Quarantine Lectures - Crash Course Marketing Ep 9: Understanding Consumer Behavior
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This document discusses consumer behavior and the factors that influence it. It defines consumer behavior as how individuals, groups, and organizations select, purchase, use, and dispose of goods and services. The three main factors that influence consumer behavior are cultural factors, social factors, and personal factors. Cultural factors include culture and subculture. Social factors include reference groups, cliques, family, and roles and status. Personal factors include age and life cycle stage, occupation, personality and self-concept, and lifestyle and values.
Quarantine Lectures - Crash Course Marketing Ep 9: Understanding Consumer Behavior
- 1. Quarantine Lectures Crash Course: Marketing By Saddam Siddiqui Quarantine Crash Course: Marketing By: Saddam Siddiqui
- 2. Lecture # 9: Understanding Consumer Behavior Quarantine Crash Course: Marketing By: Saddam Siddiqui Quarantine Crash Course: Marketing By: Saddam Siddiqui
- 3. Agenda • Definition of Consumer Behaviour • Factors influencing Consumer Behaviour • Cultural Factors • Social Factors • Personal Factors Quarantine Crash Course: Marketing By: Saddam Siddiqui
- 4. What influence Consumer Behaviour? • Consumer behaviour is the study of how individuals, groups and organizations select, buy, use and dispose of goods, services, ideas or experiences to satisfy their needs and wants. • The following factors influences Consumer Behaviour: Cultural Factors Social Factors Personal Factors
- 5. Cultural Factors • Culture is the fundamental determinant of a person’s wants and behaviour. • Culture consists of Sub Cultures that provides more specific identification and socialization for members. • All human societies exhibit social stratification, most often in the form of social classes, relatively homogenous and enduring divisions in a society.
- 6. Social Factors Reference Groups • All groups that have direct or indirect influence on their behaviour or attitude • Primary Groups, Secondary Group, Associative Group, Dissociative Group, Opinion Leader Cliques • Cliques are small group whose member interacts frequently Family • Family of Orientation (parents and siblings) • Family of Procreation (person’s spouse and children) Role and Status • Role consists of activities a person is expected to perform • Each role in turn connotes a status
- 7. Personal Factors Age and Stage in the Life Cycle • Family Life Cycle • Psychological Life Cycle • Critical Life Events and Transitions Occupation and Economic Circumstances • Occupational Groups • Spendable Income • Saving and Assets • Debts and Borrowing Power Personality and Self- Concept • Personality Traits: Self- Confidence, Dominance, Autonomy, Deference, Sociability, Defensiveness and Adaptability. • Brand Personality: Sincerity, Excitement, Competence, Sophistication, Ruggedness • Actual Self, Ideal Self and Other’s self confidence Life Style and Values • Life style is the pattern of living in the world as expressed in activities, interest and opinions • Multitasking: Doing one or two things at same time.