DETAILED MODEL OF FACTORS Influencing Consumer Behaviour PERSONAL FACTORS
DEMOGRAPHIC FACTORS AND LIFESTYLE STAGE
- Babies and children need product like milk powder, baby foods and toys.
- Young adult’s need- clothes, recreational and educational facilities, transportation and a host of other age and fashion related products.
- The first factor influencing a buyer’s decision is his age need for different products changes with age.
- There are certain physiological differences between men and women which result in their having different consumption needs. For example:- women need certain specialized medical facilities, clothes and cosmetics. Their requirement is different from that of men.
- Consumption behavior is also influenced by the specific stage of the family life cycle.
ALSO READ:DETAILED MODEL OF Factors Influencing Consumer BEHAVIOUR- II
STAGE IN LIFE CYCLE | BUYING/BEHAVIOUR PATTERN |
Single stage- young, unmarried people, living away from home | Few financial burdens. Spend on rent, food very basic kitchen equipment/furniture stereo systems etc |
Young children newly married. No children | Better off financially now, wife is usually working, highest purchase rate, spend on furniture, durables such as refrigerator, gas stoves, vacation etc. |
Full Nest- Ⅰ Youngest child under-6 | Spend maximum on home purchases, interested in new products, influence by advertising. Buy T.V., baby foods, cough, medications, toys etc |
Full Nest- Ⅱ Youngest child over-6 | Some wives return to work, better financial position, buy large sized packs, education, bicycles, house purchasing |
Full Nest- Ⅲ Old married couple with dependent children | Financial position still better, spend on education, better furniture, cars, appliances etc. |
Empty Nest- Ⅰ Older married couples, no children at home, have head still working | Spend on travel, recreation, health care, self improvement, home improvement etc |
Empty Nest- Ⅱ Older married, no children at home, head retired | Drastic reduction in income, buy medical appliances, Medicare products for health |
Solitary survivor | Likely to sell home, but income still good |
Working | Reduced income, spend on medical products |
EDUCATION AND OCCUPATION
Education widens a person’s horizons, refines his tastes and makes his outlook more cosmopolitan.
Occupation also shapes the consumption needs people following specialized occupations such as- photography, music, carpentry etc need special tools and equipment.
Further the status and role of a person within an organization affects his occupation behavior. For example- chief executive buys 3 piece suits of best fabric; handmade leather briefcase junior manager in same organization may also buy similar things- but compromises on quality.
INCOME
The income which a person earns is an extremely important influence on his consumption behavior. He may aspire to buy certain goods and services but his income may become a constraint. Person’s attitude towards spending vs saving and his borrowing power are also important.
· Small size packaging in sachets is meant for LIG customers.
· Luxury products are more income sensitive than necessities.
PERSONALITY
Personality is sum total of an individual’s psychological traits, characteristics, motives, habits, attitudes, beliefs and outlooks. Personality is the very essence of individual differences in consumer behavior. Personality is defined as those inner psychological characteristics that both determine and reflect how a person responds to his environmental stimuli. Personality is enduring and ensures that a person’s responses are consistent over time.
Different types of personalities can be classified and each type responds differently to the same stimuli and personality can be used to identify and predict that response.
For example- Charms cigarettes used by young, modern, carefree personality. Potential marketer segment students and other young people.
Surf’s Lalitaji- A middle class traditional forthright and objective housewife for appeal to a potential customer of surf.
LIFESTYLE
Lifestyles are defined as patterns in which people live; as expressed by the manner in which they spend money and time on various activities and interests. Lifestyle is a function of our motivations learning, attitudes, beliefs and opinion, social class, demographic factors, personality etc.
Life style is measured by a technique known as psychographics. It involves measuring consumer’s responses to activities, interests and opinions (AIO) along with collecting information on demographic factors.
LIFESTYLE DIMENSIONS
ACTIVITIES | INTERESTS | OPINIONS | DEMOGRAPHICS |
Work | Family | Themselves | Age |
Hobbies | Home | Social issues | Education |
Social | Job | Politics | Income |
Vacation | Community | Business | Occupation |
Entertainment | Recreation | Economics | Family Size |
Club Membership | Fashion | Education | Dwelling |
Community | Food | Products | Geography |
Shopping | Media | Future | City Size |
Sports | Achievements | Culture | Stage in life cycle |
