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factor which influence consumer behaviour

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Social Factors. The decision of buying or not a product in a store or at a shop, The consumer will decide if he would want to be, The consumer decides what they want to buy and when they want to buy it. Consumer behaviour helps us understand why and why not an individual purchases goods and services from the market. These factors refer to the set of values, preferences, perceptions, and ideologies of a particular community. Everything can be bought and sold with the help of money. Higher family income influences the people in the family to buy more. Cultural Factors. When a consumer has higher disposable income, it gives more opportunity for the consumer to spend on luxurious products. Perception is sensing the world and the situations around and then taking a decision accordingly. Some of the social factors are: Family plays a significant role in shaping the buying behavior of a person. We humans are sensory beings. 2. Consumer behaviour deals with the study of buying behaviour of consumers. A marketer should try to understand the factors that influence consumer behavior. You need to understand how does the customer think, reason, feel, and select between the option of products and services offered. THE CERTIFICATION NAMES ARE THE TRADEMARKS OF THEIR RESPECTIVE OWNERS. It’s still too early to tell how much consumer behavior will change due to the COVID-19 pandemic. The buying behavior is highly influenced by the lifestyle of a consumer. ADVERTISEMENTS: These factors include culture, subculture, social class, reference group and family influences. Abstract –This study assesses cultural factors influencing consumer buying Analysing consumer behavior is difficult because there are many factors which influence consumer’s behavior. Social Factors Influencing Consumer Behavior Definition: The Social Factors are the factors that are prevalent in the society where a consumer live in. The consumer’s behaviour also depends on buying a new products and reusing the old ones. Life style can confirm the interest, opinions and activities of people. Also, if I have to buy from a website other than, I feel cheated if I am not offered free 2-day … Cultural factors affecting consumer buying behaviour: Cultural factors have a significant impact on customer behavior.Culture is the most basic cause of a person’s wants and behavior. Lets us know the King first. All in One Marketing Bundle (170+ Courses). Hence their buying behavior is influenced by other people around them. For example buying goods from the grocery store that are goods used on daily basis like milk, eggs, bread, etc. The time of day, time of year, and how much time consumers feel like they have to shop affect what they buy. But when the disposable income reduces, parallelly the spending on multiple items also reduced. A person who is a Chief Executive Officer in a company will buy according to his status while a staff or an employee of the same company will have different buying pattern. The job of the organizations here is to educate the consumers about their goods and services and motivate them to buy their goods and services. Human psychology is a major determinant of consumer behavior. Factors influencing consumer behavior are; Cultural Factors (culture, subculture, and social class). Some of the important psychological factors are: Motivation; Perception; Learning; Attitudes and Beliefs The judging ability and capacity of every individual is different and hence the look at the world differently. Culture forms the ideas, beliefs, values and behaviour of a person living in a particular region. Culture is a very complex belief of human behaviour it includes the human society, the roles that the society plays, the behaviour of the society, its values customs and traditions. These factors are difficult to... 2. Under social factors reference groups have a great potential of influencing consumer behaviour. When there is a surplus income available for the family, the tendency is to buy more luxury items which otherwise a person might not have been able to buy. Culture is one of the key factors that influences a consumer’s buying decisions. Consumer Behaviour is an effort to study and understand the buying tendencies of consumers for their end use. Lifestyle is an attitude, and a way in which an individual stay in the society. External factors cannot affect the decision process directly but, these are also instrumental and exert an influence on consumer behaviour. Even buying a packet of chips from a store is being a part of the consumer market as you participate in the buying a packet of chips buy paying a sum for the purchase. These factors refer to the set of values, preferences, perceptions, and ideologies of a particular community. 3.1 Factors That Influence Consumers’ Buying Behavior Social Situation. It will be during this literature review that the factors will … Understanding how consumer behavior impacts marketing renders it vital to understand those factors which affect consumer behavior and which include: Cultural Factors. Various social factors influence consumer behavior. Factors that are personal to the consumers influence their buying behavior. Reference group is a group of people with whom a person associates himself. Age of a consumer and his life cycle are two most important sub factors under personal factors. When a person comes from a particular community, his/her behavior is highly influenced by the culture relating to that particular community. Whereas, a weak economy reflects a struggling market that is impacted by unemployment and lower purchasing power. Consumer behaviour deals with as to why and why not an individual purchases particular products and services. A: The factors influencing consumer behaviour are- 1. Consumer behavior is affected by several factors, chief among them being age, sex, income and education. Learning is the research of products and services before the consumer takes the decision of buying a product. Sub-culture is the group of people who share the same values, customs and traditions. Human... 3. The factors do not affect equally to all the buyers; they have varying effect on their behaviour. You for sure might be wondering as to what is it that influences these consumers, how do we analyzes when is their purchase pattern going to change. In simple words a consumer can be described as: You can consider all three definitions to define a consumer. Predicting single or consumer behaviour of a group is not just difficult because you never know what factors might influence them and when. Age is a major factor that influences buying behavior. Understanding how to motivate your customer is a powerful tool. 2. Motivation speaks to the internal needs of the consumer. Consumer behavior is deeply influenced by cultural factors such as: buyer culture, subculture, and social class. Reason being the consumers today have a huge variety of choice and a number of factors influence the behaviour of the consumers. These experiences influence a shopper’s behavior by changing the way the consumer reacts to products similar to those they’re familiar with. Social factors:. To understand the factors that influence consumer behaviour and develop sound marketing strategy S. No. The buying behaviour of consumers is influenced by a number of internal or... 2. These factors are difficult to measure but are powerful enough to influence a buying decision. Teenagers will be more interested in buying colorful clothes and beauty products. Motivation is activating the internal needs and requirements of the consumer. What are Cultural Factors ? Family income is the total income from all the members of a family. A third factor that plays huge importance into consumer behavior is social proof. Hence attitude and beliefs are also important and need to be taken into consideration while studying human behaviour. However, opinions can be influenced and can change. This group often includes an opinion leader. Let’s take a look at the notes given below to understand what influences consumer behaviour. These factors are not individualistic and are external to the individual. People who belong to different organizations, groups or club members, families play roles and have a status to maintain. This is the first factors influencing consumer behaviour and it includes various points such as: (i) Culture-Culture is the first factor and it means that these are the shared set of beliefs which an individual acquires from ancestors and it is reflected in their believes customs, and consumption pattern. Social Factors (family, groups, and social roles). ©Copyright 2020 All Rights Reserved. Factors Influencing Consumer Behavior of Amazon Shoppers. The consumer psychology is different when they shop and make decisions of spending their money. If a consumer decided to save more, then his expenditure on buying reduces. Consumer Behaviour – Social Factors While our preferences change with age and level of education, sex and income also affect our product choices and decision making patterns. A person has many needs such as the social needs, basic needs, security needs, esteem needs and self-actualization needs. Every individual look as the world and the situations differently. Consumers have changed their behaviour over the last two years due to the instability of the economic environment. These factors are not individualistic and are external to the individual. Society possesses social class; in fact every society possesses one. These factors vary from person to person that results in a different set of perceptions, attitudes and behavior towards certain goods and services. It can also be described as goals and needs of the consumers. These factors are consumers, small groups, family, and social roles and status and can be explained as under : Reference Groups. Attitude is a consumer’s favorable and unfavorable emotional condition or emotional feeling, also its tendency of reaction to certain actions and behaviours. Of course only the influencing factors will confirm what will change the consumers buying pattern. For example, many consumers choose to buy Toyota cars because they have had good experiences with their previously owned Toyota cars. Of course, it is not easy to find out answers to ‘whys’ of behaviour. Hence consumer perception becomes a great influence on the buying decision of consumers. External factors Influencing Consumer Behaviour. Cultural and social factor. The factors influencing buyer’s purchase decisions can be conveniently divided into following categories: Economics Environment: Environmental factors constitute an important determinant of organizational purchasing. We have four main factors that affect consumer behaviour they are; Culture plays a very vital role in the determining consumer behaviour it is sub divided in. When more people are earning in the family, there is more income available for shopping basic needs and luxuries. Whereas low-income or middle-income group consumers spend most of their income on basic needs such as groceries and clothes. the factors influencing consumer buying behavior and the impact on purcha sing durable products. In conditional learning the consumer is exposed to a situation repeatedly, thereby making a consumer to develop a response towards it. Factors Influencing Consumer Behaviour: Cultural Factors Affecting Consumer Behaviour Consumer behaviour is a study of how people buy, what they buy, when they buy and why they buy. 3. The time required to gather such information is quite moderate for example buying of goods like clothes and cosmetics. Whereas if a consumer is interested in saving more, then most of his income will go towards buying products. There are four psychological factors that influence consumer behaviour: Motivation, perception, learning, and attitude or belief system. A STUDY OF INFLUENCE OF DEMOGRAPHIC FACTORS ON CONSUMER IMPULSE BUYING BEHAVIOUR You are deciding where to spend your money and on what should you spend your money. The sub factors under personal factor are listed below. The economic crisis has passed. Consumers have certain attitude and beliefs which influence the buying decisions of a consumer. how much an individual spends on the purchase of goods and services that contribute to … The author describes in this article the factors which influence consumer behaviour and also presents how it has changed over the past two years. The buyer in influenced by various variables like cultural, social, personal, and psychological factors. Here you are also taking a decision. External factors Influencing Consumer Behaviour. Understanding how to motivate your customer is a powerful tool. A consumer need not just be an individual; a consumer can also be an organization. AN ANALYSIS OF IN STORE ENVIRONMENT AMBIENCE FACTOR INFLUENCE ON CONSUMER BEHAVIOUR 31 AN ANALYSIS OF IN STORE ENVIRONMENT AMBIENCE FACTOR INFLUENCE ON CONSUMER BEHAVIOUR Ndeh Patience Abimnwi & Reuben Kinyuru Njuguna Abstract Despite studies that exist on in store environment affecting consumer behaviour, there are still contradictory findings … The knowledge of the consumer about the products, the. Consumer perception is a major factor that influences consumer behavior. Economic factor. The society is composed of several individuals that have different preferences and behaviors. 2.3 Purchase Intention and Consumer Behavior Ajzen (1991) suggested that intentions are presumed to be an indicator of to what extent people willing to approach certain behavior and how many attempts they are trying in order to perform certain behavior. The consumer buying habits and decisions greatly depend on the economic situation of a country or a market. In this process the consumer starts with recognizing the need of the product, and then finds a way or a medium of solving these needs, makes purchase decisions like planning whether he should buy or not buy a certain product, and then he confirms the information, jots down a plan and then implements the plan of making the purchase. Human beings are social animals. Hence purchase of products and services defers from person to person. The consumer, The KING of the market is the one that dominates the market and the market trends. This mix is exposed to consumers with an anticipation of eliciting a desired or positive response. Liquid assets are those assets, which can be converted into cash very easily. A whopping 84% believe online reviews are a trustworthy source … These motives are the factors that influence the consumer behavior. Cultural Factors Culture is one of the key factors that influences a consumer’s buying decisions. It is why brands spend so much on marketing and customer service; in an attempt to influence consumer behavior. The social situation you’re in can significantly affect your purchase behavior. This includes three stages-pre- purchase behavior, the actual purchase and the stage of post-purchase behavior. The environment includes the family of the consumer, their social atmosphere, their culture, etc. As people grow, their needs change. Service offered to a consumer also matters in influencing their behavior. The producers of the goods and services would lack the motive of producing as there would be no demand for their products. Social factors are also subdivided into the following. The consumers also take decisions based on the after sales services and the service provided by the organization and their distributors. Economic Factors Influencing Consumer Behavior Definition: The Economic Factors are the factors that talk about the level of sales in the market and the financial position of the consumer, i.e. This step will involve the preliminary identification of factors influencing consumer behaviour namely, demographic, psychographic and behavioural factors, which will then be taken as the basis for the whole study. These factors are age, sex, education and income. The stimulus-response model depicted the marketer as developer of marketing mix. Different life styles affect the purchase pattern of consumers. When a customer sees advertisements, promotions, customer reviews, social media feedback, etc. Why do we need to learn about consumer buying behavior?The simple answer is that no longer can we take the customers for granted. Factor affecting Consumer Behavior Cultural Factors. The consumer behaviour regarding marketing decisions is influenced by a variety of organisational and environmental factors. These factors are considered as social factors. Along with age, there are other personal factors of consumer behaviour like gender, body type, occupation, religious preference, colour preference, sexual orientation, lifestyle, etc. There are several theories explaining the factors that influence consumer behavior. This decision take time as it needs too much of research work as the consumer will study almost all the options available in his economic range, the research is prolonged as the customer would want to buy the best option available for the price he is paying. ADVERTISEMENTS: These factors include culture, subculture, social class, reference group and family influences. Social factors 3. A person or an organization that is specifically targeted to sell a products or a service of a company. They try various ways to influence people’s opinion of the brand and to maintain a good brand image. ISBN: 9783668769403 Géneros: KJS Sinópsis: Research Paper undergraduate from the year 2018 in the subject Business economics Marketing Corporate Communication CRM Market Research Social Media grade 38 Limkokwing University of Creative Technology course MA in Project … Culture 2. People originating from different cultures, sub cultures, occupations and even social class have different styles of living. For example, a doctor would buy clothes according to this profession while a professor will have different buying pattern. which is one of the factors influencing consumer buying behaviour. There are several factors which affect consumer behaviour related to purchase and consumption of products and service directly or indirectly these can be classified as culture, social group, personal attributes and psychological factors. By closing this banner, scrolling this page, clicking a link or continuing to browse otherwise, you agree to our Privacy Policy, 170+ Online Courses | 800+ Hours | Verifiable Certificates | Lifetime Access, services as economic services or products, A consumer is the end user or a target to whom the goods and services are sold, Marketing Training Program (41 Courses, 14 Case Studies/Projects), Market Research Training (14 Courses, 5+ Case Studies/Projects), CRM Training (6 Courses, 3+ Projects), Motivation is activating the internal needs. Social factors play an essential role in influencing the buying decisions of consumers . Human try to imitate other humans and also wish to be socially accepted in the society. ISSN: 1450-2194. The buying choices of youth differ from that of middle-aged people. The Government is one of the prominent ones among these factors which have considerable bearing on the marketing decision-making. A person or an organization who is the final user of the goods and the services produced by a company. Hence this stage does affect consumer behaviour. Consumer behavior is deeply influenced by cultural factors such as: buyer culture, subculture, and social class. The consumer market is where the consumer has the right and the power to make a decision of spending their money. 1) Cultural factors – there is culture in every society. Sellers are making it easy for the consumers to avail credit in the form of credit cards, easy installments, bank loans, hire purchase, and many such other credit options. Basically, culture is the part of every society and is the important cause of person wants and behavior. Businesses often try to influence a consumer’s behavior with things they can control such as the layout of a store, music, grouping and availability of products, pricing, and advertising. Learning comes over a period of time through experience. Psychological factor. All of these play an important role in the way customers buy products. Factors influencing consumer behaviour Pinki Rani* Institute of Law Kurukshetra, University Kurukshetra, India Corresponding author . How a single or a group of consumer behavior does affects the society and the atmosphere and the economy of the nation. The more active the consumers of the nation the more active will be the nation’s consumer market. Social factors greatly influence the purchasing behavior of consumers. This is what separates the decision taking abilities. This attitude plays a significant role in defining the brand image of a product. Man is a social animal. When a consumer has higher liquid assets, it gives him more confidence to buy luxury goods. These personal factors differ from person to person, thereby producing different perceptions and consumer behavior. Whereas in cognitive learning, the consumer will apply his knowledge and skills to find satisfaction and a solution from the product that he buys. A consumer’s learning depends on skills and knowledge. set of values and ideologies of a particular community or group of individuals When there is higher credit available to consumers, the purchase of comfort and luxury items increases. These subcultures by itself form a customer segment. There are four psychological factors that influence consumer behaviour: Motivation, perception, learning, and attitude or belief system. Consumer behaviour is physiological it is human behaviour it can change with the slightest change in the market, the atmosphere and the trend. This is a decision of buying goods and spending your money. Learning can be either conditional or cognitive. 53 and is influenced by cultural trends as well as his social and societal environment. A person develops preferences from his childhood by watching family buy products and continues to buy the same products even when they grow up. Reference groups Middle-aged are focused on house, property and vehicle for the family. Personal Factors. Consumer behavior is affected as these factors change.

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