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Key Topics
Requirement
Choose a topic on consumer behaviour and write a scholarly paper in no less than 1500 words ( excluding the title page ,bibliography and appendices)
Solution
Consumer behavior
The term consumer behavior can be referred to as the selection, consumption and the purchase of all kind of goods and services so as to attain satisfaction of the wants and needs of consumers. A different process is involved in the consumer behavior. The process of shopping begins when the consumer tries to figure out all the commodities he wants to consume, but then the consumer takes only those commodities that ensure greater utility. Once the consumers select all the commodities, he then estimates the money he currently is available to him for spending purpose. Finally, the consumers scrutinize the prevailing prices of all the commodities and then decides all the commodities that he would consume. (Oh and Yoon, 2014)
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There are other factors that meanwhile influence the purchasing behavior of the consumers namely cultural, social, psychological and personal. The major factors have been discussed thoroughly below:
1. Cultural Factors
The major factor in influencing the consumer behavior include the cultural factors like the subculture, social class, and the buyer culture.(B. GAJJAR, 2013)
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Culture
Fundamentally, the main part of society is the culture and is one of the major reasons for the wants and behavior of the customers. This cultural factor influence towards the buying behavior from country to country and hence all the retailers and the marketers have to be very cautious and analyze their customers on the basis of groups, ethnicity and regions. -
Subculture
All the cultures have different subcultures like nationalities, geographic regions, religions, racial groups, etc., and the marketers should use these groups in order to segment their market into small parts. For an instance, the marketers can design their services and products as per the needs of the people on the basis of a particular geographical region. -
Social Class
Each society in the country has some social class that must be considered crucially by the marketers in light of the fact that the purchasing behavior of individuals in a given social class is comparable. Similarly, the marketing exercises could be custom-made as per the social classes. It should be noted that social class is determined by pay as well as there are different components also, for example, occupation, wealth, and education, etc.
2. Social Factors
The buying behaviour of the consumers is also influenced greatly by the social factors which usually include the family, reference groups and the status.
Reference Groups
The reference groups have a great potential towards shaping of man behaviour and attitude. The effect ofreference gatherings alters from items and their brands. For instance, if the item is noticeable, for example, car, dress, shoes, and so forth then the impact of reference groups will be extremely high. Similarly, reference groups incorporate the conclusion pioneer (a man who impacts other due to his knowledge, exceptional expertise, different other attributes).
Several roles have been identified within a reference group influencing the consumer purchasing behavior. These are mentioned as below:
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The initiator: the individual who proposes purchasing an item or service.
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The influencer: the individual whose perspective or advice is going to impact the purchasing choice. It might be a man outside the gathering (artist, competitor, the on-screen character, and so forth) yet on which group individuals depend on.
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The decision-maker: the individual who will pick which item to purchase. As a rule, it's the shopper, yet now and again it might be someone else. For instance, the pioneer of a soccer supporters bunch (participation aggregate) that will characterize, for the entire gathering, which supporters scarf purchase and bear amid the following amusement.
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The purchaser: the individual who will purchase the item. By and large, this will be the last shopper.
Family
Purchaser behavioris emphatically impacted by the individual from a family. Like these marketer are attempting to discover the parts and impact of the spouse, wife and youngsters. In the event that the purchasing choice of a specific item is impacted by wife then the advertisers will attempt to target the women in their ad. Therefore, the buying roles of the consumers will change with the change in the lifestyle of the consumers.
Roles and Status
Each individual has differing parts and status in the overall population depending on the social events, association, clubs, family and other relations on where the consumer has the place. For example, the case of a woman works in an organization as the primary money chief. Instantly she is expected to assume two sections namely, fund supervisor and other of the mother. Therefore, he buying choices would be impacted by her primary role as the mother and her job.
3. Personal Factors
Personal factors can likewise influence the purchase behavior. A percentage of the imperative personal factors that impact the purchasing behavior are the economic situation, lifestyle, personality, occupation, age and the self-concept.(Amudha, n.d.)
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Age
Age along with the life-cycle can impose the potential effect on the consumer purchasing behavior. Clearly the shoppers change the variety of products and services that they buy with the passage of time. Family life-cycle comprises of various stages like youthful singles, wedded couples, and unmarried people and so on which help marketers to create suitable items for every stage. -
Occupation
The job or occupation of a man has the noteworthy effect on his purchasing behavior. For instance, an advertising administrator of an association will attempt to buy business suits, even when the low-level laborer in the same association will buy tough work garments. -
Economic Situation
The economic condition of the consumer influences his purchasing behaviour. When the earning and the saving of the customers are high, he has a tendency of buying expensive products. Whereas the consumers with low income tends to purchase inexpensive and cheap products. -
Lifestyle
The lifestyle of clients is yet another important component influencing the purchasing conduct of the consumer. Lifestyle alludes to the way a man lives with a general public and is therefore expressed by the people and things surrounding him. This factor is controlled exclusively by the exercises, assessments; client interests, etc. and therefore shape the pattern he acts and interacts with other people in the world. -
Personality
Personality depends on and changes from place to place,individual to individual and time to time. In this way, it can extraordinarily impact the purchasing patterns of clients. Personality does not depend on what one wears; rather it depends on the totality of how the man conducts himself in various circumstances. It has diverse attributes, for example, aggressiveness, strength, self-assurance and so forth which can be helpful to decide the purchaser conduct for the specific item or administration.
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Place Your Order4. Psychological Factors
There are four essential components that are psychological in nature and influence the shopper purchasing behaviour. These includemotivation, perception, attitudes and beliefs.(McGuire, 1976)
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Motivation
The level of motivation likewise influences the purchasing behavior of clients. Each individual has distinctive needs, for example, biological needs, physiological requirements and social needs and so forth. The nature of the necessities is that some of them are most pressing in nature while others are comparatively less pressing. Consequently, a need turns into a rationale when it is all the more pressing for directing the individual to look for fulfillment. -
Perception
Selecting, arranging and finally interpreting data in an approach to delivering an important experience of the world is known as perception. There are three distinctive perceptual procedures which are the specific consideration, specific distortion and finally selective retention. During the cases of occurrence of specific consideration, the marketers attempt to draw in the client consideration. Though, if there should be an occurrence of specific distortion, clients attempt to translate the data in a way that will support what the clients as of now accept. Correspondingly, if there should arise an occurrence of selective retention, marketers attempt to hold data that will support their convictions. -
Beliefs and Attitudes
The client has particular belief and attitudes towards different items. Since such convictions and attitudes help to make up a brand picture they consequently influence buyer purchasing conduct in this manner advertisers are keen on them. Advertisers can change the convictions and dispositions of clients by propelling exceptional battles in such manner.(POTTER, 1979)
Conclusions
There are various factors that influence the customer behavior that includes cultural factors, social, personal and the psychological factors and various sub-categories have been discussed in the paper. These factors and sub-factors can be beneficial for the marketers to understand the perspective of the consumers and enhance their marketing capabilities and skills and ultimately enhance their productivity.
References
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Oh, J. & Yoon, S. (2014). A theory-based approach to factors affecting ethical consumption. International Journal Of Consumer Studies, 38(3), 278-288. http://dx.doi.org/10.1111/ijcs.12092
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POTTER, R. (1979). FACTORS INFLUENCING CONSUMER DECISION-MAKING. Psychological Reports, 44(2), 674-674. http://dx.doi.org/10.2466/pr0.1979.44.2.674
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B. GAJJAR, D. (2016). Factors Affecting Consumer Behavior. International Journal Of Research In Humanities And Social Sciences, 1(2).
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McGuire, W. (1976). Some Internal Psychological Factors Influencing Consumer Choice. J CONSUM RES, 2(4), 302. http://dx.doi.org/10.1086/208643
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Amudha, A. Factors Influencing Consumer Behaviour (1st ed.). India: Global Vision Publishing House. Retrieved from http://globalvisionpub.com/globaljournalmanager/pdf/1390557648.pdf
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