Factors that influence the behavior of the consumer
Consumer purchases are
strongly influenced by or there are four factors.
01. Cultural factor02 Social factor03 Personal Factor04. Psychological factor.01 Cultural factor: -.
• Cultural factors divided
into three factors of Culture (i) (ii) Sub social Culture (iii) Class
o Culture: -.
all perceptions of fundamental values, desires
and behaviors learned through a member of the society of the family and other
important institutions.§ Culture is the most basic cause of desires and behavior of the
person. Each group or the company has a culture, and cultural influences on
purchasing behavior can vary considerably from one country to the next.
o Sub Culture: -.
a group of people including the system of
shared value based on life experiences and common situations.§
Each culture contains of small cultures of
void, a group of people with shared value system based on life experiences and
common situations.§ Sub culture includes nationalities, religions, racial group and
geographic regions. Many sub culture constitute market segments important and
traders often design products.
social class o: -.
Almost every society has some form of social
structure, the social classes relatively orderly and permanent divisions of
society whose members share similar behaviors, interests and values.§
02 Social factors: -.
• Consumer behavior is
also influenced by social factors, such as groups (i) (ii) (iii) role and
family status
o groups: -.
Two or more people who interact to achieve
individual goals or mutual.§
person behavious is influenced by many small
groups.§ Groups that have direct influence and to which
membership of a person are known as members of groups.
Some are primary groups include family,
friends, neighbors and co-workers.§ Some are secondary groups, which are more formal and less regular
interaction. These include organizations such as religious groups, professional
associations and trade unions.
o family: -.
family members can strongly influence the behaviour
of the buyer.§ Family is the most important consumer society
organization of purchase and it has been studied extensively. Marketing are
interested in the roles and influence of the husband, wife and children for the
purchase of various products and services.
o role and status: -.
belonging to several groups, families, clubs
and organizations.§The person
post of the person in each group can be
defined in terms of status and role.§
For example.§ M & 'X' plays the role of father in his
family, he plays the role of the husband in his company, he played the role of
Manager, etc. A role comprises the activities of persons are expected to be
carried out according to the people around them.
03. Personal: -.
• It includes
• i) years and life
cycle stage Occupation (ii) (iii) business lifestyle (iv) (v) personality and
self-concept.
o age and life cycle
Stage: -.
People modify the products and services they
purchase in their lifetime.§ Tastes in food, clothing, furniture and leisure are often
connects to the age. Purchase is also shaped by the stage of the family life
cycle.
o profession: -.
affects goods and services purchased.§Occupation of person Blue-collar workers tend to buy more robust
work clothes, while white-collar buy business suits more. A Co. may even
specialize in the manufacture of products needed by a professional group given.
Thus, software publishers will develop different products for doctors,
accountants, engineers, lawyers and brand managers.
situation economic o: -.
will affect the choice of product§The economic situation of the person
o lifestyle: -.
Life Style is modeled his life, understanding
of these forces is to measure the main dimensions AIO from the consumer.§
activities (work, recreation, shopping, support
etc.) that is of interest (food, fashion, family leisure) and opinions (about
themselves, companies, products)§
o personality and Self
concept: -.
Each person separate personality influence
purchase behaviour.§ Personality refers to the psychological characteristics that lead
to relatively consistent and sustainable answers to its own environment.
04. Psychological factors: -.
• It includes these
factors.
• Motivation i)
Perception (ii) (iii) (iv) learning beliefs and attitudes
• Motivation: -.
o ground (by car) a need
that is sufficiently urgent to lead the person to seek the satisfaction of the
need
• Perception: -.
o the process by which
people select, organize and inter..
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