Social theory suggests that individuals have both a personal identity and a social identity. Psychological factors such as buying motives, perception of the product and attitudes towards the product.
Culture also determines what is acceptable with product advertising. The change in buying behaviour may take place due to several other factors such as increase in income level, education level and marketing factors.
Personality factors include knowledge, attitudes, personal values, beliefsemotions and feelings. Demographic factors include income level, psychographics lifestylesage, occupation and socio-economic status. In a family unit, the adult female often makes brand choices on behalf of the entire household, while children can be important influencers The Initiator the person who proposes a brand or product for consideration something in return ; The Influencer someone who recommends a given brand; The Decider the person who makes the ultimate purchase decision; The Purchaser the one who orders or physically buys it; The User the person who uses or consumes the product.
Other factors that may affect the purchase decision include the environment and the consumer's prior experience with the category or brand. Consumer behaviour is different for different products.
But there are other consumers who, despite having surplus money, do not go even for the regular purchases and avoid use and purchase of advance technologies.
You would hardly find an individual from a lower class spending money on high-end products. Evaluation of alternatives[ edit ] Consumers shopping at London's Burlington Arcade engage in a variety of recreational and functional purchasing activities - from window shopping through to transporting their purchases homewards Consumer evaluation can be viewed as a distinct stage.
Let us understand the influence of cultural factors on buying decision of individuals with the help of various examples. Example - In India, people still value joint family system and family ties.
By the s, marketing began to adopt techniques used by motivation researchers including depth interviews, projective techniques, thematic apperception tests and a range of qualitative and quantitative research methods. Girls in South India wear skirts and blouses as compared to girls in north India who are more into Salwar Kameez.
At the end of the s, two important reports criticised marketing for its lack of methodological rigor, especially the failure to adopt mathematically-oriented behavioural science research methods. As a result, new substantive knowledge was added to the marketing discipline — including such ideas as opinion leadership, reference groups and brand loyalty.
Consumers typically use most of their resources time, energy and finances attempting to satisfy these lower order needs before the higher order needs of belonging, esteem and self-actualization become meaningful. People have many roles. It refers to the actions of the consumers in the marketplace and the underlying motives for those actions.
Marketers get the groups to approve the product and communicate that approval to its members. As consumers approach the actual purchase decision, they are more likely to rely on personal sources of information.
This refers to the formation of hypotheses about the products or a service through prior experience or word of mouth communications. Psychological factors include an individual's motivationattitudespersonal values and beliefs.
Throughout the entire process, the consumer engages in a series of mental evaluations of alternatives, searching for the best value. US criteria; occupation, education, income, wealth, race, ethnic groups and possessions.
This resulted in a new emphasis on the customer as a unit of analysis. Consumers are active decision-makers. There are four stages that consumers go through in the hypothesis testing: What are Cultural Factors.
Cultural Factors affecting Consumer Behaviour Cultural Factors affecting Consumer Behaviour Consumer behaviour deals with the study of buying behaviour of consumers. They need to study the various factors that influence the consumer behaviour of their target customers.
Problem recognition[ edit ] The first stage of the purchase decision process begins with problem recognition also known as category need or need arousal. In the above example Sandra and Maria had similar requirements but there was a huge difference in their taste, mind set and ability to spend.
Consumer behavior involves services and ideas as well as tangible products. The impact of consumer behavior on society is also of relevance. For example, aggressive marketing of high fat foods, or aggressive marketing of easy credit, may have serious repercussions for.
The differences in consumer behaviour are due to individual factors such as the nature of the consumers, lifestyle and culture.
For example, some consumers are technoholics. They go on a shopping and spend beyond their means. Culture effects what people buy, how they buy and when they buy.
Understanding Consumer Buying Behavior offers consumers greater satisfaction (Utility). We must assume that the company has adopted the Marketing.
Cultural Factors affecting Consumer Behaviour. It is the culture of an individual which decides the way he/she behaves. In simpler words, culture is nothing but values of an individual. What an individual learns from his parents and. Consumer Behviour and Culture. Topics: Culture, Sociology, The Culture Pages: 42 ( words) Published: October 23, THE INFLUENCE OF CULTURE ON CONSUMER BEHAVIOR The study of culture is a challenging undertaking because its primary focus is on the broadest component of social behavior - an entire society In contrast to the psychologist.
Before understanding consumer behaviour let us first go through few more terminologies: Who is a Consumer? Any individual who purchases goods and services from the market for his/her end-use is called a consumer.Consumer behviour and culture