Consumer Behaviour
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Transcript of Consumer Behaviour
What influence consumer Behaviour
Consumer Behaviour:Is the study of how
Individual Group Organisations
Consumer Behaviour:Is the study of how
Individual Group Organisations
Select, buy, use and display
To satisfy their needs or wants
So what factors influence it?
Cultural factors
Values in USA:• Selectivity• Progress• Material comfort• Individualism• freedom
Values in India:• Respect• Honesty• Integrity• Hard Work• Care for elders
Social factors
Reference Groups
Direct influence(membership groups)
Indirect influence
Primary groups Continuous informal interaction includes family, friends ,neighbours and co- workers
Secondary groups Non continuous informal interaction. Includes religious, professional, trade union groups
Aspirational groups Person hopes to join
Dissociative groups Whose values and individual rejects
Family
Roles and status
Personal factors
AGE AND STAGE IN THE LIFE CYCLETransitions like —marriage, childbirth, illness, relocation, divorce, first job, career change, retirement, death of a spouseGives rise to new needs and changes preferences.
Occupation
Economic conditions
LIFESTYLE AND VALUES
Money constrained Prefer lower cost products and services
Time constrained Will pay others to perform task on time
Thank You
Created by Anuj Maingi, IIT (BHU), Varanasiduring an internship
by Prof. Sameer Mathur, IIM Lucknow.
www.IIMInternship.com