ANALYZING CONSUMER

MARKET
Influence of consumer behavior
INTRODUCTION
 It is the study of how individuals, groups and
organization select, buy, use, and dispose goods services
to satisfy their needs and wants.
 Marketers must understand it fully

 There are factors that influence consumer behavior they

are cultural, social and personal.
CULTURAL FACTORS
 It include 3 factors
 cultural
 sub cultural
 social class
CULTURAL
 It is the fundamental determinants of a person wants n
behavior.
 It includes values, perception, performances and
behavior through family n other key institute
SUB CULTURAL
 Cultural consists of smaller subculture.
 Subculture specific identify and socialization for their
members
 It includes nationalities, religion, racial groups and
geographic regions.
SOCIAL CULTURE
 They are different division of society whose members
share same values interest and behavior.
 Indian term for this is “socio-economic
classification”
 It is combo of education and occupation
CHARACTERISTICS OF SOCIAL CLASS
 They tend to behave alike the other in same class.
 Person are perceived on occupying superior or inferior
position according to class.
 Indication of various variable like income, wealth,
education and values.
 The individuals can move up n down on the ladder of
social class
SOCIAL FACTORS
Social factors

Reference family social status group

roles
REFERENCE GROUP
 The group that have a direct-indirect influence on their
attitude or behavior.
 Membership groups have direct influence that also
include primary n secondary group.
 There are also groups like aspirational group -which a
person has a willing to join or dissociative group
-whose value a person rejects.
FAMILY
 It is the most influencing primary group.
 It can be bifurcated into two.
 i.e. family of orientation -parents n siblings family of
procreation – spouse and children.
ROLES N STATUS
 Groups are important sources of info. Helps to define
norms of behavior.
 A role consist of activities a person is expected to
perform.
 Each role carries a status.
PERSONAL FACTORS
 This include
 age and stage in life cycle,
 occupational and economic circumstances,
 personality and self development
 lifestyle n values.
AGE N STAGE IN LIFE CYCLE
 Consumption is changed by family life cycle.
 Marketers should also consider critical life events or
transition- marriage, childbirth, illness, relocation these
should alert service providers – banks, lawyers,
employment and bereavements to way they can help.
OCCUPATION AND ECONOMIC
 Occupation also influence buying behavior
 For e.g. a higher level occupied person will buy air
travel, dress suit etc and lower level occupied person will
buy work shoes, lunchboxes etc.
 Economic circumstances are spendable income, saving
and assets debts etc.
PERSONALITY AND SELF CONCEPT
 Personality means human psychology leading to enduring
responses to env stimuli.
 There are also brand personality. Stanford identified it in
following way.
 Sincerity
 Excitement
 Competence
 Sophistication
 Ruggedness

 Self concept
 Actual self – how we view our self
 Ideal self – how we would like to view our self
 Others self concept – how we think others see us
LIFESTYLE N VALUES
 Lifestyle is persons pattern of living that portrays a
‘whole person’ in environment.
 They are shaped in two ways
 Money constrained - lower cost products
 Time constrained - convenient product

 Values underlie attitudes and behavior

 Target consumer on values appeals to inner self n
influence their outer self.
CONCLUSION