Factors infuencing consumer behavior

Factors infuencing consumer behavior

1. PERSONAL

   • Age and life cycle stage
     • People change the goods and services they buy over their lifetimes. Traditional family life-cycle stages include young singles and married couples wih children
   • Occupation
     • Affects the goods and services bought. Marketers try to identify the occupational groups that have an above.average interest in their products and services
   • Economic Situtaton
     • A persons economic situation will affect product choice. If economic indicators point to a recesion, marketers can take steps to redesign, reposition, and reprice their products closely
   • Lifestyle
     • A persons pattern of living as expressed in his or her activities, interests, and opinions
   • Personality and self-concept
     • Personality refers to the unique pshycological characteristics that lead to relativey consistent and lasting respones to one`s own environment. The basic self-concept premise is that peoples posessions contribue to and reflect their identities

2. CULTURAL

   • Culture
     • The set of basic values, perceptions, wants, and behavior learned by a member of society rom family and other important institutions
   • Subculture
     • A group of people with shared value systems based on comon life experiences and situations
   • Social Class
     • Relatively permanent and ordered divisions in a society whose members share similar values, interests, and behaviors

3. SOCIAL

   • Reference Groups
     • Two or more people who interact to accomplish individual or mutual goals
   • Familiy
     • Family members can strongly influence buyer behavior. The family is the most important buying organization in the society
   • Roles and Status
     • A "role" consist of the activities people are expected to perform according to the persons around them. Each role carries a "status" reflecting the general esteem iven to it by society

4. PSYCHOLOGICAL

   • Beliefs and attitudes
     • A belief is a descriptiva thought that a person holds about something. Attitude is a general evaluation of a product or service
   • Motivation
     • It is a need that is sufficiently pressing to direct the person to seek satisfaction
   • Perception
     • The process by which people select, orgasnize, and interpret information to form a meaningful picture f the world
   • Learning
     • Changes in an individuals behavior arising from experence

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