1. CONSUMER BEHAVIOURBuying Roles & Family Influences
1
2. Factors Influencing Consumer Behavior MarketingIndividual
Mix InterpersonalInfluences Influences-Perception -Reference Group
Consumer Purchase-Learning Decision Process -Social Class -High
Involvement -Culture-Motivation -Low Involvement-Values
-Subculture-Personality Situational Influences -Family-Lifestyle
-Physical Surroundings -Social Surroundings -Time Constraints -Task
Definition -Antecedent States 2
3. Influence in Purchase Decision INDIVIDUAL Family Friends
Social Class Selected Culture CULTURE 3
4. Culture: Shared customs, beliefs, values and artifacts that
are transmitted from Generation to generation Sub Culture:
nationality, religious beliefs, racial, geographical area 4
5. Social Factors1.Reference Groups- Membership Primary
Secondary Aspirational Dissociative2. Family3. Roles and Status
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6. Personal Factors Life Cycle Stage Needs/ orientation Age
& Life Bachelor Stage Recreation Cycle Stage Newly married
Durable purchase Full Nest I (Young Home purchase at peak Economy/
Child under 6) Income Full Nest II (Young Durables, child Child
above 6) preference Lifestyle Full Nest III Unnecessary appliances,
(dependent children) high Durables Empty Nest I (children Travel,
recreation Personality independent) and Self Empty Nest II (head
Medical Care Concept retired) Solitary Survivor Necessity Items
Solitary Survivor Medical, Grand children 6 driven
7. Psychological Motivation Learning Perception Attitude and
Self Belief 7
10. Buying Behavior Buying Product / Consumer Marketer
RoleBehavior Behavior Complex Expensive Product, Inform, compare,
personal Buying Consumer is unaware Selling Behavior Develop belief
attitude Variety Consumer switch Brands Dominate advertise, sales
Seeking Evaluation promotion BehaviorDissonance Highly Involved
Information, Psychological Reducing Expensive Product temptation,
Availability and Fast Decision Consumer acts first, fast delivery,
habituate, free acquire new beliefs, set attitudes trial Habitual
Purchase Out of Habit Advertise, availability, Buying do not go for
exhaustive search Competitive Pricing and Familiarity and
Conviction sales promotion 10
11. Process/ Stages of Buying Decision Recognition of the
Problem Information Search Evaluation of Alternatives Purchase
Decision Post Purchase Behavior Post Purchase use and Disposal
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12. Process of Buying Decisions Personal Source INFRORMATION
SEARCH Experiential Source Public Source Commercials Awareness Set
Consideration Set Choice Set Cognitive orientation Evaluation Of
Alternatives Benefits Bundle of Attributes 12
13. Process of Buying Decisions Purchase Decisions Brand
Decision Quantity Decision Vendor Decision Timing Decision Payment
method Criteria POST PURCHASE BEHAVIOUR Level of Satisfaction RE-
Purchase Post Purchase Action Recommend Cognitive Dissonance
Abandon/ Return Legal Action KEEP IN CLOSETPost Purchase Use and
Disposal Resell/ trade 13 Throw away
