Factors Influencing Consumer Behavior

Factors Influencing Consumer Behavior

1. CULTURAL

   • CULTURE
     • Is the most basic's cause of a person's wants and behavior
   • SUBCULTURE
     • Groups 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, interest, and behaviors

2. SOCIAL

   • REFERENCE GROUPS
     • Two or more people who interact to accomplish individual or mutual goals
   • FAMILY
     • The family is the most important consumer buying organization in society. Buying roles change with evolving consumer lifestyle
   • ROLES AND STATUS
     • The person´s position in each group can be defined in terms of both role and status. Arole consists of the activities people are expected to perform according to the persons around them. Status reflecting the general esteem given to it by society.
   • OPINION LEADERS
     • Person within a reference group who, because of special skills, knowledge, personality, or other characteristics, exerts infuence on others

3. PERSONAL

   • AGE AND LIFE CYCLE STAGE
     • People change the goods and services they buy over their lifetimes. Family life cycle stages through which families might pass as they mature over time.
   • OCCUPATION
     • A person´s occupation affects the goods and services bought
   • ECONOMIC SITUATION
     • A person´s economic situation will affect the product choice
   • LIFESTYLE
     • Lifestyle is a person´s pattern of living as expressed in his or her psychographics
   • PERSONALITY AND SEL-CONCEPT
     • Personality refers to the unique psychological characteristics that lead to relatively consistent and lasting responses to one´s own environment. A person´s basic self concept premise is that people´s possessions contribute to and reflect their identifies

4. PSGYCHOLOGICAL

   • MOTIVATION
     • A need that is sufficiently pressing to direct the person to seek satisfaction of the need
       • SIGMUND FREUD
         • Assumed that people are largely unconscious about the real psychologicalforces shaping their behavior
         • Abraham Maslow
           • Sought to explain why people are driven by particular need at particular times
   • PERCEPTION
     • Is the process by which people select, organize, and interpret information to form a meaningful picture of the world
   • LEARNING
     • Learning describes changes in an individual´s behavior arising from experience
   • BELIEFS AND ATTITUDES
     • A belief is a descriptive thought that a person has about something

5. NEW PRODUCT

   • A good, service, or idea that is perceived by some potential customers as new
   • NEW TASK
     • A new task is a type of work

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