1 Factors Influences Consumer Behaviour
Cultural, social and personal factors are always considered to be the major forces influencing consumers’ buying behaviour (Kotler and Keller, 2006). An understanding of such factors helps businesses at tailoring products that meet consumers’ needs and wants. Among important influences on consumer buying behaviour (culture, subculture, and social class) ‘’culture is the fundamental determinant of a person’s wants and behaviour’’ (Kotler and Keller, 2006, p.174). Given that ‘’all human societies exhibit social stratification’’, distinctive consumer buying behaviour and preferences exist as well among social classes (Kotler and Keller, 2006, p.175). These distinctive buying patterns and preferences among social classes are significantly determined by occupation, income, wealth, education etc. Consumers can shift up and down the social strata but the extent of this mobility depends much on how rigid the social stratification is in a given society (Kotler and Keller, 2006). An individual’s values, perceptions, preferences and behaviours in a direct or indirect way are significantly influenced by reference groups (family, friends, neighbours, and co-workers) to which they belong. Such reference groups expose an individual to new behaviours and lifestyles, and often have an effect on their attitudes, products or brand choices (Kotler and Keller, 2006). Family is considered to be one of the most important consumer buying groups in the society (Tour and Henthorne, 1995). It is thus very important for the marketers to identify the roles and influence of the family members in the purchase of products. Marketers may accurately address their marketing messages, only if they fully understand who of the family members is a leader and has direct influence on the buying decisions. ‘’In countries where parents live with grown up children, their influence can be substantial’’ (Kotler and Keller, 2006, p.177). The buyer’s characteristics...
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