Buyer behaviour

Buyer behaviour

1. Cultural factors

   • CultureThe set of basic values, perceptions, wants, and behaviours learned by a member of society from family and other important institutions:
   • Sub culture: A group of people with shared value systems based on common life experiences and situations
   • Social class: Relatively permanent and ordered divisions in a society whose members share similar values, interests, and behaviours

2. social factors

   • groups: Two or more people who interact accomplish indivual or mutual goals
     • Groups that have a direct influence and to which a person belongs are called membership groups.In contrast, reference groupsserve as direct (face to face) or indirect points of comparison or reference in forming a persons attitudes or behavior.
   • Family: Members of a family can strongly influence buyer behavior. The family is the most important consumer buying organization in society.
   • Roles and status: A person belongs to many groups like family, clubs, organizations. The persons position in each group can be defined in terms of both role and status.
     • A role consists of the activities peoples are expected to perform according to the persons around them.

3. Personal factors

   • Age and life-cycle stage: People change the goods and services they buy over their lifetimes. Tastes in food, clothes, furniture, and recreation are often age related