EXTERNAL

INFLUENCES
OF
CONSUMER
BEHAVIOUR

BY ,

VINAYAK P BHANDARE
CONTENTS
Ø Social class

Ø the changing structure of family.

Ø eight roles in the family decision making process.

Ø Dynamics of husband –wife decision making.

Ø role of children in family decision making.

Ø CONCLUSION :- MARKETING STRATEGIES.


Social class
Process
White collar (upper
class members of
Into  society)
hierarchy  
of distinct  Gray collar ( middle class
status  members of society)

classes 

Blue collar ( lower class

members of society)
the changing structure of family.
Happy family

JOINT FAMILY
SMALL STRUCTURE
FAMILY
the changing structure of family.
Husbands make
fewer decisions
while buying

RESEARCHERS
Husband Husband

   No difference 
             in 
  buying behavior

Career women
55% are childless Household women
the changing structure of
family.
Career or household 
women , husbands 
won’t take the 
responsibility of 
managing their house

Working parents 
Children spend 
more time on TV 
  

Very less 
interaction with 
their parents
eight roles in the family decision
making process.

Navaneeth Parents   
  
&        & 
Rajal Elder 
brother
DYNAMICS OF HUSBAND – WIFE DECISION
MAKING
During 1950’s

Decisions  
New 
w.r.t finance 
Automobile 
& banking 
Today

Husband Wife
Research in 
China shows

Decisions

“One child policy “
Little emperor
Expanding role of children in family
decision making

ØChildren are more exposed

to TV than parents.

ØTeenagers are more curious

and influenced in
researching and evaluating on

internet's.
Expanding role of children in family
decision making
ØThe Research found that, about 17 %
of the children are major decision
maker with respect to the decision to
go to restaurants.

ØKids in super market with their

parents make an average of 15
request, of which about halfare
typically granted.
 CONCLUSION :
MARKETING STRATEGIES
Ø Segmentation of the products are done based on the social class .
Ø Research show that husband – wife decision making differs from country
to country. Keeping this in minds companies are formulating different
marketing strategies in those countries.
Ø More household products are introduced w.r.t decision of wives rather
than the decision of their husbands.
Ø Companies are coming up with household products which would save
time for working women.
Ø Children, teenagers are been influenced by programme s , commercials on
TV, internets etc.
 

 Thank you