Buying Behavior

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There are many aspects of life that effect a person’s buying behavior. Buying behavior is the decision process and actions of people involved in buying and using products and services. Influences on buying behavior can be classified into three major categories: situational influences, psychological influences, and social influences. Situational influences include physical surroundings and social surroundings. Depending on who is around at a certain time may sway a person’s decision to buy something. Psychological influences include perception, motives, attitudes, personality, and lifestyles. Although these psychological influences are very much internal they still effect people’s actions on the outside. Social influences include roles, family influences, reference groups, social classes, and subcultures. Social influences are perhaps the most distinguishable influences and contribute to buying behavior in many ways. Influences on consumer buying behavior come from all aspects of life and have major impacts on the type, brands, and kinds of products people buy everyday.

One of the major psychological influences on buying behavior is lifestyle. A lifestyle is an individual’s pattern of living based on his or her interests, activities, and opinions. A person’s lifestyle is based off what they need, want and do, this in turn effects their buying behavior. It influences what products people need, which brands they prefer, and how and when they shop. A lifestyle develops into a consistent pattern people follow in their lives. An example of how a certain lifestyle affects a persons buying behavior is the new shift in the United States towards a healthy and natural lifestyle. People who want to become healthier will buy healthy foods and maybe even purchase things such as new running shoes or a gym membership. A person who is not concern with following a healthy lifestyle would not have any motives to buy these things. My lifestyle defines what I spend my money based on my hobbies, opinions, and interests. Every month I pay twenty dollars a month for a gym membership because staying in shape is something that I value. I also shop as stores such as Forever 21 and H&M because they sell trendy clothes for an affordable price. This suits my lifestyle because I like to keep up with the latest fashion without spending all of my income on clothing. I also spend a lot of money on gas for my car because I commute back and fourth to school. I decide to use my money on gas because getting an education is important to me. A major part of my lifestyle is love for animals. I have recently bought a puppy and now must buy things for him such as food, toys, and medicine. The type of lifestyle a person has, has a major impact on what types and brands of products they buy.

One of the major social influences on the buying decision process are the roles a person assumes. A role is the actions and activities that a person in a particular position is thought to complete based on expectations of the individual and surrounding persons. People can assume many roles in life and must buy different kinds of product for each role. The most common example of how a persons different roles effect their buying decisions is the clothes that they wear. A person has different clothes that they wear at home, at the club, at the gym, and at work. They must adapt to the role they are assuming at a certain time and their clothing must suit each of these roles. I assume many roles in my life including daughter, student, girlfriend, friend, and worker. As a girlfriend I decide where what do on the weekends and often spend money on going out. As a daughter I buy food, toilet paper, and essential good for everyone’s use in the house. As a student I buy pens, paper, and supplies that make me successful in doing my school work. Buying behavior is very much based on specific roles in life, and because people’s roles are ever changing sequentially so is their buying...
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