FACTORS AFFECTING

CONSUMER BUYING
BEHAVIOR
BY HARSHIT GUPTA
PGDM JL22PG075
CONSUMER –
Mohd. Atif
Choudhary Product Purchased –Yamaha mt150 bike
 Factors affecting
consumer behavior
• CULTURAL FACTORS
• SOCIAL FACTORS
• PERSONAL FACTORS
• PSYCHOLOGICAL FACTORS
• SITUATIONAL FACTORS

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 CULTURAL FACTORS
• Status (Upper Class, Middle class and Lower Class)
As Atif belong to an upper class family so he goes for an expensive bike like Yamaha
mt150
• Ethics
as Atif believed in his values and ethics so he chose the company who does greater good
for the society for example Yamaha works for empowerment of society.
Subculture
• Male/Female-
Because of his gender he chose a bike and not a scooty
• Racer Community-
Atif loves to race so he goes for a bike specifically made for racers.

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 SOCIAL FACTORS
• Family-
Atif belons to a Family of orientation so he took into account
the suggestion of his family members during this purchase.
• Reference Groups-
Atif follows a large racing community so he is influenced by it.
• Roles and Status-
As Atif wants to become a racer so he goes for a racing bike so
that he plays that role in society.

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 PERSONAL FACTORS
• Age-
As Atif is in a bachelor stage so he wants a bike with more power and
speed
• Lifestyle-
Atif loves to ride on a bike for long distances so he dicided to go for
it.
• Economic position-
Economic condition of Atif’s parents is really good so he goes for an
expensive bike

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 PSYCHOLOGICAL FACTORS
• Perception-
As Atif perceived that Yamaha comes with great power and acceleration so he
goes for that brand
• Motivation-
As all friends of Atif has a sports bike so he gets motivated to get one.
• White collared-
As Atif belongs to an executive class so he goes with an expensive bike
• Beliefs-
He always believed that a sports bike is always more powerful than a scooty or a
wrangler or a bike of any other type

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 SITUATIONAL FACTORS
• Temporary factors –
As his old bike got old and was not in a condition that it can be repaired
so he goes for a new bike even he didn’t had any plan to purchase one.
• Terms
As he got a huge discount on his bike so he was more inclined towards
Yamaha .
• Surroundings
As Atif had a showroom on the way to his college so he saw their posters and
pamphlets at least two times in a day which played a huge role to enter in the
showroom

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Thank you
END