how do consumer characteristics affect buying behaviour
TRANSCRIPT
Socio-Economic Classification
Used by Indian Marketers to divide population into social strata based on Purchasing Power.
REFERENCE GROUPS
CONSISTS OF:• PRIMARY: FAMILY, FRIENDS, CO-WORKERS• SECONDARY: RELIGIOUS, PROFESSIONAL
BRAND PERSONALITIES
• SINCERITY• EXCITEMENT• COMPETENCE• SOPHISTICATION• RUGGEDNESS
JENNIFER AAKER CAME UP WITH A SPECIFIC SET OF HUMAN TRAITS WHICH CAN BE ATTRIBUTED TO A BRAND.