How do consumer characteristics influence

buying behaviour?

Cultural Social &

Personal Factors…

…influence

consumer’s buying

behaviour

Cultural Factors

Culture

Subculture

Social Class

Culture

determines one’s

values, beliefs and

views of self,

relationships to others,

and rituals

Subcultures

like religion , racial group

provide members identity

and socialization. Large

subcultures demand

specialized marketing

Social Class

Homogenous and enduring

divisions in society.

Members of similar values,

interests , behaviour

tend to show distinct

product and brand preferences

Social Factors

Reference

Groups

Family

Roles and Status

Reference Groups

Primary groups- people with continuous

contact

Secondary - irregular and formal contact

Expose consumer to new behaviour

Influence attitudes , also create conformity

pressure

FamilyFamily of orientation (influences religious ,

political views) or procreation(spouse ,

children).

For buying expensive products ,

spouses make a joint decision .

Children/teens influence hardware ,

vacation destinations.

Roles and status

People choose products that reflect,

communicate their role and

their actual or desired status

in society.

Personal Factors

Age and stage in life

Occupation and economic

circumstances

Personality and self concept

Lifestyle and values

Age and stage of lifeTaste in food , clothes ,furniture

is age-related.

Family life cycle impacts consumption.

Psychological life-cycle stages

impact behaviour and consumption.

Critical life events demand(marriage/retirement)

products/services.

Occupation and economic circumstances

Marketers realize the impact of occupation on

buying pattern and target certain occupations

Economic circumstances impact product and

brand choices

Luxury good makers are badly hit during

recession

Personality and self concept

Consumers choose brands that match their own

personality

Brand personality is the set of human traits brand like sincerity ,excitement ,competence ,

sophistication and ruggedness

Sometimes what others view us as, or how we

view ourselves ideally , decide the consumption

of goods.

Lifestyles and Values

Marketers search for relationship between

their product and lifestyle groups

Consumers may be time constrained or money

constrained, which influences consumtion

Core values , or belief system , is targeted for

appealing to the person and influencing his

buying

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