2. FACTORS AFFECTING
CONSUMER
BEHAVIOUR
SOCIAL CULTURAL PERSONAL

4. REFERENCE GROUPS ARE
ALL GROUPS THAT HAVE EITHER
A DIRECT OR AN INDIRECT
EFFECT IN THE CONSUMER
BEHAVIOUR OR ATTITUDES

5. REFERENCE GROUPS INFLUENCE CONSUMERS IN AT LEAST 3
WAYS:
Expose individuals to new behaviours and lifestyle
Influence attitudes and self-concept
Create pressures for conformity

6. ASPIRATIONAL GROUPS ARE
GROUPS A PERSON HOPES TO
JOIN

7. DISSOCIATIVE GROUPSARE THOSE
GROUPS WHOSE VALUES OR
BEHAVIOUR AN INDIVIDUAL REJECTS

8. FAMILY IS THE MOST IMPORTANT CONSUMER
BUYING ORGANIZATION IN SOCIETY

9. HMM..NOW
WHERE CAN I
BUY HALF A
POUND OF
SPIDER WEB?
PEOPLE CHOOSE
PRODUTS THAT
COMMUNICATE THEIR
ROLE AND STATUS IN
SOCIETY

10. CULTURE IS ANOTHER
FUNDAMENTAL DETERMINANT OF
A PERSON’S WANTS OR NEEDS

11. AN AMERICAN CHILD IS EXPOSED
TO VALUES SUCH AS
PRACTICALITY
EFFICIENCY
INDIVIDUALISM
FREEDOM

12. FOR AN INDIAN CHILD,ON THE
OTHER HAND,THE VALUES THAT
ARE INCULCATED ARE:
RESPECT FOR ELDERS
HARD WORK
COMPASSION
HUMANITARIANISM

13. VIRTUALLY ALL SOCIETIES EXHIBIT
SOCIAL STRATIFICATION.VARIOUS
SOCIAL CLASSES SHOW DISTINCT
PRODUCT AND BRAND PREFERENCES

14. WITHIN A CATEGORY SUCH AS TV,UPPER-CLASS CONSUMERS SHOW
PPREFERENCES FOR NEWSAND DRAMA

15. WHILE LOWER CLASS CONSUMERS SHOW A
PENCHANT FOR REALITY SHOWS AND
SPORTS

16. PERSONAL FACTORS
ALSO MATTER, SUCH
AS……......

17. AGE AND
STAGE IN
LIFE CYCLE
IS AN IMPORTANT DETERMINANT OF CONSUMER
BEHAVIOUR

18. OCCUPATION AND ECONOMIC
CIRCUMSTANCES

19. PERSONALITY AND SELF CONCEPTS WHICH
INFLUENCE BUYING BEHAVIOURS,BY ALLOWING THE
PERSON TO RELATE THE PRODUCT TO HIS OR HER OWN
PERSONAL TRAITS
AMERICAN BRAND
PERSONALITIES AND TRAITS
SINCERITY
EXCITEMENT
COMPETENCE
SOPHISTICATION
RUGGEDNESS
SPANISH BRAND
PERSONALITIES AND TRAITS
SINCERITY
EXCITEMENT
COMPETENCE
PASSION
PEACEFULNESS

21. CREATED BY DEEPTISH MUKHERJEE OF
JADAVPUR UNIVERSITY DURING AN
INTERNSHIP BY PROF. SAMEER MATHUR
OF IIM LUCKNOW
www.IIMInternship.com