CONSUMER BEHAVIOUR :
FACTORS INFLUENCING CONSUMER BEHAVIOUR
Consumer behaviour is an attempt to understand & predict human actions in the buying role. It has assumed growing importance under market-oriented or customer oriented marketing planning & management. Consumer behaviour is defined as “all psychological, social & physical
behaviour of potential customers as they become aware of, evaluate, purchase, consume, & tell others about product & services”.
• Each element in this definition is important.
• Consumer behaviour involves both individual (psychological) processes & group (social processes).
• Consumer behavior is reflected from awareness right through post-purchase ...view middle of the document...
Every group or society has a culture, and cultural influences on buying behaviour may vary greatly from country to country.
o Sub Culture :-
A group of people with shared value systems based on common life experiences and situations.
Each culture contains smaller sub cultures a group of people with shared value system based on common life experiences and situations. Sub culture includes nationalities, religions, racial group and geographic regions. Many sub culture make up important market segments and marketers often design products.
o Social Class:-
Almost every society has some form of social structure, social classes are society’s relatively permanent and ordered divisions whose members share similar values, interests and behaviour.
02. Social Factors :-
• A consumer’s behaviour also is influenced by social factors, such as the (i) Groups (ii) Family (iii) Roles and status
o Groups :-
Two or more people who interact to accomplish individual or mutual goals.
A person’s behavious is influenced by many small groups. Groups that have a direct influence and to which a person belongs are called membership groups.
Some are primary groups includes family, friends, neighbours and coworkers. Some are secondary groups, which are more formal and have less regular interaction. These includes organizations like religious groups, professional association and trade unions.
Family members can strongly influence buyer behaviour. The family is the most important consumer buying organization society and it has been researched extensively. Marketers are interested in the roles, and influence of the husband, wife and children on the purchase of different products and services.
o Roles and Status :-
A person belongs to many groups, family, clubs, organizations.
The person’s position in each group can be defined in terms of both role and status.
For example. M & “X” plays the role of father, in his family he plays the role of husband, in his company, he plays the role of manager, etc. A Role consists of the activities people are expected to perform according to the persons around them.
03. Personal Factors :-
• It includes
• i) Age and life cycle stage (ii) Occupation (iii) Economic situation (iv) Life Style (v) Personality and self concept.
o Age and Life cycle Stage:-
People changes the goods and services they buy over their lifetimes. Tastes in food, clothes, furniture, and recreation are often age related. Buying is also shaped by the stage of the family life cycle.
o Occupation :-
A person’s occupation affects the goods and services bought. Blue collar workers tend to buy more rugged work clothes, whereas white-collar workers buy more business suits. A Co. can even specialize in making products needed by a given occupational group. Thus, computer software companies will design different products for brand managers, accountants, engineers, lawyers, and doctors.
o Economic situation :-