CONSUMER AND ORGANISATIONAL

BUYING BEHAVIOUR
SAGAR P KOTHAWADE
SWAPNIL PANPATIL
 CONSUMER NEEDS
• TYPES OF NEEDS:
1. Psychological needs
2. Safety and security needs
3. Social needs
4. Ego needs
5. Self actualization
MASLOW’S HIERARCHY OF NEEDS
• Proposed by the psychologist Abraham
Maslow.
• A certain level must be attained before the
next, higher one is activated.
• One must first satisfy basic needs before
progressing up the ladder
HIERARCHY OF NEEDS
Psychological needs

Safety and security needs

Social needs

Ego needs

Self actualization
 MOTIVATION
• POSITIVE & NEGATIVE MOTIVATION:
Motivation can be positive or negative in
Direction.They are differ from each other.
Motivation related to needs & wants.
 Rational vs emotional motives
• Rational motives means consumer behave
rationally by carefully considering all
alternatives and choosing those that give
them the greatest utility.
• Emotional motives imply the selection of goals
according to personal or subjective criteria.
 THEORIES OF MOTIVATION FOR WEARING
CLOTHES
1. MODEST THEORY.
2. IMMODEST THEORY.
3. PROTECTION THEORY.
4. ADORNMENT THEORY.
 FAMILY LIFE CYCLE
• FLC as a means of depicting what was once a
rather steady and predictable series of stages
through which most families progressed.
 TRADITIONAL FLC
• Divided into five stages:
1. Bachelorhood: young single adult living
apart from parents
2. Honeymooners: young married people
3. Parenthood: married couple with at least one
child living at a home
4. Postparenthood: an older married couple
with no children living at home.
SOCIAL CLASS AND CONSUMER BEHAVIOUR

• The division of members of a society into a

hierarchy of distinct status classes so that
member of each class have relatively the same
and member of all other classes have either
more or less status.
 MEASUREMENT OF SOCIAL CLASS
• LOWER CLASS
• LOWER MIDDLE CLASS
• UPPER MIDDLE CLASS
• UPPER CLASS
• DO NOT KNOW/REFUSE TO ANSWER
 THANKS
• Sources:
CONSUMER BEHAVIOUR
leon schiffman
Leslie lazar kanuk