Factors Influencing Consumer Behaviour In Marketing – Although these factors are largely outside the market’s control, they must be taken into account when creating a marketing plan.
Cultural factors have a greater influence on consumers. A person is bound by his culture, and changing cultural norms is very difficult. Social factors influence how a person responds to society and what society considers important. Depending on factors such as age, lifestyle, and occupation, consumers will behave differently in the market. Although psychological factors are a reflection of cultural, social and personal factors, a person’s beliefs, attitudes, motivation, learning ultimately shape his purchasing decision.
- 1 Factors Influencing Consumer Behaviour In Marketing
- 2 Consumer Behavior An Overview
- 3 Consumer Behavior And The Influence Of The Self On Consumer Behavior
- 4 Consumer Behaviour Course Objectives
- 5 Top 20 Factors Influencing Consumer Behaviour
Factors Influencing Consumer Behaviour In Marketing
Cultural factors have the most significant influence on consumer behavior. Marketers need to understand the role that buyer culture, subculture, and social class play in shaping consumer behavior.
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Culture is the set of core values, beliefs, desires, and behaviors that a member of a society learns from family and other important institutions.
A child in the United States typically learns or is exposed to the following values: achievement and success, activity and participation, efficiency and practicality, progress, material comfort, individualism, freedom, humanism, youth, fitness and health.
Every society has its own culture. The influence of culture on purchasing behavior can vary greatly from country to country. The trader must consciously adjust to these differences. Failure to do so can result in ineffective marketing or costly mistakes.
For example, US business leaders trying to position themselves in Taiwan are learning this the hard way.
Consumer Behavior An Overview
Seeking to expand foreign trade, they arrived in Taiwan with gifts of green baseball caps. It turned out that the trip was planned a month before the elections in Taiwan, and that green was the color of the political opposition party.
To make matters worse, visitors found out after that, according to Taiwanese culture, a man wears green which means his wife is unfaithful to him.
The head of the community delegation later noted: I don’t know what happened to those green hats, but the trip gave us an understanding of the extreme differences in our cultures.
Marketers involved in international marketing must appreciate the culture of each foreign market and adapt their marketing strategies accordingly.
The Importance Of Consumer Behavior In Marketing
For example, a cultural shift towards greater concern for health and fitness has led to the creation of a large industry producing exercise equipment and apparel, low-fat and more natural products, and health and fitness services. The shift to informality led to an increase in demand for casual clothing and simpler furniture.
And the increased desire for leisure has led to increased demand for everyday goods and services such as microwave ovens and fast food.
Each culture consists of smaller subcultures. A subculture refers to a group of people with a shared value system based on common life experiences and situations.
Subcultures are made up of nationalities, religions, racial groups, and geographic regions. Subcultures have important marketing implications. They constitute important market segments, and marketers often develop products and marketing programs to suit their needs.
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The consumer’s purchasing behavior is influenced by the subculture to which he belongs. The subculture will influence his food preferences, clothing choices, entertainment activities, and career goals.
Every society has a social class structure. Social classes are relatively permanent and ordered divisions of society whose members share similar values, interests, and behaviors.
Social class is not determined by any one factor, such as income. It is determined by a combination of occupation, income, education, wealth and other variables.
However, in society, the boundaries between social classes are not fixed and rigid. People can move up to a higher social class or drop into a lower one.
Factors Influencing Organizational Buying Behavior (explained)
Marketers are interested in social class because people belonging to a particular social class tend to exhibit similar purchasing behavior. Social class shows preferences for different products and brands in clothing, home decoration, leisure and automobiles.
Several social factors influence consumer behavior. These factors are consumer, small group, family, social role and status and can be explained as follows:
Many small groups influence human behavior. Group refers to two or more people interacting to achieve individual or common goals. The groups to which a person belongs and which have direct influence are called membership groups. Membership groups include primary groups and secondary groups.
Secondary groups include organizations such as religious groups, professional associations, and unions that are more formal and have less regular interaction.
Factors That Influence Consumers’ Buying Behaviour
People are often influenced by groups to which they do not belong. They are called reference groups, which serve as direct or indirect points of comparison or reference in the formation of a person’s attitude or behavior.
For example, a desired group is a group to which a person wants to belong. The teenage footballer hopes to one day play for Abahani Krira Chakra. He identifies himself with this group, although there is no direct contact between him and the team.
Target market reference groups are important to marketers because these groups introduce an individual to new behaviors and lifestyles, influence attitudes and self-esteem, and create conformity pressures that can influence product and brand choices.
Marketers of products and brands with high influence groups must find ways to connect with opinion leaders in their respective reference groups.
Consumer Behavior And The Influence Of The Self On Consumer Behavior
Opinion leaders are people in a reference group who, due to special skills, knowledge, personality or other characteristics, influence others. Marketers are trying to find opinion leaders about their products and brands and target their marketing efforts.
The family is the most important consumer organization in society because family members can greatly influence consumer behavior.
For this reason, the market takes into account the role and influence of husband, wife and children in the purchase of various goods and services.
The purchasing roles of different family members change and evolve in consumer lifestyles. In addition, marketers must recognize that these roles vary widely across countries and social classes from time to time.
What Influences Customer Behavior?
A person belongs to more than one group. A person’s position in each group can be defined in terms of role and status.
For example, in a family one person plays the role of husband and father; In the company he plays the role of a leader.
A role embodies the activities that people expect, so that these expectations reflect the desires of others. Each role has a status that reflects the general respect it is held in society. The general tendency of people is to choose foods that indicate their status in society.
Personal characteristics have a significant impact on the buyer’s decision. These characteristics are the buyer’s age and life cycle stage, occupation, economic status, lifestyle, and personality and self-esteem.
Consumer Behaviour Course Objectives
People buy different types of goods and services at different times in their lives. The demand for various goods and services is often related to age. The stage of the family life cycle also influences purchasing patterns.
The table below lists the stages of the family life cycle. Marketers often define their target market based on life cycle stage and develop appropriate products and marketing plans for each stage.
The buyer’s occupation greatly influences the decision of what to buy. Marketers try to identify occupational groups that have above average interest in their products and services.
A company may even specialize in producing products needed by a specific occupational group. Thus, computer software companies will develop various products for brand managers, accountants, engineers, lawyers and doctors.
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The economic situation of the buyer influences his choice of products. Marketers track trends in personal income, savings and interest rates. If revenue numbers signal a recession, marketers can take steps to redesign, reposition and re-price their products.
People of the same subculture, social class and profession can behave differently. Lifestyle is the way a person lives, expressed in his psychographics.
It involves measuring broad dimensions of consumer AIO activities (work, hobbies, shopping, sports, social events), interests (food, fashion, family, leisure) and opinions (about themselves, social issues, business, products).
Lifestyle reflects more than a person’s social class or personality; it describes the entire pattern of human action and interaction with the world. The concept of lifestyle can be used by marketers to understand changing consumer values and influence purchasing behavior.
Effect Of Sales Promotion On Consumer Behavior Based On Culture
Every person has a unique personality that influences their purchasing behavior. Personality refers to unique psychological characteristics that lead to relatively consistent and enduring responses to the environment.
Personality is typically characterized by self-confidence, dominance, sociability, autonomy, defensiveness, adaptability, and aggressiveness. Marketers use personality to analyze consumer behavior towards choosing a particular product or brand.
For example, coffee producers have discovered that coffee drinkers tend to be very social. So, the Maxwell House ad shows people relaxing and socializing over a steaming cup of coffee.
Many marketers use a person’s self-esteem, which is related to personality. Self-concept is also known as self-esteem. The core self-concept contains the assets to which people contribute and reflects their identity.
Top 20 Factors Influencing Consumer Behaviour
So, to better understand consumer behavior, a marketer must first understand the relationship between consumers’ self-esteem and their products.
Four main psychological factors influence human purchasing behavior. These factors are; motivation, perception, learning, beliefs and attitudes. They can be expressed as follows:
A person has many needs. Some of these needs
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