Buying Behavior Case Study

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Recommended: Theoretical literature on market segmentation

A consumer’s buying behavior is influenced by four major factors; cultural, social, personal, and psychological factors. These factors cause consumers such as myself to develop product and brand preferences. Although many of these factors cannot be directly controlled by advertisements and marketers, understanding of the impact they have on me and my purchasing behavior helps a me recognize my brand loyalty. When purchasing any product, myself and any consumer go through a decision process. This process consists of up to five stages: problem recognition, information search, evaluation of alternatives, purchase decisions and past purchase behavior. The length of the decision process will vary based on what product I am looking for and the importance it has to me. The first thing that I notice myself doing while purchasing a product was being influenced by any of several people such as my parents or friends in my purchasing decisions. The number of people involved in my buying decision increased with the level of how big my purchase was. …show more content…

An understanding of the influence of these factors is essential for marketers in order to develop suitable marketing mixes to appeal to the target customer such as myself. Cultural factors include a consumer 's culture, subculture and social class. These factors are often inherent in my values and decision making processes. Social factors include friend groups, family, roles and status. Personal factors include such variables as age and life cycle stage, occupation, and economic standing. While studying my personal buying behavior and what factors influence me to buy a certain product, this made me realize my reasoning for buying specific brands and

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