How do customer characteristics influence

BUYING BEHAVIOUR?

What is consumer behaviour?

Study of how individuals, groups and organizations

select, buy, use and dispose of goods, services, ideas or experience to satisfy their

needs and wants

INFLUENCES Cultural Social Personal

Cultural

Different cultures have different values

Comfort Freedom

Individualism Practicality Progress

Respect Honesty Integrity

Hard work Rituals

URBAN Areas

Purchase potential of top 4 higher classes constitutes nearly 77% of total Urban

populationRemaining 4 classes constitutes nearly

23%

RURAL Areas

Purchase potential of topmost class is nearly

45% of total Rural populationRemaining 3 classes

constitutes a total of nearly 55%

SOCIAL

Members of a social class share similar interests, values and behaviour

Reference GroupsDirect influence

(membership groups)

Indirect influence

• PRIMARY Groups (includes family, friends, neighbors and co-workers)• SECONDARY Groups (religious, professional, trade union group )

• Aspirational Groups (person hopes to join)•Dissociative

Groups (whoes values and

individual rejects)

Reference groups influence in 3 ways:

• Expose individual to new behaviour and lifestyle

• Influence their attitude and self concept

• Create pressure for conformity

FAMILY..Family of Orientation

Consists of parents and siblings. Influence on

behaviour is significant. Choices affected by them

Family of ProcreationConsists of person’s children

and spouse. Influence yielded by both.

PERSONAL

People choose products that reflect and communicate their actual or desired status in society

Age and stage in life cycle!!•Family life cycle

•Psychological life cycle Adults experience transformation as they go through life. Marriage, childbirth, illness, divorce, career change etc.

Occupati on and economic circumstances

•Occupation influences consumption patterns

•Economic circumstances influences product and brand choices

Consumers choose brands with brand personality similar to their

self concept

Personality and Self concept

Lifestyle and

Values

Money Constrained

Prefer lower cost products and services

Time Constrained

Multitasking, will pay others to perform task on time

Aayush NayakUIT-RGPV, Bhopal, during

an internship by

Created By-

Prof. Sameer Mathur, IIM Lucknow.

www.IIMInternship.com