Consumer Behaviour - Factors Influencing Customer Behaviour

This document discusses the factors influencing customer behaviour, including motivation, perception, categorization, past experiences, income expectations, and lifestyle. It also explores the role of cultural, personal, and social factors in shaping consumer behavioural patterns. Additionally, it examines the impact of social media, newspapers, billboards, and television advertising on consumer behaviour.

Running head: CONSUMER BEHAVIOUR
CONSUMER BEHAVIOUR
Name of the Student:
Name of the University:
Author note:

1CONSUMER BEHAVIOUR
Answer 1
Motivation, perception, categorization, past experiences, income expectations and life
style are considered to be factors influencing customer behavioural patterns. These factors act
as driving forces which impels an individual to take specific actions to satisfy needs and
demands. As a result, these crucial factors play decisive role in influencing customer
behaviour (Godey et al. 2016).
My perception towards specific products such as organic foods has made dramatic impact on
my purchase approach. With increasing rate of promotions in social media, I have been able
to synthesize all information regarding organic products. However, by comprehending
benefits of products, I have realized these products will help me to enhance my current
lifestyle and fulfil my best interests. This understanding has further facilitated me to
strategically determine my actual purchase decisions and embracing most suitable marketing
strategies. Such a changed perception has been shaped by learning, memory and expectations
which I obtained from promotions and advertisings shown in number of social media sites.
Answer 2
Three key influences shaping consumer behavioural patterns are related to psychological,
personal and social.
Cultural factors- Stephen (201) has noted that human behaviour is considered as
significant outcome of a learning process and as such individuals develop obtaining set of
values, perceptions, likings and behaviour patterns as the outcome of social inclination within
the family along with range of additional important institutions. Thus, these cultural factors
tend to determine as well as drive behavioural patterns to significant degree. According to
authors, values tend to encompass success, competence, growth, individualism, self-
determination, humanitarianism, enthusiasm and expediency. Such an extensive set of values
of values tend to be shaped by the subcultures related to nationality groups, ethnic

2CONSUMER BEHAVIOUR
associations, racial groups and geographical areas which show degrees of variations in
cultural perception, cultural favourites, proscriptions, approaches and way of life (Haugtvedt,
Herr and Kardes 2018).
Income expectations are noted as one of the key influencers of purchase behaviour. For
instance, if an individual expects an increase in his or her remuneration, the person shows an
inclination to offer more expenses on shopping goods, durable products, gadgets as well as
luxuries. While, if an individual expects a certain decline in his or her potential wage, the
person will restrict the rate of expense on comfort as well as luxuries and further restrict cost
of expense in order to obtain essential goods (Schivinski and Dabrowski 2016).
Consumer credit is referred to the credit capacity obtainable to the customers’ urge of
buying durable luxuries and indulgent products. It is made accessible by the sellers, directly
or indirect through various monetary transactions. According to authors, consumer credit
significantly shapes consumer behaviour. With greater level of consumer credit obtainable on
substantial terms, costs on luxuries and extravagances tend to elevate, it will persuade
shoppers to procure these merchandises and increase their living standard.
Answer 3
Social Media is considered as customer service channel offering platform for possible and
current customers in order to obtain insights related to brands and further aid them with
queries, concerns and various demands. Additionally, social customer service is considered as
the practice of providing customer support through social media channels such as Facebook,
Instagram and Twitter in order to rapidly gather questions (Haugtvedt, Herr and Kardes
2018).
Newspaper- Newspapers advertising serves dynamic role for customers to gather
information regarding products which they are seeking to purchase.

3CONSUMER BEHAVIOUR
Bill Boards- Similar to newspaper, billboards can be viewed as another form of vital
resource which provides specific graphical representation of brands with use of attractive
models and other associated activities to attract buyers’ attention.
Radio- Radio channels are seen as another important resource which allows stations to obtain
better information regarding specific products launched in markets (Godey et al. 2016). As
majority of buyers using the system typically register with their business specific data, radio
stations have proficiently comprehended customers' or their listeners needs and purchasing
behaviours.
Television Advertising- Television is known as highly influential for advertising more than
social media. Around 65% of customers tend to buy after obtaining information of products
in the market.

4CONSUMER BEHAVIOUR
References
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R. and Singh, R.,
2016. Social media marketing efforts of luxury brands: Influence on brand equity and
consumer behavior. Journal of business research, 69(12), pp.5833-5841.
Haugtvedt, C.P., Herr, P.M. and Kardes, F.R. eds., 2018. Handbook of consumer psychology.
Routledge.
Pappas, N., 2016. Marketing strategies, perceived risks, and consumer trust in online buying
behaviour. Journal of Retailing and Consumer Services, 29, pp.92-103.
Schivinski, B. and Dabrowski, D., 2016. The effect of social media communication on
consumer perceptions of brands. Journal of Marketing Communications, 22(2), pp.189-214.
Stephen, A.T., 2016. The role of digital and social media marketing in consumer
behavior. Current Opinion in Psychology, 10, pp.17-21.