Consumer behaviour in services

3-2
Consumer behaviour
Knowing customer needs, wants and expectations, which contribute
the decision on how to expend the available resources.

Information on
What consumer buy
When they buy
Where they buy
Why they buy
How frequently they buy
How often they use consumer goods and services
Design strategies based on the information

3-3
Factors influencing consumer behaviour
Behaviour of consumers can be influenced
broadly by three important factors:

Cultural and social factors
Personal and physical factors
Psychological factors
3-4
Cultural and social factors
culture
social class
family
reference groups
Personal and physical factors
education
Occupation
Economic position
Status
Lifestyle
Age
Sex
Health
Height and weight
Beauty
Psychological factors
motivation
perception
Learning
Attitudes and beliefs
3-5
Cultural and social factors
Deepest influence on behaviour of human
beings
Culture is acquired
There are three sources of cultural
learning
Formal learning
Informal learning
Technical learning
Cultural learning forms the basis of consumption habits of
individuals
3-6
Subculture
One consumer can be a member of various subcultures
at a time.
Subcultural groups exist in various geographic regions
because the core cultural system travels from place to
place.
Subcultural groups have relatively greater homogeneity
in cultural beliefs, values and behavioural patterns.
Elementary school teachers, politicians, etc. also can be
subcultures.
3-7
Social class
The most popular variable that decides the hierarchy of
social class is income.
Based on the income, a society can be divided into nine
groups:
Upper-upper class
Upper-middle class
Upper-lower class
middle-upper class
Middle- middle class
Middle- lower class
Lower -upper class
Lower - middle class
Lower- lower class
3-8
Family and reference groups