Consumer behavior and fator that influnce buying process

1. Consumer Behavior
SHIVAM TYAGI
(FMS, DIT)

2. Who is Consumer ?
• Any individuals who purchase product &
services for themselves and their family is
a consumer.

3. Why do we need to study
Consumer Behavior?
Because no longer can we
take the customer/consumer
for granted.

4. Can Marketing be
standardized?
No.
Because cross - cultural
styles, habits, tastes,
prevents such
standardization.

5. What Influence Consumer
Behavior
•Cultural
•Social
•Personal
•Psychological

6. Cultural factors
• Culture- The set of value, perceptions,
preference and believes.
• Sub-culture- Nationalities, religions and
geographic regions.
• Social Classes- Homogeneous and eduring
division in a society.

7. Social factors
• Reference Groups- Friends, neighbor,
coworker and trade-union group.
• Family- Parents, siblings, wife and
children.
• Roles and Status- Family, clubs and
organization.

8. Personal Factors
• Lifestyle and values- age, life-cycle and
occupation.
• Personality and self-concept- Self-
confidence, autonomy, deference, and
personality.

9. Psychological Factors
• Motivation- Biogenic & Psychogenic
(HERZBERG,S THEORY)
• Perception- Selecting, Organizing and
interpreting to create a meaning.

10. Buyer’s Decision Process
• Problem Recognition
• Information Search
• Evaluation of Alternatives
• Purchase Decision
• Post-purchase behavior