How should marketers adapt their product, pricing, promotion and distribution to suit changing consumer needs, preference, motivation and behaviour at the domestic and international level ? OVERVIEW We are all consumers. As a consumer, our personal related variables such as income, gender, age, occupation, attitudes, lifestyle, and personality will affect how we choose to buy and use goods or services. As such marketers need to understand the personal related variables of their customer as they influence their choice to buy and use goods or services. Only then they can develop effective marketing strategies to reach out to their customers and generate the required sales turnover.
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
Cultural Influences of Consumer Behavior Understanding consumer buying behavior entails marketing, relationships, and consumer behavior. Consumer behavior comprises all the consumer decisions and activities connected with the choosing, buying, using and disposing of goods and services. Marketers must pay very close attention to consumer behavior that occurs before the purchase and after the particular product has been used. Studying consumer habits is one of the steps in marketing search and analysis. In addition to other basic principles of consumer buying habits, marketers also need to study the decision and actions of real people.
The act of purchase is affected by many factors: mood, time pressures, or even a person’s disposition towards shopping. Time can be seen, as an important factor because it often determines how much effort and search a consumer will put into making a purchasing decision. A person’s mood can be affected by the degree of pleasure or arousal that is present in the store’s atmosphere. Most people tend to base a purchase decision towards a specific occasion; or even the way an individual may feel at a specific point in time can also play a big role in what we feel like purchasing. These factors may cause one to decide more carefully on a purchase.
Instead, they are all interconnected and, as we will see, work together to form who we are and how we behave. For each of the influences that are discussed we will provide a basic description and also suggest its implication to marketers. Bear in mind we only provide a few marketing implications for each influence; clearly there are many more. Consumer Buying Behaviour What influences consumers to purchase products or services? The consumer buying process is a complex matter as many internal and external factors have an impact on the buying decisions of the consumer.
Also, stereotypes of country and the preference of customer influence the purchase intention. Political system, culture and the economy of the country can be a cause of sensitivity to people (Teo, Mohamad, & Ramayah, 2011). (Shenge, 2010) says that country of origin is among the numerous factors which influence purchase intention. According to (J. K. Lee and Lee, 2009), there are several parameters which consumers use as a basis when purchasing a product. Consumers consider the brand, colour, design, however, consumers also seek on extrinsic factors like country of origin.
Customer purchase decisions are usually compiled by several variables that influence a consumer on her / his choice towards certain product and/or services. These variables might be price, lifestyle, peer influence and etc. The study of consumer purchase decision is about providing better solutions or chances for business owners to develop, create, communicate and deliver value-added product or services to the customers. Buying decision is a process that evolve from time to time that influences consumer’s behavior on buying. This field of study is on-going and ever changing; consumer behaviour is more than just the exchange of money for products.
Some of the important personal factors that influence the buying behaviour are lifestyle, economic situation, occupation, age, personality and self-concept. Age Age and life-cycle have potential impact on the consumer buying behaviour. It is obvious that the consumers change the purchase of goods and services with the passage of time. Family life-cycle consists of different stages such young singles, married couples, unmarried couples etc. Which help marketers to develop appropriate products for each stage.
6. Buyer behaviour affecting marketing activities Buyer behaviour is the study of how people go about the process of buying, what influence them, what patterns of behaviour do they adopt, how they vary across the population and from product to product or service to service. Buyer behaviour observes how customers select, buy and use goods and services to satisfy their needs (Cant et al., 2009). The most important factors which are influencing people buying behaviour are: Personal factors Social factors Cultural factors Psychological factors Every customer is influenced by factors which change and vary in importance throughout their life. Some of the most important factors to be considered when you try to know and understand your customers are gender, age, aspirations, marital status and children in household, income, occupation, home ownership, location, socio-economic groups and personal financial management.
Terms like impetuous purchase, mood, situation and emotion are applied more commonly in concerns concerning the behavior of consumers. All of these factors together form a complete model of consumer behavior that portrays both the cognitive and emotional aspects of consumer decision-making (Solomon et al., 2009). Assael (1994) explains consumer behavior as the process of recognizing and assessing various components of a purchase and further explains that there are two wide influences that decide consumer’s preferred choice. Firstly, the individual consumer’s wants, awareness of brand distinctiveness and consciousness to alternatives are of significance in consumer decision-making. Other factors which affect the brand choice are the consumer’s demographics, peer pressure, lifestyle and personal characteristics.