Determinants or factors of buying
behavior
Cultural
Factors
Social
factors
Personal
factors
1 culture
1 Reference group
2 Subculture
3 Social class
2 Family
1 Age & ages of life
cycle
2 Occupation
3 Economics
Circumstances
3 Life style
4 Personal and self
concept
Role & status
Psycholo
gical
factors
1 Motivation
2 Perception
3 Learning
4 Belief and
attitude
MCQ’ s
Cultural Factors are
1 Culture, Subculture and system class
2 Culture, Subculture and Service class
3 Culture, Subculture and Social class
True and false
Cultural Factors
1 culture
2 Subculture
3 Social class
True or False……
Determinants or factors of buying
behavior
• Question
• What are the Cultural Factors ?
MCQ ‘ s
Social factors are
1) Reference group, Family and Role & status
2) community group, Family and Role & status
True and False
• Social factors are
• Reference group, Friends and Role & status
True and False………..
Determinants or factors of buying
behavior
• Question
• What are the Social factors
MCQ’ s
Personal factors are
1
Age & ages of life cycle, Occupation , Economics Circumstances,
Life style, Non Personal and Non self concept
2
Age & ages of life cycle, Occupation , Economics Circumstances,
Life style, Personal and self concept
3
Age & ages of life cycle, construction , Economics Circumstances,
Life style, Personal and self concept
True and false
Personal factors are
Age & ages of life cycle, Occupation , Economics Circumstances, Life
style, Personal and self concept
True or False…..
Determinants or factors of buying
behavior
Question
What are the Personal factors
Culture
• Culture is most basic fundamental determinant
of a person wants and behavior.
• Where the young boy is brought up in society
where the modern technology used. The young
boy will be comfortable with using camera,
laptop, etc.
• Marketers always trying to see if there is a
cultural shift and develops products accordingly .
• Some of the important cultural shifts are: Leisure
time, health conscious and informality.
Leisure time – culture
• More people seeking more ways to
increase leisure time to spend on holidays
and sports
Leisure time – culture
• More people seeking more ways to
increase leisure time to spend on holidays
and sports:
• True false--------
Health Conscious-culture
• People are becoming more health
conscious and more involved in exercise
and eating lighter food
Health Conscious-culture
• People are becoming more health unconscious and more involved in exercise
and eating higher food
• True and false
Informality-culture
• People are adapting a more relaxed and
informal life style. Such as in clothing,
furnishing and entertaining
Informality-culture
• People are adapting a more tough and
formal life style. Such as in clothing,
furnishing and entertaining
• True and false………..
Subculture - Culture
• Within a culture there might be group of
people practicing or following different
customs and tradition either based on
religion, geography, cast, sex etc.
Subculture - Culture
• Within a culture there might be group of
people practicing or following different
customs and tradition either based on
religion, geography, cast, sex etc.
• True and false…………
Social Class- Culture
• Social class may be divided based on the
status or caste. For example
• blue collar, white collar
• Lower upper middle
Buying behavior varies with each class
Reference Group - Social Factors
• A person’s reference group are those
groups that have a direct (face to face) or
indirect influence on the person’s attitude
or behavior.
• Group have direct influence include family,
friend neighbor etc.
• Indirect such as the football player etc.
Family - Social Factors
• Members of the
buyer’s family can
exercise strong
influence on buyer
behavior. In some
cases wife is more
influential on
purchase than
husband
Category
In the purchase of
the product
Husband dominant
Auto, TV.,
computer,
Wife dominant
Washing machines,
kitchens
appliances, home
appliances
Equal participation
Housing, recreation
activity, outside
entertainment
Family - Social Factors
Under family Husband is dominant in the
purchase of Auto, TV, Kitchen
True and false………..
Family - Social Factors
Under family wife is dominant in the
purchase of washing machines, kitchens appliances,
home appliances
True and false…………
Family - Social Factors
Under equal participation regarding
wife and husband following things
are included housing, recreation activity, outside
entertainment
True and false…………
Role and Status
•
A person have many roles in life such as group – family, clubs, organizations,
etc.
For example: Mr. Ahmed is a marketing executive in a firm and is planning to
purchase a car with his parents. Ahmed plays a role of son in his family.
He plays role of husband and father for his kids.
Each of Mr. Ahmed role influence by some of her buying behavior.
Each role will reflect a status accorded to the status in the society.
As Marketing executive Ahmed will buy the kind of clothes that adds dignity to
her role and status.
But in the role of son, husband and father Ahmed may refer to wear informal
clothes. People often choose product to communicate their status in society
Personal factors
• Consumer purchase decision also
influenced by personal characteristics
namely the buyer age and stage of life
cycle, occupation etc.
Age and stage of life Cycle
• People’s choice of goods and services
changes over their lifetime.
Occupation
• A person occupation has direct effect on
his choice o goods and
• Such as a labor will purchase product
which is economic where as a general
manager will purchase expensive.
Economic Circumstances
• A person’s economic circumstances
consist of his sources of income, amount
of income, Liabilities, assets, savings
Life Style
• A person’s life style refers to the person’s
pattern of living expanses through his
activities, interest and opinions
• ِA marketing person spend all his money
in purchasing clothes
Personality and Self Concept
• Each person got distinctive personality
which will influence his buying behavior
• Self Concept
• It refers to the person’s image of himself or
self image. Each person carries a self
image of himself and will purchase goods
or services that matches the self image.
Psychological factors
Motivation
Can be said to be inner drive that is sufficiently pressing
and directs the person to seek satisfaction of the need.
Ahmed need is to get a car. He now works 6
days a week to earn more and more money.
So he is motivated to satisfy his need
Psychological factors
• Perception
Perception is the process of selection,
organizing and interpreting to event happing in the environment
Psychological factors
• Learning:
• Believe and attitude
Baby Boomer Market
Baby boomer market refers to the age
between early twenties to the early forties.
The baby boomer can be further divided as
under:
Young baby boomers: are between the
age 20 to 29 years of age
Older baby boomers: are between the age
30 and 40 years of age