PRESENTATION ON

RETAIL CONSUMER
BEHAVIOUR

SUBMITTED TO : DR LALIT SINGLA

(ASTT PROF)

SUBMITTED BY: RAMANPREET SINGH

MBA 3RD SEM
18192207
 CONSUMER BEHAVIOR
The word consumer refers to individuals who
buy for themselves or their family, whereas a
customer is the person who buys the product,
not necessarily for personal use or consumption.
Thus, the one who buys the product is called a
customer and who uses the product is called a
consumer.
Consumer behavior is defined as the activities
that people undertaken when obtaining,
consuming and disposing of products and
services.
Schiffman and Kanuk state that consumer
behavior is “the behavior that the customers
display in searching for, purchasing, using,
evaluating, disposing of products and services
that they expect will satisfy their needs.”
FACTORS INFLUENCING THE RETAIL SHOPPER
BEHAVIOR
CULTURAL FACTORS SOCIAL FACTORS

• CULTURE • REFERENCE GROUP

• SUB CULTURE • FAMILY

• SOCIAL CLASS • ROLE & STATUS

PERSONAL FACTORS PSYCHOLOGICAL
FACTORS
• OCCUPATION • MOTIVATION
• ECONOMIC • PERCEPTION
CONDITIONS
• LIFE STYLE • LEARNING
• PERSONALITY • BELIEFS AND
ATTITUDE
 SOCIAL FACTORS
The social factors are the factors that are
prevalent in the society where a consumer live
in. the society is composed of several individuals
that have different preferences and behaviors.
These varied behaviors influence the personal
preferences of the other set of individuals as
they tend to perform those activities which are
acceptable to the society.
 FAMILY
• Influence the
personality, attitude,
beliefs, characteristics
of the individual.
• Influence the decision
making of an individual
with respect to the
purchase of certain
goods.
 REFERENCE GROUP
A group which an
individual likes to get
associated, i.e. want to be
called as a member of that
group. It is observed that
all the members of
reference group share
common buying behavior
and have a strong
influence over each other.
 ROLE AND STATUS
An individual’s position
and role in the society also
influence his buying
behavior. Such as, a
person holding a supreme
position in the
organization is expected
to purchase that items
which advocate his status.