This document discusses factors that influence consumer behavior. It analyzes how cultural factors, social factors, personal factors, and psychological factors can impact an individual's selection and purchase of goods. It also outlines a five-stage model of consumer buying behavior: problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. The document is presented by Dr. Gopal Thapa of Tribhuvan University and provides an overview of concepts in consumer behavior analysis.

1. Analyzing Consumer Markets
Dr. Gopal Thapa
Tribhuvan University

2. Consumer Behavior
 Consumer behavior is the study of how
individuals, groups and organizations select, buy,
use, and dispose of goods, services, ideas or
experiences to satisfy their needs and wants.
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3. Model of Consumer Behavior
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4. What Influences Consumer
Behavior?
 Cultural factors
 Social factors
 Personal factors
 Psychological factors
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5. Cultural Factors
 Culture
 Sub culture
 Nationalities, religions, racial groups, geographical
regions
 Social class
 Upper class, middle class, lower class
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6. Social Factors
 Reference groups
 Membership group: primary & secondary
 Inspirational group
 Dissociative group
 Opinion leader
 Family
 Roles and status
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7. Personal Factors
 Age and stage in the life cycle
 Occupation and economic circumstances
 Personality and self concept
 Lifestyle and values
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8. Psychological Factors
 Motivation
 Perception
 Learning
 Emotions
 Memory
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9. The Buying Process
(The Five Stage Model)
 Problem recognition
 Information search
 Evaluation of alternatives
 Purchase decision
 Post purchase behavior
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10. Any Queries?
Thank You
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