Professional Documents
Culture Documents
Buyer Behavior
1
How and Why
Consumers Buy
2
Cultural factors:
3
Social Factors:
Reference groups – have direct or indirect
influence on person’s attitude or behavior.
Types of Reference Group:
Membership
Aspirational
Disclaimant
Avoidance
Family – Each stage of Life-cycle creates
demand for different product.
4
Personal Factors:
Age
Stage in life cycle
Occupation
Economic circumstances
Lifestyle – way of leading life
Personality – Distinguishing psychological
characteristics that lead to consistent responses
to environment.
Self-concept
5
Psychological Factors:
Influencer
Decider
Buyer
User
Maintainer
Disposer
7
Types of Buying-Decision
Behavior