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The study of how individuals, groups and organizations select, buy, use and dispose of goods, services, ideas, or experiences to satisfy their needs and wants.

FACTORS

CULTURAL

SOCIAL

PERSONAL

CULTURAL

1

Different countries have different cultures

Comfort FreedomPracticalityProgress

HonestyRitualsHard workRespect

Social stratification:

Difference in media preferences Upper class Middle class

SOCIAL

2

Reference groups

Direct influence

Primary groups

Secondary groups

Indirect influence

Aspirational groups

Dissociative groups

Reference groups are all the groups that have a direct(face to face) or indirect influence on person’s attitudes or behavior.

Direct influencing groups(membership groups) are:

Primary groups-Groups with whom the person interacts fairly continuously and informally, such as family, friends, neighbors.

Secondary groups-These groups tend to be more formal and require less continuous interaction and includes religious, professional, and trade union groups.

Indirect influencing groups are:

Aspirational groups- These are groups that a person hopes to join.

Dissociative groups- These are groups whose values or behavior an individual rejects.

Reference groups influence in three ways:

Expose individual to new behavior and lifestyle

Influence their attitude and self concept

Create pressure for conformity

Dad I want to go to

Influence by

family

Roles and Status : People choose products that reflects their role and status in the society.

PERSONAL

3

Age and stage in life cycle

Adults experience certain “passages” or “transformations” as they go through life

Different occupations

Different consumption pattern

Personality

& Lifestyle

This goes with my personality

Recap Consumer characteristics and buying behavior are influenced by three factors:

1.Cultural2.Social 3.Personal

KOTLER, P. & KELLER, K. 2011. Marketing Management 14th Edition,Upper Saddle River, NJ, Prentice Hall(With due thanks to the owners of Photographs)

Credit

Thank

You

Disclaimer :Paras Arora

H.B.T.I. Kanpurduring an internship by Prof. Sameer Mathur,

IIM Lucknowwww.iiminternship.co

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