Module 1-1
Module 1-1
Module 1-1
Situational Psychologic
factors al factors
CB
Cultural Social
factors factors
Marketing
factors
Personal Factors
• Age
• Gender
• Education
• Income level
• Personality
• Occupation
• Lifestyle
Psychological Factors
• Motivation
– What motivates a person to buy/not buy a particular
brand
• Perception
– What an individual thinks about a particular product or
service is his/her perception towards the same.
• Learning
– Learning from the past experience has an impact on the
buying behaviour of a person
• Beliefs & Attitudes
– Individuals create a certain image of every product or
service available in the market.
– Basis this image, they either buy or don’t buy a brand
Social Factors
• Reference Groups
– Whom are you generally seen with or spend most
of your time with
• Immediate Family Members
– Married, bachelor, widowed
• Relatives
– Numbers, types and closeness
• Role in the Society
• Status in the society
– Lower, Middle, upper or ultra upper class
Marketing Factors
• Product design
• Price
• Promotion
• Packaging
• Positioning
• Distribution
Cultural (& Sub-cultural) Factors
• Cultural factors comprise of set of values and
ideologies of a particular community, group or
casete of individuals.
• Sub-cultural
– Religion, caste and sub-caste
– Class status
– Gender
Situational Factors
• Reference Groups
– Whom are you generally seen with or spend most of
your time with
• Immediate Family Members
– Married, bachelor, widowed
• Relatives
– Numbers, types and closeness
• Role in the Society
• Status in the society
– Lower, Middle, upper or ultra upper class
How has CB changed over time?
(Especially due to the recent Digital Revolution)
The Disruptors
5 “bigger-than-nuclear” attacks in India
• 1995
• VSNL
• 2004
• Facebook
• 2006
• Google
• 2009
• Smartphone
• 2016
• Jio
Just to recap…
• What is Consumer Behaviour?
It is the study of how individuals/organisations
– Select > buy > use > dispose
– Goods / Services to
– Satisfy their needs and wants
Factors Affecting Buying Behaviour
• Cultural
– Cultural / Sub-Cultural / Social Class
• Social
– Classes / Family Influences / Status
• Personal
– Age / Occupation / Financial Status / Lifestyle
• Psychological
– Motivation / Perception / Learning / Beliefs
• Marketing
• Situational
Theories governing CB - Motivation
Memory
• Short-term memory
• Long term memory
• Brand Associations
The Buying Process
Post-
Problem Information Evaluation of Purchase
Purchase
Recognition Search Alternatives Decision
Behaviour
Post Purchase
Experience
Moment of Truth
Moment of Truth
– Is the instance when the customers/user interacts
the brand to form/change her impression about
the brand.
First, Second & Third Moment of Truth
Zero Moments of Truth (ZMOT)