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