Factors influencing consumer behavior

Factors influencing consumer behavior

1. Culture

   • Culture is the most basic cause of a person´s wants and behaviors. Human behavior is largely learned. Growing up in a society, a child learns basic values, perceptions, wants and behaviors from the family and other important institutions.

2. Subculture

   • Each culture divides into smaller subcultures, or groups of people with shared value systems based on common life experiences on common life experiences

3. Social class

   • Relatively permanent and orderede divisions in a society whose members share similar values, interests, and behaviors
   • The seven major american social classes are the upper upppers, the lower uppers,upper middles, middle class,working class, upper lowers, lower lowers.

4. Family

   • Family members can strongly influence buying behavior. The family is the most important consumer buying organization in society.

5. Roles and status

   • A person belongs to many grups-family,clubs,organizations. he person´s positions in each group can be defined in terms of both role and status.

6. Personal factors

   • Age,life-cycle,occupation,economic situation

7. Occupation

   • A person´s occupation affects the goods and serviceds bought

8. Personal beliefs

   • A belief is a descriptive thought that a person has about something..

9. The Buyer Decision Progress

   • The buyer decision proccess consists of five stages: need recognition, information search, evaluation of alternatives, purchase decision and post-purchase behavior
   • Need recognition
     • The buyer recognizes a problem or need. The need can be triggered by internal or external stimuli
   • Information search
     • An interested consumer may or may not search for more information about the product
   • Evaluation of alternatives
     • How consumers go about evaluating purchase alternatives depends on the individual consumer and the specific buying situation
   • Purchase decision
     • Generally, the consumer´s purchase decision will be to buy the most preferred brand

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