BUMAR202A - Internal and External Influences on Buyer Behaviour

This report delves into the internal and external factors that influence consumer buying behavior, highlighting the importance of understanding these influences for businesses. Internal factors discussed include perceptions, motivation (referencing Maslow's model), personality, and learning theories. External factors examined are culture, group influence (including opinion leaders), and demographics (occupation, age, religion, family size, gender, family life cycle, and income). The report emphasizes how these factors collectively shape consumer decisions and impact marketing strategies. Desklib provides a platform for students to access similar solved assignments and past papers.

Internal and External
influencers of consumer
buying behaviour

A customer is the most
important part of any
business. They are not
dependent on the business,
instead it’s the businesses
that are dependent on the
consumers as it is the
customer who makes a
company to gain or lose
profits.

What do you mean by buyer
behaviour?
Buyer behaviour refers to the process through which an individual decides
what, when, how ad where to purchase their desired products from.
According to Walters and Paul-
“Consumer behaviour is the behaviour of an individual or groups in regard
to the acquiring, using and disposing of the products, ideas, services and
experiences.”

Internal factors
effecting the
customer
behaviour
• Perceptions
• Motivation
• Personality
• Learning
theories

Perceptions
“Perceptions can be referred to as the
process through which a person
selects, organises and interprets the
stimuli in a coherent as well as
meaningful picture of the world. It
could also be descried as how a
person see the world around him.
These includes their own personal
thoughts, feelings, attitudes, memory
and motivation. “

Motivation
Motivation is the driving force among the individual customers which impel
them to make the action of purchasing.
Maslow’s model of motivation

Personality
Characteristics of personality
- It is consistent and enduring
- It is subject to change
- It reflects the individual differences

Learning theories
“The process of consumer learning continuously evolves as well as
changes as an outcome of the recently or newly gathered knowledge.
Both the personal experience as well as acquired knowledge serve as
the feedback to the customers and supply them the basis for their
future behaviour in alike situations.“

External factors
effecting the
customer
behaviour
• Culture
• Group
influence
• Demographics

Culture
The culture of a person gratifies his different emotional needs and
because of this they attempt to save their beliefs and cultural values.
Such a cultural protection is displayed in the behaviour of the individuals
as consumers.

Different aspects of group influence
“Groups to which the customers
belongs too influences their buying
behaviour. They share certain
features and characteristics that
have the ability to affect the
purchase decisions. Such groups
often contains an opinion leader
who has the major influence on the
purchasing decision.”

Demographics
The demographic factors that influences
the consumer buying process include
their:
• Occupation
• Age
• Religion
• Family size
• Gender
• Family life cycle
• Income