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14 September, 2021

Banking on Sharia Principles - Islamic Banking and the Financial Industry

 There are an estimated 1.61 billion Muslims worldwide, making Islamic banking one of the fastest growing segments of the financial industry. Banks serving the Islamic population must comply with several very specific principles of Islamic law if they hope to retain existing customers and attract new ones. Banks must be ready with specialized products and services and they must put programs in place to train their personnel to support these products and services in order to exist in this competitive marketplace.

The basic principle of Islamic banking follows the laws of Sharia, known as Fiqh al-Muamalat (Islamic rules on transaction). The term "Islamic banking" is synonymous with "full-reserve banking" and "Sharia-compliant banking." The most prominent feature of these laws is usury - the prohibition of paying or collecting interest on funds. The Islamic terminology for this is riba or ribaa. The Sharia also forbids engagement in investments that include financial unknowns such as buying and selling futures, as well as businesses that are haraam - dealing in products that are contrary to Islamic law and values such as alcohol, pork, gossip or pornography. These principles apply to all individuals, companies and governments.

Banks that comply with Islamic law are forbidden to charge interest or late payment fees, which is also considered a type of riba. To minimize risk, banks will often require a large down payment on goods and property, or insist upon large collateral. It is lawful for the Bank to charge a higher price for a good if payments are deferred or collected at a later date since it is considered a trade for goods rather than collecting interest. Sharia-complaint banking products include Mudharabah (profit sharing), Wadiah (safekeeping), Musharakah (joint venture), Murabahah (cost plus) and Ijarah (leasing). Another way that banks work within Islamic laws while trying to turn a profit is by buying an item that the customer wants, and then selling the item to the customer at a higher price.

The Mudharabah is a partnership between an entrepreneur and the bank. The bank is known as the rabal-maal and the entrepreneur as the mudarib. The bank provides all of the necessary capital to start a business and the entrepreneur does the work of managing the business. Profits are split at an agreed ratio until the initial funds of the rabal-maal are paid off. The rabal-maal is also compensated with additional funds based on the profits of the business in terms previously agreed on. In the event that the business folds, the rabal-maal shoulders the cost and the mudarib is not compensated.

Musharakah is similar to Mudharabah, in which an entrepreneur seeks funds for a business venture and pays the bank back with a ratio of profits. However, there are often more than two parties who contribute funds and become partners who can influence the business depending on the amount of money invested. The entrepreneur also contributes funds and shares in the risk. Any loss is proportional to the amount of capital invested in the business.

Wadiah is a system in which a person deposits money into a bank and receives a "gift" from the bank. The bank is the keeper of the funds and will refund the entire amount at the demand of the depositor. The bank rewards the amount of time the depositor keeps the money in the bank with a hibah or gift, which is not guaranteed. The hibah is similar to interest, but lawful according the Islamic law.

Murabaha governs the issuing of home loans or any other type of goods needed by a borrower. An Islamic bank does not lend money to a borrower to buy properties; rather, the bank will purchase the property at the borrower's request at a freely disclosed price, and mark up the price for the borrower to pay back, therefore making a profit from the investment. The borrower is named on the title and allowed to utilize the property immediately and pays the bank back in installments.

Another type of loan is the Ijara, in which the bank buys the home or item and leases the property to the borrower while retaining ownership of the property. The borrower can either use the property for a pre-determined period of time, or pay off the purchase price and buy out the Bank to attain full ownership of the property.

There are occasionally controversies surrounding the interpretation of the riba, which certain scholars argue was meant to prevent petty money-lenders from abusing borrowers, rather than a modern bank charging a reasonable, agreed upon interest. The general consensus, however, is that any interest is a direct violation of the law of Sharia and therefore unethical.

While each Islamic bank has its own board which rules on ethical banking principals, Islamic banking organizations have been establishing standard regulations and policies. The Islamic Development Bank has been working on international standards, policies and procedures, and the Accounting and Auditing Organization for Islamic Financial Institutions (AAOIFI), Islamic Finance Service Board (IFSB), International Islamic Financial Market, Liquidity Management Center and International Islamic Rating Agency are in development to ensure accurate and fair banking practices.

Today, Islamic financial institutions exist worldwide, participating in the $180 billion/day industry. In 1975 there was one Islamic bank; today there are over 300 in more than 75 countries. Islamic banks have become more prevalent worldwide and can be found in high numbers in such countries as Indonesia, Pakistan, Bangladesh, Nigeria, Egypt, Turkey, Iran, Sudan, Algeria, Morocco, Iraq, Uzbekistan, Afghanistan, Malaysia, Saudi Arabia, Yemen, Syria and Kazakhstan. The total amount of deposits in Islamic institutions, balance sheets, assets under management and private wealth are growing at a rate of 25-40% annually.

Because oil prices and liquidity are expected to stay at the same levels throughout 2007, budget surpluses will remain high, pushing both public and private sectors to be involved with the Islamic market. Many Islamic countries are investing in large infrastructure projects, creating more than a trillion dollars in investments. There is also a huge potential customer base. According to Standard and Poor's surveys, 20% of the customers in the Gulf Area and Southeast Asia would choose an Islamic banking product over a similar conventional product. There are significant middle-class urban and suburban populations that already use conventional banking, and therefore present ripe opportunities for Islamic banks. Most important to note, outside of the religious and political allure of Islamic banks, is that people are choosing their services for the safeties they offer. The evidence is clear: Islamic banking is big business and it is growing every day.

However, in order for Islamic banks to be competitive with conventional products and attractive to customers, Islamic financial products must meet the risk/reward profiles of investors and issuers while fulfilling the tenets of the Sharia and remaining sufficiently cost-effective. Additionally, Islamic banks must educate their personnel to understand the tenets of Islamic law that pertain to banking, and to train them to comply with Sharia as they serve their Islamic customer population

The Role of Documentation in Product Development

 

  • Task
  • Primary Department Responsible
  • Specific Person Responsible
  • Measure of Success Description
  • Documentation of Success

It is important to document the product development process. While we don't want to create un-necessary paper or electronic files, there needs to be proof that each step of the process is done successfully and a clear definition of what success means. The actual product development process is usually a minimum of 100 discreet steps. More complex products are far more detailed. Therefore, we need to define what documentation clearly shows that each step was successfully completed. The bullet points above provide the minimum information we expect to see on the Product Development Checklist.

Product Development Process

  • Return on Investment Analysis & Stage-gate
  • Marketing Specification & Stage-gate
  • Concept Design & Stage-gate
  • Design Product or Service & Stage-gate
  • Pilot Manufacturing Run (if applicable) & Stage-gate
  • Field Test & Stage-gate
  • Launch Marketing Plan
  • Review Product Profitability versus Plan

Each stage of the Product Development Process will be explained. However, more important than each individual stage is the concept of the "stage-gate". A stage-gate is a place in the process that, after everyone signs-off, they cannot go backwards. Initially, stage-gates can seem to slow down the process. Until the department or team downstream of a stage-gate accepts the input to their stage of the process the effort cannot go forward. However, this will actually make the process faster, and much more effective, because it creates accountability and eliminates the possibility of getting a product that is too expensive, slow, large, etc. from getting to the market. Products are designed to sell profitably and launch when scheduled.

The other importance of the stage-gate process is that as product development progresses, it gets more expensive. Final design requires more time and resources than concept design. Pilot manufacturing is a significant expenditure due to tooling requirements. Finally, the launch of the product is most expensive of all stages, as the company will be spending money to market the product and will most likely begin marketing expenditures.

Return on Investment Analysis

This stage is the primary responsibility of the Marketing Team. They will:

  • Understand the need
  • Create the concept
  • Develop sales forecast
  • Identify cost targets
  • Work with Research and/or Development/Engineering to define the product development budget and timeline
  • Present financial return on investment for approval

This initial stage creates the financial case for developing this product or service. By creating the sales forecast based on initial cost targets, the Marketing Team takes responsibility for the final sales and profits that result from this product development effort. Because Research and/or Development/Engineering is involved they get early buy-in and communication on the concept. Once this stage-gate is passed the company agrees to move forward with the concept design. Management can kill the effort at this point or give its approval to move forward to concept design.

Marketing Specification

The Marketing Product Development Representative will define their requirements for the product or service. This may include:

  • Critical dates
  • Development budget
  • Target market and application
  • Performance specs
  • Functional requirements
  • Appearance/Size specs
  • Unit-Sales expectations
  • Regulatory standards
  • Competitors' products
  • Life expectancy
  • Determine field-test sites

When the Marketing Rep documents this list of requirements they will meet with Research or Development/Engineering, who will sign-off and accept this as their concept design input. This is another stage-gate. Now the project is in the hands of the Research or Development/Engineering Team to create their conceptual design.

Concept Design

If this product involves innovative technology, then typically the Research team will be responsible for concept design. Research would be responsible for handing the Development/Engineering team a "developable" concept design. If the product is an extension of existing technology, then typically it moves right to the Development/Engineering team. Research or Development/Engineering will brainstorm possible designs and create mock-ups of this design if needed and budgeted. They may work with purchasing to gather preliminary vendor costs. The output of this stage is a conceptual design (which can be a drawing, 3-D model, service or software demo), estimated cost, design timeline and test data if appropriate.

At this stage-gate Marketing, Development/Engineering and Operations must sign-off on the conceptual design. If they reject it, then the team responsible for concept design has to refine the concept. This may involve changing the appearance, cost, functionality, etc.

Design Product

This stage is the responsibility of Development/Engineering with input from Purchasing and Operations. This stage includes:

  • Create detailed design budget and timeline
  • Finalize design
  • Run failure mode & effects analysis (FMEA)
  • Create detailed demo, model and bill of material
  • Create work breakdown structure
  • Choose components and select vendors (working with purchasing)
  • Produce prototype
  • Document test requirements
  • Design packaging
  • Create initial customer manuals
  • Determine final cost

When this is complete and the prototype is produced or procured there will be a stage-gate approval meeting with Sales and Marketing. They must approval the cost, appearance and functionality.

Pilot Manufacturing Run (If the product is a hard-good)

Pilot manufacturing is a collaborative effort between Development/Engineering, Purchasing and Manufacturing. While design-for-manufacturability may have been used during final design, this stage represents the transfer from Development/Engineering to Manufacturing. Vendors and Manufacturing are tooling up to produce parts. When the pilot manufacturing stage is complete Manufacturing is expected to have completed all production and testing documentation (standard operating procedures).

Field Test

  • Install product at customer field test sites
  • Run product
  • Evaluate results with Marketing
  • Make changes if necessary
  • Finalize customer manuals

Pilot run production prototypes are sent to field-test sites. The purpose of this test is find problems. These problems may include quality issues, durability, functionality, installation, etc. Hopefully none are found, but if we were 100% confident of this, then field-testing wouldn't be needed. Some organizations have separate Field-Test groups. Often field testing may be done by Technical Service teams or can be managed by Development/Engineering.

Marketing Launch

  • Review launch schedule
  • Distribute promotional material
  • Distribute training material if applicable
  • Train Sales Force
  • Train Customer Service
  • Review initial customer service data
  • Provide feedback to Development/Engineering and Operations

Once field testing is complete and the design in locked down, the company is ready to start selling. Selling must be preceded by training for sales reps, customer service and customers. The selling process must be planned like all other steps in the product development process.

Evaluate Results

The last step of the product development process is to evaluate results. This is often-overlooked. Many companies accept the results they are getting. The most successful companies evaluate the actual results to their original budget. If sales are under budget then they evaluate why and make adjustments to the next product development effort. If sales are over budget then this too is evaluated to understand what led to this success.

Advertising & Communication for Financial Institutions

 With the advances in digital signage technology, banks and financial institutions have a number of options to display important live-streaming information, such as financial market data and stock prices and they can use bank digital signage for interactive customer service. With the advances in digital signage technology, you can take advantage of interactive digital signage for concierge services, featured information on products, employee directories, recognition and more.

The great thing about bank digital signage is that it can be customized to serve customers better, while providing crucial information that can be important to those that are interested in additional services and it can answer many questions that potential customers might have, while waiting to speak with banking personnel. Not only are there digital signage products that "WOW" your potential customers, but the interactive signs are a great way to answer questions, which saves time and makes employees more productive.

With the two-way communication that interactive digital signs offer, you can get reports that will let you know the effectiveness of your content. The reports can let you know content that is viewed most often and help you eliminate content that is used very little. You can incorporate stock quotes, headline news, sports scores and local weather on your digital display, but some banks that opt for the LED tickers that can become a part of your indoor or outdoor architecture. Since these flexible digital signs can be customized for serpentine installations, circle reception areas or even run vertically up pillars, the possibilities are endless, when it comes to digital signage applications.

There are video walls that can be customized to feature several individual screens of information or a large and more impactful single page of content spread over several screens. You are only limited by imagination, when it comes to customizing your signage to increase customer communication, explain your most popular product offerings or offer other helpful information that bank customers need to make informed financial decisions. Whether you opt for LED tickers to display stock prices and current mortgage interest rates or choose an interactive digital display to act as a concierge, the technology is user friendly and there are signage options that are perfect for every signage situation.

For those that are in the banking or financial services industry, the live-streaming ability makes it easy to get the most up-to-date financial market information to customers and keep your staff current. Because there are different options that become a focal point and a comprehensive information center, digital signs are popular for educating, advertising, and communicating with customers, clients, students and employees. Digital signs are found in banks, universities, hospitals and large buildings like hotels, casinos or shopping malls.

When you are looking for the best way to improve customer services and increase customer satisfaction, you can offer colorful and vibrant displays that are informative and attention-getting. If you are in banking or in the financial services industry, bank digital signage is sure to impress, while helping you relay important information.

* Three tips for effective banking and finance for all Brick and Mortar Businesses.

1. Accept all forms of payments safely and reliably

2. Have quick access to your financial resources via short-term business loans

3. Integrate your advertising and marketing efforts with the point of sale process

Every bank on the planet offers merchant services that allow you to accept most credit cards.  It is in your best interest though to periodically review the offerings of such a highly competitive market place by seeing what types of rates you can qualify for.  It can be serious money over time.  Look first for a top-tier solution that has competitive rates and a solid offering of the other related services you will need.

Most businesses have a periodic need for capital to renovate their facilities, change their inventory processes,  or broaden their product or service offerings.  Having access to financial resources is key.  Quick approval and turnaround for simple small fee business notes are the life-blood of all businesses.  Some even offer interest free notes of some multiple of monthly average receipts for reasonable fixed fees that are perfect for such routine expense items.

Lastly but perhaps most importantly all businesses rely on advertising to provide a steady stream of new customers.  All too many businesses plunk down some regular budget figure each month for conventional brick and mortar advertising in hopes of acquiring new customers.  Hope is not a strategy.  People look for bargains typically via advertisements they see where?  In the local newspaper?  The phone book? It is the internet of course.  

Peoples activities and habits on the web are very well monitored and researched by the latest generation advertising and marketing tools.  Consequently when you choose to advertise on the web you can very accurately target the most desirable and likely new customers.  In fact you can very precisely throttle just how many of those new customers you're willing to draw each month.  So precise in fact that it is literally a pay as you go way to efficiently attract just the type of new customers you want and actually take sales results to the bank.  Most businesses that embrace this approach end up saving substantially over conventional advertising expense while actually netting more new customers.

Look for a merchant banking solution that offers solutions that integrate your point of sale merchant banking solution with an effective high-tech approach to producing more customers for your advertising dollar.  Look for solid reputable merchant bankers who have all three areas covered.  Specifically they must offer:

Integrated point of sale marketing and advertising

Competitive rates for merchant banking services

Rapid turnaround low hassle business loans

Branch Location & Distribution

 It's 4:45 PM --- you've been up since 5 AM and you're ready to go home. You get a call out of the blue - asking for a "quick analysis" of a particular piece of geography for a new location for your company. What data can you quickly get your hands on so that you can form an intelligent position, and how do you use all those reports, anyway?

Site location is part art and part science. One needs to understand the current business landscape, the demographics of the area, the traffic patterns and as much as possible about future plans for development. And, a little bit of basic math helps, too!

Basic concept: Primary Trade Area

The primary trade area is actually exactly what one might guess it to be. It is the main area that most of your customers are coming from. Depending upon the frequency of your sales cycle and the uniqueness of your products and services in the market, you make some assumptions about how far your prospects are willing to go to get to your location.

For convenience locations such as grocery stores, gas stations, coffee shops and banks, people generally don't travel too far (relatively speaking) from their point of origin. The opposite is true for destination locations, such as specialty restaurants, theme parks, specialty clothing stores, et al. Distance willing to travel is actually a function of availability of goods and services and population density.

Translated into practical terms, a person in an office in Manhattan is more likely to get cash from the nearest ATM (within a block or two) where as a homeowner on an Iowa farm may have to travel 10 miles to get to the closest bank branch in town.

How do you determine your Primary Trade Area?

You could take a map out of your car, stick it on the wall, and throw darts, OR, you could spend a little time with a mapping package and do some neat calculations.

If your business isn't very dynamic, you don't need to reassess your trade area more than once a year. If you are growing, it makes sense to make mapping out your customers relative to the prospective pool of prospects a company metric.

There are lots of advanced calculations that take into consideration the competition, traffic patterns, store attractiveness and prospect population, but if you don't have much time or competitor data, the best way to get a handle on your customers is to plot them out on a map and see where they live. Then, depending upon whether your consider yourself to be a convenience location or a destination location, you determine where the closest 50 - 80% of your customers live (or work). Use 50% if you are more of a convenience location and go out anywhere from 65-90% to determine your primary drawing area for destination locations.

Determine how far people will walk/drive to come to your location. "Ring studies" are called that because the mapping person puts circles around around the location and calculates the number of customers and prospects that exist within each mileage band. Another way to look at your customers is to ask for a drive time isochrone....that is, a unique polygon shape that follows the road network that shows you how many minutes most customers need to drive to get to your location. (Picture a city with 5 major roadways convening at the city center. A drive time isochrone might look like a star shape because people driving fast on the major roadways can get in faster than those in the more congested (and lower speed limit) side streets.

Convenience locations are generally 5 minutes or less in the dense suburbs, and can be up to 20 or more out in the more rural areas. There are more detailed ways to calculate trade areas - but if you're looking for something quick that most people understand and won't question you'll get the basics straight so that you can say something like:

"70% of our customers come from within 7 miles of the store, that's about a 15 minute drive time."

Now what?

If you have one location, then when you are expanding you know that you have been successful with this particular location and can at least use your current assumptions to review the proposed site. If you have several locations, then classify your stores first by type, profitability, size, or other metrics, then lay out the distance and drive time data in a spreadsheet. You're starting to build some intelligence!

Next step, buy data.

Census data is great, but it is dated. Populations are constantly changing in relation to the economy of an area. If you are serious about understanding and growing your business, don't rely on free or cheap estimates. Spend a few hundred dollars and get what you need so that you can confidently approach the bank (or your spouse, boss, investor etc.) with information you can hang your hat on.

Here's what I usually recommend for a good understanding of the potential for a site: Each report is about $50 depending on where you buy it from, and most of the time it is packaged so you can expect to pay between $250 - $500 for a series of site reports that you can use over and over to assess or market a property.

1. Census counts, current year estimates and five year projections for current population and current households. Include population described by segments such as Education, Home Value, Occupations, Race, Language spoken

2. Income distribution, net worth

3. Lifestyle/Lifestage assessment

4. Traffic counts

5. Business counts

6. Relief map (shows the terrain)

7. Market Potential Estimates

8. Consumer Expenditure, Retail Sales reports

...then analyze it!

So you have the data, now what? Analyze it. What I mean is take some time to study the reports and pull out factors that are important to your business. Make some basic assumptions given what you know. Here's a little secret: no one approach is *right*. No one can predict the future -- no one. But what you can do is estimate based on what you know and prepare for scenarios that might play out.

There are several ways to estimate potential. You can take a bottoms up or a top down approach.

An example of bottoms up logic might work like this: I am starting a new restaurant. How often do people eat out in my area? (Market Potential) How much do they spend on food outside the home?(Consumer Expenditure data) If X percent of the population eats Y food, how far out do I have to get Z customers? What's my gross sales if I get 5% of the available prospects to come in one time? twice? monthly? What's the turnover in population in my area? Is the area growing? Are people moving away at a rate higher than the county, the state, the metro?

An example of tops down logic might start out with an assumption that you need to bring in $xx,xxx/month to meet your profitablilty goals. You then calculate how many customers you need based on your average service/product cost. Look at similar businesses to get a demographic profile (list of characteristics) of your most likely prospects -- then create a few reports assuming that people can drive 5 minutes, 10 minutes, 1/2 hour or more to your location.

Site location isn't brain surgery, but it does require spending some time to think about the factors that can make or break a business. Arm yourself with a few reports. Run them for your area as well as for areas that you know are successful. Make up a little formula to help you estimate your potential and use the reports to fill in the blanks. Use Excel to create comparisons between what you know and what you estimate.

Whatever you do, don't get "analysis paralysis". The biggest problem with any business planning is pouring over data and market information trying to get an exact prediction of success. Follow your gut, use the data to support your intuition or to make you think harder about various scenarios that might play out.

Market Segmentation

 Market segmentation defines logical groups of potential buyers who exhibit similar buying behavior because they share common needs, problems, business strategies, etc. Segmenting the market helps you see behavior patterns that you can use to find and develop accounts in your territory.

High potential market segments are the ones where the combination of market drivers is creating enough tension to convince people to try out new solutions. It is usually the combination of an increasing desire for enablement -the need to connect to the Internet -with an increasing frustration with legacy constraints - historic buildings that are expensive to wire - that creates enough pain to motivate people to change.

There are many ways to segment a market. Market analysts prefer traditional market segmentation, such as company size, industry segments, geographic regions, etc. However, in early markets you may find that it is easier to find prospects when you segment the market using less traditional factors, such as changing consumer behavior, emerging distribution channels, or technology adoption profiles.

Defining emerging market segments helps you make sense out of what is happening in your territory, so you can find opportunities. There are many sources for insightful information about market trends and emerging customer needs - business and trade magazines, newspapers, and market research reports, etc. Look for patterns in the information to figure out how the energy of the market drivers is causing segments to emerge.

Why would someone want to buy your technology solution?
As companies try to capture the opportunities created by market change they implement new business strategies. Since your technology promises to help them implement these strategies faster, better or cheaper, they consider buying it. This is the primary motivation for technology adoption.

Refine your understanding of why people will adopt your technology by considering the strategic, economic, operational and technological reasons they need the new solution.

First, consider the strategic motivations for adopting a new technology solution. How can the new technology enable new business strategies, create competitive advantage or dramatically improve performance?

Next consider the economic motivations of adoption. What are the financial benefits of implementing the solution? Consider the 'above the line' benefits - incremental revenues and increasing market share - companies can reap from applying the new capabilities to emerging customer needs. Also, think about the 'below the line' cost savings that happen when new technologies enable you to improve operational efficiency or increase the productivity of other resources.

What are the operational motivations for adoption? How could the new technology improve manufacturing processes, increase capacity without incremental capital investment, lower inventory carrying costs, etc? Think about the many operational problems the new technology can solve.

Finally, consider the technological advantages of adopting the new solution. Many times your very first buyers will be other technologists who are motivated by the technological brilliance of your new, more elegant solution. What are the key technology problems that your new solution solves? The answer to this question also helps you identify the legacy constraints that are creating tension in the marketplace.

Evaluate each potential prospect in your territory and identify what might motivate an account to consider your solution. Align what you know about their business strategies and technology needs with the key motivations of an increasing desire for enablement and an increasing frustration with legacy constraints. This activity tells you why they will buy your solution and help you define market segments to explore for sales opportunities.

Consumer Behavior & Factors Affecting Consumer Behavior

 Consumer behavior refers to the selection, purchase and consumption of goods and services for the satisfaction of their wants. There are different processes involved in the consumer behavior. Initially the consumer tries to find what commodities he would like to consume, then he selects only those commodities that promise greater utility. After selecting the commodities, the consumer makes an estimate of the available money which he can spend. Lastly, the consumer analyzes the prevailing prices of commodities and takes the decision about the commodities he should consume. Meanwhile, there are various other factors influencing the purchases of consumer such as social, cultural, personal and psychological. The explanation of these factors is given below.

1. Cultural Factors

Consumer behavior is deeply influenced by cultural factors such as: buyer culture, subculture, and social class.

� Culture

Basically, culture is the part of every society and is the important cause of person wants and behavior. The influence of culture on buying behavior varies from country to country therefore marketers have to be very careful in analyzing the culture of different groups, regions or even countries.

� Subculture

Each culture contains different subcultures such as religions, nationalities, geographic regions, racial groups etc. Marketers can use these groups by segmenting the market into various small portions. For example marketers can design products according to the needs of a particular geographic group.

� Social Class

Every society possesses some form of social class which is important to the marketers because the buying behavior of people in a given social class is similar. In this way marketing activities could be tailored according to different social classes. Here we should note that social class is not only determined by income but there are various other factors as well such as: wealth, education, occupation etc.

2. Social Factors

Social factors also impact the buying behavior of consumers. The important social factors are: reference groups, family, role and status.

� Reference Groups

Reference groups have potential in forming a person attitude or behavior. The impact of reference groups varies across products and brands. For example if the product is visible such as dress, shoes, car etc then the influence of reference groups will be high. Reference groups also include opinion leader (a person who influences other because of his special skill, knowledge or other characteristics).

� Family

Buyer behavior is strongly influenced by the member of a family. Therefore marketers are trying to find the roles and influence of the husband, wife and children. If the buying decision of a particular product is influenced by wife then the marketers will try to target the women in their advertisement. Here we should note that buying roles change with change in consumer lifestyles.

� Roles and Status

Each person possesses different roles and status in the society depending upon the groups, clubs, family, organization etc. to which he belongs. For example a woman is working in an organization as finance manager. Now she is playing two roles, one of finance manager and other of mother. Therefore her buying decisions will be influenced by her role and status.

3. Personal Factors

Personal factors can also affect the consumer behavior. Some of the important personal factors that influence the buying behavior are: lifestyle, economic situation, occupation, age, personality and self concept.

� Age

Age and life-cycle have potential impact on the consumer buying behavior. It is obvious that the consumers change the purchase of goods and services with the passage of time. Family life-cycle consists of different stages such young singles, married couples, unmarried couples etc which help marketers to develop appropriate products for each stage.

� Occupation

The occupation of a person has significant impact on his buying behavior. For example a marketing manager of an organization will try to purchase business suits, whereas a low level worker in the same organization will purchase rugged work clothes.

� Economic Situation

Consumer economic situation has great influence on his buying behavior. If the income and savings of a customer is high then he will purchase more expensive products. On the other hand, a person with low income and savings will purchase inexpensive products.

� Lifestyle

Lifestyle of customers is another import factor affecting the consumer buying behavior. Lifestyle refers to the way a person lives in a society and is expressed by the things in his/her surroundings. It is determined by customer interests, opinions, activities etc and shapes his whole pattern of acting and interacting in the world.

� Personality

Personality changes from person to person, time to time and place to place. Therefore it can greatly influence the buying behavior of customers. Actually, Personality is not what one wears; rather it is the totality of behavior of a man in different circumstances. It has different characteristics such as: dominance, aggressiveness, self-confidence etc which can be useful to determine the consumer behavior for particular product or service.

4. Psychological Factors

There are four important psychological factors affecting the consumer buying behavior. These are: perception, motivation, learning, beliefs and attitudes.

� Motivation

The level of motivation also affects the buying behavior of customers. Every person has different needs such as physiological needs, biological needs, social needs etc. The nature of the needs is that, some of them are most pressing while others are least pressing. Therefore a need becomes a motive when it is more pressing to direct the person to seek satisfaction.

� Perception

Selecting, organizing and interpreting information in a way to produce a meaningful experience of the world is called perception. There are three different perceptual processes which are selective attention, selective distortion and selective retention. In case of selective attention, marketers try to attract the customer attention. Whereas, in case of selective distortion, customers try to interpret the information in a way that will support what the customers already believe. Similarly, in case of selective retention, marketers try to retain information that supports their beliefs.

� Beliefs and Attitudes

Customer possesses specific belief and attitude towards various products. Since such beliefs and attitudes make up brand image and affect consumer buying behavior therefore marketers are interested in them. Marketers can change the beliefs and attitudes of customers by launching special campaigns in this regard.