Documente Academic
Documente Profesional
Documente Cultură
ON
CONSUMER BEHAVIOUR
S3 MBA
VSMS
VALUES
Values are in compassing concepts. They are at the core of personality and therefore,
are a powerful, though silent force affecting behaviour values are so embedded that they can
be inferred from people’s behaviour and their expressed attitudes. Values have an important
influence on the attitudes, perceptions, needs and motives of people at work. Thus they are
important to the study of consumer behaviour.
Features of values
Types of values
i. Terminal values.
‘Terminal values’ leads to ends to be achieved. The ends are like
a. Comfortable life.
b. Sense of accomplishment.
c. Family security.
d. Mature love.
e. Self respect.
f. Wisdom.
Values are learned and acquired primarily through experience with people and
institutions. As learning and experiences vary from one person to another, value
differences are the inevitable result.
Factors affecting values
i. Family factors.
A significant factor influencing the process of socialisation of an individual is
role of the family. The child rearing practices that parents uses shape one’s
individual’s personality.
There are two types of sources which explain both consistency and changes in value:
i. The first source of values is based on institution like family, educational and religious
institution which inculcate permanent values in person.
ii. The second source of value is lifetime experiences, which occurs during social,
economic events, riots, terrorism, and during pleasurable moments of life.
i. Family institutions
Family is the oldest and prime institution, one learn social and cultural values first
from his family.
ii. Religious and cultural institutions.
It is seen that generally religious institutions also play an important role in forming of
values in the members of that religious communities. These institutions are playing
important roles in transmitting values from one generation to other generation, but even in
these days these institutions have also faded their influence on the society.
iii. Educational institutions.
In these days the influence of education appears to be increasing partly because of the
increased participation of western countries in formal education and partly due to the
vacuum left by families and religious institutions.
Attitude
Attitude is an individual’s characteristic way of responding consistently in a
favourable or unfavourable manner to objects, people or events in his environment. An
individual’s behaviour is a function of attitudes. An attitude is a cognitive element; it always
remains inside a person.
Attitude has received a great importance in the consumer behaviour because attitude
research forms the basis for developing new products, re-positioning existing products,
creating advertising campaigns and predicting brand preferences as well as understanding
general purchase behaviour. Attitudes reflect settled behaviour and settled mode of thinking
as well as feeling.
Features of attitude
Functions of attitude
i. Psychological factors.
The psychological make-up of a person is made up of his perceptions, ideas,
beliefs, values, information, etc.
v. Political factors.
Political factors such as ideologies of the political parties, political stability
and the behaviour of the political leaders greatly affect the attitudes of the people.
Life style refers to a pattern of consumption reflecting a person’s choice of how he or she
spends time and money. An individual life style is part of one’s personality and is correlated
with consumer value system.
ii. Fufilleds.
These are satisfied, comfortable satisfied, motive and reflective people who value
order, knowledge and responsibility.
iii. Believers.
Believers beliefs in well established organised routines in their homes, female’s social
religious and professional life.
iv. Achievers
They are status oriented and make a secure place in high social setting.
v. Strivers.
Strivers are always striving to find a secure place in life. They seek motivations, self-
definitions and approval from the world around them.
vi. Experiencers.
They are with wider and varied world experiences having a vital enthusiasm,
impulsive and rebellious native.
vii. Maker.
The experience the world by working on it i.e., by building, raising children, fixing a
car and have sufficient skill incomes and energy to carry out their projects successfully.
viii. Strugglers.
They are poor, ill-educated, low skilled having no much social bounds.
A life style recognises that people sort themselves into groups on the basis of the things
they like to do and how they like life to spend their leisure time and how they choose to
spend their disposable income. One’s activities, interests and opinions are reflected by
individual life styles. Two persons can never have exactly same type of life style. Different
people have got different activities, opinions and interests that are why they have different
life styles. Marketers do the market segmentation as per the life styles of people falling in
different segments.
Value, attitude and life style are very much influence the consumer behaviour. Thus the
studies of these three are very much important for implementing proper marketing strategies.
Value, attitude and life style all are having different perspective and dimension in the study of
consumer behaviour.