This is what separates the decision taking abilities. Consumer behavior is influenced by many different factors. Cultural Factors Influencing Consumer Behavior Definition: The Cultural Factors are the factors that an individual learns at a very early stage of life due to socialization within the family and other key institutions, such as the set of values, preferences, behavior patterns, and perceptions are learned as the individual grows. Lifestyle is an attitude, and a way in which an individual stay in the society. When a person comes from a particular community, his/her behavior is highly influenced by the culture relating to that particular community. When there is higher credit available to consumers, the purchase of comfort and luxury items increases. These factors are age, sex, education and income. Consumer behavior is influenced by cultural factors … 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. A third factor that plays huge importance into consumer behavior is social proof. ADVERTISEMENTS: These factors include culture, subculture, social class, reference group and family influences. Teenagers will be more interested in buying colorful clothes and beauty products. Human psychology is a major determinant of consumer behavior. Man is a social animal. 53 and is influenced by cultural trends as well as his social and societal environment. Some of the important economic factors are: When a person has a higher disposable income, the purchasing power increases simultaneously. Human... 3. Figure 2 shows an outline of factors affecting consumer behaviour. The time of day, time of year, and how much time consumers feel like they have to shop affect what they buy. 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. 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. Studying consumer behaviour is a challenge take look at a few challenges that is how can you study consumer behaviour, Buying of regular and daily goods that involve very less money and also minimum research work fits under this type of goods buying behaviour. These experiences influence a shopper’s behavior by changing the way the consumer reacts to products similar to those they’re familiar with. Understanding how to motivate your customer is a powerful tool. Along with age, there are other personal factors of consumer behaviour like gender, body type, occupation, religious preference, colour preference, sexual orientation, lifestyle, etc. Middle-aged are focused on house, property and vehicle for the family. Culture forms the ideas, beliefs, values and behaviour of a person living in a particular region. Hence consumer perception becomes a great influence on the buying decision of consumers. Consumer Behaviour is an effort to study and understand the buying tendencies of consumers for their end use. Elderly people have a totally different buying behavior. Factor affecting Consumer Behavior Cultural Factors. © 2020 - EDUCBA. Factors affecting consumers can also be studied by dividing the factors into four groups as shown below. While a skill can be gained through practice, knowledge can be acquired only through experience. How a single or a group of consumer behavior does affects the society and the atmosphere and the economy of the nation. These subcultural groups share the same set of beliefs and values. Valuation, Hadoop, Excel, Mobile Apps, Web Development & many more. These personal factors differ from person to person, thereby producing different perceptions and consumer behavior. Personal Factors play an important role in affecting consumer buying behaviour. The producers of the goods and services would lack the motive of producing as there would be no demand for their products. When a person buys a product, he/she gets to learn something more about the product. Everyone has been a consumer and participated in the consumer market. Factors Influencing Consumer Behaviour: Influence of Culture on Consumer Behaviour . The consumer is the decision maker here in the economic system. Consumer behavior is influenced by cultural factors like social class, buyer’s culture, and subculture. Let’s look at them in detail. These roles and status that they have to maintain also influences consumer behaviour as they decide to spend accordingly. Based on this attitude, the consumer behaves in a particular way towards a product. Personal Factors Influencing Consumer Behavior Definition: The Personal Factors are the individual factors to the consumers that strongly influences their buying behaviors. When a consumer has higher disposable income, it gives more opportunity for the consumer to spend on luxurious products. Have you ever been in a department story and couldn’t find your way out? A whopping 84% believe online reviews are a trustworthy source … Social factors greatly influence the purchasing behavior of consumers. These factors are not individualistic and are external to the individual. This research will be conducted within an expected time duration of 7 weeks. Various social factors influence consumer behavior. Consumer Buying Behaviour refers to the buying behaviour of the ultimate consumer. The consumer, The KING of the market is the one that dominates the market and the market trends. Not all individuals would prefer to buy similar products. No, you aren’t necessarily directionally challenged. When a consumer has higher liquid assets, it gives him more confidence to buy luxury goods. Psychological factors influence the consumer market in many ways because a person's motivations, beliefs, attitudes and perceptions shape his buying behaviors. Culture plays a very vital role in the determining consumer behaviour it is sub... 2. Hence, the marketers try hard to understand the attitude of a consumer to design their marketing campaigns. PSYCHOLOGICAL FACTORS INFLUENCING CONSUMER BEHAVIOUR Instructor Janne Peltoniemi Pages 46 Supervisor Birgitta Niemi learning, and attitude and behaviour change. THE CERTIFICATION NAMES ARE THE TRADEMARKS OF THEIR RESPECTIVE OWNERS. Hence purchase of products and services defers from person to person. Marketing professionals take physical factors such as a store’s design and layout into account when they are designing their facilities. 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. Higher income gives higher purchasing power to consumers. Literature review will be a key component for this area as this will evaluate what needs to be researched. The stimulus-response model depicted the marketer as developer of marketing mix. When a consumer tries to gain information about unfamiliar brands of familiar products of not very high value goods this is when a consumer makes a decision however occasionally. The consumers also take decisions based on the after sales services and the service provided by the organization and their distributors. Social factors:. Social Factors. You are deciding where to spend your money and on what should you spend your money. This includes three stages-pre- purchase behavior, the actual purchase and the stage of post-purchase behavior. These factors are difficult to... 2. Key words: tourism services, tourism products, factors of influence, consumer behaviour. If the economic situation of a consumer is not good or stable it will affect his purchase power, in fact if the consumers or the economy of a nation is suffering a loss it defiantly affects the consumers purchase or spending decisions. Demographic factors are important as consumers belonging to similar demographics have alike buying patterns. 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. Now, to understand what is Consumer Behaviour in details, it is important to know that several factors affect (or influence) a customer’s behaviour towards buying a product or … These factors refer to the set of values, preferences, perceptions, and ideologies of a particular community. Factors Influencing Consumer Behaviour:. However, opinions can be influenced and can change. The buyer in influenced by various variables like cultural, social, personal, and psychological factors. Culture needs to be examined as it is a very important factor that influences consumer behaviour. 3.1 Factors That Influence Consumers’ Buying Behavior Social Situation. The environment includes the family of the consumer, their social atmosphere, their culture, etc. Humans are social beings and they live around many people who influence their buying behavior. When a customer sees advertisements, promotions, customer reviews, social media feedback, etc. Different life styles affect the purchase pattern of consumers. Motivation speaks to the internal needs of the consumer. 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. These 12 questions will help you build a consumer profile, and will also determine the different types of customers which buy your product and the influences which make them buy. 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. There are four psychological factors that influence consumer behaviour: Motivation, perception, learning, and attitude or belief system. Social Factors (family, groups, and social roles). Buying Behaviour, This paper’s aim is to provide an in-depth elucidation of the many aspects that influence consumer behaviour. 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. 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 behaviour regarding marketing decisions is influenced by a variety of organisational and environmental factors. 1) Cultural factors – there is culture in every society. However, if you ask these 12 basic questions, then the going can be easy. The factors do not affect equally to all the buyers; they have varying effect on their behaviour. Major Factors Influencing Consumer Behavior. Economic factor. The consumer buying habits and decisions greatly depend on the economic situation of a country or a market. A person develops preferences from his childhood by watching family buy products and continues to buy the same products even when they grow up. Society possesses social class; in fact every society possesses one. People who belong to different organizations, groups or club members, families play roles and have a status to maintain. Also, if I have to buy from a website other than Amazon.com, I feel cheated if I am not offered free 2-day … Consumer behaviour is the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services, and how the consumer's emotions, attitudes and preferences affect buying behaviour. Here are 5 major factors that influence consumer behavior: Human psychology is a major determinant of consumer behavior. A consumer is someone who pays a sum to consume the goods and services sold by an organization. The buyer in influenced by various variables like cultural, social, personal, and psychological factors. There are four psychological factors that influence consumer behaviour: Motivation, perception, learning, and attitude or belief system. Psychological Factors. The sub factors under personal factor are listed below. A number of personal factors also influence the consumer behaviour. These factors are considered as social factors. Every individual goes through the following stages and shows a different buying need in each stage: Young Twenties: Spends on outfits, partying, casual dining, adventure activities, etc. Hence basic needs and security needs have the power to motivate a consumer to buy products and services. Each and every society across the globe has form of social class. It will be during this literature review that the factors will … Looking ahead. These factors refer to the set of values, preferences, perceptions, and ideologies of a particular community. Consumer behavior is affected as these factors change. Age: Age is an important demographic factor that affects consumer behavior. The author describes in this article the factors which influence consumer behaviour and also presents how it has changed over the past two years. These needs can be psychological needs, needs of security, social needs, esteem needs and also self actualizing needs. But when the disposable income reduces, parallelly the spending on multiple items also reduced. This is a decision of buying goods and spending your money. The organizations also need to understand how reusing products influences a consumer. For example buying goods from the grocery store that are goods used on daily basis like milk, eggs, bread, etc. 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. 519 Evaluation of Socio-Cultural Factors Influencing Consumer Buying Behaviour of Clothes in Borno State, Nigeria Lawan A. Lawan1, Ramat Zanna2 1Department of Marketing, Ramat Polytechnic, P.M.B 1070, Maiduguri, Borno State, Nigeria. In simple words a consumer can be described as: You can consider all three definitions to define a consumer. 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. Whereas low-income or middle-income group consumers spend most of their income on basic needs such as groceries and clothes. Learning comes over a period of time through experience. When there is an increase in disposable income, it leads to higher expenditure on various items. A consumer is the end user or a target to whom the goods and services are sold. Consumer behaviour helps us understand why and why not an individual purchases goods and services from the market. 4. ADVERTISEMENTS: These factors include culture, subculture, social class, reference group and family influences. The buying behaviour of consumers is influenced by a number of internal or... 2. Consumer Behaviour helps us understand the buying tendencies and spending patterns of consumers. Occupation of a consumer influences the buying behavior. 3. Personal Factors. Learning and self educating these days is done online and also in groups. Consumer behavior refers to the behavior of a person when he is acting as a consumer-when he is buying a commodity or a service. Service offered to a consumer also matters in influencing their behavior. Factors influencing consumer behaviour Pinki Rani* Institute of Law Kurukshetra, University Kurukshetra, India Corresponding author . Understanding how to motivate your customer is a powerful tool. The social class is not just determined by the income, but also other factors such as the occupation, family background, education and residence location. Generally, all the people in the reference group have common buying behavior and influence each other. In fact this is one major factor that influences consumer behaviour. Department of Economics 50 Years of Excellence in Economics Other Microeconomic Influences on Managers In sum, How consumer behavior affects their revenue. People living with each other in an […] Social class is important to predict the consumer behavior. The consumer’s behaviour also depends on buying a new products and reusing the old ones. How can you motivate the consumer buying behaviour, helping him make a decision in selecting between products, the importance of their product and how will their decision affect them? Consumer behaviour deals with the study of buying behaviour of consumers. Social factors 3. Factors influencing consumer buying behavior: There are four major factors which influence the consumer buying behavior they are: 1. Basically, culture is the part of every society and is the important cause of person wants and behavior. 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. Consumer behaviour is a physiological process it is all related to the emotions of the consumer. Hence attitude and beliefs are also important and need to be taken into consideration while studying human behaviour. All in One Marketing Bundle (170+ Courses). A consumer is highly influenced by the amount of savings he/she wishes to set aside from his income. This mix is exposed to consumers with an anticipation of eliciting a desired or positive response. Why has Amazon overtaken the market share? Whereas, a weak economy reflects a struggling market that is impacted by unemployment and lower purchasing power. Sub-culture is the group of people who share the same values, customs and traditions. Another critical factor that is also a central focus of the marketers is lifestyle. Physical factor. Social factors are also subdivided into the following Occupation of a consumer is affects the goods and services a consumer buys. All of these play an important role in the way customers buy products. A consumer can be someone who will buy either goods or services or you can also specify the goods and services as economic services or products, or good or commodities. The consumer psychology is different when they shop and make decisions of spending their money. Consumer behavior is deeply influenced by cultural factors such as: buyer culture, subculture, and social class. For example, many consumers choose to buy Toyota cars because they have had good experiences with their previously owned Toyota cars. Under social factors reference groups have a great potential of influencing consumer behaviour. The occupation of an individual plays a significant role in influencing his/her buying decision. These factors vary from person to person that results in a different set of perceptions, attitudes and behavior towards certain goods and services. Age of a consumer and his life cycle are two most important sub factors under personal factors. Factors that are personal to the consumers influence their buying behavior. Motivation speaks to the internal needs of the consumer. Consumers who have liquid assets tend to spend more on comfort and luxuries. 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. In short, perceived usefulness will influence consumers’ intention to purchase in high risk condition (Xie et al., 2011). Factors affecting consumers can also be studied by dividing the factors into four groups as shown below. 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. A consumer need not just be an individual; a consumer can also be an organization. The consumer market is where the consumer has the right and the power to make a decision of spending their money. Factors influencing Organisational Buying Behaviour. 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. Whereas if a consumer is interested in saving more, then most of his income will go towards buying products. With the age and the life cycle the consumers purchase options and the motive of purchase changes, with his decisions of buying products change. Culture 2. 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 … External factors cannot affect the decision process directly but, these are also instrumental and exert an influence on consumer behaviour. Those factors are known as internal factors or personal factors. Reference groups Culture . 4 psychological factors affect consumer behaviour very strongly. He can take the following decisions. In fact organizations produce separate products for different occupational groups. The behaviour of a consumer is not only influenced by their motivations and personalities but also their families and family members who can two or more people living together either because of blood relationship or marriage. Understanding how consumer behavior impacts marketing renders it vital to understand those factors which affect consumer behavior and which include: Cultural Factors. Some of the important psychological factors are: When a person is motivated enough, it influences the buying behaviour of the person. To understand the factors that influence consumer behaviour and develop sound marketing strategy S. No. The consumer plays a very important role in the demand and supply chain of every economic system of every nation. When a nation is prosperous, the economy is strong, which leads to the greater money supply in the market and higher purchasing power for consumers. For example, a doctor would buy clothes according to this profession while a professor will have different buying pattern. Comprehension of these factors is instrumental in seg­menting and positioning products and in motivating consumers to buy. Consumers have certain attitude and beliefs which influence the buying decisions of a consumer. Important factors that influence consumer behaviour 1. There are several theories explaining the factors that influence consumer behavior. Subcultures can consist of people from different religion, caste, geographies and nationalities. relating to a product, they develop an impression about the product. When more people are earning in the family, there is more income available for shopping basic needs and luxuries. Predicting single or consumer behaviour of a group is not just difficult because you never know what factors might influence them and when. The Government is one of the prominent ones among these factors which have considerable bearing on the marketing decision-making. These factors are consumers, small groups, family, and social roles and status and can be explained as under : Reference Groups. What are Cultural Factors ? Consumer behavior is affected by several factors, chief among them being age, sex, income and education. As mentioned earlier, consumer behaviour is the study of how a consumer behaves while purchasing a new product. Hence their buying behavior is influenced by other people around them. There are several factors which influence the buying decision of consumers, cultural factors being one of the most important factors. Human try to imitate other humans and also wish to be socially accepted in the society. Economic factors bear a significant influence on the buying decision of a consumer. The social situation you’re in can significantly affect your purchase behavior. 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 can be influenced by factors such as motivation, learning and perception. It is important to know what social class is being targeted as normally the buying behaviour of a social class is quite similar. Customer perception is a process where a customer collects information about a product and interprets the information to make a meaningful image about a particular product. Learning can be either conditional or cognitive. Motivation arouses and directs the consumers towards certain goals. The more active the consumers of the nation the more active will be the nation’s consumer market. Cash in hand, bank savings and securities are some examples of liquid assets. Major Factors Influencing Consumer Behavior 1. Social factors play an essential role in influencing the buying decisions of consumers . How should the company improve their marketing strategy and marketing campaigns based on their focused consumer behaviour? Occupation. Disposable income refers to the money that is left after spending towards the basic needs of a person. A good understanding of the different factors that influence consumer behavior is crucial to marketers and is therefore the subject of much market research. As a Prime member, I can testify to being sorely disappointed if I have to purchase from a seller who does not offer 2-day shipping. Now that you know who is a consumer you also must know what is consumer behaviour and how does it affect the organizations. Attitude is a consumer’s favorable and unfavorable emotional condition or emotional feeling, also its tendency of reaction to certain actions and behaviours. Social Factors. You can observe a change in the consumer behavior of someone who has grown richer or more educated. It is why brands spend so much on marketing and customer service; in an attempt to influence consumer behavior. Presumably, the longer you wander around a facility, the more you will spend. A person is influenced by the role that he holds in the society. A person tends to buy things that are appropriate to this/her profession. Factors that influence consumer behaviour can be internal and external to the individual. Consumer behaviour is physiological it is human behaviour it can change with the slightest change in the market, the atmosphere and the trend. 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. 2. You can define them as the nation, the religion, racial groups and also groups of people sharing the same geographic location. Hence this stage does affect consumer behaviour. The economic crisis has passed. Consumer Behaviour – Cultural factors The judging ability and capacity of every individual is different and hence the look at the world differently. , some factors are: when a consumer you also must know what factors might influence and... 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