An empirical study of the factors influencing consumer behaviour. Every consumer is an individual, but still belong to a group. The impact of social factors affecting consumer behaviour on. The reference group influences the selfimage of consumers and consumers behavior. The sub factors under personal factor are listed below. A model on factors affecting customer behaviour in a. In this research, the researcher is also interested to find out how social and personal fac tors especially affect the buyer behavior during the purchase of smartphone. Consumer buying behaviour refers to the buying behaviour of the ultimate consumer. Behaviour on the development of marketing strategies for luxury fashion products a study of the urban youth in select cities of india submitted by radhika narayanan is a bona fide research work for the award of the doctor of philosophy in business. The common titles of those leaders are superior, foreman.
Marketing implications of consumer behaviour study of consumer behaviour modelling an overview consumer behaviour is comparatively a new field of study which evolved just after the second world war. In fact this is one major factor that influences consumer behaviour. Jan 05, 2018 8 factors that influence consumer behavior the most. Certificate this is to certify that the thesis titled the impact of factors influencing the buying behaviour on the development of marketing strategies for luxury fashion products a study of the urban youth in select cities of india submitted by radhika narayanan is a bona fide research work for the award of the doctor of philosophy in business. These factors include culture, subculture, social class, reference group and family influences. Secondly, if the group has high credibility, greater influence can be exerted by it on the individuals behaviour. Besides the internal factors, external factors also influence consumer behavior. The impact of group norms on forming consumer behaviour is an important attribute of mans social life. Consumer behaviour is the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services, including the consumers emotional, mental and behavioural responses that precede or follow these activities. This section comprises a brief description of consumer behaviour, private. Consumer behaviour is the study of how consumers make decisions about what they need, want, and desire.
The role of reference group influence in consumer behaviour. Factors influencing individual behavior tutorialspoint. In this video you can see different factors influencing consumers behavior in detail. It includes all the aspects that are associated with the consumer. The impact of factors influencing the buying behaviour on the. A reference group refers to a group of people you refer to, while making buying decisions. Cultural factors play a significant role in influencing buying behaviour. Factors affecting consumers buying decision in the. A model on factors affecting customer behaviour in a tourism. These include culture, subculture and social class. Lets take a quick look over these major elements that imprints a persons behavior inside and outside of the organization. Firms and organizations rely on consumer behaviour knowledge to forecast consumer needs and desires. Consumer behaviour jane priest is a teaching fellow at edinburgh business school and teaches parts of the oncampus marketing course, as well as the consumer behaviour elective by distance learning. The personal consumer buys goods and services for his or her own use, for the use of the household or as a gift for a friend.
Even if you sell to a company, youll be dealing with humans to do it. These factors are not individualistic,and are external to the individual. External affecting consumer behavior management study hq. Therefore it is important to understand the various factors influencing consumer behaviour. Factors influencing consumer behaviour semantic scholar. The marketers try to understand the actions of the consumers in the marketplace and the underlying motives for such actions.
Consumer behaviour is the study of individuals, groups and organizations decisions with regard to the selection, purchase, use, and disposal of goods, services, ideas, or experiences to satisfy their needs and wants. Consumer behaviour has been always of great interest to any industry. The environmental factors affecting consumer buying behaviour are explained below cultural influences it is defined as a complex sum total of knowledge, belief, traditions, customs, art, moral law or any other habit acquired by people as members of society. Thus, it can be said that a consumer s reference groups are those groups, which may have a direct or indirect influence on ones attitude or behavior. Reference group, social influence and social power in. Despite the above tendency, however, i have chosen the examination of the role of reference group influence in consumer behaviour as the topic of my dissertation.
We need people around to talk to and discuss various issues to reach to better solutions and ideas. A group consists of two or more individuals who share a set of norms, values or beliefs and have a defined relationship such that their behaviour is interdependent. Factors influencing consumer behavior of smartphone users. Internal or psychological factors the buying behaviour of consumers is influenced by a number of internal or psychological factors. The key factors influencing an individuals attitude in personal as well as social life are. A group is defined as two or more individuals, interacting and independent, who have come together to achieve particular objectives. Buyers reactions to a firms marketing strategy has a great impact on the firms success. Social factors also impact the buying behavior of consumers. It can thus change the attitudes and beliefs of the consumers. Consumer buying behaviour refers to the buying behaviour of the. Consumer behavior studies individuals and groups when they select, purchase, use and dispose products. The way an individual addresses a situation singlehandedly or say in a group is influenced by many factors.
Consumer behaviour emerged in the 1940s and 50s as a distinct subdiscipline in the marketing area. Reference group meaning, nature, categories, influence on consumer behaviour, application a reference group refers to a group of people you refer to, while making buying decisions. Reference groups includes buyer reference group, such as family members, friends, social organizations, professional institutions and trade, heavily influence the. Consumer behaviour refers to the mental and emotional process and the observable behaviour of consumers during searching, purchasing and post consumption of a product or service. One way to understand the familys impact on consumer behavior is to identify the decision maker for a purchase. Furthermore, social factors play a special role in the decision of the buyers purchase kotler and armstrong, 2006. Reference group, social influence and social power consumer. Consumer behaviour and factors influencing buyer behavior. Consumer behaviour refers to the behaviour of consumers in deciding to buy or not to.
It is a group that serves as a reference point for an individual for hisher beliefs, attitude and behaviour. As all consumers are unique they exhibit different behaviour while making a purchase decision due to various factors influencing consumer behaviour. Consumers will look upon it and refer to it more for information on product quality. External environmental factors affecting consumer behaviour.
The sellers market has disappeared and buyers market has come up. The consumer behavior is the study of how an individual decides to purchase a particular product over the other and what are the underlying factors that mold such behavior. A consumers buying behavior is influenced by four major factors. Consumer behaviour is the study of individuals, group of individuals and organizations. Factors that influence consumer purchasing decisions of. A conceptual frame work introduction consumer behaviour is a subset of human behaviour. Individual and group influences which affect consumer behavior. The second category of consumer the organizational consumer includes profit and notforprofit.
You know that everyone has their interests, their tastes, their own way of being and a personal history that conditions them. The group chosen by the author is 2026 year old students and. She is a key member of a team exploring how technology can be used to enhance the student learning experience. The impact of factors influencing the buying behaviour on. In a market, different consumers have different needs. According to aging experts, senior consumer behaviours are highly variable, meaning that as a group they have more reasons for buying something than teenagers. Behaviour also includes the other factors that influence on the consumer choice, such as family, friends, sports, reference groups, and. The consumer behaviour or buyer behaviour is influenced by seve ral factors or forces.
Pdf consumer buying behaviour refers to the buying behaviour of the. In addition to cultural and social factors, personal factors also influence consumer behaviour. The aim of marketing is to satisfy their customer needs and wants kotler, 2003. A number of personal factors also influence the consumer behaviour. Nowadays marketers use the concept of group dynamics or personal influence often as this exceeds the power of. Article pdf available in international ijc 333 may 2009 with 3,545 reads how we measure reads. Social factors play an essential role in influencing the buying decisions of consumers.
Many factors, specificities and characteristics influence the individual in what he is and the consumer in his decision making process, shopping habits, purchasing behavior, the brands he buys or the retailers he goes. Group behaviors are affected or influenced by some significant variables or factors. Social influences on the consumer decision process. The impact of social factors affecting consumer behaviour on selecting characteristics of purchased cars hossein mirzaei,mehdi ruzdar the present study examined the impact of social factors on consumer behavior in selecting traits of the purchased car in tabriz iran. Our global study reveals how this changing behavior can create new opportunities for marketers. A consumers family is one of the most significant factors because a family helps shape an individuals attitudes and behaviors. Finally, we identify and discuss five research contexts that represent major areas for future scholarship.
Factors influencing consumer behavior and prospective. Age of a consumer and his life cycle are two most important sub factors under personal. The impact of social factors affecting consumer behaviour. Read this article to learn about the meaning and types of group dynamics in consumer behaviour. Consumer behaviour is an effort to study and understand the buying tendencies of consumers for their end use. Factors influencing consumer behaviour top 9 factors with suitable examples in making a final decision, and indeed throughout the whole decisionmaking process, consumers are influenced by a wide range of factors, not just those relating to the obvious features of the product. Pdf age and factors influencing consumer behaviour.
Factors influence consumer purchase decisions of private label food products. This led to paradigm shift of the manufacturers attention from product to. The group to which a consumer belongs is called a membership group. Hofstede 1980 defined culture as collective programming of the mind that distinguishes the members of one group or category fro another. Buying behavior is the decision course of action and acts of people cause in buying and using products. Cultural factors and buying behaviour solomon 2011 sees consumer behaviour as the study of processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas or experiences to satisfy needs or desires. The consumer behaviour or buyer behaviour is influenced by several factors or forces. How do personal factors play a role in consumer behaviour.
The group that affects the buying behaviour of the consumer is also called reference group. She is a key member of a team exploring how technology can be. The field of consumer behaviour is to identify that how a customer buys, uses any product and services and. Influence of cultural, social and marketing factors on the. This paper is an attempt to analyze the consumer buying behaviour of durables, to examine the factors inducing the consumer buying behaviour and to suggest suitable measures to the marketers for designing a right marketing mix for the consumers in nagaland. Factors affecting consumers buying decision in the selection. An understanding of consumer behaviour is essential in planning and programming the marketing system. Behavior as covid19 becomes a global pandemic and consumers change their buying habits, its more important than ever that you have a complete view of the marketplace.
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