Consumer/Industrial behavior Characteristics based on different regions.

Consumer/Industrial Behaviour
Differences/Characteristics Based on
Different Regions
BY:
SAURABH RAI (10)

What is Consumer
Behavior?
Consumer Behaviour is the study of individuals,
groups, or organizations and the processes they
use to select, secure, use, and dispose of
products, services, experiences, or ideas to
satisfy needs and the impacts that these
processes have on the consumer and society.

Types of Buyers
1. Individual Buyer
2. Organizational Buyer

The Indian consumer
 Demographics
 Size of population
 Literacy rate
 A vast educated manpower
 Diversity, the hallmark--- religious, linguistic, dress & food habits
 Geographic Spread

Classification of Indian consumers based
on economic status
 The elite group
 The middle class
 The relatively poorer section
 The BPL section

The middle class segment
The middle class male
The middle class woman

The middle class male (Urban)
 A security seeking class
 A blend of traditional and non-traditional
 Middle class male prefer ready-made
 Travel on increase
 Prestige conscious
 Strong family ties
 He is not the sole decision maker

The middle class woman in (Urban)
 Cautious, but not averse to change
 Quality conscious as well as cost conscious
 Leisure seeking
 Aware of new technology
 Good sense of grooming
 New self concept

Upper Class
 Rich Buying Habits
 Highly Prestigious
 High Standard of Living

Relatively Poor & BPL (Rural)
 Low Income people
 Lower Standard of Living
 Budget Oriented.
 Low Spending Power.
 Dependable on government subsidies

14
Understanding Consumer
Behaviour
 Characteristics of consumers
 what needs (solutions) they seek?
 personal and interpersonal characteristics
affecting consumer behavior
 The Buying Process
 Who makes the decision?
 Decision-Making Process
 Buying Context (Impulse vs Planned)

Consumer Behaviour in Different Regions
People in the Western Zone:
 Brand Conscious (Upper and Middle Class)
 Follows new (Western) trends (Upper and Middle Class)
 Similar buying habits in lower class.
 Influenced by Leaders (Actors, Role Models etc.)

People in North Zone
 Competition among themselves (Upper and Middle)
 Hesitation in buying premium products (Based on affordability in Lower Class)
 Conservative thinking among
 Prestige Conscious. (Upper & Middle Class)
 Low level of involvement of women in decision making specifically in rural.
 Traditional buying habits among lower class
 Online marketing has helped them in accepting western brands.

People in South Zone
 Emphasizes more on jewellery.
 Narrow thinking for premium products. (Among Lower and Middle)
 Budget Oriented. (Lower and Middle)
 Traditional Buying habits

People in East Zone:
 Lower income and lower spending compare to others.
 Highly Cultured
 Unfollow Trends.
 Self Sufficient. (Dependable on themselves)
 Single Decision Maker
 Reference groups plays key role in buying/accepting products.

19
Factors Influencing Consumer Behavior
Social
Reference
groups
Family
Roles
and
status
Personal
Age and
life-cycle
Occupation
Economic
situation
Lifestyle
Personality
and
self-concept
Psycho-
logical
Motivation
Perception
Learning
Beliefs and
attitudes
Buyer
Culture
Sub-
culture
Social
class
Cultural

20
Factors Affecting Consumer
Behaviour: Culture
Subculture
• Group of people with shared
value systems based on
common life experiences.
• Mature Consumers
Culture is the Most Basic Cause of a Person's Wants
and Behavior.

21
Behaviour: Culture
Culture is the Set of Values, Perceptions, Wants &
Behavior Learned by a Member of Society from Family.
Social Class
• Society’s relatively permanent
& ordered divisions whose
members share similar values,
interests, and behaviors.
• Measured by: Occupation,
Income, Education, Wealth and
Other Variables.

22
Groups
•Membership
•Reference
Family (most important)
•Husband, wife, kids
•Influencer, buyer, user
Roles and Status
Social Factors
Factors Affecting Consumer Behaviour:
Social
 Groups and reference groups: serve as a
point of reference in forming a person’s
attitudes and behaviors.
 Roles and status: activities that a person is
expected to perform according to the
persons around him or her, and the esteem
(status) given to the roles by society.

23
Personal Influences
Age Occupation
Personality &
Self-Concept
Income
Activities Interests
Lifestyle Identification
Opinions
Behaviour: Personal

24
Behaviour: Psychological
Psychological
Factors Affecting
Buyers
Choices
Motivation
Perception
Learning
Beliefs and
Attitudes

Conclusion:
 The Consumer Market is differentiated on into Rural And Urban and each are targeted separately.
 Different factors player different roles in influencing consumers in buying product/ Decision making.
 Traditional buying is still seen in Rural whereas in Urban people accepting new treads and ways.

Consumer/Industrial behavior Characteristics based on different regions.

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