IMT-N-I-12-MM1

Marketing Management 1
Session IV

Learning Objectives
1.

Disciplines influencing CB

2.

Factors influencing Consumer Behavior

3.

1.

Cultural Factors

2.

Social Factors

3.

Personal Factors

4.

Psychological Factors

Consumer Involvement

Consumer Buying Behavior

Disciplines influencing CB
Economics
Rationality
Psychology
Need fulfillment process
Sociology
Social behavior
Anthropology
Human evolution

Factors Influencing Consumer Behavior

Culture

Hofstede- Culture is the mental programming of people

in an environment. Culture is a combination of
Symbols, Heroes, Rituals & Values

Culture- is a societys personality, has no boundaries,

includes Knowledge, laws, religions, music, art, food etc

Certain factors change culture

Technology, Population shifts, Resource shortages

Culture, Subculture & Social Class

Culture defines Needs, necessities & luxuries

3 Levels of Subjective Culture

Super-national level
National level

Group level

Socio Economic Classification SEC

A1 to E2 Urban, R1 to R4 Rural
Members of same class behave similarly
Basis for Comparison: inferior & superior positions
Education, Occupation, Income, Wealth etc looked for status
Social class mobility is possible

Reference Groups

Individual

Family
Friends

Social Class
Selected Subculture
Ones Own Culture
Other Cultures

Reference Groups

Reference Groups & Family

Reference Groups
Primary & Secondary
Associative & Dissociative
Opinion Leader
Informally influences the attitudes of opinion seekers
Non marketing source: Commands respect &
credibility as expert
Family
Family of Orientation
Family of Procreation
Household Decision Making

Stages in Family Life Cycle

FLC 5 Stages

FLC 9 Stages

Bachelorhood

Single/ bachelorhood

Honeymooners

Honeymooners/ Newly Married

Parenthood

Full Nest I
Full Nest II
Full Nest III

Post Parenthood

Empty Nest I
Empty Nest II

Dissolution

Solitary Survivor
Solitary Survivor- Retired

Personality

The inner psychological characteristics that both

determine and reflect how a person responds to his or
her environment

Personality Traits
Self- confidence, Sociability, autonomy, adaptability

The Nature of Personality:

Personality reflects individual differences
Personality is consistent and enduring

10

Different Self-Images
Actual Self-Image

How consumers see themselves

Ideal Self-Image

How consumers would like to see themselves

Social Self-Image

How consumers feel others see them

Ideal Social
Self-Image

How consumers would like others to see them

Expected
Self-Image

How consumers expect to see themselves in the

future

Ought-to self

Traits an individual believes are in her duty to

possess
11

Motivation

Needs are never fully satisfied

Success & Failure influence goals
Success
New, higher order needs
Failure
Substitute goals & Frustration
Motivation Theories
Sigmund Freud- Psychoanalytic Theory
Abraham Maslow- Need Hierarchy Theory
Frederick Herzbergs- 2 Factor Theory

12

Maslows Hierarchy of Needs

SA
Esteem
Love (Social)

Safety & Security

Physiological

Perception & Decision Making

Decision
Frame

Perception

Environment

Attention

Organiza
tion

Recall

Evaluating
Outcomes

Decision
Making

Evaluating
Probabilities

Choosing &
Rejecting
Alternatives

Perceptual Selection
Wagner & Hollenbeck- OB Securing Competitive Advantage

Model of Consumer Buying Behavior

PP- 18
CB- SKR

Consumer Involvement
High
Involvement

High InvolvementCentral Route

High InvolvementPeripheral Route

Extensive Problem
Solving EPS
Elaboration Likelihood
Model
ELM

Dissonance Reducing B

Low InvolvementCentral Route

Low InvolvementPeripheral Route

Variety Seeking BB
Impulse Buying

Routine Response Beh.

Habitual BB

Significant differences

Few differences

Limited Problem
Solving LPS

Low Involvement
Central Route
Peripheral Route
Information about Brands