Consumer purchasing behavior are strongly influenced by four major factors are-
1. Cultural ( culture, subculture, social class);
2. Social ( groups & social networks , family, roles & status);
3. Personal ( age & life- cycle stage, occupation, economic situation, lifestyle , personality & self - concept);
4. Psychological ( motivation, perception, learning , beliefs & attitudes).
This factors can't controlled by marketers.
Now ,move to a brief discussion of this factors.
Culture: Culture is "the set of basic values ,perceptions, wants & behaviours learned by member of society from family & other important institutions".
Normally, a child who born in America can behave or expresse himself or herself from others child who born other countries.Every state has its own culture & this cultural influences on their behavior . So , marketers want to discovered new product for new nation that they might be wanted.
Subculture: Subculture is " a group of people with shared value systems based on common life experiences & situations". Like in America, there,we can see hispanic ,african,asian American consumers & their needs also different.
Social class: It is "relatively permanent & ordered divisions in a society whose members share similar values, interests & behaviors". We can see three types of social classes like -
∆ Upper class
∆ Middle class
∆ Lower class
Social factors: Consumer's behavior also influenced by some social factors like small groups , family, social rules & status.
Groups & social networks: It actually two or more people interact together to accomplish individual or mutual goals. For target market, marketers identity the reference group who 'll talk about their new product behavior, lifestyles, self concept, attitudes etc.
We can also see word of mouth influence & buzz markering .It has a powerful impact on consumer buying behavior. Its mainly based on personal recommendations of trusted friend circles.
We can also see opinion leader who has a special skills, knowledge, personality or other characteristics & have social influence on others.
Family: This is the most important & strongly influencial factors. A child learns everything from his or her family very early in his or her childhood.
Roles & status: Roles & status define a person's position in a group. Roles consists of activities of people & status consists of person's position.
Personal factors :
Personal factors also influenced on buying decision like age, life cycle stage, occupation, economic situation, lifestyle ect.
Age & life-cycle stage: It includes which types of people want what types of products like - kid, children ( male , female) , younger, couple, older people.
Occupation: Occupation also define who needs what like- lawyer, policeman, doctor, rickshaw puller.
Economic situation: It is a major factor. Who have enough money ,they want more but who don't have enough ,they want less.
Lifestyle & personality: A cricketer's lifestyle is different from a actor's lifestyle & they belong different personality.
Psychological factors:
This factor is also influence on buyer's buying decision through perception , motivation, learning & beliefs & attitudes.
Motivation: When a need driving through satisfaction it becomes motivation. It fullfil our need.
Perception: Perception is "a process by which people select ,organize & interpeet information to form a meaningful picture of the world".
Learning: When we act ,it is learning. It comes from our perception & individual's experience.
Beliefs & attitudes: It is a thought that a person holds about something. It comes from our learning behavior.
1. Cultural ( culture, subculture, social class);
2. Social ( groups & social networks , family, roles & status);
3. Personal ( age & life- cycle stage, occupation, economic situation, lifestyle , personality & self - concept);
4. Psychological ( motivation, perception, learning , beliefs & attitudes).
This factors can't controlled by marketers.
Now ,move to a brief discussion of this factors.
Culture: Culture is "the set of basic values ,perceptions, wants & behaviours learned by member of society from family & other important institutions".
Normally, a child who born in America can behave or expresse himself or herself from others child who born other countries.Every state has its own culture & this cultural influences on their behavior . So , marketers want to discovered new product for new nation that they might be wanted.
Subculture: Subculture is " a group of people with shared value systems based on common life experiences & situations". Like in America, there,we can see hispanic ,african,asian American consumers & their needs also different.
Social class: It is "relatively permanent & ordered divisions in a society whose members share similar values, interests & behaviors". We can see three types of social classes like -
∆ Upper class
∆ Middle class
∆ Lower class
Social factors: Consumer's behavior also influenced by some social factors like small groups , family, social rules & status.
Groups & social networks: It actually two or more people interact together to accomplish individual or mutual goals. For target market, marketers identity the reference group who 'll talk about their new product behavior, lifestyles, self concept, attitudes etc.
We can also see word of mouth influence & buzz markering .It has a powerful impact on consumer buying behavior. Its mainly based on personal recommendations of trusted friend circles.
We can also see opinion leader who has a special skills, knowledge, personality or other characteristics & have social influence on others.
Family: This is the most important & strongly influencial factors. A child learns everything from his or her family very early in his or her childhood.
Roles & status: Roles & status define a person's position in a group. Roles consists of activities of people & status consists of person's position.
Personal factors :
Personal factors also influenced on buying decision like age, life cycle stage, occupation, economic situation, lifestyle ect.
Age & life-cycle stage: It includes which types of people want what types of products like - kid, children ( male , female) , younger, couple, older people.
Occupation: Occupation also define who needs what like- lawyer, policeman, doctor, rickshaw puller.
Economic situation: It is a major factor. Who have enough money ,they want more but who don't have enough ,they want less.
Lifestyle & personality: A cricketer's lifestyle is different from a actor's lifestyle & they belong different personality.
Psychological factors:
This factor is also influence on buyer's buying decision through perception , motivation, learning & beliefs & attitudes.
Motivation: When a need driving through satisfaction it becomes motivation. It fullfil our need.
Perception: Perception is "a process by which people select ,organize & interpeet information to form a meaningful picture of the world".
Learning: When we act ,it is learning. It comes from our perception & individual's experience.
Beliefs & attitudes: It is a thought that a person holds about something. It comes from our learning behavior.
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