Lower-income consumers are interested in products that ensure their survival, while wealthier customers can afford more luxury items. Lastly, consumers shop based on personality. Every individual has his own preferences and interests that are not necessarily dependent on other factors.
Businesses market certain fitness products to fitness buffs and entertainment products to film and television aficionados. This factor often supersedes the others and appeals to consumers on an emotional and personal level. Quick Answer The personal determinants of consumer behavior include age, occupation, lifestyle, income level and personality.
Full Answer Consumers often choose products based on their age. How Do You Choose a Cat? Families choose a cat by deciding on an age, observing the cat's personality, and considering preferences such as fur length, activity level and appearance A motive is a need that is sufficiently pressing to drive the person to act.
There can be of types of needs:. A motive is an inner urge or need that moves a person to take purchase action to satisfy two kinds of wants viz. Let us take two examples:. So, motivation is the force that activates goal-oriented behaviour. Motivation acts as a driving force that impels an individual to take action to satisfy his needs. So it becomes one of the internal factors influencing consumer behaviour. Human beings have considerably more than five senses. Apart from the basic five touch, taste, smell, sight, hearing there are senses of direction, the sense of balance, a clear knowledge of which way is down, and so forth.
Each sense is feeding information to the brain constantly, and the amount of information being collected would seriously overload the system if one took it all in.
The brain therefore selects from the environment around the individual and cuts out the extraneous noise. In effect, the brain makes automatic decisions as to what is relevant and what is not. Even though there may be many things happening around you, you are unaware of most of them; in fact, experiments have shown that some information is filtered out by the optic nerve even before it gets to the brain.
People quickly learn to ignore extraneous noises: Therefore the information entering the brain does not provide a complete view of the world around you. When the individual constructs a world-view, she then assembles the remaining information to map what is happening in the outside world.
Any gaps and there will, of course, be plenty of these will be filled in with imagination and experience. This mapping will be affected by the following factors:. This can happen through a process known as chunking, whereby the individual organises information into chunks of related items. For example, a picture seen while a particular piece of music is playing might be chunked as one item in the memory, so that sight of the picture evokes the music and vice versa.
This is the degree to which the brain is selecting from the environment. It is a function of how much is going on around the individual, and also of how selective concentrated the individual is on the current task. Selectivity is also subjective: These lead individuals to interpret later information in a specific way.
For example, look at this series of numbers and letters:. This leads us to interpret later experience in the light of what we already know. Psychologists call this the law of primacy, Sometimes sights, smells or sounds from our past will trigger off inappropriate responses: An example of cognitive mapping as applied to perception of product quality might run as follows.
The consumer uses the input selector to select clues and assign values to them. For quality, the cues are typically price, brand name and retailer name. For example, many consumers would feel confident that Big Bazaar would sell higher-quality items than the local corner shop, but might be less able to distinguish between Food Bazaar and Giant hyper store. The information is subjective in that the consumer will base decisions on the selected information.
Each of us selects differently from the environment and each of us has differing views. Information about quality will be pigeonholed, or categorised: Man is a social animal. Hence, our behaviour patterns, likes and dislikes are influenced by the people around us to a great extent.
We always seek confirmation from the people around us and seldom do things that are not socially acceptable. The social factors influencing consumer behaviour are a Family, b Reference Groups, c Roles and status.
Nuclear family is that where the family size is small and individuals have higher liberty to take decisions whereas in joint families, the family size is large and group decision-making gets more preference than individual. Family members can strongly influence the buyer behaviour, particularly in the Indian contest.
The tastes, likes, dislikes, life styles etc. In India, the head of the family may alone or jointly with his wife decides the purchase. So marketers should study the role and the relative influence of the husband, wife and children in the purchase of goods and services. This is the family in which a person takes birth. For instance, an individual coming form an orthodox Tamil or Gujarati vegetarian family may not consume meat or egg even though she may appreciate its nutritional values.
This is the family formed by an individual with his or her spouse and children. As the marriage gets older, the people usually settle in certain roles. For instance, a father normally takes decisions on investment whereas the mother takes decision on health of children.
From a marketing viewpoint, the level of demand for many products is dictated more by the number of households than by the number of families. The relevance of families to marketing is therefore much more about consumer behaviour than about consumer demand levels. In terms of its function as a reference group, the family is distinguished by the following characteristics:.
Family members see each other every day and interact as advisers, information providers and sometimes deciders. Other reference groups rarely have this level of contact. Durables such as refrigerators, washing machines, televisions and furniture are shared, and food is collectively purchased and cooked. Purchase of these items is often collective; children even participate in decision making on such major purchases as cars and houses.
Because consumption is shared, some family members will find that the solution chosen is not one that fully meets their needs. Because of the shared consumption, most families will have one member who does most, or all of the shopping. Traditionally, this has been the mother of the family, but increasingly the purchasing agents are the older children of the family and even pre-teens are sometimes taking over this role.
The reason for this is the increase in the number of working mothers who have less time for shopping. This has major implications for marketers, since pre-teens and young teens generally watch more TV than adults and are therefore more open to marketing communications. Role specialisation is critical in family decision making because of the sheer number of different products that must be bought each year in order to keep the family supplied. What this means in practice is that, for example, the family member responsible for doing the cooking is also likely to take the main responsibility for shopping for food.
The family member who does the most driving is likely to make the main decision about the car and its accessories, servicing, fuelling and so forth; the family gardener buys the gardening products, and so on. Culture has a marked effect on family decision-making styles. Religion and nationality will often affect the way decisions are made. Indian cultures tend to be male dominated in decision-making, whereas European and North American cultures show a more egalitarian pattern of decision-making.
There are two issues here for the marketer: This is a somewhat sensitive area and the marketers are still getting to grips with. Social class creates patterns of decision-making. Among very wealthy families, there appears to be a greater tendency for the husbands to make the decisions, but at the same time the norms of purchase tend to be well established and therefore discussion is unnecessary.
Lower-class families, with low incomes, tend to be more matriarchal, with the wives often handling the financial decisions about rent, insurance, grocery and food bills without reference to the husbands. Middle-class families tend to show greater democratic involvement in decision-making. These social class distinctions are gradually breaking down, however, as a result of increasing wealth and mass education.
The family may well adopt different roles according to the decision-making stage. At the problem recognition stage of, for example, the need for new shoes for the children, the children themselves may be the main contributors. The mother may then decide what type of shoes should be bought, and the father may be the one who takes the children to buy the shoes.
It is reasonable to suppose that the main user of the product might be important in the initial stages, with perhaps joint decision making at the final purchase. Other determinants might include such factors as whether both parents are earning. The double income families generally take decisions jointly because each has a financial stake in the outcome.
Gender role orientation is clearly crucial to decision making. Husbands and wives with conservative views about gender roles will tend towards the assumption that most decisions about expenditure will be made by the husband.
The family is a flexible concept, and families go through life cycles. There have been various versions of the family life cycle, but most are based on the original work of Wells and Gubar. Like some people like luxury livings while some in simple living. IV Psychological factors affecting consumer behavior: So the marketer should keep in mind the beliefs and attitude of the consumer. Thus, all these buying characteristics influence consumer buying behavior.
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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 .