Consumer behavior and factors influencing consumer behavior. It will examine how buyer characteristics influence buyer behaviour and also how retailers react to such characteristics. Shuchi mittal rm consultancy service, india abstract. The influence of reference groups on consumer behaviour is felt through the influence of social power. 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. Pdf factors influencing consumer behavior and prospective. It blends elements from psychology, sociology, social. A conceptual frame work introduction consumer behaviour is a subset of human behaviour. An investigation of consumer buying behavior for fmcg. 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.
Reference groups includes buyer reference group, such as family members, friends, social organizations, professional institutions and trade, heavily influence the selection and specific brand. Influencing customers buying decisions is what marketing is all about. Consumer behaviour is the process focuses on how individuals make decisions to spend their available resources like time, money, effort on consumptionrelated items. It refers to the extent of homogeneity in members of the group.
This includes economic situation, government policy, competitive. 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. A study of factors influencing buying behaviour in the indian white goods industry for indore city dr. Product use is often of great interest to the marketer, because this may influence how. Consumer behaviour refers to the psychological process that leads to a consumers decision to buy a product or service offering. A study of factors influencing buying behaviour in the indian. Factors influencing consumer behavior and prospective purchase decisions in a dynamic pricing environmentan exploratory factor analysis approach article pdf available in social science 79. Factors affecting the consumer buying behavior survey. The purpose of the research is how the factors of consumer behavior affect or influences the branded product. Factor analysis was used to group 16 influencing factors of buying behaviour of rural consumers in. An understanding of consumer behaviour is essential in planning and programming the marketing system. Pdf factors affecting consumer buying behavior researchgate. My perspective on influencing customer behavior is a bit outofthebox when companies focus on creating real ways to positively impact society as a whole, the communities where they operate, company culture and their employees are all positively affected. Factors influencing organisational buying behaviour.
Consumer behaviour consumer behavior is the study of when, why, how and where people do or do not buy a product. Customer loyalty is widely accepted by marketers as being something thats worth nurturing, with many renowned analysts and researchers repeatedly showing the value of loyalty programmes in terms of greater spending and satisfaction, more profitable customer behaviour, reduced defection levels, and unique competitive advantages. 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. There are five questions that support any understanding of consumer behaviour.
What are the factors that influencing group behavior answers. Explain how culture, subcultures, social classes, families, and reference groups affect consumers buying behavior. What are the factors influencing consumer behavior. These all factors jointly shape consumer behaviour. A purchase decision is the result of each and every one of these factors. The consumer behaviour or buyer behaviour is influenced by seve ral factors or forces. Childrens consumer behavior is a field that has lately been given attention by marketing, psychology, sociology, and pedagogy. It is acquired, learned and transmitted subconsciously by a process of socialization and consciously by different agents, such as schools, families, religious. Determinants or factors influencing consumer behaviour. A reference group refers to a group of people you refer to, while making buying decisions. Factors influencing customers buying behavior by dr. There are four psychological factors that influence consumer behaviour.
Discounters like halfpriced books saw their sales surge. Abstractcustomer buying behavior is a process by which consumers identify their needs, collect information, evaluate alternatives, and make the purchase decision. Consumer behaviour refers to the behaviour of consumers in deciding to buy or not to. Group behaviors are affected or influenced by some significant variables or factors. Study on the factors influencing online buying behaviour of. The important personal factors, which influence buyer behaviour, are a age, b occupation, c income and d life style.
Although many of these factors cannot be directly controlled by marketers, understanding of their impact is essential as marketing mix. A motive is a need that is sufficiently pressing to drive the person to act. The study of culture encompasses all aspects of a society such. Reference groups family roles status reference groups. A need becomes a motive when it is aroused to a sufficient level of intensity. Factors influencing organistaional buying consumer behaviour. Factors affecting consumer behaviour in online shopping. The aim of this questionnaire is to investigate the factors that affect the consumer buying behavior.
Knowing what makes your customers tick and what factors weighin on their decisions to buy is the holy grail of all marketers. There are many factors that influence the buyer behavior. Due to reasons such as customer perceptions and shopping environment, the online buying behaviour is considered as a complicated field. These factors cause consumers to develop product and brand preferences. Individual and group influences which affect consumer behavior. Most of these factors are interdependent and interrelated and often there is some overlapping between them. Though advertisement can help in influencing these factors to some extent, the personal consumer likes and dislikes exert greater influence on the end purchase made by a consumer.
Consumer behavior while purchasing is the study of individuals, groups, or organizations. Social factors influencing consumer behaviour philip. Abstract globally, the term, marketing is not a new phenomenon. Explain how looking at lifestyle information helps firms understand what consumers want to purchase. Consumers buyer behaviour is influenced by four major factors. List of books and articles about consumer behavior online. If you want to learn more on what factors influence your customers buying decisions, this article is for you. Based on various of books and documents, customer behaviour are affected by a set. There are several factors that influence group behavior. This survey will take 5 minutes from your time, feel free to express your opinion. In this case too, service quality need to be broken down in two main segments. They need people to interact with, and make decisions. Moreover, it has been studied that staff behaviour within each other and toward customers, it can significantly make the difference in a positively or negatively customer s satisfaction.
Buying behaviour, this papers aim is to provide an indepth elucidation of the many aspects that influence consumer behaviour. Factors that influence consumers buying behavior 2012 book. The human psychology plays a crucial role in designing the consumers preferences and likes or dislikes for a particular product and services. People buy different products at their different stages of cycle. These motives are the factors that influence the consumer behavior.
Factors influencing consumer behavior and prospective purchase decisions in a dynamic pricing environmentan exploratory factor analysis approach. Jun 11, 2007 the six key factors that influence customer loyalty. Explain what marketing professionals can do to make situational factors work to their advantage. Describe the personal and psychological factors that may influence what consumers buy and when they buy it. Under social factors reference groups have a great potential of influencing consumer behaviour. Of course its impact varies across products and brands. The consumer behaviour or buyer behaviour is influenced by several factors or forces. A persons reference group consist of all the groups that have a direct indirect influence on the persons attitude behaviour. Situational factors that affect peoples buying behavior. An individual and a consumer is led by his culture, his subculture, his social. There are several classical theories that view consumer behaviour from various points of views. The six key factors that influence customer loyalty the. Social groups, like families, can influence the buying decisions of consumers. Situational influences are temporary conditions that affect how buyers behavewhether they actually buy your product, buy additional products, or buy nothing at all from you.
Factors influencing organistaional buying consumer. What factors influenced your decision and what factors influenced your friends decision. The reason is the understanding that a child is an important part that has an influence on familys shopping. Consumer behaviour, besides its application in marketing strategy, is also used in social marketing to connect with the customer. Consumer behaviour is the study of individuals, groups, or organizations and the processes they use to select, secure, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. Social factors are also subdivided into the following.
Study on the factors influencing online buying behaviour. Understanding consumer behavior is a vital aspect of marketing. Analyses the factors affecting the online consumers behavior and. A consumers buying behavior is influenced by four major factors. Social factors influencing consumer behaviour social group a group is any collection of individuals with similar interests, opinions and activities. Concepts such as sensory marketing, or even emotional marketing have been developing over the last few decades on the knowledge of the influence of perceptions in making the purchase decision. The most common factor is a need to follow the leader. Social factors, which includes the groups to which the customer belongs, and his or her social status, also affect purchase decisions. Increase in sales of books over the internet is another reason for the same. However, it is worth remembering that there are many factors that influence people s perception of a product or service, such as brand image, customer experience, etc. The factors influencing buyers purchase decisions can be conveniently divided into following categories.
Marketing is so much more than creating a catchy phrase or a jingle people will sing for days. Motivation acts as a driving force that impels an individual to take action to satisfy his needs. Highly educated persons may spend on books, personal care products, and. The importance of groups affects advertising using groups versus individuals. A study of students purchasing clothing in uk online market zhou, yuan, ali, faizan on. Remember not just the income but even other factors describe social class of a group of consumers. This report will identify the main factors influencing consumer behaviour patterns, particularly when purchasing fashion items. They provide a description of both the factors affecting the consumer behavior of youth and their actual consumption behavior and preferences. Culture is collective and is the emanation of a society or a group. Jan 05, 2018 marketing and advertising are well aware of the importance of perception as one of the factors influencing consumer behaviour. At the same time, there is a concern about the abuse of natural child naivety and trustfulness. Describe the situational factors that affect what consumers buy and when. It is a group that serves as a reference point for an individual for hisher beliefs, attitude and behaviour. This study aims to find out the different factors that customers consider while buying a book by an established author and a new author.
There are several factors influencing performance of groups. How to understand and influence consumer behavior brandwatch. A group is defined as two or more individuals, interacting and independent, who have come together to achieve particular objectives. There are many factors affecting consumer behaviour. Consumer behavior studies individuals and groups when they select, purchase, use and dispose.
Besides the research is just analyzed just on the basis of focus group interviewees from the age group of 2030 from helsinki region which may not valid to larger population. Environmental factors constitute an important determinant of organizational purchasing. Social factors peer groups, from family and friends to social media influence. Age of a person is one of the important personal factors influencing buyer behaviour. It is a series of choices made by a consumer prior to making a buying that begins once the customer has. Factors affecting consumers buying decision in the selection.
Jan 04, 2017 while these different types of buyers take their purchase decision in different ways there are 7 important factors that influence all the buying decisions. This factor also includes social class, income, and education. For the same product, price, promotion, and distribution, their responses differ significantly. The factors do not affect equally to all the buyers. The common titles of those leaders are superior, foreman. The effect of these factors is briefly discussed below. Consumer behavior consists of factors that have effect on consumers buying decisions. While some influences may be temporary and others are long lasting, different factors can affect how buyers behavewhether they influence you to make a. Such as personal, cultural, psychological and social factors. Businesses often try to influence a consumer s behavior with things they can control such as the layout of a store, music, grouping and availability of products, pricing, and advertising. Due to impact of various factors, consumers react or respond to marketing programme differently. An individual draws cues regarding consumption and disposal of products from various social groups he belongs to. Factors influencing consumer buying behavior buying behavior is the decision course of action and acts of people cause in buying and using products. Consumer buying behaviour refers to the buying behaviour of the ultimate consumer.
According to the dieringer research group half of all adult internet users who. How behavioural economics and data analytics can drive. Apr 02, 2018 though advertisement can help in influencing these factors to some extent, the personal consumer likes and dislikes exert greater influence on the end purchase made by a consumer. Consumer behavior study also tries to assess influences on the consumer from groups such as family, friends and society in general. This book is comprehensive in scope and divided into eight chapters covering the. So it becomes one of the internal factors influencing consumer behaviour. Psychological factors influencing consumer behaviour instructor janne peltoniemi pages 46 supervisor birgitta niemi learning, and attitude and behaviour change. No commodities can move from a production point to a consumption point without putting the marketing machinery at work. It basically depends on the psychology of the consumer. Motivation, perception, learning, and attitude or belief system. If members of the group are similar in one or more ways such as their age, teaching experience, qualifications, expertise, cultural background and. Motivation speaks to the internal needs of the consumer.
What are the factors influencing customers restaurant choice. The impact of social factors affecting consumer behaviour. Based on various of books and documents, customer behaviour are affected by a set of internal and external factors, including culture, socioeconomic level, reference group, personal needs and motives, personality and selfimage, and perception and attitude. Understanding how to motivate your customer is a powerful tool.
This helps to understand different market segments based on which marketing strategies are created to capture those markets. Group influence is also seen to affect the decisions made by a consumer. Behaviour occurs either for the individual, or in the context of a group e. Factors influencing consumer behavior of smartphone users. The study was conducted in four districts of haryana namely panipat, jind, kuruksetra and gurgaon. Reference groups have a significant influence impact on consumers. The following powers are used to influence individuals in a group.