Analyzing Buying Behaviour

of Consumer Markets

By Priyanka J. Harivallabhdas
Influencing Buying Behaviour
 Cultural Factors
 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
 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.
 Family
 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.
 Personal Factors
 Personality & Self-Concept
 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
 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  Believers
 Fufillers  Strivers
 Achievers  Makers
 Experiencers  Strugglers
Psychological Factors
 Motivation:
 Sigmund Freud’s Theory
 Psychological forces shaping one’s
behaviour is mostly unconscious.
 Maslow’s Theory
 Pyramid of Needs
 Herzberg’s Theory
 Hygiene Factors And Motivators
 Perception
 Selective Attention
 Selective Distortion
 Selective Retention
 Beliefs and Attitudes
 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
Problem Recognition

Information Search
Information Search

Evaluation of
Evaluation of Alternatives
Alternatives

Purchase Decision
Purchase Decision

Post-purchase Behaviour
Post-purchase Behaviour
Thank You