Factors Affecting Consumer Behavior


Consumer behavior refers to the selection, purchase and consumption of goods and services for the satisfaction of their needs. There are different methods involved in the consumer behavior. Initially, consumers try to find the commodities that he would like to eat, then he chooses only those products that promise greater utility. After choosing products, a consumer assessment of the available money he can spend. Finally, consumer analyzes prevailing prices for commodities and decide on the product that he should consume. At the same time, there are various other factors that affect consumer purchases such as social, cultural, personal and psychological. The explanation of these factors can be found here.

1. The cultural aspects of

Consumer behavior is deeply influenced by cultural factors, such as :. Buyer culture, subculture, and social class

• Culture

Basically, culture is part of every community and is a major cause of person wants and behavior. The impact of culture on consumer behavior varies from one country to the market need to be very careful in analyzing the culture of different groups, regions, or even countries.

• Subculture

Every culture has different subcultures as religious and ethnic, regions, races, etc. marketers can use these groups by segmenting the market in several small doses. For example, marketers can design products according to the needs of a particular geographical group.

• Social Class

Every society possesses some kind of class which is important to marketers because the buying behavior of people in a particular class is similar. In this way, marketing can be tailored according to different social classes. Here we should note that the class is not only determined by income, but there are various other factors as well such as: wealth, education, employment, etc.

2. Social aspects

social factors also influence the purchase behavior of consumers. Important social factors are :. Reference groups, family, role and status

• Reference Groups

Reference groups have the potential to generate person attitude or behavior. Effects reference varies between products and brands. For example, if the product is visible as a dress, shoes, car etc then the effect of reference groups will be high. Reference groups are also opinion leader (a person who influences another due to special his talent, knowledge or other characteristics).

• Family

Buyer behavior is strongly influenced by a member of the family. The market is trying to find a role and impact of husband, wife and children. If buying decision on a particular product is influenced by a woman the market will try to target women in their advertisement. Here we should note that buying roles change with a change in consumer lifestyle.

• The role and status of

Each individual has a different role and position in society by groups, clubs, family, organization, etc. to which he belongs. For example, a woman is working on the establishment of the CFO. Now she is playing two roles, one of the chief financial officer and another mother. The purchase of its decisions will be influenced by her role and position.

3. Personal Factors

Personal factors can also affect consumer behavior. Some of the important personal factors that influence consumer behavior include :. Lifestyle, economic, employment, age, personality and self-concept

• Age

Age and life cycle may have influence on consumer buying behavior. It is obvious that consumers change the purchase of goods and services over time. Family life cycle consists of different stages of the young people, married couples, unmarried couples, etc. that help marketers to develop appropriate products for each stage.

• Job

profession a person has a significant impact on purchase behavior. For example, the marketing organization will try to buy a business suit, and low employee of the same organization buys rugged work clothes.

• economic

Consumer economic situation has a great impact on purchase behavior. If income and savings a customer is great he will buy more expensive products. On the other hand, a person with low income and savings will buy cheap products.

• Lifestyle

Lifestyle customers is another import factor that affects consumer buying behavior. Lifestyle refers to the way a person lives in the community and told of the things in his / her environment. Depending on customer interests, views, activities etc and shapes all his pattern of playing and interacting in the world.

• Personality

personality changes from person to person, in every time and place to place. It can influence the buying behavior of customers. Indeed Personality is not what you wear; rather it is the totality of man’s behavior in different situations. It has different characteristics, such as :. Dominance, aggressiveness, confidence etc which can be useful for determining consumer behavior for a particular product or service

4. Psychological Factors

There are four important psychological factors influence consumer buying behavior. These are: perception, motivation, learning, beliefs and attitudes

• Motivation

Quantity motivation also affects purchasing behavior of customers .. Every person has different needs, such as physical needs, biological needs , social needs, etc. Nature is required is that some of them are the most important while others are least pressing. It will need a motive when it is more important to direct the person to seek pleasure.

• Perception

Alternatively, organize and interpret information in a way to produce meaningful experience of the world is called perception. There are three different sensory processes that are selective attention, selective distortion and selective retention. If specific attention, trying to market to attract customers attention. But, if the specific disorder, customers try to interpret information in a way that will support what customers already believe. Similarly, if the selective retention, marketers try to keep the information that supports their faith.

• Perceptions and Attitudes

Customer possesses a certain belief and attitude to various products. Since such attitudes and beliefs make up brand image and influence consumer behavior in the market interested in them. Market can change attitudes and perceptions of customers by launching a special campaign in this regard.


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