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Urvi Jain 10/ucmc/565 Consumer Behavior

Family buying Behavior

OBJECTIVE: The main objective is to study the buying behavior of the whole family and what are the various factors (external or internal) which influence a person to purchase a product. METHODOLOGY: All the data collected is from the primary source in which interview was conducted with family members where I had asked several question in the form of questioner which consist of question on the demographic details (Age, Gender, etc.) the culture and subculture and the various ritual and norms, about the family structure he belongs to and the factor on which they decide to purchase casual/sports attire. Some of the open ended question also asked abstract the information (i.e. who is the decision, initiator, influencer, payer, user the various source of information and finally the place of purchase). INTRODUCTION: The field of consumer behavior is enormous, and highlights the importance of the customer at the Centre of the marketer's universe. Each consumer is unique with different needs and wants and buying choices and habits are influenced by habit, and choice that are in turn tempered by psychological and social drivers that affect purchase decision processes. It is a complex multi-dimensional variable. Knowledge of consumer behavior is critical for influencing not only product purchase decisions but also important marketing decisions for commercial firms, nonprofit organizations, and regulatory agencies. Applications of consumer behavior decisions lie on marketing strategies, regulatory policies, social marketing, and informed individual. The general structure and concept of consumer behavior is fragmented into four major categories External influence, Internal influence, Self-concept and lifestyle, Decision making. External influences include culture, subculture, demographics, social status, reference group, marketing activities and family. Internal

influences include perception, learning, memory, motives, personality emotions, and attitude. The self-concept and lifestyle produce needs and desire, many of which consumption decision to specify. Culture plays the most pervasive influence on external factors of consumer behavior. Culture varies in values and nonverbal communications. Sub culture is a segment of larger culture whose members share distinguishing values and patterns of behavior. Effect of cultural factors on consumer behavior and marketing strategy is shown below.

Tradition

Marketing stratgy

language

consume r behavio ur
Non verbal communication Demographics

Norms

SAMPLE PROFILE Profile of the respondent: The respondents for this objective are my family members consisting of father, mother and two siblings. The education of sample ranges from school to graduation. All respondents are Jains living together

Media habits of the respondents were found to be different because of the age. Their major choice of extracting information was through newspapers and televisions though there were differences in the likes of channels viewed by individual respondents. Social stratification of the sample lied between upper middle class to middle class. Being in the family where one earns and other two go to the school and the wife taking care of the house. Eating habits of the respondents were found to be similar and all of them responded negatively when asked whether they drink or smoke highlighting the fact that they were conservative and followed the norms of their typical Indian culture to which they belong. The respondents are socially active and participate frequently in various social gatherings. All the respondents are very high family oriented every individual is a part of many different groups based on their common interest. Respondents are very well aware of emerging trends and are a fashion conscious people. They are aware of various domestic as well as international brands available and the designers. More exposure to television and internet has further contributed in increasing the awareness. They have a great influence on their choice of brand and quality of apparels. In most cases they were brand loyal and preferred big multinational brands. Purchase decisions of the respondents were highly influenced by their family Members and friends prefer mostly malls and showrooms. EXTERNAL FACTORS External factors are the factors which are not under our control and which will create impulse to consumer to behave in a particular way to make or change his/her decision. These factors are: Age Sex Occupation

Education Income Class Subclass Brand loyalty Print media Social class Electronic Media

In my sample size major external factor which played the role in change in decision making such as spirituality (Religious). Rest of the members was active about and keen about the latest band in the market. Physiological influences include perception, learning, memory, motives, personality emotions, and attitude. The self-concept and lifestyle produce needs and desire, many of which consumption decision to specify leads to an impulse generation with association with external factors. This factor makes the brand come under the consideration set and finally make into the decision. EXTERNAL INFLUENCES ON PRODUCT PURCHASE My dad was keener about the particular brand and very loyal. We all are generally price sensitive. Regular purchase of brand will be 2-3 pair per month. We select the brand on the basis of selective occasion. Brand- Respondents usually prefers to have branded attire on selective brand available in the market; Respondents choose the brand for the comfort level and media presence. The selection could be done on the basis of mail receive and the print add which used to appear into the Peer Group- Respondents are associated with some type of group official/ religious. Peer group in our family belong to religious social class and they wear almost Indian wear like pajamas and kurta of their favorite brand. Quality- We are generally keen about the quality in terms of fabric, cotton % in the fabric.

Income: It was observed that the peer group whose families were in the income group 50,000 or above opted for designer wear. Family values: generally wear what mother buys from the store. Leadership: We are very close to the family and seek advice for their purchasing. Media: Members were taking their purchase decisions based on the brand presence in media either in electronic media / Print media/ TV. we are all were very keen about the new arrival of the brand presence in the media. Salesman influences not influenced by salesman recommendation while purchasing. While purchasing the sports attire or cloths we sometimes ask any discount or offer available on particular variety. Culture and subcultureSubculture: Each culture contain smaller group of subculture that provide more specific identification and socialization for its members. Four types of subculture can be distinguished. Nationality groups such as the Irish polish, Italians, and Puerto Ricans are found with in large communities and exhibits distinct ethnic tastes and Jews represent subculture with specific culture preference and taboos. Social Class: The Extent of this mobility varies according to the rigidity of social stratification a given society. A consumers behavior is also influenced by social factors, such as the consumers reference group, family, and social roles and statuses. Persons with in each social class tend to behave more alike than persons from two different social classes. Second, persons are perceived as occupying inferior or superior positions according to their social class. Reference Group: Respondents belong to secondary group, which tend to be more formal and where there is less continuous interaction. They include religious organizations, professional associations; get together on the marriage or committee.

MARKETING IMPLICATIONS Consumers do not make their decisions in a vacuum. Their purchases are highly influenced by cultural social, personal, and psychological factors. For the most part, they are non-controllable by the marketer but must be taken in to account. Lets examine the influence of each factor on a buyers behavior: The basic belief of marketing-oriented company is that the customer is the hub around which the business revolves. Therefore, understanding what makes

People in general buy and what makes your customer in particular buy is a vital part of business success. Market itself means customer, around whom all marketing competition strategies at the are market formulated place, the and implemented. In order are to meet various

marketing

managers

using

methods to add value to the final product which will reach the hands of the consumers. It means in ever changing marketing environment, there is a

growing concern or awareness among marketers to go for a careful study of the consumer behavior around which all marketing activities are made. Following are the key marketing implications of consumer behavior. Family Structure The purchase and consumption of many products are driven by the household life cycle. The reason for this is that each stage in the family poses unique problems or opportunities to the family members; and the resolution of these problems often requires the consumption of products. The implication for the marketer is to decide which segment the product has to be focused i.e. on which house hold life cycle stage the product has to be marketed. The decision initiators or opinion leaders were family members in most of the cases where the decision was targeted towards Lifestyle casual /sports attires. Respondents were middle classes, brand loyal and fashion oriented opportunity for the marketer lies in innovating fashionable products and focus on opinion leaders. Building brands is important as most of the respondents are brand loyal and have different perceptions on various brands. Cultural Factors

In a diversified country like India cultural factors exert the broadest and deepest influence on consumer behavior; we will look at the role played by the buyers culture, subculture, and social class. Today, physical fitness, good health and smart appearance are on premium. Slimming centers and beauty parlors are mushrooming in all major cities of the country. Cosmetics for both women and men are being sold in increasing numbers. Even exclusive shops are retailing designer clothes Cross-cultural marketing is defined as the effort to determine to what extent the consumers of two or more nations is similar or different. This will facilitate marketers to understand the psychological, social and cultural aspects of foreign consumers they wish to target, so as to design effective marketing strategies for each of the specific national markets involved.

Marketer should look into following categories to analyze products on casual/sports attire in the market. Product selection: The marketer going for cross cultural marketing has to select the customers/ market not on the basis of the superficial similarities of age or income, but by using the real motivating factors that prompt them to accept or reject products. Cultural influences like color play an important role in marketing of casual and sports attire. Colors like red were found to be symbols of joy and celebration whereas color white was found to be a symbol of death and mourning. Sports attire is generally wore in leisure times and hence colors like red would be targeted in this segment. Promotion /marketing communication: Promotion and communications should be targeted to focus not only on indusial respondents but also on influencers like wife, family members, friends who play the role of opinion leaders. Pricing: The marketer has to adjust his pricing policies according to the local economic conditions and customs. Distribution channel:

Showrooms and malls have been found major places where the sample respondents generally purchase. Marketing channels should be focused on these areas where visibility of the product plays an important role in individual.

RESPONDENT DETAILS DEMOGRAPHICS Name: Sanjay Jain (Father) Age: 45 Occupation: Businessman (Sports Suppliers (madras)) Education: B.A Income (Family):5-8 Lac per Annum Religion: Jain Residential Area: Vepery, Chennai Nationality: Indian Name: Shelly Jain (Mother) Age: 40 Name: Urvi Jain (Daughter 1) Age: 20 Name: Himani Jain (Daughter 2) Age: 09 Name: Tanav Jain (son) Age: 05

MEDIA Print Media: News Paper (The Hindu)

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Television: Hindi movie channel and News channel Internet: Mobile surfing

SOCIAL STRATIFICATION Class: Upper Middle Class

ETHNIC SUBCULTURE Birth Place: India, Amritsar Caste: Jain, Punjabi Family: Father, mother, two daughters, one son Tendency to spend: Likes to save money and shopping every two months. Traditional/Modern: Traditional Active/Passive: Active Religion/Secular: Moderate Religious Decision makers: Wife ENTERTAINMENT Favorite Time pass: Television Favorite pass time accompanying with: Wife EATING HABITS Non-Veg/Veg: Vegetarian FOR ITEM: CASUAL / SPORTS ATTIRE ITEM PURCHASED Jeans (Father) Pullover (Mother) Shoes (Daughter 1)

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Top (Daughter 2) Toy car (son) PURCHASE LOCATION: Mall, Showrooms PURCHASE DECISION Initiator: Wife Decision maker: Joint User: Wife and Self and children Opinion leader: Friend and Wife BELIEF IN ITEM: Branded Quality Oriented MOTIVE: Affective INTANGEBLE CHOICE: Style BRAND PREFERENCE Consideration set: Ginger for the daughters, tommy Hilfiger for respondent and Biba for his Wife Brand Loyal: Yes

For Item:
Household item/Daily needs for the house: The wife takes the decision regarding the place to buy the stuffs in bulk at cheap prices so that the product comes in the budget for that month. Generally lux soap for bathing, Dettol for hand wash, vim bar for utensils, Harpic for the toilets. These are the generally common item bought in bulk for the daily use.

INTERNAL FACTORS
OBJECTIVE

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The objective of this part of the project is to study the effect of internal influences of the consumers purchases in Casual/sports attire & Household items and the marketing strategies relevant to their purchases in this segment. This part of the project highlights the influence of various internal factors on the purchase of Casual/Sport attire and Household items. The asked subjective questions and the following implications were derived .These implications have been highlighted into their respective traits discussed below.

NEED Maslows need hierarchy is readily adaptable to market segmentation and the development of advertising appeals because there are consumer goods designed to satisfy each of the need levels and because most of the needs are shared by large segment of consumers. From the study conducted the various types of needs of the respondents are as follows.

Sanjay Jain (Father) Parameter Jean Social (Active External)

Shelly Jain (Mother) Pullover Psychological (Active Internal)

Urvi Jain (Daughter 1) Shoes Social (Active Internal)

Himani Jain (Daughter 2) Top and Skirt Social (Active External)

Tanav Jain (son) Toy car Psychological (Active Internal)

Need

The need hierarchy is openly used as a basis for market segmentation with specific advertising appeal directed to one or more need segment. For example in our sports/casual attire we will use an advertisement in which a social appeal is highlighted by showing a group of young people enjoying themselves and advertise the product.

EMOTION

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Emotions are strong, relative uncontrolled feelings that effect behavior. Emotions are generally triggered by environmental events .Anger, Joy, Sadness are most frequently response to a set of external events. Three dimensions of emotions are pleasure, arousal and dominance. The table given below shows the emotions of respondents in the conducted study.

Parameter

Sanjay Jain Jeans

Shelly Jain Pullover

Urvi Jain Shoes

Himani Jain Top

Tanav Jain Toy car

Emotion

Arousal

Pleasure Pleasure Pleasure Was aroused to see her friends wearing Top

Pleasure

Indicator

Attentive, Curious, Keen about his looks

Desire to buy a pullover

Desire to buy a pair of shoes for evening walk

Was aroused to see his other friends having a car.

SELF-CONCEPT Self-concept is defined as the totality of the individual thoughts and feelings towards himself as an object. Table below shows the implications of self-concepts of family members.

Parameter

Sanjay Jain Jeans

Shelly Jain Pullover

Urvi Jain Shoes

Himani Jain Top

Tanav Jain Toy car

Self-concept

Ideal Self/Private Self

Ideal Self/Private Self

Ideal Self/Private Self

Ideal Self/Private Self

Ideal Self/Social Self

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Self- Concept model can be shown below

Product brand Image Relationsh ip Consumer Self-concept Behavior Satisfaction

Feedback

Marketer should strive to develop a product image that is consistent with the self-concept of their target market like Independent self-concept which is found common in our case.

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PERSONALITY

Personality is an individuals characteristics response tendencies across similar situation. Personality is a useful concept because it enables us to categorize consumers into different group on the basis of Single trait and multiple traits. Single traits theories emphasize on one personality trait. These are classified as follows. Romanticism/classicism trait can be characterized by being inspirational, imaginative, creative, and economical and carefully proportional. Need for Uniqueness is defined as an individuals pursuit of differentness relative to others that is achieved through the acquisition ,utilization and disposition of consumer goods for the purpose of developing and enhancing ones personal and social identity.

ATTITUDE Attitude refers to what a person feels or believes about something. It may be reflected in how an individual acts based on his or her beliefs. Once formed, attitudes can be very difficult to change. Thus, if a consumer has a negative attitude toward a particular issue it will take considerable effort to change what they believe to be true. It is made up of three components. These components are Affective Cognitive Behavioral Key functions that attitude serves are highlighted in the table below.

Parameter

Sanjay Jain Jeans

Shelly Jain Pullover

Urvi Jain Shoes

Himani Jain Top

Tanav Jain Toy car

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Function of Attitude

Knowledge

Utilitarian

Knowledge

Knowledge

Knowledge