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Consumer Behaviour

Consumer behavior examines how individuals and groups select, buy, use, and dispose of goods and services, influenced by cultural, social, and personal factors. Key influences include cultural determinants, reference groups, family dynamics, and personal characteristics such as age and lifestyle. The buying decision process consists of five stages: problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior.

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2 views18 pages

Consumer Behaviour

Consumer behavior examines how individuals and groups select, buy, use, and dispose of goods and services, influenced by cultural, social, and personal factors. Key influences include cultural determinants, reference groups, family dynamics, and personal characteristics such as age and lifestyle. The buying decision process consists of five stages: problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior.

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jachu0654
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We take content rights seriously. If you suspect this is your content, claim it here.
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Consumer Behaviour

Ajay Jose, FIII, Ph.D.


Consumer behavior
•is the study of how individuals, groups, and
organizations select, buy, use, and dispose of goods,
services, ideas, or experiences to satisfy their needs and
wants.

•is influenced by cultural, social, and personal factors


Cultural Factors
•Culture is the fundamental determinant of a person’s wants
and behavior.
•Culture is the sum of total of the learned behavior of a group
of people that are generally considered to be the tradition of
that people and are transmitted from generation to
generation.
Culture
Subculture
Social class
Social Factors
•Reference groups
•Family
•Social roles
•Status
Reference groups
•Reference groups are all the groups that have a direct
(face-to-face) or indirect influence on their attitudes or
behavior
•Groups having a direct influence are called membership
groups
•Primary groups with whom the person interacts fairly
continuously and informally, such as family, friends,
neighbors, and coworkers
•Secondary groups, such as religious, professional, and
trade-union groups, which tend to be more formal and require
less continuous interaction
Reference groups influence members in at
least three ways.
•They expose an individual to new behaviors and
lifestyles
•They influence attitudes and self-concept
•They create pressures for conformity that may affect
product and brand choices
Aspirational groups are those a person hopes to join
Dissociative groups are those whose values or behavior
an individual rejects.
Family
•The family is the most important consumer buying
organization in society, and family members constitute
the most influential primary reference group.
•Family of orientation consists of parents and siblings
•Family of procreation—namely, the person’s spouse and
children
Roles and Status
•We can define a person’s position in each group in terms
of role and status.
•A role consists of the activities a person is expected to
perform
•Each role in turn connotes a status
Personal Factors
•Age and Stage in The life cycle
•Occupation and Economic Circumstances
•Personality and Self-concept
• Brand personality as the specific mix of human traits that we can
attribute to a particular brand
• Sincerity (down to earth, honest, wholesome, and cheerful)
• Excitement (daring, spirited, imaginative, and up to date)
• Competence (reliable, intelligent, and successful)
• Sophistication (upper-class and charming) Ruggedness (outdoorsy
and tough)
•Life Style and Values
•Motivation-
•Biogenic Needs they arise from physiological states of
tension such as hunger, thirst, or discomfort. Needs
•Psychogenic Needs they arise from psychological states of
tension such as the need for recognition, esteem, or
belonging.
•Perception
•Emotions
• https://youtu.be/vM7ZY7ayJuI?feature=shared
The Buying Decision Process: The
Five-Stage Model
•Problem Recognition
•Information Search
•Evaluation of Alternatives
•Purchase Decision
•Post Purchase Behaviour
Information Search

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