You know that social media by itself could never motivate a fan or follower to recommend your brand to others, let alone purchase your products. An individual may or may not personally interact with others to imitate their behaviour, and thus, even those individuals or groups from whom an individual learns by mere observation are also part of his reference group. These factors are age, sex, education and income. Sex: Between male and female sexes, several things are different and these differences also affect their buying choices. They still tend to spend on similar things to the singles, but also have the highest proportion of expenditure on household goods, consumer durables and appliances.
For example, an extreme environmentalist may believe that cutting down trees is morally wrong, but may have positive affect toward Christmas trees because he or she unconsciously associates these trees with the experience that he or she had at Christmas as a child. The primary influential group consisting of family members, classmates, immediate relatives and the secondary influential group consisting of neighbors and acquaintances are seen have greater influence on the purchasing decisions of a consumer. 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. So many advertisements that you daily come across are directed at either of the sexes. This is a somewhat sensitive area and the marketers are still getting to grips with. The third step involves evaluation of alternatives.
Our perception is an approximation of reality. Before we understand the psychological factors driving consumers' buying behavior, it is important that we understand who consumers are. We will not use your data for any other purposes. In many cases, government buyers are also heavily bound to go with the lowest price. But there is no doubt that personality is a determining factor when deciding on the purchasing process. Cultural influences can be seen in the food habits and dressing style of people.
The main things they focus on are the consumers and their behavior. Will British warm up to iced tea? 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. In this article we will know, in abstract, some factors that influence consumer behaviour. Gathering Consumer Behavior Data Gather some consumer behavior data by simply analyzing the sales information you already have. Selective Exposure-select inputs to be exposed to our awareness. Businesses think they can use social media to influence or change the way consumers think. 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.
Social class is not determined by a single factor, such as income but it is measured as a combination of various factors, such as income, occupation, education, authority, power, property, ownership, life styles, consumption, pattern etc. Traits effect the way people behave. 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. Purchase of these items is often collective; children even participate in decision making on such major purchases as cars and houses. Age: Age is an important demographic factor that affects consumer behavior. Many sub-Cultures make up important market segments and marketers have to design products and marketing programs tailored to their needs. Consumer behavior is the study of how people make decisions about what they buy, want, need, or act in regards to a product, service, or company.
Marketers have to explore the cultural forces and have to frame marketing strategies for each category of culture separately to push up the sales of their products or services. Exposed to 1,500 advertisement per day. In Trait theory, a trait is a distinguishing, relative, enduring characteristic that every person has so as to differ from others. One model of consumer decision making involves several steps. Focus Groups - Getting several consumers together at the same time and place offers a chance to ask marketing questions and determine how consumers feel about existing or new products. 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. Education, or life experience are crucial.
Friends and relatives word of mouth. Time and again, research has shown that consumers use social media primarily to connect with family and friends, follow trends and find product reviews or information. The purchase of the same product does not always elicit the same Buying Behavior. Marketers get the groups to approve the product and communicate that approval to its members. But also genetic and biological conditioning factors.
On the other hand, if he expects any fall in his future income, he will curtail his expenditure on comforts and luxuries and restrict his expenditure to bare necessities. Can you think of another restaurant? We have a series of receptors commonly known as senses: sight, hearing, smell, taste and touch that serve us to move around the world, and of course to make decisions. Family of procreation: This is the family formed by an individual with his or her spouse and children. The channels for the marketing of luxury items are different from those for the ordinary ones. Appear to be more susceptible to advertising. The Marketing campaigns done on regular basis can influence the consumer purchasing decision to such an extent that they may opt for one brand over another or indulge in indulgent or frivolous shopping. Selective Retention-Remember inputs that support beliefs, forgets those that don't.
Preferences regarding product and brand purchases, media consumption patterns, interests in pursuit of various leisure time activities vary a lot among these two consumers. It is the way a person thinks or feels about an object. Group Influence Group influence is also seen to affect the decisions made by a consumer. An important implication of means-end chains is that it is usually most effective in advertising to focus on higher level items. It is why same ads do not work with all customers. In the just given example, the executive may not use cigarette, perfume or car, which are very much teenager-oriented. All consumers react differently towards a product depending upon their position in the hierarchy.
Even if it is obvious that a higher priced vendor will offer a superior product, it may be difficult to accept that bid. Conclusion: Consumer behavior is affected by several factors, chief among them being age, sex, income and education. The groupings considered under culture are usually relatively large, but at least in theory a culture can be shared by a few people. Consumer Behavior Note: The issues discussed below are covered in more detail at section of this site. Have you used any of these tactics to influence consumers through social media? The family may well adopt different roles according to the decision-making stage. As they grow older, their expenses on these things shrink. As the marriage gets older, the people usually settle in certain roles.