A Consumers Buyer Behaviour Is Influenced By Four Major Factors Cultural Social Personal And Psychological
A Consumers Buyer Behaviour Is Influenced By Four Major Factors; Cultural, Social, Personal, And PsychologicalA consumers buyer behavior is influenced by four major factors; cultural, social, personal, and psychological factors. These factors cause consumers to develop product and brand preferences. Although many of these factors cannot be directly controlled by marketers, understanding of their impact is essential as marketing mix strategies can be developed to appeal to the preferences of the target market. When purchasing any product, a consumer goes through a decision process. This process consists of up to five stages: problem recognition, information search, evaluation of alternatives, purchase decisions and post purchase behavior. The length of this decision process will vary, ranging from a shorter routine response behavior, to limited problem solving and a more comprehensive extensive problem solving. A consumer may not act in isolation in the purchase, but rather may be influenced by any of several people in various roles. The number of people involved in the buying decision increases with
Decider- the person who ultimately makes a buying decision or any part of it. Economic policymakers use the data to study the impact of policy changes in the welfare of different socioeconomic groups. Buyer- the person who makes the actual purchase. The survey consists of two components, a quarterly Interview Survey and a weekly Diary Survey, each with its own questionnaire and sample. SOCIAL factors include groups (reference groups, aspiration groups and member groups), family, roles and status. An understanding of the influence of these factors is essential for marketers in order to develop suitable marketing mixes to appeal to the target customer. The data allow them to track spending trends of different types of consumer. Influencer- a person whose views or advice carries some weight in making the final buying decisions. Survey results are used to select new market baskets of goods and services for the CPI, to determine the relative importance of CPI components, and to derive new cost weights for the market baskets. Initiator- the person who first suggests or thinks of the idea of buying a particular product or service. Types of Buying Decisions Consumer decision making varies with the level of involvement in the purchase decision. Limited problem solving occurs when buyers are confronted with an unfamiliar brand in a familiar product category. The strength of the survey is that it allows data users to relate the expenditures and income of consumers to the characteristics of those consumers. Routine response behavior occurs when buyers purchase low cost, frequently purchase items with which they are familiar.
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