Characteristics Affecting Consumer Behavior

• Culture: set of basic values, perceptions, wants and behaviors learned by a member of society from family and other institution

– Subculture: A group of people with shared value system based on the common life experiences and situations

• Social Class: Relatively permanent and ordered divisions in a society whose members share similar values, interests and behaviors

Characteristics Affecting Consumer Behavior

• Social Factors: – Groups: two or more people who interact to accomplish individual or mutual

goals• Opinion Leaders: Persons within a reference group who, because of special skills,

knowledge, personality, or other characteristics, exerts social influence on others. – Family

• Two parents both employed• Two parents, one employed• Two parents, both unemployed• Single parent employed• Single parent unemployed• Male Headed families• Unrelated individuals • Joint families

– Roles and Status

Characteristics Affecting Consumer Behavior

• Personal Factors – Age and Life-Cycle stage– Occupation– Economic Situation– Lifestyle (Pattern of living as expressed in his/her interests and opinions)– Personality and Self Concept•Personality: Unique, relatively consistent lasting responses to one’s own

environment •Brand Personality: Specific mix of human traits that may be attributed to

a particular brand

Characteristics Affecting Consumer Behavior

Brand Personality

• Sincerity: Down to earth, honest, wholesome and cheerful• Excitement: Daring, spirited, imaginative and up-to-date • Competence: Reliable, intelligent and successful• Ruggedness: outdoorsy and tough

Characteristics Affecting Consumer Behavior

• Psychological factors – Motivation: Need that is sufficiently pressing to direct the person to seek

satisfaction of the need– Perception: The process by which people select, organize and interpret

information to form a meaningful picture of the world.– Learning: Changes in individual’s behavior arising from experience

• Drive: Internal stimulus calling for action– Beliefs: A descriptive thought that a person has about something– Attitude: A person’s relatively consistent evaluations, feelings and tendencies

toward an object (Buy the best!!)