Understanding Individual Factors Influencing Customer Behavior

Running head: CUSTOMER BEHAVIOR
Customer Behavior
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1CUSTOMER BEHAVIOR
Introduction
Consumer behaviour refers to the acquisition, consumptions as well as selection of the
goods and services in order to meet their needs and wants (Baker, 2016). There are several
different processes that are involved in the consumer behaviour that deeply influence the buying
behaviour of the customers. Some of the individual factors that influence the behaviour of the
consumers are that of their perception towards the products, the motivators, their needs, their
personality, their learning and involvement and their attitudes. This paper would elaborate on
identifying two individual factors i.e., attitude and perception that influence the customer
behaviours and has an impact on their purchase decision process. It would also shed light on how
those factors must be considered along with the consumer decision making and experiences.
Lastly, the paper would also discuss on how the marketers could apply the understanding of the
individual influence on the consumer decision making in order to conduct their businesses
successfully in the market. It is also to note than the paper discussion below is presented with an
intention to work for a sports shoe manufacturing company.
Discussion
1. Two individual factors that influence the behaviour of the customers
Attitude
It is a psychological process that is related to the emotions of the customers and in this
process, the customers recognising the needs for buying a particular product and then they finds
out the way of solving out their needs by making a purchase decision such as planning whether
or not they should buy the product and then they confirms the information while jotting down a

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plan and then implements it. The attitudes of the customers are considered to be both
advantageous and disadvantageous to the marketers (Keller, 2016). It is defined as the process of
evaluation of a particular product or service that has formed over time. Attitude of the customers
satisfies their personal motive and at the same time, it also influences buying and shopping
behaviour or habits of the consumers. As according to Payne, Frow and Eggert (2017), consumer
attitude is the composite of their behavioural intentions, their feelings and beliefs that they
posses towards a particular object within the marketing context. A consumer can hold both
positive and negative attitude towards a specific product. The one with a positive attitude
towards any product is more likely to buy that product often and this then finally results in the
likelihood of liking and disliking a product. The attitude of the customers are basically comprises
of their beliefs, feelings and behavioural intentions (Dienlin & Trepte, 2015). The term
behavioural intentions refer to the plans of the customers with respect to the services and the
products. It is sometimes a very logical result of the feelings and their beliefs but not always. For
example, when a person personally does not like a particular restaurant but he visits that often as
his friends like to hangout there. Furthermore, beliefs too plays an important role in the process
of consumer decision making experiences as of the fact that it could be either negative or
positive towards a particular product and service (Park & Nicolau, 2015). For example, for some
people tea is a very good mode of relieving tensions and stress, while on the other hand, for some
other group of people tea is not considered to be advantageous for health. However, it is also to
note that the human beliefs are not consistent and they have the tendency to change with time
and according to different situations. Also, customers hold certain feelings towards some of the
brands and products. May of the times, these feelings are dependent on certain beliefs. For

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example, a customer feels uneasy when she thinks about a cheese burst pizza as because of the
fact that they use huge amount of cheese on it which means it has excessive fat.
Consumer behaviour of a person is highly influence by the consumer behaviour of the
other people he is in contact with. The mechanism is more of a sociological than of
psychological (Katsikeas et al., 2016). Therefore, customers get fads, gadgetry, trends, stable
staples, virtual standards and fashion standards. Hence, it can be said that it is a behaviour
driving behaviour where some people engage their systems of values along with their attitudes in
the purchase decision making. Attitude is also considered to be the favourable and unfavourable
emotional feeling or condition of the customers. It is the tendency of reaction to a certain specific
actions and behaviours of them (Lee and Hong, 2016).
How individual attitudes should be considered among with consumer decision making
The attitudes and beliefs of every individual are shaped by his culture. Hence, the culture
of an individual gratifies the different emotional requirements and needs of him and due to this
they attempt to save both their beliefs as well as their cultural values (Zimbardo & Boyd, 2015).
Such type of cultural protection is portrayed in the attitude of a man as consumers. Culture has
great potential to enhance the need of the consumers and might also affect their indulgence of
those needs (Howie et al., 2018). As a major part of the efforts of marketers for convincing the
buyers to buy their products or services, they often make use of cultural representations,
especially in promotional appeals. By this method, culture shapes the manner the purchasers
fulfil their needs. It is very important for the marketers to take into consideration the factors that
influence the buying behaviour of the customers before entering into the market. Understanding
the individual factors that have the potential to affect their behaviour; like that of their attitudes
and behaviours would help them to market their products and services on right time to the right