So the consumer buying behavior depends upon the role played by him. III Personal factors affecting consumer behavior: Like very small child need toys to play with them and when they grow they need games, computer etc. Like an worker needs simple clothes while his boss needs expensive designer suits to wear. Like some people like luxury livings while some in simple living.
IV Psychological factors affecting consumer behavior: Social Group — A group is any collection of individuals with similar interests, opinions and activities. An individual draws cues regarding consumption and disposal of products from various social groups he belongs to.
The various social groups an individual forms a part of are: Opinion Leaders — It refers to a key individual in a group which influences the behaviour of members of the group by providing them relevant information about new trends and products in the market.
Role and Status — Every person plays many roles in the society i. People also select and buy products according to their status in the society. The strong tendency of most consumers to develop brand loyalties definitely benefits the makers of established brands. This makes the manufacturer of a new brand to face difficulty in breaking such loyalties and encouraging brand switching.
He succeeds in his efforts when he shows that his product is potentially much more satisfying than his competitors. Free sampling, in store trial and demonstrations and deal activities may be used to break the existing brand barrier to establish new patterns of purchase behaviour.
To the extent the learning and brand loyalty can be gained for a product, the manufacturer activates a more stable sales profile less vulnerable to the competitive inroads. The concept of attitude occupies a central position in the consumer behaviour studies in particular and social psychology in general because; attitude measurements help in understanding and prediction of consumer behaviour. Attitudes develop gradually as a result of experience; they emerge from interaction of a person with family, friends, and reference groups.
There are three distinct components of attitude namely, cognitive, affective and co-native. It is based on the reason and is linked with knowledge and about the object, thing or an event whether it is pleasant or unpleasant, tasty how an individual responds to the object, thing or an event. It is based on the other two components and is related with his behaviour.
Each of the three attitude components vary according to both the situation and the person. The marketer may be interested in confirming the existing attitudes, or change in the existing attitudes or create new attitudes depending on how his product is performing in the market. Attitude confirmation is, perhaps, the easiest course of action which is followed in case of established products. Such an act involves only reminding the consumers as to why they like it and why they should continue it to purchase.
Attitude changing is more difficult task than mere confirming it. It is a change from disposition to act in the direction of the original attitude to a disposition to act in the opposite direction. A product disliked is to be liked by the consumers. It is really a difficult process. Attitude creation is to make the consumers to forget the old products or brands and to make them to go in for new product or brand entirely altogether, in fact, it is comparatively easier to create new attitudes than to change the existing one.
The most powerful instrument of attitude change and creation is advertising. However, in strict sense, it refers to the essential differences between one individual and another.
Therefore, personality consists of the mannerisms, habits and actions that make a person an individual and thereby serve to make him distinct from everyone else. It is the function of innate drives, learned motives and experience.
This means that an individual responds with certain amount of consistency to similar stimuli. The personality of an individual is either expressed in terms of traits or type. The personality traits may be aggressiveness honesty anxiety independence sociability and so on. The personality types may be introvert or extrovert or another classification as tradition direction outer direction and inner direction.
Each of these traits and types has been explored as the possible clues to the behaviour of consumers. In the area of psychological determinants, the consumer behaviour was seen from the stand point view of an individual. Many of the decisions made by consumers are taken within the environment of the family and are affected by the desires, attitudes, and values of the other family members. Family, as a primary group, is vital because, it links the individual with a wider society and it is through this that the individual learns the roles appropriate to the adult life.
There is another way of classifying the family based on family life-cycle. The family influence on the individual personality characteristics, attitudes and the evaluative criteria and.
The family influence in the decision-making process involved in the purchases. Family is both a purchasing and consuming unit.
Therefore, it is essential to note the distinguished family roles of the members. That is why; every marketer is keenly interested in four points in case of family purchase. In nuclear families, it is mostly the house-wife that has an upper hand in family purchases regarding her family role such as food, clothing, cosmetics, interior decoration and jewelleries. Father has say over clothing, education, insurance etc. Family life-cycle also has its own influence on buying behaviour.
Each person in the society is not only the member of his family but the member of some group or groups outside the family circle. It is one that provides an individual with a sense of identity, accomplishment and stability. Generally, a person refers to any one of the following types of reference groups in building his or her behaviour. Here, the individual compares himself, his attitudes, his behaviour and his performance with the group of members.
Thus, he may feel poor if members are richer than himself or vice versa. Here, the individual aspires to be the member of such group and imitates the behaviour of that group including buying behaviour. Groups whose social perspectives are assumed by the individual as a frame-work of reference for his own actions: Here, an individual may adopt the views of the group without becoming a member.
A person need not be a professional sportsman to have the opinion and outlook of a professional sportsman. Similarly, a person belonging to minority may adopt the values and the perspectives of a majority which he dislikes by very nature.
Consumers as social animals spend most of their time in group situations, and accept information provided by their groups on products, price, performance, style and the like. It is group norms that direct the attention of its members towards a new product, a new brand. These reference groups have face to face interactions that provide word of mouth communication which is more powerful than formal advertising.
A satisfied customer becomes the salesman of the product. Very often we come across situations where a person refers to an individual than a group in formulating his or her behaviour pattern. The individual to whom such reference is made by a person or persons is the opinion leader. The beliefs, preferences, attitudes, actions and behaviour of the leader set a trend and a pattern for others to follow in given situation.
In very intimate reference group, there is a reference person, an informal group leader.
The determinants of consumer behaviour can be grouped into three major captions namely, economic, psychological and sociological. An attempt is made to elucidate these with least complications. Economic scientists were the first among social scientists to study consumers and their behaviour and.
The buying behavior of consumer is affected by a number of factors which are generally uncontrollable. These factors are also known as determinants of consumer buying behavior. These factors are also known as determinants of consumer buying behavior.
Determinants & Factors influencing Consumer Behaviour In a Market, different consumers have different needs. As all consumers are unique they exhibit different behaviour while making a purchase decision due to various factors influencing consumer behaviour. Determinants of Consumer Behaviour. Q. What is consumes behaviour? What are the various determinants of consumer behavior? Or Q. How can we analyze consumer market and what are determinants which tell buyer behavior? Ans.
Consumer behaviour deals with the process of an individual or organization in coming to the purchase decision, whereas consumption behaviour is a study focus on consuming unit or service. Furthermore, there is a difference between consumer behaviour and buying behaviour. What Are Important Determinants of Consumer Behavior? by Todd Bowerman - Updated September 26, Predicting and understanding consumer behavior .