BEHAVIOR OF CONSUMER2 Behavior of Consumer Introduction Consumer behavior means the study of organizations and individuals and how they chose as well as use services and products. It remains mainly linked to motivation, psychology, and behavior (Schütte & Ciarlante, 2016). Also, consumer behavior remains the study of how individuals make decisions to use their available resources in the market. Indeed, there remain numerous other factors influencing the purchasing power of the consumers, for example, cultural, social, and personal. This paper shall clearly explain some of the factors that affect consumer behavior. Cultural Factors Consumer behavior remains influenced by cultural factors, for example, buyer subculture, culture, as well as social class. Culture:It is true that culture remains the part of each society. It remains the essential cause of individual behavior and wants. Culture indeed influences the behaviors and thoughts of consumers (Tyagi, 2018).For instance, individuals from different cultures consume differently, mainly due to their differences in norms and values. Subculture:Each culture is made up of different subcultures, for example, religions, racial groups, geographic regions, nationalities, among others. Marketers may use the groups mainly by dividing the market into numerous small portions (Bucko, Kakalejčík & Ferencová, 2018).
BEHAVIOR OF CONSUMER3 For instance, marketers may design commodities according to the demands of a specific geographic group. Social Factors Additionally, social factors influence consumers' purchasing behavior. The essential social factors include family, status, role, and reference groups. Reference Groups:It is true that reference groups possess potential in forming an individual behavior and attitude. The influence of these reference groups varies across brands as well as products. For instance, when the commodity remains visible, for example, car, shoes, the dress, and then the impact of reference groups will be high. Also, reference groups consist of opinion manager (an individual who influence other people due to his knowledge and special skills or other features. Family:The behavior of buyers remains highly influence via the family’s members. So, marketers remain attempting to determine the influence as well as role of the husband, wife as well as children. If the purchasing decision of a specific commodity remains influenced by the husband, then the markets shall attempt to target men in their ad. Here we ought to know that buying roles often change with the lifestyles of the customer. Status and Roles:Every person has dissimilar status as well as roles in the community reliant upon the clubs, groups, an institution
BEHAVIOR OF CONSUMER4 among others to which she belongs. For instance, a man remains working in a firm as a procurement officer. Now he is playing 2 tasks. One is that of the father as well as the other of the finance manager. So, his purchasing decisions shall be influenced by his status as well as roles. Personal Factors Personal factors may affect customer behavior. The main essential personal factors which affect the purchasing behavior include occupation and age, among others. Age:It is true that age has a huge impact on customer buying behavior. The customers change the buying of services as well as goods with the passage of time. The use of various commodities depends on the age of the consumers. Occupation:a person's occupation has a critical impact on her purchasing behavior. For instance, a director of a firm shall attempt to buy business outfits, while low-level employees in the same institution shall buy ragged work clothes. Conclusion There remain numerous factors that may affect consumer behaviors. The factors that mayinfluence the behavior of consumers discussed in the paper include social, personal, and cultural factors. There are various processes involved in this consumer behavior. Initially, the customer attempts to find what products she would like to
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BEHAVIOR OF CONSUMER5 use; then, she chooses only commodities that promise better utility. After choosing the commodities, the customer makes an approximate amount of money that he may use. Lastly, the customer analyses the price of the commodities as well as decides the products she ought to consume. References Bucko, J., Kakalejčík, L., & Ferencová, M. (2018). Online shopping: Factors that affect consumer purchasing behaviour.Cogent Business & Management,5(1), 1535751. Schütte, H., & Ciarlante, D. (2016).Consumer behaviour in Asia. Springer.. Tyagi, A. (2018). A Study on Factors Affecting Consumer Buying Behaviour.International Journal of Business & Engineering Research,11.