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Those activities directly
involved in obtaining ,
consuming and
disposing of products
and services, including
the decision making
processes.
Refers to the buying behavior
of people who buy goods and
services for personal use.

These people make up the


consumer market.
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Factors influencing consumer behavior:

Cultural Factors
 
 

Social Factors
    
 

Personal Factors
           
    

Psychological Factors
     
 
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Culture
Subculture
Social Class
Reference Groups
Family
 

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Desire
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Motivation
Perception
Learning
Personality
Attitude
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Social Class
Y division of members of a society into a hierarchy of distinct
status classes, so that members of each class have relatively the
same status and they share almost similar values, interests,
behaviors, attitude and possessions and can be differentiated from
other members
People within a social class tends to exhibit similar buying behavior
and can be measures by:
Occupation
Income
Education
Wealth

Social Status is frequently thought of as the relative rankings of


members in terms of specific status factors i.e. wealth, power, and
prestige.
he Social Class System

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Social Influences on the Buying Decision Process:

m. Reference Groups

Y reference group is a any person or group of people who


significantly influences an individual·s behavior.

Reference groups are those with whom we interact and who


influence our attitudes, values and behaviour.

Small reference groups establish norms that influence purchase


decisions, and their word-of-mouth is considered to be more
powerful than advertising and other commercial forces

Influence people by exposing them to new behaviors and lifestyles,


influencing the person·s attitudes and self-concept because he or
she wants to ´fit in.µ Creates pressures to conform that may
influence the person·s product and brand choices
Primary Groups    "  
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Secondary Groups  "   
 
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Formal Groups -    


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Informal groups    3 



 
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Aspirational Groups #   "  

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Dissociative Groups #   -" "  


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. Family:

Vembers of the buyer͛s family can exercise a strong influence on the buyer͛s
behavior.

he family of orientation consists of one͛s parents. From parents a person͛s


acquires an orientation towards religious, politics, and economics and a sense
of personal ambitions, self ʹworth, and love. Even if the buyer no longer
interacts very much with his or her parents, the parents influence on the
unconscious behavior of the buyer can be significant.

In countries where parents continue to live with their children, their


influence can be substantial. In case of expensive products and services,
husband and wives engage in more joint decision making.
Family decision-making
processes
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  àusband-Dominant #
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  ïife-DominantÎ.
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°.Role & Status
 
    
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Y Role consists of the activities people


are expected to perform according to the
persons around them.
Social Status is frequently thought of as
the relative rankings of members in terms
of specific status factors i.e. wealth,
power, and prestige.