Assignment

Of
Consumer Behavior
On
Factors affecting consumer behavior
Submitted to: Submitted by:
Mr. Pradeep bawa Sameer thakur
Bba 4
31
INTRODUCTION
Consumer behavior refers to the seletion! purhase and onsumption of "oods and
servies for the satisfation of their wants. #here are different proesses involved in the
onsumer behavior. $nitially the onsumer tries to find what ommodities he would like
to onsume! then he selets only those ommodities that promise "reater utility. %fter
seletin" the ommodities! the onsumer makes an estimate of the available money whih
he an spend. &astly! the onsumer analy'es the prevailin" pries of ommodities and
takes the deision about the ommodities he should onsume. Meanwhile! there are
various other fators influenin" the purhases of onsumer suh as soial! ultural!
personal and psyholo"ial. #he e(planation of these fators is "iven below.
1. Cultural Factors
Consumer behavior is deeply influened by ultural fators suh as: buyer ulture!
subulture! and soial lass.
Culture
Basially! ulture is the part of every soiety and is the important ause of person wants
and behavior.
#he influene of ulture on buyin" behavior varies from ountry to ountry therefore
marketers have to be very areful in analy'in" the ulture of different "roups! re"ions or
even ountries.
Subculture
)ah ulture ontains different subultures suh as reli"ions! nationalities! "eo"raphi
re"ions! raial "roups et. Marketers an use these "roups by se"mentin" the market into
various small portions. *or e(ample marketers an desi"n produts aordin" to the
needs of a partiular "eo"raphi "roup.
Social Class
)very soiety possesses some form of soial lass whih is important to the marketers
beause the buyin" behavior of people in a "iven soial lass is similar.
$n this way marketin" ativities ould be tailored aordin" to different soial lasses.
+ere we should note that soial lass is not only determined by inome but there are
various other fators as well suh as: wealth! eduation! oupation et.
. !ocial Factors
Soial fators also impat the buyin" behavior of onsumers. #he important soial fators
are: referene "roups! family! role and status.
Reference Groups
,eferene "roups have potential in formin" a person attitude or behavior. #he impat of
referene "roups varies aross produts and brands. *or e(ample if the produt is visible
suh as dress! shoes! ar et then the influene of referene "roups will be hi"h.
,eferene "roups also inlude opinion leader -a person who influenes other beause of
his speial skill! knowled"e or other harateristis..
Family
Buyer behavior is stron"ly influened by the member of a family. #herefore marketers
are tryin" to find the roles and influene of the husband! wife and hildren. $f the buyin"
deision of a partiular produt is influened by wife then the marketers will try
to tar"et the women in their advertisement. +ere we should note that buyin" roles han"e
with han"e in onsumer lifestyles.
Roles and Status
)ah person possesses different roles and status in the soiety dependin" upon the
"roups! lubs! family! or"ani'ation et. to whih he belon"s. *or e(ample a woman is
workin" in an or"ani'ation as finane mana"er. /ow she is playin" two roles! one of
finane mana"er and other of mother. #herefore her buyin" deisions will be influened
by her role and status.
". #ersonal Factors
Personal fators an also affet the onsumer behavior. Some of the important personal
fators that influene the buyin" behavior are: lifestyle! eonomi situation! oupation!
a"e! personality and self onept.
Age
%"e and life0yle have potential impat on the onsumer buyin" behavior. $t is obvious
that the onsumers han"e the purhase of "oods and servies with the passa"e of time.
*amily life0yle onsists of different sta"es suh youn" sin"les! married ouples!
unmarried ouples et whih help marketers to develop appropriate produts for eah
sta"e.
Occupation
#he oupation of a person has si"nifiant impat on his buyin" behavior. *or e(ample a
marketin" mana"er of an or"ani'ation will try to purhase business suits! whereas a low
level worker in the same or"ani'ation will purhase ru""ed work lothes.
Economic Situation
Consumer eonomi situation has "reat influene on his buyin" behavior. $f the inome
and savin"s of a ustomer is hi"h then he will purhase more e(pensive produts. 1n the
other hand! a person with low inome and savin"s will purhase ine(pensive produts.
Lifestyle
&ifestyle of ustomers is another import fator affetin" the onsumer buyin" behavior.
&ifestyle refers to the way a person lives in a soiety and is e(pressed by the thin"s in
his2her surroundin"s. $t is determined by ustomer interests! opinions! ativities et and
shapes his whole pattern of atin" and interatin" in the world.
Personality
Personality han"es from person to person! time to time and plae to plae. #herefore it
an "reatly influene the buyin" behavior of ustomers. %tually! Personality is not what
one wears3 rather it is the totality of behavior of a man in different irumstanes. $t has
different harateristis suh as: dominane! a""ressiveness! self0onfidene et whih
an be useful to determine the onsumer behavior for partiular produt or servie.
$. #s%chological Factors
#here are four important psyholo"ial fators affetin" the onsumer buyin" behavior.
#hese are: pereption! motivation! learnin"! beliefs and attitudes.
Motivation
#he level of motivation also affets the buyin" behavior of ustomers. )very person has
different needs suh as physiolo"ial needs! biolo"ial needs! soial needs et. #he nature
of the needs is that! some of them are most pressin" while others are least pressin".
#herefore a need beomes a motive when it is more pressin" to diret the person to seek
satisfation.
Perception
Seletin"! or"ani'in" and interpretin" information in a way to produe a meanin"ful
e(periene of the world is alled pereption. #here are three different pereptual
proesses whih are seletive attention! seletive distortion and seletive retention. $n
ase of seletive attention! marketers try to attrat the ustomer attention. 4hereas! in
ase of seletive distortion! ustomers try to interpret the information in a way that will
support what the ustomers already believe. Similarly! in ase of seletive retention!
marketers try to retain information that supports their beliefs.
eliefs and Attitudes
Customer possesses speifi belief and attitude towards various produts. Sine suh
beliefs and attitudes make up brand ima"e and affet onsumer buyin" behavior therefore
marketers are interested in them. Marketers an han"e the beliefs and attitudes of
ustomers by launhin" speial ampai"ns in this re"ard.