CONSUMER BEHAVIOR

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Consumer Behavior
Dr. MVS. Srinivasa Rao, Associate Professor
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Consumer Behavior Definition

• How individuals, groups, and organizations
  select, buy, use, and dispose of goods, services,
  ideas, or experiences to satisfy their needs and
  desires.

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Influenced By

• Consumer behavior is influenced by
• Cultural factors
• Social factors
• Personal factors
• Psychological factors

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CULTURE

• Culture
• Subculture

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Social Classes

• Reference groups
• Family Groups
• Social roles and statuses

• Upper Class
• Middle Class
• Lower Class

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PERSONAL FACTORS

• Age
• Stage in life cycle
• Occupation
• Economic circumstances
• Lifestyle
• Personality
• Self-concept

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PSYCHOLOGICAL

• Motivation
• Perception
• Learning
• Beliefs
• Attitudes