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Chapter D Characteristic affecting consumer buying behaviour…
Chapter D
Characteristic affecting consumer buying behaviour
Characteristics of buying behavior
Cultural factors
Culture
is a critical concept for the consumer behaviour
Norms
is states that says is it right or not
Values
are the very general ideas about good and bad goals
Sub-culture
a group of people that are different in thought or views fro major that surrounding them
Social class
is an open aggregate of people with similar social rank
Upper class
Upper uppers
Lower uppers
Middle class
Upper Middles
Middle class
Working class
Lower class
Lower Lowers
Social Factor
Forces that people exert on buying behavior -
social influences
Reference group
primary good
are group with whom contact is continuous frequent and informal include friends family
Secondary group
are group with whom contact are less frequent and takes place on formal basis
include clubs assosiation
Membership reference group
is one which an individuals actually belong
Aspirational reference group
persons aspires to belong
Disassociative reference group
is a group that person does not wish to be associated
Opinion Leader
a person within a reference group who, because of special skills, knowledge personality or other characteristics< exerts social influence on other
family influence
Wife dominant
Female head of household
Husband dominant
Male head
Autonomic
Equally but separate
Syncratic
Everything together
Reference group
Personal Factors
Personal and self concept
Life style
Occupation( the place of working)
Economic circumstances
Age and life style
Psychological factors
Motivation
Maslow hierarchy of needs
Believes and attudes
Beliefs is descriptive thoughts that a person has about something
Attitdues describes a persons likes and dislikes
Learning
Drives
is strong internal stimul
Stimuli
becomes motivated after direct stimul
Cues
are a minor stumuli because of advertisement or etc
Responses
second step after cues stimul to buy a product
Reinforcement
if the purchase were satisfaction the customer comes to the same brand
perception
is the process of understanding and interpreting information to give the meaning
1/Process of perception
Exposure
Attention
Interpretation
2/ Process of perceptual
1.Selective attention
2.Selective distortion
People interpreter information in their own way
Select retention
People get the information only if its sticks to their believes