steel junction

Tata Steel used steel junction to

encourage consumers to go steel
shopping and to develop deeper
understanding of individual and
household customers.

steel junction

Consumer Behavior
Consumer buyer behavior
It refers to the buying behavior of
consumers/
individuals
and
households who buy goods and
services for personal consumption

Consumer Behavior

What Influences
Consumer. Behavior?

Cultural
Cultural Factors
Factors

Social
Social Factors
Factors

Personal
Personal Factors
Factors

Cultural Factor

Culture
Culture
It is the fundamental determinant of
a persons wants and behaviors
acquired
through
socialization
processes with family and other key
institutions.

Features of Indian Culture

Culture

Subcultures
Subcultures
These are groups of people within a
culture with shared value systems
based on common life experiences
and situations
Bengalis
Gujaratis
Punjabis

Subcultures

.
Subcultures
.

Nationalities
Nationalities
Religions
Religions
Racial
Racial groups
groups
Geographic
Geographic regions
regions

Social Classes
.
.

Upper uppers
Lower uppers
Upper middles
Middle class
Working class
Upper lowers
Lower lowers

Social .Factors
.
Reference
groups

Family

Social
roles

Statuses

Reference
Groups
.
.

Primary
Primary groups
groups

Secondary
Secondary groups
groups

Aspirational
Aspirational groups
groups

Reference Groups

Reference Groups

Provogue uses teenage icons as brand

ambassadors and a youth targeted website to
connect to its customers

Family
Family is the most important
consumer buying organization in
society

Family

Family

Role & Status

The groups, family, clubs, and
organizations that a person belongs
to define his/her social role and
status

Roles and
Status
.
.

What degree of status

is associated with
various occupational
roles?

Personal. Factors
.

Age
Selfconcept

Life cycle
stage

Lifestyle

Occupation

Values

Wealth
Personality

Age
Age and life-cycle stage
RBC Royal Band stages
Youth: younger than 18
Getting started: 1835
Builders: 3550
Accumulators: 5060
Preservers: over 60

. The Family Life Cycle

Economic situation

Lifestyle
Lifestyle is a persons pattern of
living as expressed in his or her
psychographics
Marketer measures consumers AIOs
(activities, interests, opinions) to
capture information about a persons
pattern of acting and interacting in
the environment

Lifestyle

Lifestyle

State Farm .Mental Map

.

Buyer Decision Making

Process.

Maslows Hierarchy of Needs