How do consumer characteristics influence buying behavior?What
major psychological processes influence consumer responses to the
marketing program?How do consumers make purchasing decisions?How do
marketers analyze consumer decision making?
Tata Steel used steeljunction to encourage consumers to go steel
shopping and to develop deeper understanding of individual and
household customers.
What Influences
Consumer Behavior?
Cultural Factors
Social Factors
Personal Factors
What is Culture?
Culture is the fundamental determinant of a persons wants and
behaviors acquired through socialization processes with family and
other key institutions.
Subcultures
Nationalities
Religions
Racial groups
Geographic regions
Social Classes
Upper uppers
Lower uppers
Upper middles
Middle class
Working class
Upper lowers
Lower lowers
Characteristics of Social Classes
Within a class, people tend to behave alikeSocial class conveys
perceptions of inferior or superior positionClass may be indicated
by a cluster of variables (occupation, income, wealth)Class
designation is mobile over time
Social Factors
Reference
groups
Social
roles
Statuses
Family
Reference Groups
Membership groups
Primary groups
Secondary groups
Aspirational groups
Dissociative groups
Provogue uses teenage icons as brand ambassadors and a youth
targeted website to connect to its customers
Radio Shack Targets Women with Female Store Managers
Roles and Status
What degree of status is associated with various occupational
roles?
Personal Factors
Age
Values
Life cycle
stage
Occupation
Personality
Self-
concept
Wealth
Lifestyle
The Family Life Cycle
Brand Personality
Sincerity
Excitement
Competence
Sophistication
Ruggedness
Lifestyle Influences
Multi-tasking
Time-starved
Money-constrained
Faysal Bank of Pakistan has extended banking hours for
time-pressed executives.
Table 6.2 LOHAS (Lifestyles of Health and Sustainability) Market
Segments
Sustainable EconomyHealthy LifestylesEcological
LifestylesAlternative Health CarePersonal Development
Figure 6.1
Model of Consumer Behavior
Key Psychological Processes
Motivation
Memory
Learning
Perception
Motivation
Freuds
Theory
Behavior
is guided by
subconscious
motivations
Maslows
Hierarchy
of Needs
Behavior
is driven by
the lowest,
unmet need
Herzbergs
Two-Factor
Theory
Behavior is
guided by
motivating
and hygiene
factors
Maslows Hierarchy of Needs
Herzbergs Two-Factor Theory
Perception
Selective Attention
Subliminal Perception
Selective Retention
Selective Distortion
Figure 6.3 State Farm Mental Map
Figure 6.4 Consumer Buying Process
Problem Recognition
Information Search
Evaluation
Purchase Decision
Postpurchase
Behavior
Problem Recognition
Sources of Information
Personal
Experiential
Public
Commercial
Figure 6.5 Successive Sets Involved in Consumer Decision
Making
Table 6.8 Sales and Product
Life Cycle
Figure 6.6 Stages between Evaluation of Alternatives and
Purchase
Non-Compensatory Models of Choice
ConjunctiveLexicographicElimination-by-aspects
Perceived Risk
Functional
Physical
Financial
Social
Psychological
Time
Figure 6.7 How Customers Use and Dispose of Products
Rural Consumer Behaviour
Rural consumers are more brand loyalRestrictions on
consumptionCollective consumption behaviour: for family rather than
individualSeasonality of consumption based on seasonality of
agricultural production/incomeSpecific patterns in the five-stage
buying decision process
