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IMT-N-I-12-MM1

Marketing Management 1

Session IV

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Learning Objectives

1. Disciplines influencing CB

2. Factors influencing Consumer Behavior 

1. Cultural Factors

2. Social Factors3. Personal Factors

4. Psychological Factors

3. Consumer Involvement

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Consumer Buying Behavior

Disciplines influencing CB

Economics

○ Rationality

Psychology

○ Need fulfillment process

Sociology

○ Social behavior 

 Anthropology

○ Human evolution

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Factors Influencing Consumer ehavior

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Culture

Hofstede- Culture is the mental programming of people

in an environment. Culture is a combination of 

Symbols, Heroes, Rituals & Values

Culture- is a society’s personality, has no boundaries,

includes-

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

Certain factors change culture

Technology, Population shifts, Resource shortages

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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

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Reference Groups

Individual

Family

Friends

Social Class

Selected Subculture

One’s Own Culture

Other Cultures

Reference Groups

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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

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Stages in Family Life Cycle

FLC 5 Stages FLC 9 Stages

Bachelorhood Single/ bachelorhood

Honeymooners Honeymooners/ Newly Married

Parenthood Full Nest IFull Nest II

Full Nest III

Post Parenthood Empty Nest I

Empty Nest II

Dissolution Solitary Survivor  

Solitary Survivor- Retired

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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

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Different Self-Images

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• How consumers see themselvesActual Self-Image

• How consumers would like to see themselvesIdeal Self-Image

• How consumers feel others see themSocial Self-Image

• How consumers would like others to see themIdeal Social

Self-Image

• How consumers expect to see themselves in thefuture

Expected

Self-Image

• Traits an individual believes are in her duty topossess

Ought-to self 

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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 Herzberg’s- 2 Factor Theory

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Maslow’s Hierarchy of Needs

Physiological

Safety & Security

Love (Social)

Esteem

SA

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Perception & Decision Making 

Environment  Attention Organiza

tion

Recall Evaluating

Outcomes

Evaluating

Probabilities

Choosing &

Rejecting

 Alternatives

Perception Decision

Frame

Decision

Making

Wagner & Hollenbeck- OB Securing Competitive AdvantagePerceptual Selection

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Model of Consumer Buying Behavior

PP- 18CB- SKR

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Consumer Involvement

High Involvement-

Central Route

Extensive Problem

Solving EPS

Elaboration LikelihoodModel ELM

High Involvement-

Peripheral Route

Dissonance Reducing B

Limited ProblemSolving LPS

Low Involvement-

Central Route

Variety Seeking BB

Impulse Buying

Low Involvement-

Peripheral Route

Routine Response Beh.

Habitual BB

Central Route Peripheral Route

High

Involvement

Low Involvement

Information about Brands

Significant differences Few differences