having pursued higher education. Majority is private sector and government employees.  Working Class – Blue collar workers. Heavily depend on family members for economic and social support. They have a local orientation. More likely to spend than save.  Low End Class – Below poverty line(BPL). With light regular income also included.

 A person’s reference groups are all the groups that have a direct (membership group) and indirect influence on their attitudes or behavior.  Primary group : interacts continuously and informally ( family, friends, neighbors, and coworkers)  Secondary group : more formal and less continuous interaction (such as religious, professional, and trade-union groups)  Reference groups influence members in at least three ways.
– – – They expose an individual to new behaviors and lifestyles. They influence attitude and self-concept. They cerate pressures for conformity that may affect product and brand.

Where reference group influence is strong, marketers must determine how to reach and influence the group’s opinion leaders. An Opinion Leader is the person who offers informal advice or information about a specific product or product category. Opinion Leaders can informally influence the behavior of customers towards products or services, either positively or negatively.

 Long term involvement with the product category.  Highly confident.  Interpersonal communications.  More gregarious and are willing to act differently.

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 Consumer Behavior by Ramanuj Majumdar.  Consumer Behavior by Satish K Batra, S H H Kazmi.  Marketing Management by Philip Kotler.

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