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Analyzing Buying Behaviour of Consumer Markets

This document discusses factors that influence consumer buying behavior, including cultural, social, personal, and psychological factors. It outlines several social classes and life stages that impact purchasing. Personal factors like personality, lifestyle, age, occupation, and economic circumstances are reviewed. Psychological concepts around motivation, perception, beliefs, attitudes, and the consumer buying process are also examined. The document provides an overview of considerations when analyzing consumer markets.

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236 views14 pages

Analyzing Buying Behaviour of Consumer Markets

This document discusses factors that influence consumer buying behavior, including cultural, social, personal, and psychological factors. It outlines several social classes and life stages that impact purchasing. Personal factors like personality, lifestyle, age, occupation, and economic circumstances are reviewed. Psychological concepts around motivation, perception, beliefs, attitudes, and the consumer buying process are also examined. The document provides an overview of considerations when analyzing consumer markets.

Uploaded by

catchardip
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPT, PDF, TXT or read online on Scribd
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Analyzing Buying Behaviour

of Consumer Markets

By Priyanka J. Harivallabhdas
Influencing Buying Behaviour
 Cultural Factors
 Culture is a set of values, perceptions,
preferences and behaviours.
 Subculture is a more specific
identification i.e. religions, racial groups
and geographic regions.
 Social classes are homogenous
divisions of the society i.e. occupation,
education, area.
Major Social Classes
 Upper Uppers
 Lower Uppers
 Upper Middles
 Middle Class
 Working Class
 Upper Lowers
 Lower Lowers
Social Factors
 Reference Groups
 All the groups that have a direct or
indirect influence on a person i.e. direct
or indirect.
 Aspirational groups are those which a
person wishes to join.
 Family
 Influence of parents on siblings,
influence of one’s spouse and siblings.
 Roles and Statuses
 Each person in a member of many
groups. In each group he has a Role i. e
activities to perform. Each role carries a
Status.
 Personal Factors
 Personality & Self-Concept
 Personality is a set of different
psychological traits that lead to consistent
behaviour.
 Self-concept is how a person views his or
her own self.
 Occupation & Economic Circumstances
 Age & Stage in the Life Cycle
 Bachelor Stage
 Newly Married Couples
 Full Nest I
 Full Nest II
 Full Nest III
 Empty Nest I
 Empty Nest II
 Solitary Survivor
Personal Factors: Lifestyle
 Actualizers  Believers
 Fufillers  Strivers
 Achievers  Makers
 Experiencers  Strugglers
Psychological Factors
 Motivation:
 Sigmund Freud’s Theory
 Psychological forces shaping one’s
behaviour is mostly unconscious.
 Maslow’s Theory
 Pyramid of Needs
 Herzberg’s Theory
 Hygiene Factors And Motivators
 Perception
 Selective Attention
 Selective Distortion
 Selective Retention
 Beliefs and Attitudes
 A belief is a descriptive thought that a
person holds for something
 An attitude is a person’s favourable of
unfavourable feelings and actions
towards an object or idea.
The Buying Roles
 Initiator
 Influencer
 Decider
 Buyer
 User
The Consumer Buying Process
Problem Recognition
Problem Recognition

Information Search
Information Search

Evaluation of
Evaluation of Alternatives
Alternatives

Purchase Decision
Purchase Decision

Post-purchase Behaviour
Post-purchase Behaviour
Thank You

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