Factors Influencing Consumer Buying Decisions
Consumer purchases are influenced strongly by cultural, social, individual/personal, and psychological characteristics.
|Social class |
|Reference groups |
|Opinion leader |
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Relatively permanent and ordered divisions in a society whose members share similar values, interests, and behaviors. Marketers are interested in social class because people within a given social class tend to exhibit similar buying behavior. Social classes show distinct product and brand preferences in areas such as clothing, home furnishings, and automobiles. For example, Afiqah’s social class may affect her handbag decision. If she comes from a higher social class background, she must buy an expensive camera.
A consumer’s behavior also is influenced by social factors, such as reference groups, opinion leader, and family.
Reference groups serve as direct ( face to face ) or indirect points of comparison or reference in forming a person’s attitude or behavior. Direct can divide by two group, primary and secondary. Primary groups with whom there is regular but informal interaction, such as family, friends, and neighbors. Secondary groups which are more formal and have less regular interaction. These include organizations like religious groups, professional and trade union.
Opinion leaders are people within a reference group who, because of special skills, knowledge, personality, or other characteristics, exert influence on others.
Family members can...