how do consumer characteristics affect buying behaviour
Post on 17-Aug-2015
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Socio-Economic Classification
Used by Indian Marketers to divide population into social strata based on Purchasing Power.
REFERENCE GROUPS
CONSISTS OF:• PRIMARY: FAMILY, FRIENDS, CO-WORKERS• SECONDARY: RELIGIOUS, PROFESSIONAL
BRAND PERSONALITIES
• SINCERITY• EXCITEMENT• COMPETENCE• SOPHISTICATION• RUGGEDNESS
JENNIFER AAKER CAME UP WITH A SPECIFIC SET OF HUMAN TRAITS WHICH CAN BE ATTRIBUTED TO A BRAND.
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