A consumers buyer behaviour is influenced by four major factors; cultural, social, personal, and psychological factors. These factors cause consumers to develop products and brand preferences. Although many of these factors cannot be directly controlled by marketers, understanding of their impact is essential as marketing mix strategies can be developed to appeal to the preferences of the target market. Definition of Buying Behavior:
Buying Behavior is the decision processes and acts of people involved in buying and using products. Need to understand:
* why consumers make the purchases that they make?
* what factors influence consumer purchases?
* the changing factors in our society.
* Unique to a particular person. Demographic Factors. Sex, Race, Age etc.
* Who in the family is responsible for the decision making.
* Young people purchase things for different reasons than older people.
* Love and Belonging
* Self Actualisation
Consumer wants, learning, motives etc. are influenced by opinion leaders, person's family, reference groups, social class and culture.
Role:. Things you should do based on the expectations of you from your position within a group. Family is the most basic group a person belongs to. Marketers must understand: * that many family decisions are made by the family unit * consumer behavior starts in the family unit
* family roles and preferences are the model for children's future family (can reject/alter/etc) * family buying decisions are a mixture of family interactions and individual decision making * family acts an interpreter of social and cultural values for the individual. Culture and Sub-culture
Culture refers to the set of values, ideas, and attitudes that are accepted by a homogenous group of people and transmitted to the next...