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How do consumer characteristics influence buying behavior?

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Sameer Mathur
Sameer Mathur

Kotler-Analyzing Consumer Markets-Question 1

Marketing
1 von 31
Consumer characteristic and buying behavior
Consumer characteristics and their buying behavior are closely related
But how? Let’s see
Human characteristic is determined by four factors Cultural Social Personal Psychological
Cultural Factors are further classified into
People in North India prefer breads over rice which is a favorite with people in South India and East India Social values and behavior
Woman in INDIA prefer to buy shadi compare to pant and shirt Social Rules
A sikh man prefers to wear Pagri in place of Topi Religion
Women love shopping Jewellery compare to man Gender
Social factor Man is a social animal
Every individual has some people around who influence him/her in any way called Reference groups Reference groups Secondary groupsPrimary groups
Primary groups They have major impacts on your buying decisions
Secondary group Secondary groups may also influence your buying decisions
Aspirational group A person hopes to join
Dissociative group Behavior is rejected by customers
Personal factor Economic condition Personality Life style Occupation
A Doctor and an Engineer have different wearing sense Occupation
Economic condition may change your choice
Personality
Life style
Psychological Factors Learning beliefs Motivation Perception Emotions Learning Memory
Perception It is The best
Taste is motivation to buy Pizza
Learning Last time I had eaten it. It was not what it looks like
Emotions I love “Vintage” fountain Pen
Memory Oh---- This is the same company. I have won general championship with it.
Summary Consumer behavior is influenced by three factors: cultural (culture, subculture, and social class), social(reference groups, family, and social roles and statuses), and personal (age, stage in the life cycle, occupation, economic circumstances, lifestyle, personality, and self-concept). Research into these factors can provide clues to reach and serve consumers more effectively
Credit KOTLER, P. & KELLER, K. 2011. Marketing Management 14th Edition,Upper Saddle River, NJ, Prentice Hall(With due thanks to the owners of Photographs)
How do consumer characteristics influence buying behavior?

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