Factors That Influence Consumer Buying Behaviour – Although these factors remain outside the control of marketers to a great extent, they must consider these factors in creating a marketing plan.
Cultural factors influence consumers the most. Man is bound by his culture and it is very difficult to change cultural norms. Social factors affect how a person communicates in society and what society thinks. Depending on individual factors such as age, lifestyle and occupation, consumers will behave differently in the market. While psychological factors are a reflection of cultural, social and personal factors, an individual’s belief, attitudes, motivation and learning ultimately shape his/her purchasing decisions.
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Factors That Influence Consumer Buying Behaviour
Cultural factors have the greatest influence on consumer behavior. Marketers must understand the role that customer culture, subculture, and social class play in shaping consumer behavior.
Consumer Behaviors, Preferences, And Shifts In Physical Retail Stores
Culture is a set of basic values, perceptions, desires and behaviors that a member of society has learned 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, individuality, freedom, humanity, youth, fitness, and health.
Every society has its own culture. The influence of culture on purchasing behavior can vary from country to country. A trader must consciously adapt to these differences. Failure to do so can result in ineffective marketing or costly mistakes.
For example, business representatives from the American community trying to market themselves in Taiwan found this out the hard way.
A Study Of Intrinsic And Extrinsic Factors Influencing Consumer Buying Behaviour Online
Seeking more foreign trade, they arrived in Taiwan with gifts of green baseball caps. It is understood that the trip was scheduled a month before Taiwan’s election and was in the green color of a political opposition party.
Worse, the visitors learned of the fact that according to Taiwanese culture, a man wears green to indicate that his wife has been unfaithful.
The head of the community delegation later commented: I don’t know what happened to those green hats, but that trip gave 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.
Factors Influencing Consumer Behaviour
For example, the cultural shift toward greater concern for health and fitness has created a large industry in exercise equipment and apparel, lower-fat and more natural foods, and health and fitness services. The shift towards informality has resulted in a greater demand for casual clothing and simple home furnishings.
The growing desire for leisure has resulted in a greater demand for convenience products and services such as microwave ovens and fast food.
Every culture consists of small subcultures. A subculture refers to a group of people with shared value systems based on shared life experiences and circumstances.
Subcultures include nationalities, religions, ethnic groups, and geographic regions. Subcultures have important marketing implications. They are important market segments, and marketers often design products and marketing programs to suit their needs.
Consumer Markets And Consumer Buying Behavior
The purchasing behavior of consumers is influenced by the subculture to which they belong. The subculture will influence his food preferences, clothing choices, recreational activities, and career goals.
Every society has a social class structure. Social classes are relatively permanent and orderly divisions of society whose members share similar values, interests and behaviors.
Social class is not identified solely by a single factor such as income. It is determined by a combination of employment, income, education, wealth and other variables.
However, in society the boundaries between social classes are not fixed and rigid. People can move into a higher social class or fall into a lower class.
Chapter Three Types Of Market.
Marketers are interested in social class because people in a certain social class tend to exhibit similar buying behavior. Social class shows different product and brand preferences in clothing, household appliances, leisure activities and automobiles.
Various social factors influence consumer behavior. These factors are consumers, small groups, family, social roles and status and can be explained as follows:
Many small groups influence individual behavior. A group refers to two or more people who interact to achieve personal or common goals. Groups that include a person who has direct influence are called membership groups. Member groups include primary groups and secondary groups.
Secondary groups include religious groups, professional associations and trade unions, which are more formal and involve less regular interaction.
Consumer Behavior Guide For Businesses
People are often influenced by groups they do not belong to. They are called reference groups and serve as direct or indirect points of comparison or reference in shaping an individual’s attitude or behavior.
For example, an aspiration group is something a person wants to belong to. The teenage footballer hopes to one day play for Abahani Krira Chakra. He identifies with this group even though there is no direct connection between him and the team.
Target market reference groups are important to marketers because these groups expose the individual to new behaviors and lifestyles, influence the individual’s attitudes and self-concept, and create pressures that can influence individual product and brand choices.
Marketers of products and brands with strong group influence should develop ways to reach opinion leaders in relevant reference groups.
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Opinion leaders are people in a reference group who influence others because of special skills, knowledge, personality, or other characteristics. Marketers try to find opinion leaders for their products and brands and direct marketing efforts towards them.
The family is the most important consumer buying institution in society because family members can strongly influence consumer behavior.
Because of this, marketers take into account the roles and influence of husbands, wives and children in the purchase of various products and services.
The purchasing roles of different family members are changing as consumer lifestyles evolve. Furthermore, marketers should be aware that such roles vary greatly across countries and social classes over time.
Management Studies: Factor Determining Organizational Buying Decision
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, a person plays the role of husband and father; In the company, he plays the role of CEO.
A role reflects the desires of the people around them, and consists of actions that people expect to fulfill those expectations. Each role has a status that reflects the general respect given to it by society. The general tendency of people is to choose products that indicate their status in society.
Personal characteristics have a significant impact on customer decisions. These characteristics are the customer’s age and life cycle stage, occupation, financial situation, lifestyle, personality and self-concept.
Factors Influencing Consumer Buying Behavior
People buy different types of goods and services at different times of their lives. The demand for various goods and services is often related to age. The purchasing pattern also affects the stage of the family’s life cycle.
The following table lists the stages of the family life cycle. Marketers define their target markets based on their life cycle stage and then develop products and marketing plans appropriate for each stage.
The customer’s occupation significantly influences decisions about what to buy. Marketers try to identify occupational groups with an above-average interest in their products and services.
A company can even specialize in making products needed by a particular work group. So computer software companies will design different products for brand managers, accountants, engineers, lawyers and doctors.
The Four Key Factors Influencing Consumer Behaviour
The choice of product is influenced by the customer’s financial situation. Marketers monitor trends in personal income, savings and interest rates. If revenue indicators signal a decline, marketers can take steps to redesign, reposition or rebrand their products.
People from the same subculture, social class and profession can have completely different lifestyles. Lifestyle is a person’s way of life, expressed in his psychography.
It includes measuring key AIO dimensions of consumers – activities (work, hobbies, shopping, sports and social events), interests (food, fashion, family, entertainment) and opinions (about themselves, social issues, business, products).
Lifestyles encompass more than a person’s social class or personality; It profiles a person’s overall pattern of behavior and interaction in the world. Marketers can use the concept of lifestyle to understand changing consumer values and influences on purchasing behavior.
Analysis Of Factors Influencing Consumer Purchase Decision Of Cellular Phones
Each person has a unique personality that influences their buying behavior. Personality refers to unique psychological characteristics that lead to relatively stable and lasting reactions to the environment.
The personality is generally confident, dominant, sociable, autonomous, defensive, adaptable and aggressive. Marketing experts use personas in the analysis of consumer behavior according to the choice of a particular product or brand.
For example, काप्पी निर्माताथु विश्वाद, अध्याद्य काप्पी शिज्ञान्य सूचित्रायु जीजिल जिज्ञान. So Maxwell House ads show people relaxing and socializing while drinking coffee.
Many marketers use a person’s self-concept, which relates to their individuality. स्वायम आदेष्ट स्वायम इमेज्ञ अनुमा ज़ाउने People’s properties contribute to their personality and reflect them.
Personal Influence On Consumer Behaviour. Interpersonal Influence And Consumer Behavior. 2022 10 22
Therefore, in order to better understand the customer’s behavior, the relationship between the customer’s self-concept and the objects should be understood first.
உர்ரு பர்ப்பு வாண்கள் சுக்க்குத்துக்குக்குக்கு These components are; புர்க்கும், துக்கு, தியுக்கு, விப்ப்பு முக்க்குத்தும். These can be expressed as follows:
A person has many needs. அயு குட்டிய்கை
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