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CONSUMER

production

finance

perso

nnel

MARKETING

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Model of buyer behaviourOUTSIDE STIMULI

MARKETING

Product

Price

Place

Promotion

ENVIRONMENTAL

Economic

TechnologicalPolitical

Cultural

BUYERS BLACK BOX

BUYERS CHARACTERISTICS

Cultural

Social

Personal

Psychological

BUYERS DECISION PROCESS

Problem recog

Info search

EvaluationDecision

Post purchase behaviour

BUYERS

PURCHASEDECISIONS

Product choice

Brand choice

Dealer choice

Purchase timing

Purchase amount

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Factors affecting Consumer Behaviour

Cultural

Culture

Sub-culture

Social Class

Social

Reference

Groups

Family

Rolesand Status

Personal

Age & life cycle

Stage

Occupation

Economic situation

Lifestyle

Personality

& self-concept

Psychological

l

Buyer/Consumer

Motivation

Perception

Learning

Beliefs &

attitudes

| EXTERNAL | INTERNAL |

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Consumer Behaviour

byBatra and Kazmi

CONSUMER BEHAVIOUR

by Schiffman and Kanuk

CONSUMER BEHAVIOUR in the

Indian Context

by Srivastav and Khandai

CONSUMER BEHAVIOUR building

marketing strategy

by Hawkins, Best and Cooney

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Websites

afaqs

Advertisingage

exchange4media.com

Magazines

4PsThe Brand Reporter

Pitch

Impact

USP Age

Brand Equity with The Economic Times

India Today/ Outlook/ The Week

Newspapers and their supplements

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Culture is a complex set of ideas,values, beliefs, attitudes, customs and

other meaningful symbols created byhuman beings to shape humanbehaviour and these are passed onfrom generation to generation.

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Created

LearntShared

Dynamic

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InternalMental Culture

ExternalMaterial Culture

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Core Values

TERMINAL VALUES [ states of existence ]

INSTRUMENTAL VALUES [ modes of conduct ]

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Enculturati

on

Acculturati

on

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Cultural

Symbols

S b l

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Subculture

A smaller, more homogenous group within

a culture

On the basis of

Age

Gender

Religion

Caste

Occupation

Education

Geographical location