Submitted by: Submitted by shalin2611
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Category: Business and Industry
Date Submitted: 01/10/2011 10:04 AM
CONSUMER BEHAVIOUR :
FACTORS INFLUENCING CONSUMER BEHAVIOUR
Consumer behaviour is an attempt to understand & predict human actions in the buying role. It has assumed growing importance under market-oriented or customer oriented marketing planning & management. Consumer behaviour is defined as “all psychological, social & physical
behaviour of potential customers as they become aware of, evaluate, purchase, consume, & tell others about product & services”.
• Each element in this definition is important.
• Consumer behaviour involves both individual (psychological) processes & group (social processes).
• Consumer behavior is reflected from awareness right through post-purchase evaluation indicating satisfaction or non-satisfaction, from purchases
• Consumer behaviour includes communication, purchasing & consumption behaviour
• Consumer behaviour is basically social in nature. Hence social environment plays an important role in shaping buyer behaviour.
• Consumer behaviour includes both consumer & business buyer behaviour
In consumer behaviour we consider not only why, how, & what people buy but other factors such as where , how often, and under what conditions the purchase is made. An understanding of the buyer behaviour is essential in marketing planning & programmes. In the final analysis buyer behaviour is one of the most important keys to successful marketing.
Consumer purchases are influenced strongly by or there are four factors.
01. Cultural Factor
02. Social Factor
03. Personal Factor
04. Psychological Factor.
01. Cultural Factor :-
• Cultural factor divided into three sub factors (i) Culture (ii) Sub Culture (iii) Social Class
o Culture:-
The set of basic values perceptions, wants, and behaviours learned by a member of society from family and other important institutions. Culture is the most basic cause of a person’s wants and behaviour. Every group or society has a culture, and cultural influences on buying behaviour may vary...