Factors influencing consumer behavior

Factors influencing consumer behavior

1. Culture

   • Is the most basic cause of a person´s wants and behavior. Human behavior is largely learned. Growing up in a society, a child learns basic values, behaviors,wants and perceptions from the family and other important institutions.
   • Subculture
     • A group of people with shared vale systems based on common life experiences and situations. Examples: Hispanic, african-american, and mature customers

2. Social Classes

   • Relatively permanent and orderes divisions in a society whose members share similar values, interests and behaviors.
   • Upper uppers, lower uppers, upper middles, middle class, working class, upper lowers,and lower lowers are types of social classes.

3. Family

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

4. Roles and Status

   • A person belongs to many groups-family,clubs,organizations. The person´s position in eachs group can be defined in terms of both role and status.

5. Pesonal Factors

   • A buyer´s decisions can be also influenced by the buyer´s age and lifecycle stage, occupation, economic situation, lifestyle, personality and self-concept
   • Age and lifecycle stage
     • Stages through whcih families might pass as they mature