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CONSUMER BEHAVIOR

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Title: CONSUMER BEHAVIOR


1
Consumer Behavior
Dr. MVS. Srinivasa Rao, Associate Professor
2
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.

3
Influenced By
  • Consumer behavior is influenced by
  • Cultural factors
  • Social factors
  • Personal factors
  • Psychological factors

4
CULTURE
  • Culture
  • Subculture

5
Social Classes
  • Reference groups
  • Family Groups
  • Social roles and statuses
  • Upper Class
  • Middle Class
  • Lower Class

6
PERSONAL FACTORS
  • Age
  • Stage in life cycle
  • Occupation
  • Economic circumstances
  • Lifestyle
  • Personality
  • Self-concept

7
PSYCHOLOGICAL
  • Motivation
  • Perception
  • Learning
  • Beliefs
  • Attitudes
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