target customer -how do consumer characteristics influence buying behavior
TRANSCRIPT
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TARGET CUSTOMER
Analysing Consumer Buying Behaviours
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How do Consumer characteristics influences Buying Behaviour ??
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Psychological Factors
Personal Factors
Cultural Factors
Social Factors
Factors influencing Customer Behavior
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CULTURAL FACTORS
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ComfortFreedomIndividualismPracticalityProgress
RespectHonestyIntegrityHard workRituals
Different Values
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Geographical Boundaries
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SOCIAL F
ACTORS
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Family
Friends
Primary Reference Groups
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Religion
Profession
Secondary Reference Groups
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Aspirational Groups(individual hopes to join)
Dissociative Groups(individual rejects)
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Opinion Leaders
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PERSONAL FACTORS
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Human Age Cycle
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Occupation
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Economic Condition
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Lifestyle
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PSYCHOLOGICAL F
ACTORS
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Perceptions
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Emotions
attachment to any object or service
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Consumer Behaviour is influenced by following factorsCultural Factors ( Different values and
Geographical boundaries)Social Factors (Reference Groups – Primary &
Secondary, Aspirational and Dissociative Factors and Opinion Leader)
Personal Factors (Human Age Cycle, Occupation , Economic Conditions and Lifestyle)
Psychological Factors (Perceptions and Emotions)
SUMMARY
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Nihar Shambharkar
Created by --
National Institute of Technology , Trichy
During an Internship by --
Prof. Sameer Mathur
Indian Institute of Management ,Lucknow
(www.IIMintenship.com)