Consumer Behaviour

Digital Assignment- 2
The Role of self-concepts in Consumer Behaviour

Submitted to : Dr. Ashok D Summited By : Gokul Krishna S

Registration No: 20BBA0116
Higher Academic Grade , VIT-BS Slot : F1

Self-concept:
It is the value for an individual to decide whether to buy a product or not and behaviour towards
the protection and enhancement of self-concept. In related to consumer behaviour of an
individual will be directed to enhancing self-concept through consumption of goods as symbols.

We think our preferences, our beliefs, our attitudes, our opinion arranged in a systematic manner
and also how we should behave and react in various roles in life.

PERSONAL DETERMINANTS IN CONSUMER BEHAVIOUR:

1. Age: Based on the age group the exposure of their preference on product may change. The
consumer behaviour changes with the change in the age. ex.: 1-10 age group consists of this
dress.

2. Income: Disposal income makes someone to buy what is their requirements based on the
affordability. It is divided into high and low incomes and Income is consists of Desire,
Willingness and affordability.

3. Occupation: Based on the strategy or personality to perform for the demand of product.
occupation also affects the consumer behaviour to buy the goods. Like a worker needs simple
clothes while his boss needs expensive designer suits to wear.

4. Lifestyle: Based on the living condition it consists of Low order, middle level, high level
lifestyle it's about the way of living of the person. Like some people like luxury livings while
some in simple living.

5. Personality: It includes extrovert or introvert which also affect the consumer buying
behaviour.

EXTERNAL DETERMINANTS IN CONSUMER BEHAVIOUR:

SOCIAL DETERMINANTS
1. Reference group: It talks about the consumer feedback and review about the particular
product so that other consumers have an idea to purchase those items.

2. Family:

Influencer - The person whose role need to sense a product differentiation.

Decider - The person who buys the product (spender)

User - The person who uses the product like marketer.

3. Role and status: It represents your occupation whether income increases or decreases based
on the role of status it will be different in society.
CULTURAL DETERMINANTS:

1. Culture: It's a culture which affects a lot than consumer buying behaviour. culture affects a
lot the consumer buying behaviour. It is the family values, beliefs, perceptions and preferences
affect the consumer buying behaviour.

2. Sub-culture: It's a part of culture which is outside of your family culture like nationality,
region etc. The culture includes subculture in it include nationality, religious group, and
communities etc. which affect the consumer behaviour.

3. Social class: Every member of different social class has different through different likings. It
means to divide the society in different social classes, the members of different social class have
different likings. (Economical, Religion, Political, Cultural and Sub Cultural)

CONSUMER BEHAVIOUR ROLES:

1. Initiator: the person who first suggests or thinks of the idea of buying the particular product
or service. Influencer: a person whose views influence other members of the buying centre in
making the final decision.

2. Gatekeeper: member of a decision-making unit or social group who acts to prevent or

discourage a purchase by controlling the flow of information and/or access to people in the
buying centre.

3. Influencer:  Influencer marketing is an important tool to influence buying behaviour and can

be defined as the process of exploring, identifying, supporting and engaging people involved in
high impact conversations.

4. Decider: the person who ultimately determines any part of or the entire buying decision-
whether to buy, what to buy, how to buy, or where to buy.

5. Buyer: It is the study of the ways of buying and disposing of goods, services, ideas or
experiences by the individuals, groups and organizations in order to satisfy their needs and
wants.

6. User: It is the persons who consumes or uses the product or service.