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Special Study in Marketing

Concepts and Key Words (Module 01)

Consumer Behaviour

FACTORS INFLUENCING CONSUMER BUYING BEHAVIOR
1. CULTURAL FACTORS: Consumer behavior is deeply influenced by cultural factors such as: buyer culture, subculture, and social class. • Culture: Basically, culture is the part of every society and is the important cause of person wants and behavior. The influence of culture on buying behavior varies from country to country therefore marketers have to be very careful in analyzing the culture of different groups, regions or even countries. • Subculture: Each culture contains different subcultures such as religions, nationalities, geographic regions, racial groups etc. Marketers can use these groups by segmenting the market into various small portions. For example marketers can design products according to the needs of a particular geographic group. • Social Class: Every society possesses some form of social class which is important to the marketers because the buying behavior of people in a given social class is similar. In this way marketing activities could be tailored according to different social classes.

2. SOCIAL FACTORS: Social factors also impact the buying behavior of consumers. The important social factors are: reference groups, family, role and status. • Reference Groups: Reference groups have potential in forming a person attitude or behavior. The impact of reference groups varies across products and brands. For example if the product is visible such as dress, shoes, car etc then the influence of reference groups will be high. • Family: Buyer behavior is strongly influenced by the member of a family. Therefore marketers are trying to find the roles and influence of the husband, wife and children. If the buying decision of a particular product is influenced by wife then the marketers will try to target the women in their advertisement. Here we should

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