Analyzing Buying Behaviour Of Consumer Markets

Analyzing Buying Behaviour of Consumer Markets By Priyanka J. Harivallabhdas

Influencing Buying Behaviour 

Cultural Factors 

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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 

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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.

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Family 

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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.

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Personal Factors 

Personality & Self-Concept 

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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

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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 Fufillers Achievers Experiencers

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Believers Strivers Makers Strugglers

Psychological Factors 

Motivation: 

Sigmund Freud’s Theory 

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Maslow’s Theory 

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Psychological forces shaping one’s behaviour is mostly unconscious. Pyramid of Needs

Herzberg’s Theory 

Hygiene Factors And Motivators

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Perception   

Selective Attention Selective Distortion Selective Retention

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Beliefs and Attitudes 

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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 Recognition Problem Information Search Search Information Evaluation of of Alternatives Alternatives Evaluation Purchase Decision Decision Purchase Post-purchase Behaviour Behaviour Post-purchase

Thank You