Consumer behavior study also tries to assess influences on the consumer from groups such as family, friends and society in general. Consumer behavior and factors influencing consumer behavior. Growing up, children learn basic values, perception and wants from the family and other important groups. Sep 21, 2017 key factors influencing online consumer behaviour backed by research posted on september 21, 2017 by pawel grabowski in conversion rate, merchandising design with 3 comments you can build what you think is the best store in the world. 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. These factors vary from person to person that results in a different set of perceptions, attitudes and behavior towards certain goods and services. Most of the selection process involved in purchasing is based on emotions and.
The book presents a comprehensive coverage of the subject with examples from the indian scenario. An empirical study of factors influencing consumer behavior. Combining these two techniques together can deliver both a far more intimate understanding of your. The book stresses on consumer decisionmaking and clearly explains the five stages of problem recognition, information search, evaluation of alternatives, purchase and postpurchase behaviour. Cultural, social, personal, and psychological factors.
Factors influencing customers buying behavior by dr. There are various internal and external factors that. 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. The personal factors are the individual factors to the consumers that strongly influences their buying behaviors. Not all individuals would prefer to buy similar products. Consumer behaviour deals with the study of buying behaviour of consumers.
Abstract customer buying behavior is a process by which consumers identify their needs, collect information, evaluate alternatives, and make the purchase decision. An individual draws cues regarding consumption and disposal of products from various social groups he belongs to. This study seeks to determine the factors which influence the switching. Even if you sell to a company, youll be dealing with humans to do it. Consumers buyer behaviour is influenced by four major factors. Consumer behaviour andor markeing research suja ravindran.
Factors affecting consumer buying behavior factors of. Factors which play role in reference group influences. Consumer behavior, purchasing decision, marketing, customer behavior. Individual and group influences which affect consumer behavior. Dumaz 2014 claims that the main factors influencing the consumer buying behaviour are psychological factors connected with motivation, learning experiential or conceptual, beliefs, and attitudes. The main purpose of this research is to analyse online consumer behaviour in a systematic way. Personal factors play an important role in affecting consumer buying behaviour. Cultural factors play a significant role in influencing buying behaviour. No business can afford to overlook factors that could either break the customer experience or even pose a risk of any disruptions. Every consumer is an individual, but still belong to a group.
Abstractcustomer buying behavior is a process by which consumers identify their needs, collect information, evaluate alternatives, and make the purchase decision. Consumer behaviour the consumer, the king of the market is the one that dominates the market and the market trends. Therefore it is important to understand the various. You know that everyone has their interests, their tastes, their own way of being and a personal history that conditions them. The main purpose of the study was to find out if the basic idea of issuing customer cards still holds in a situation where a customer owns two or more of such cards, and which factors possibly influence the buying behaviour of such customers. Senith 3 1research scholar,karunya university,coimbatore 2principal, nehru college of management,coimbatore,india 3assistant professor,phd parttime,nehru college of management,coimbatore,india. This includes economic situation, government policy, competitive. Customer behaviour study is based on consumer buying behaviour, with the customer playing the three distinct roles of user, payer and buyer. The consumer plays a very important role in the demand and supply chain of every economic system of. A study to indicate factors influencing the buying behaviour of cigarette smokers 41 pages, university of applied sciences, faculty of media, bachelor thesis, 2012 abstract the main purpose of this thesis is to investigate factors influencing the buying decision of cigarette smokers. Members or people within this group may attempt to make a similar choice or hold the. The important personal factors, which influence buyer behaviour, are a age, b occupation, c income and d life style. Jul, 2014 a group is defined as two or more individuals, interacting and independent, who have come together to achieve particular objectives. These all factors jointly shape consumer behaviour.
Group behaviors are affected or influenced by some significant variables or factors. Consumer behavior can be broadly classified as the decisions and actions that influence the purchasing behavior of a consumer. A consumers buying behavior is influenced by four major factors. Now is an era where customers take the center stags influencing business strategies across industries. A group is defined as two or more individuals, interacting and independent, who have come together to achieve particular objectives. This is where behavioural economics, which explores the factors which affect human decision making, can help. Factors influencing consumer behaviour pinki rani institute of law kurukshetra, university kurukshetra, india. Factors which influence the buying behaviours of customers. Wise geek, 2008 consumer s beliefs about brands are fickle. Current research shows that the most common factors affecting restaurant.
Mar 22, 2014 factors influencing consumer behaviour behaviour of an individual consumer is not only influenced by his internal factors, but also by factors external to him and beyond his control. Buying behaviour, this papers aim is to provide an indepth elucidation of the many aspects that influence consumer behaviour. The more you know about the behaviour of your target customer, the more you can adjust your marketing to attract them. Psychological factors influencing consumer behaviour instructor janne peltoniemi pages 46 supervisor birgitta niemi learning, and attitude and behaviour change. In the above example, hunger was the motivating factor for nancy to. The factors influencing buyers purchase decisions can be conveniently divided into following categories. A study on factors influencing consumer buying behavior in cosmetic products a,h. Apr 24, 2017 so basically i will start answering this question with a question. These factors determine what the consumer will buy, why they buy an item, and if they will be a return customer.
When it comes to the psychological factors there are 4 important things affecting the consumer buying behaviour, i. Factors influencing consumer buying behavior buying behavior is the decision course of action and acts of people cause in buying and using products. There are four main factors that influence the consumers behavior. Ghana commercial bank customers israel kofi nyarko.
For the same product, price, promotion, and distribution, their responses differ significantly. Key factors influencing online consumer behaviour backed by. They have direct implications for designing effective relationship marketing strategies, especially where management of the marketing mix spans. Social factors are also subdivided into the following. 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. The marketers try to understand the actions of the consumers in the marketplace and the underlying motives for such actions. Factors influencing consumer buying behaviour the consumer behaviour or buyer behaviour is influenced by several factors or forces. The factors do not affect equally to all the buyers. Pdf an empirical study of factors influencing consumer. Consumer behaviour internal factors linkedin slideshare. Sep 02, 2018 cultural factors affecting consumer buying behaviour. Environmental factors constitute an important determinant of organizational purchasing. Jan 04, 2017 when it comes to the psychological factors there are 4 important things affecting the consumer buying behaviour, i. Yet, despite hyper competition in many markets, some retailers are performing well.
The family is the main reference group that may influence the consumer. Under social factors reference groups have a great potential of influencing consumer behaviour. Evaluation of factors influencing switching behaviour by 35 issn 20550219print, issn 20550227online ghana commercial bank customers israel kofi nyarko department of marketing, ho polytechnic, ho ghana abstract. Factors influencing organisational buying behaviour. Of course its impact varies across products and brands. However, they are subject to both external and internal factors that affect them. Following are the most commonly accepted factors influencing buying behaviour.
Consumer behaviour helps us understand the buying tendencies and spending patterns of consumers. These factors cause consumers to develop product and brand preferences. As all consumers are unique they exhibit different behaviour while making a purchase decision due to various factors influencing consumer behaviour. The shopping intention as a substitute for purchasing behavior also needs to be explored. Abstract globally, the term, marketing is not a new phenomenon. Since these two factors can influence consumersa purchase intention, thus influencing their behavior towards online shopping and eventually lead to actual action orapin, 2009.
So basically i will start answering this question with a question. Factors influencing consumer behaviour towards store brands. Culture is the most basic cause of a persons wants and behavior. There are various internal and external factors that have influences on consumer behaviour. Dumaz 2014 claims that the main factors influencing the consumer buying behaviour are psychological factors connected with motivation, learning experiential or. Culture is a very complex factor that plays a vital role in a customers behavior. Nancy went to a nearby restaurant and ordered pizza for herself. What are the factors that determine consumer behaviour. Social factors influencing consumer behaviour social group a group is any collection of individuals with similar interests, opinions and activities. The beverage industries now a days are in a turbulent market due to the consumption pattern of consumers.
Factors influencing consumer behaviour behaviour of an individual consumer is not only influenced by his internal factors, but also by factors external to him and beyond his control. Pdf factors affecting consumer buying behavior researchgate. These include culture, subculture and social class. In fact this is one major factor that influences consumer behaviour. What are the personal factors influencing consumer behavior. What drives consumers to choose a particular product with respect to others is a question which is often analyzed and studied by marketers. Answer she was feeling hungry and wanted to eat something.
What factors affect online shopper while making the decision to buy goods and services from internet, to buy more items and give information about the product from website. The common titles of those leaders are superior, foreman. Find the top 100 most popular items in amazon books best sellers. Consumer behaviour deals with as to why and why not an individual purchases particular products and services.
A consumers buyer behaviour is influenced by four major factors. What they have in common is compelling value for customers created through a bundle of benefits that outweighs shopping burdens. Age of a consumer and his life cycle are two most important sub factors under personal. A consumer is someone who pays a sum to consume the goods and services sold by an organization. There are many factors affecting consumer behaviour.
The consumer behaviour or buyer behaviour is influenced by seve ral factors or forces. Consumer behaviour refers to the behaviour of consumers in deciding to buy or not to. Highly educated persons may spend on books, personal care. It is a group that serves as a reference point for an individual for hisher beliefs, attitude and behaviour. Consumer behaviour is the study of when, why, how, and where people do or do not buy a product.
It is a series of choices made by a consumer prior to making a buying that begins once the customer has. Let us understand the effect of psychological factors on consumer behaviour. Nov 29, 2012 the beverage industries now a days are in a turbulent market due to the consumption pattern of consumers. In a market, different consumers have different needs.
Factors influencing buying behavior of a selected apparel. An understanding of consumer behaviour is essential in planning and programming the marketing system. Cultural factors have a significant impact on customer behavior. People buy different products at their different stages of cycle. Age of a person is one of the important personal factors influencing buyer behaviour. A study on factors influencing consumer buying behavior in. Cultural factors affecting consumer buying behaviour. Grow profitability by understanding the four factors of consumer behaviour. List of books and articles about consumer behavior online. Although many of these factors cannot be directly controlled by marketers, understanding of their impact is essential as marketing mix. Key factors influencing online consumer behaviour backed.
The sub factors under personal factor are listed below. A conceptual frame work introduction consumer behaviour is a subset of human behaviour. A reference group refers to a group of people you refer to, while making buying decisions. Factors influencing organistaional buying consumer. What are the factors influencing consumer behavior. Analyses the factors affecting the online consumers behavior and examines how e. Whether it is a membership group or a nonmembership group. A number of personal factors also influence the consumer behaviour. Factors affecting consumers buying decision in the selection. No commodities can move from a production point to a consumption point without putting the marketing machinery at work. Environmentisthebroaderconstructandrepresentsageneralmilieuofbehavior, whereassituationisamoremomentaryconcept. Thus it is essential to look at consumers purchasing behavior and their decision process so as to cast light on the factors that finally determine their purchasing behavior. Personal factors influencing consumer behavior definition. However, there is very limited knowledge about online consumer behavior because it is a complicated sociotechnical phenomenon and involves too many factors.
Thus it is essential to look at consumers purchasing behavior and their decision process so as to cast light on the. There are the following determinants of consumer behavior. Due to impact of various factors, consumers react or respond to marketing programme differently. Key factors influencing online consumer behaviour backed by research posted on september 21, 2017 by pawel grabowski in conversion rate, merchandising design with 3 comments you can build what you think is the best store in the world. No business can afford to overlook factors that could either break the customer experience or even pose a. Consumer behavior during purchase can be classified by four factors. Macro social influences macro social factors play a role in shaping the values, beliefs, attitudes and behaviors of individual consumers, and provide useful bases upon which to segment markets. Consumer psychology inquires to describe and make clear consumer behavior, although some consumer psychologist will try to do to foretell or influence a customer s decision.
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