Factors Influencing Consumer Behaviour With Examples – Why people buy is not always a simple question. Think about the last time you bought a car, bike, or other item. Why did you buy a particular product and model? Or because a sleek style makes you feel good about yourself? Maybe you bought a certain brand because your family buys the same brand. These are just a few examples of some of the factors that influence consumer buying behavior. Let’s see the others.
Cultural factors include the values ​​or ideologies of a particular community or group of people. These include culture, ethnicity, race and social class, as shown in Figure 3.4.
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Factors Influencing Consumer Behaviour With Examples
Figure 3.4 Cultural Factors Affecting Consumer Buying Behavior (Credit: Copyright Rice University, licensed under CC BY 4.0)
How Emotions Affect Shopper Behavior
Culture refers to the values, ideas, and attitudes learned and shared among group members. Human behavior is widely studied. As a child, you learn values, beliefs, aspirations, and behaviors from your family and other outside influences, such as the schools and churches you attend. Consider how these values ​​and attitudes have shaped your purchasing behavior. For example, in traditional Hindu weddings in India, the bride may wear a red lehenga, while Christian brides usually wear white. Widows in India may wear white, but widows in the United States and other parts of the world tend to wear lighter colors for funerals.
A subculture is a group of people who share certain values, such as environmentalists or builders. Ethnic and racial groups share the language, food and culture of their heritage. Other cultures, such as bicycle culture, revolve around a dedication to motorcycles and are united by a shared experience. The Amish subculture is known for its conservative beliefs and reluctance to adapt to modern technology. Think about what your culture is and how it influences your buying behavior. For example, hip-hop music has long been popular, especially in relation to sneakers. DMC’s 1986 hit “My Adidas” established the first endorsement deal between the brand and the musical act, setting the stage for decades of lucrative collaborations — Master P with Converse, Jay-Z and Reebok, 50 Cent with Missy Elliott. Big Sean, Nike vs.
Cultural factors play a major role in determining how the market is taken. In many examples, corporate efforts that have failed because they did not understand the culture in a particular market. Watch this CNBC article on how 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 come with learning, and if you understand the reasons for failure, learning can lead to change and success. Read the inspiring story behind Run DMC’s groundbreaking business deal with Adidas and how it opened doors for current artists like 50 Cent, Jay-Z and Puffy.
Characteristics Affecting Consumer Behaviors
For more success stories, check out these videos about the many companies that got it right. Examples include Rihanna’s Fenty beauty line, Adobe’s “Black Video” ad, and Bombshell’s “Find Me” campaign.
Your social class also has the greatest influence on buying behavior. Sociologists base definitions of social class on a number of 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 propose five social classes: upper class, middle class, lower middle class, working class, and economic class. It is usually 3 returns. Disposable income (money left to spend or save after taxes) is defined, but its impact goes beyond just the dollar, euro, and ven. For example, media content may focus primarily on price. When we consider a product, however, average people may first consider product quality and price. But you can be influenced by a social class that you don’t belong to, but that you want to adopt. Have you ever spent money you didn’t really have on name-brand running shoes or designer bags because your friends had them?
Finally, gender plays an important role in acquiring behavior. Different genders not only desire different outcomes from their education and socialization, but also approach marketing with different motivations, perspectives, and considerations. Since stereotyping is often dangerous, those who generally identify as male make a more profitable, more logical approach to marketing. They want a fast, effortless shopping experience. Those who know women make emotional decisions. Zappos takes these different motivations into account and offers different types of landing pages for different categories. While the “male” version focuses on clear navigation through product categories, the “female” version aims to sell emotionally.
The type of difference to acquire different behaviors. Read this article about one example: Birchbox, a hair care and skin care subscription. For more, check out this article on the different causes, including purpose, experience, brain makeup, and more. Interesting read!
Stages Of Buying Process
You can also watch this Gaby Barrios TED talk. Barrios is a marketing expert who talks about how targeting users based on gender can be detrimental to businesses.
This funny video from “Chalimdan” a consumer TV show, discusses the fraught sexual decisions and their wallets.
Let’s look at gender from another angle – women are making strides in marketing. Part of a series on jobs in the marketplace, this article examines equality in the marketplace. Research findings include information on gender balance and inequality and recommendations for improvement.
Social factors are the prevailing factors of the society in which the consumer lives. Each society is made up of individuals with different preferences and behaviors that affect the personal preferences of others in society. Humans are social, and the influence of family members, reference groups, roles and positions (see Figure 3.5) greatly influences buying behavior.
Consumer Markets And Consumer Buyer Behavior
Figure 3.5 Social Factors Affecting Consumer Buying Behavior (Credit: Copyright Rice University, licensed under CC BY 4.0)
First, let’s look at family authority. Most people are thought to come from two families: the family of origin (the family in which you were born or raised) and the family of reproduction (the family formed by marriage or cohabitation that includes your spouse). , spouse and/or children). First, pay attention to the order of the family. Growing up, whether you know it or not, you probably developed some buying habits by watching the adults in your family, and as you get older, you’re more likely to buy the same products or services. Is your dad a gambling-hard Chevy driver? If so, chances are good you’ll at least consider buying a Chevy. Now consider the influence of your spouse, partner, or child on acquiring behavior. You may want a Chevy pickup truck because your dad drives it, but your spouse or partner may subtly (or not so subtly) beat you to a Chevy crossover because it’s more useful for transporting the kids to school, play, and other activities. . .
Reference groups are groups you want to join. These can be formal groups, such as members of a nation, church or professional groups, or informal groups of friends or acquaintances. These groups serve as role models and inspirations, and influence the types of products you buy and the brands you choose. Group relations are the personal beliefs of leaders – people who influence others. These decision leaders do not necessarily have higher incomes or better educations, but others have more experience in a certain field. For example, a teenage girl may seek guidance from an approved mentor in a begging group, or a college student may aspire to pursue an advanced degree with a beloved professor from the same university. Social media also play a role here. Consider the power that celebrities like Kendall Jenner (with over 217 million Instagram followers) V or Leo Messi (with over 310 million Instagram followers) have in each.
All people assume different roles and positions according to the groups, clubs, families or organizations to which they belong. For example, a working mother teaching at a local community college takes on three roles at different times: worker, mother, and student. His acquisition decisions are affected by each of these roles at different times. When shopping for clothes, shoppers can be influenced by professional attire for those roles or offices, casual clothes for the classroom, or yoga pants for the home.
The Four Key Factors Influencing Consumer Behaviour
Personal factors such as occupation, age and life cycle, finances, lifestyle, personality and self-perception also play a major role.
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