Introduction advertising unit Structure

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3. Social Class :
It refers to several homogeneous groups that 
exist in the society. For instance, take the case of caste system in 
India. Different castes constitute different social groups. People 
within such a social class tend to behave on similar lines as per the 
caste pattern. They can be motivated by similar marketing appeals. 
4. Personal Factors :
According to Philip Kotler, personal factors 
also influence buying decisions of the consumers. Personal 
outward characteristics, such as age, income, occupation, life style 
and personality also count. Tastes in clothes, furniture, food, 
recreation etc. vary according to age and income of the individual. 
As modern marketing is customer-oriented, the study of 
consumer‟s behaviour is vital in framing production policies, price 
policies, decisions regarding channels of distribution and above all 
decisions regarding sales promotion. 
Consumer psychology aims at understan
ding the consumers‟ 
behaviour, the factors responsible for such behaviour and the 
factors that can influence decision of the advertisers. Each 
individual customer has a different psychology. His character, 
nature, status, taste, aptitude and inner forces are different. 
Consumer behaviour analysis is useful in estimating the potential 
size of a market for a product in the market segmentation, in 
locating preferred trends in product development, in finding out 
suitable communication methods with consumers and finally in 
designing the most favourable media mix to achieve the advertising 
objectives. A clear understanding of consumer behaviour is 
essential in advertising planning. 
13.3 BUYING MOTIVES 
13.3.1 Meaning :
Buying motives are the urges which compete consumers to buy. 
People buy the product because they need them. Thus need 
motivates people to demand product. Hunger is a need which 
motivates man to demand food and therefore, he purchases food 
items. 
Buying motive is a combination of two words buying + motive.
Buying means the urge for the satisfaction of which a consumer 
makes such purchase. Motive is the force which inspires the 
consumer to make a purchase and which directs his behaviour. 
Thus, a buying motive is the force for the satisfaction of which a 
customer purchases some goods and services. 

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