TARGET CUSTOMER

Analysing Consumer Buying Behaviours

How do Consumer characteristics influences Buying Behaviour ??

Psychological Factors

Personal Factors

Cultural Factors

Social Factors

Factors influencing Customer Behavior

CULTURAL FACTORS

ComfortFreedomIndividualismPracticalityProgress

RespectHonestyIntegrityHard workRituals

Different Values

Geographical Boundaries

SOCIAL F

ACTORS

Family

Friends

Primary Reference Groups

Religion

Profession

Secondary Reference Groups

Aspirational Groups(individual hopes to join)

Dissociative Groups(individual rejects)

Opinion Leaders

PERSONAL FACTORS

Human Age Cycle

Occupation

Economic Condition

Lifestyle

PSYCHOLOGICAL F

ACTORS

Perceptions

Emotions

attachment to any object or service

Consumer Behaviour is influenced by following factorsCultural Factors ( Different values and

Geographical boundaries)Social Factors (Reference Groups – Primary &

Secondary, Aspirational and Dissociative Factors and Opinion Leader)

Personal Factors (Human Age Cycle, Occupation , Economic Conditions and Lifestyle)

Psychological Factors (Perceptions and Emotions)

SUMMARY

Nihar Shambharkar

Created by --

National Institute of Technology , Trichy

During an Internship by --

Prof. Sameer Mathur

Indian Institute of Management ,Lucknow

(www.IIMintenship.com)