C. B Unit-2

According to Kotler & Armstrong,
“Consumer buying behaviour refers to the

buying behaviour of final consumers, individuals and households
who buy goods and services for personal consumption”.
According to Schiffman & Kanuck,

“The term consumer behaviour refers to
the behaviour that consumers display in searching for purchasing,
using, evaluating and disposing of products and services that they
expect will satisfy their needs and how individuals make decisions to
spend their available resources like time, money and effort”.
SCOPE OF
CONSUMER
BEHAVIOUR
EXTERNAL ENVIRONMENT
CULTURAL MOTIVATION SUB CULTURAL

INFLUENCES
INFLUENCES
PROBLEM RECOGNITION
LEARNING
F
E DECI
INFORMATION SEARCH
E SION SOCIAL
OTHERS D & EVALUATION PRO CLASS
B CESS
ATTITUDE A PURCHASING PROCESS
C
K POST PURCHASE
PERSONALITY
BEHAVIOUR
PERSONAL
INFLUENCES
FAMILY INFLUENCES
Need for studying Consumer Behaviour
1. Consumers do not always act to react as the theory would suggest.
2. Consumers preferences are changing and becoming highly diversified.
3. Meeting of special needs of consumers.
4. Rapid introduction of new products with technological advancement.
5. Consumer Behaviour could be used to sell products that might not sell easily.
6. Implementing the ‘Marketing Concept’.
7. Shorter product life cycles.
8. Ecological or environmental concerns.
9. Consumer orientation.
10. Growth of services marketing.
11. Growth of International Marketing.
12. Consumer behaviour is an inter disciplinary science.
CULTURE
Culture is a set of traditional beliefs and values that are
transmitted and shared in a given society.
•Culture is prescriptive.
•Culture is socially shared.
•Culture facilitates communication.
•Culture is learned.
•Culture is subjective.
•Culture is long lasting.
•Culture is cumulative.
•Culture is dynamic.
SUB-
CULTURE
A SUB CULTURE IS A DISTINCT AND IDENTIFIABLE CULTURAL
GROUP THAT HAS VALUES IN COMMON WITH THE OVERALL
SOCIETY BUT ALSO HAS CERTAIN CHARACTERISTICS THAT ARE
UNIQUE TO ITSELF.
#INFLUENCE OF SUB CULTURE ON CONSUMER BEHAVIOUR
DEPENDS UPON
•Sub Culture distinctiveness
•Sub Culture homogenity
•Sub Culture exclusion
CULTURE
SOCIAL CLASS
SUB-CULTURE
SOCIAL CLASS
Social class defines the ranking of people in a society into a
hierarchy of distinct status classes, upper, middle and lower, so
that the members of each class has relatively the same status
based on their power and prestige.
FEATURES:
1. Social classes are based on many components other than income.
2. Social classes are hierarchial.
3. Social classes restrict Behaviour and interaction between classes.
4. Social classes are homogeneous.
5. Social classes are dynamic and social stratification can be of 2 types:
Closed system
Open system
SOCIAL CLASS CATEGORIES:
1. UPPER CLASS
2. MIDDLE CLASS
REFERENCE
GROUPS
A Reference Group is one whose presumed perspectives or values
are being used by an individual as the basis of his / her current
behaviour.
TYPES: Aspirational groups
•Membership and non membership groups

Dissociate groups
•Primary and Secondary Groups
•Formal and Informal Groups
•Positive and Negative Groups
TYPES OF REFERENCE GROUPS INFLUENCES:
Nature of Objectives Perceived Behaviour

influence Source
Characteristics
Informational Knowledge Credibility Acceptance

Comparative Self- Similarity Identification
Maintenance
& enrichment
Normative Reward Power Conformity
NATURE OF REFERENCE GROUPS:
1. NORMS:
Generally defined rules and standards of behaviour that the group establishes.
2. VALUES
Shared beliefs among group members regarding what behaviour are appropriate.
3. ROLES:
Refers to functions that an individual assumes that the group assigns to him to
accomplish group objectives.
4. STATUS:
It is the achieved position that the individual occupies within the groups
hierarchy.
5. SOCIALISATION:
Refers to the process by which new members learn the groups systems of
values, norms and expected behaviour patterns.
FAMILY
There are two ways of finding out what human nature is, go
round the world or study the family that goes round you.
It is two or more persons living together usually related to by

blood, marriage or adoption.
THREE STAGE CLASSIFICATION:

1. The elemental family
2. The nuclear family
3. The extended family
FAMILY LIFE- CYCLE STAGES:
1. The bachelor stage
2. Newly married
3. Full Nest I
4. Full Nest II
5. Full Nest III
6. Empty Nest I
7. Empty Nest II
8. Solitary Survivor
FAMILY DECISION MAKING FOR CHILDREN’S PRODUCTS:
GATEKEEPER
(PARENTS)
COMMUNICATION
TARGETING
PARENTS
INITIATORS DECISION
MAKERS BUYERS
(PARENTS /
(PARENTS) (PARENTS)
CHILDREN)
COMMUNICATION
TARGETING
CHILDREN USERS
(CHILDREN)
INFLUENCER
(CHILDREN)
FAMILY PURCHASING DECISIONS:
1. ROLE STRUCTURE
• INITIATOR
• INFLUENCER
• INFORMATION GATHERER
• DECISION MAKER
• PURCHASER
• DISPOSER
2. POWER STRUCTURE
• EXPERT
• LEGITIMATE
• REWARD
• EMOTIONAL
• IMPRESSION MANAGEMENT
3. STAGE IN THE FAMILY DECISION PROCESS
4. FAMILY SPECIFIC CHARACTERISTICS
JOINT DECISION ROLES:
INITIATOR GATEKEEPER INFLUENCER

(NEED (INFORMATION (EVALUATION OF
RECOGNITION) SEARCH) ALTERNATIVES)
USER DECISION MAKER

BUYER
(CONSUMPTION & (DECISION TO
EVALUATION) (PURCHASE) BUY)

C. B Unit-2

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C. B Unit-2

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According to Kotler & Armstrong,

“Consumer buying behaviour refers to the

According to Schiffman & Kanuck,

CULTURAL MOTIVATION SUB CULTURAL

TYPES: Aspirational groups

•Membership and non membership groups

Nature of Objectives Perceived Behaviour

Informational Knowledge Credibility Acceptance

It is two or more persons living together usually related to by

THREE STAGE CLASSIFICATION:

INITIATOR GATEKEEPER INFLUENCER

USER DECISION MAKER

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