4 Factors Influencing Consumer Behaviour – Why people buy is not always a simple question. Think about the last time you bought a car, bike, or something else. Why did you buy that particular make and model? Is it because her sleek style makes you feel good about yourself? Maybe you bought a particular brand because someone in your family bought the same brand. Here are some examples of factors that influence consumer buying behaviour. Let’s check a little more.
Cultural factors include the set of values ​​or ideologies of a particular community or group of individuals. These can include culture, subculture, social class and gender as shown in Figure 3.4.
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4 Factors Influencing Consumer Behaviour
Figure 3.4 Cultural Factors Affecting Consumer Buying Behavior (Attribution: Copyright Rice University, under a CC BY 4.0 license)
Solution: Csec Pob Factors That Influence Consumer Behaviour
Culture refers to the values, ideas, and attitudes that are learned and shared among group members. Human behavior is widely studied. When you were a child, you learned basic values, assumptions, desires, and behaviors from your family and other outside influences such as the schools and churches you attended. Consider how these values ​​and attitudes have shaped your buying behaviour. For example, in a traditional Hindu wedding in India, a bride may wear a red lehenga to the wedding, while Christian brides usually wear a white lehenga. In India, widows are expected to wear white, while in the United States and other parts of the world, widows usually wear darker colors for funerals.
A subculture is a group of people, such as environmentalists or bodybuilders, who share a set of values. Ethnic and racial groups share language, food and culture of their heritage. Other subcultures, such as biker culture, related to motorcycle devotion, are united by shared experiences. The Amish subculture is known for its conservative beliefs and reluctance to adapt to modern technology. Think about which subculture(s) you might belong to and how they influence your buying behaviour. For example, hip-hop music has long been associated with fashion, especially sneakers. Play DMC’s 1986 hit “My Adidas,” which marked the first endorsement deal between a fashion brand and a musical act, setting the stage for lucrative partnerships spanning decades – Master P with Converse, Jay-Z and Reebok, 50 Cent with Missy Elliott. And Big Sean with Adidas, and Drake with Nike.
Cultural factors play a large role in determining how best to market to consumers. There are many examples of company efforts that failed because they did not reflect an understanding of the culture in a particular market. Watch this CNBC video on why Starbucks failed in Australia and read this article on how Coca-Cola and PepsiCo failed when they first entered the Chinese market.
Failures are always important because they bring information learned, and if you understand the reason behind the failure, the learning can lead to a change in strategy and possible success. Read the inspiring story behind Run DMC’s revolutionary marketing deal with Adidas and how it opened the door for current artists like 50 Cent, Jay-Z, and Puffy.
Organization Buying Behaviour: Overview, Factors And Impact
For more success stories, check out these videos about several companies that have gotten it right. Examples include Rihanna’s Fenty Beauty line stories, Adobe’s “When I’m Black” ad, Bumble’s “Find Me on Bumble” campaign, and many more!
Your social class also has a significant impact on your buying behaviour. Sociologists base definitions of social class on many different factors, including income, occupation and education. Although there is disagreement about the number of social classes defined by income in the United States, many sociologists suggest five social classes: upper class, upper middle class, lower middle class, working class, and economically disadvantaged.3 Income is high ok Defined by disposable income (the money you have left over to spend or save after taxes are deducted), but its impact goes beyond just dollars, euros, yen, etc. For example, a lower middle class person may focus primarily on price when considering a product, while an upper middle class person may focus on the quality and features of the product before price can be considered. However, you may also be influenced by a social class that you do not belong to but would like to be accepted by. Have you ever spent money you don’t really have on brand name running shoes or designer purses because your friends have them?
Finally, your gender plays an important role in your buying behavior. People of different genders not only want different products as a result of their upbringing and socialization, but they approach shopping with different motivations, views and ideas. While this is always dangerous for conservatism, people who shop generally take a more practical, more logic-based approach. They want a quick, easy shopping experience. On the other hand, those who identify as women make decisions on a more emotional level. Zappos takes these different objectives into account and provides different layouts on its landing pages for different genders. While the “male” version focuses on providing clear navigation through product categories, the “female” version aims to sell emotions.4
Gender differences lead to different buying behaviour. Read this article on one such example, Birchbox, a hair care and skin care subscription service. For more information, check out this article on the reasons for the differences, including purpose, intuition, brain makeup, and more. Interesting read!
What Is Consumer Behavior? Mastering The Arts
You can also watch this Gabby Barrios TED Talk. Barrios is a marketing expert who talks about how targeting consumers based on gender is bad for business.
This hilarious video from The Checkout, a consumer affairs TV show, discusses gender-based marketing packaging decisions and their impact on your wallet.
Let’s look at gender from another angle – women moving forward in marketing. Part of a series about jobs in marketing, this article explores fairness in marketing. The findings include data on gender balance and inequality and guidance on ways to improve.
Social factors are factors that are common in the society where the user lives. Every society is made up of individuals with different preferences and behaviours, and these individuals influence other personal choices in the society. Humans are social individuals, and the influences of people’s families, reference groups, and roles and status (see Figure 3.5) greatly influence their buying behaviour.
Factors Influencing Consumer Behaviour
Figure 3.5 Social Factors Affecting Consumer Buying Behavior (Attribution: Copyright Rice University, under a CC BY 4.0 license)
Let us first consider the influence of the family. It is generally accepted that most people come from two families: a family of adaptation (ie, the family you were born into or grew up with) and a family of reproduction (formed through marriage or cohabitation) family, including your spouse, partner, and/or children). Consider first the family situation. When you were growing up, whether you knew it or not, you probably developed some buying behavior by watching the adults in your household and it’ you probably tend to buy the same products or services as you get older. Was your father a die-hard Chevy driver? If so, chances are you’ll even consider buying at least one Chevy. Now consider the influence your spouse, partner, and/or children have on your shopping behavior. Maybe you want that Chevy pickup because your dad drives it, but maybe your spouse or partner (or maybe not so subtly) nudges you toward a Chevy crossover SUV because it’s the kids’ school , more practical to carry in sports and other activities. .
Referral groups are groups you want to be associated with. These can be formal groups, such as members of a country club, church, or professional group, or informal groups of friends or acquaintances. These groups are role models and inspiration, and influence the types of products you buy and the brands you choose. Reference groups are characterized by opinion leaders – people who influence others. These thought leaders are not necessarily higher income or better educated, but are considered by others to have more expertise in a particular area. For example, a teenage girl may turn to an opinion leader in her reference group of friends for fashion guidance, or a college student may aim for an advanced degree as a respected professor at the same university. Social media influencers also play a role here. Consider the influence on people of celebrities like Kendall Jenner (with over 217 million Instagram followers) 5 or Leo Messi (with over 310 million Instagram followers) 6 .
Everyone has different roles and status depending on the groups, clubs, families or organizations they belong to. For example, a working mother who takes classes at the local community college plays three roles at different times – worker, mother, and student. His purchasing decisions will be influenced by each of these roles at different times. When she shops for clothes, any or all of these roles can influence her purchases – professional attire for the office, casual clothes for classes, or yoga pants for the home.
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Personal factors, such as your occupation, age and life cycle stage, economic status, lifestyle, and personality and self-concept also play a big role.
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