abhishreshthaa
Abhijeet S
Likewise social and attitudinal influences serve as a guide to decisions or product positioning, media, message etc
• Social –
This is a nebulous subject that involves stratifying people into groups with various amounts of prestige, power and privilege. Although the cast system in India is now illegal, it still remains a tremendous influence on rural society. Within a society, an important broad factor influencing consumer behaviour is social class.
This constitutes a relatively permanent division of category in a society, a division that brings out some restrictions of behaviour between individuals in different classes; individuals in a given social class share similar values, lifestyles, and behaviour standards.
• Cultural –
Culture is a complex of abstract and material elements created by society. It refers to values, ideas, attitudes and meaningful symbols, as well as artifacts elaborated in a society. Those elements are transmitted from one generation to another and serve to shape human behaviour, implying explicit or implicit patterns of and for behaviour.
• Perception –
Perception is an approximate of reality. Our brain attempts to make sense of the stimuli to which we are exposed. Perception can be defined as a process of selecting, organizing and interpreting or attaching meaning to events happening in the environment. Exposure involves the extent to which we encounter a stimulus. In rural areas, when marketers fall short of exposing their produces, alternate uses for the same product crop up. Interpretation involves making sense of the stimulus. Perception being a subjective process, different people may interpret an event differently.
• Attitude-
Consumers attitudes are a composite of a consumer’s beliefs, feelings and behavioral intentions towards some object within the context of marketing, usually a brand or establishment. These components are viewed together since they are highly interdependent and together represent forces that influence how the consumers will react to the object.
• Demographics-
This refers to as segmentation of target consumers for whom the product is being designed. For example, the shaving cream and different accessories are only meant for men. There are different ways of classification (i.e) on the basis of age, sex, income groups, social reasons, etc. which are prevailing in rural areas.
• Influence groups-
Influence groups involve consumer decisions, and individuals greatly influence each other. The term comes about because an individual uses a relevant group as a standard of reference against which he compares himself. The influence group includes reference groups, opinion leaders, family and innovation.
• Social –
This is a nebulous subject that involves stratifying people into groups with various amounts of prestige, power and privilege. Although the cast system in India is now illegal, it still remains a tremendous influence on rural society. Within a society, an important broad factor influencing consumer behaviour is social class.
This constitutes a relatively permanent division of category in a society, a division that brings out some restrictions of behaviour between individuals in different classes; individuals in a given social class share similar values, lifestyles, and behaviour standards.
• Cultural –
Culture is a complex of abstract and material elements created by society. It refers to values, ideas, attitudes and meaningful symbols, as well as artifacts elaborated in a society. Those elements are transmitted from one generation to another and serve to shape human behaviour, implying explicit or implicit patterns of and for behaviour.
• Perception –
Perception is an approximate of reality. Our brain attempts to make sense of the stimuli to which we are exposed. Perception can be defined as a process of selecting, organizing and interpreting or attaching meaning to events happening in the environment. Exposure involves the extent to which we encounter a stimulus. In rural areas, when marketers fall short of exposing their produces, alternate uses for the same product crop up. Interpretation involves making sense of the stimulus. Perception being a subjective process, different people may interpret an event differently.
• Attitude-
Consumers attitudes are a composite of a consumer’s beliefs, feelings and behavioral intentions towards some object within the context of marketing, usually a brand or establishment. These components are viewed together since they are highly interdependent and together represent forces that influence how the consumers will react to the object.
• Demographics-
This refers to as segmentation of target consumers for whom the product is being designed. For example, the shaving cream and different accessories are only meant for men. There are different ways of classification (i.e) on the basis of age, sex, income groups, social reasons, etc. which are prevailing in rural areas.
• Influence groups-
Influence groups involve consumer decisions, and individuals greatly influence each other. The term comes about because an individual uses a relevant group as a standard of reference against which he compares himself. The influence group includes reference groups, opinion leaders, family and innovation.