1. How do consumer
characteristics
influence buying
behaviour ?

2. Consumer
characteristics and their
buying behavior are
closely related
But How ???

3. “
Human characteristic is
determined by four factors.

4. “
Consumer Behaviour is
Study of how individuals,groups
and organizations select,buy and
dispose goods,services and
experiences to satisfy their needs
and wants

5. Cultural Factors are further
classified into :
Sub-CultureCulture
Individual
Culture

7. Different cultures have different
values.

8. Sub-Culture
◉ Subculture involves nationality , religion ,
racial groups and geographical regions.
◉ Subculture provides more specific
identification,socialization for its members.

9. Social Factors
Bring the attention of your audience over a key
concept using icons or illustrations

10. Direct
Includes Primary and
Secondary Groups.
Primary - Friends,Relatives
Secondary - Formal
interaction with
religious,traditional and
trade union groups.
Reference Groups
Indirect
Includes aspirational and
dissociative groups.
Aspirational - One that
hopes to join.
Dissociative - Ones who
values a person rejects.

11. Reference Groups influence
people in three ways.
Expose
Expose the
individual to new
behaviour and
lifestyle
Influence
Influence attitude
and self concept.
Create
Create pressures for
the conformity.

12. When reference group influence is
strong , marketers must determine
how to reach the opinion readers.

13. People choose products that reflect
their actual or desired status

15. Personal Factors
Psychological Life Cycle
Influenced by critical life
events such as marriage ,
childbirth , job ,retirement
Family Life Cycle
Influenced by daily family
routines .

16. Occupation , brand and
lifestyle influences
consumption patterns

17. Credits
Special thanks to all the people who made and
released these awesome resources for free:
◉ Presentation template by SlidesCarnival
◉ Photographs by Unsplash

18. ◉ Created By: Praneeth Ponnekanti , IIITD&M
Kancheepuram
◉ Under an Internship by : Dr.Sameer Mathur ,
IIM Lucknow
For further details visit : www.IIMInternship.com
Presentation design