How do consumer characteristics influence buying behavior?

Kotler-Analyzing Consumer Markets-Question 1

1. Consumer characteristic and buying behavior

2. Consumer characteristics and their buying behavior are closely related

3. But how? Let’s see

4. Human characteristic is determined by four factors

5. Cultural Factors are further classified into

6. People in North India prefer breads over rice which is a favorite with people in South India and East India Social values and behavior

7. Woman in INDIA prefer to buy shadi compare to pant and shirt Social Rules

8. A sikh man prefers to wear Pagri in place of Topi Religion

9. Women love shopping Jewellery compare to man Gender

10. Social factor Man is a social animal

11. Every individual has some people around who influence him/her in any way called Reference groups  

12. Primary groups They have major impacts on your buying decisions

13. Secondary group Secondary groups may also influence your buying decisions

14. Aspirational group A person hopes to join

15. Dissociative group Behavior is rejected by customers

16. Personal factor Economic condition Personality Life style Occupation

17. A Doctor and an Engineer have different wearing sense Occupation

18. Economic condition may change your choice

19. Personality

20. Life style

21. Psychological Factors Motivation Perception Emotions Learning Memory

22. Perception It is The best

23. Taste is motivation to buy Pizza

24. Learning Last time I had eaten it. It was not what it looks like

25. Emotions I love “Vintage” fountain Pen

26. Memory Oh---- This is the same company. I have won general championship with it.

27. 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