This is substantiated by the spurt of cartoon channels like Cartoon Network, Pogo, Nick, Animax, Hungama or Splash, all of which depend on the advertisements of all possible products in which children have their influence over their parents. There are five questions that support any understanding of consumer behaviour. People also select and buy products according to their status in the society. In effect, the brain makes automatic decisions as to what is relevant and what is not. If he expects any increase in his income, he is tempted to spend more on shopping goods, durable goods and luxuries.
Some purchases are routinary, almost thoughtless, as a habit, but people can spend days or even weeks trying to decide about others. This is what separates the decision taking abilities. So, buying pattern of people differs with different levels of income. The Influencer is usually has special skills or knowledge, personality or other characteristics that will exert social influence on other members of the group. Consumer behaviour is a physiological process it is all related to the emotions of the consumer. Indian culture is entirely different from cultures of other Asian, Arabic and Western countries.
Internal Factors Internal factors--also called personal factors--represent the consumer's ability to benefit directly from the product in question. Perhaps you have seen Girl Scouts selling cookies outside grocery stores and other retail establishments and purchased nothing from them. Consumer buying behavior always reflects why do consumers buy products with an interest? Both the products and how to approach one group or another will differ greatly. The buying tendency of individuals depends on the role he plays in the society. There are three different social classes in our society.
They are in the middle of a day-to-day existence. For instance, a father normally takes decisions on investment whereas the mother takes decision on health of children. To understand consumer behavior, marketers must understand the factors that affect it, including psychological, personal and social factors. We must be constantly researching and identifying these groups, because they will expose people to new lifestyles and behaviors, and change their attitudes and influence the consumer's self-image. You know that everyone has their interests, their tastes, their own way of being and a personal history that conditions them. Cultural factors: Kotler observed that human behaviour is largely the result of a learning process and as such individuals grow up learning a set of values, perceptions, preferences and behaviour patterns as the result of socialisation both within the family and a series of other key institutions.
An example of cognitive mapping as applied to perception of product quality might run as follows. The family may well adopt different roles according to the decision-making stage. On the other hand, if he has less liquid assets, he cannot spend more on buying comforts and luxuries. What can you do to make them decide to buy your products or services? User The User is the person or persons who will actually use the product or service that has been bought. A role consists of the activities that a person is expected to perform. In those cases, consumers are not only purchasing a product but also engaging in social activism.
Lower income families have less demand than prosperous families. Another factor to consider in Family Groups is the stage of life of its members. The influence of subcultures is subsequently affected by social stratification or social class, which acts as a determinant of behaviour. The family life cycle is a useful rule-of-thumb generalisation, but given the high divorce rate and the somewhat uncertain nature of career paths, it is unlikely that many families would pass through all the stages quite as neatly as the model suggests. They buy products to keep up with current trends. Social influencers are quite diverse and can include a person's family, social interaction, work or school communities, or any group of people a person affiliates with.
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. What could be more comfortable than shopping at home? Some are more cost effective than others. The brain therefore selects from the environment around the individual and cuts out the extraneous noise. An individual working as Chief Executive Officer with a reputed firm is also someones husband and father at home. The functional motives relate to consumer needs and could include things like time, convenience of shopping online, price, the environment of shopping place i. Inflation especially affects consumer behavior when wages do not increase to accommodate the increase in prices.
Chances are that you will be doing that on your own for a good while. Another example is that, the urban educated or upper class exhibits more trace of individualism although Indian culture is mostly collective in nature. Interest Rates Interest rate fluctuations affect consumer spending because when rates are high, consumers are less inclined to borrow money from the banks to purchase big-ticket items such as a house or a car. By contrast, suppose you need to buy an engagement ring. Different cultures and habits are predominant in different parts of the world.
These social class distinctions are gradually breaking down, however, as a result of increasing wealth and mass education. You can shop online for cars, too, and many restaurants take orders online and deliver. Read our post on the Blog comments — Comments on your blog can be a good way of discovering any questions your audience might have. Though they are willingness and ability to pay then also the consumers change their because of the influence of various factors such as psychological factors, personal factors, cultural factors, social factors, the influence of family members, economic factors and social media, etc. Purchase of these items is often collective; children even participate in decision making on such major purchases as cars and houses. These varied behaviors influence the personal preferences of the other set of individuals as they tend to perform those activities which are acceptable to the society.
How do they take purchase decisions? While in the family of procreation, it is the family created by an individual with his spouse and children and as such the preferences tend to change with the influence of the spouse. When an individual gets married and starts a family, most of his buying decisions are taken by the entire family. The time required to gather such information is quite moderate for example buying of goods like clothes and cosmetics. An individual entering into marriage would be more interested in buying a house, car, household items, furniture and so on. Another major part of consumer buyer behavior is the element of Social Factors.