15-Aug-23 7:05PM

Factors affecting Consumer Behaviour

Understanding these factors is crucial for businesses to effectively target and engage their
target audience.

Consumer behaviour is a complex interplay of various

1. Cultural Factors
2. Social Factors
3. Personal Factors
4. Psychological Factors.

CUL SOCIETY mein Pe Pe ki thi

1) Cultural Factors

Language, Religion, Food, Customs

a) Culture
a.1. Beliefs: The shared beliefs and values of a society that influence consumer behavior
and shape preferences.

b) Sub Culture : A group within a culture

 Subcultures emerge when a group of people within a larger society develops
o unique interests
o behaviours
o preferences
 that differ from those of the mainstream culture

c) Social Class

 Position in society based on income, education, occupation, and lifestyle

 The society is divided into a hierarchy of distinct status classes, so that member of
each class have relatively the same status
 Difference in classes is reflected in their attitudes, leisure activities & consumption
habits.
 Aspect Culture Subculture Social Class

Shared beliefs, values, Smaller group within a Position in society based on

customs, and behaviors of a culture with distinct interests, income, education,
Definition larger society. values, and practices. occupation, and lifestyle.

Encompasses an entire Subset within a culture, Refers to a position within

Scope society or group. focusing on specific traits. society's hierarchy.

Wide range of shared norms, Specific interests, behaviors, Economic and social status,
Characteristics traditions, and practices. and identity. lifestyle.

Size Large and comprehensive. Smaller and specialized. Hierarchical, various levels.

The dominant way of life for Exists within the larger Influences behavior and
Relationship a society. culture. consumption patterns.

American culture, Japanese Hip-hop subculture, gamer Upper class, middle class,
Example culture. subculture. working class.

2. SOCIAL FACTORS
• point of comparison (Reference) for an individual
a) Reference Groups
b) Family
Reference Groups – 3 Types NCI
b.1.1.1. Normative Reference Group
b.1.1.2. Comparative Reference Group
b.1.1.3. Indirect Reference Group