Consumer buying behavior refers to the buying behavior of the final consumer, either individuals or households who buy goods and services for personal consumption.
Regular buyers vary in their decision whenever they make everyday purchases. Marketing research agencies usually would like to discover the details on what consumer’s buy, where they buy, how much they buy when they buy and why they buy.
Consumer purchases are strongly influenced by cultural-personal, social, and psychological characteristics.
Factors Influencing Consumer Behavior
Culture is the most basic cause of person’s wants and behavior. It is the set of basic rules, perceptions, and behaviors learned by a member of the society from family and other institutions.
Each culture contains a small group called subculture wherein people share different value systems based on their common life experiences and situations.
Reference group serves as direct or face to face points of comparison in forming a person’s attitude or behavior. Usually, people are influenced by the group they belong.
Rules and status the role of an individual in society, or at home or in an office will influence some of the behavior. Each role carries a status which reflects the general esteem given to it by the society. A role consists of the activities of people as expected by the society for them to perform.
Age and Life Cycle as people go through different stages in their lives, their taste and preference also change.
A person’s occupation also affects buying behavior. Blue-collar workers like carpenters most of the time would buy goods fit for their job.
Economic situation a person’s purchasing ability will also affect its decision to buy. People with higher income possess a higher level of purchasing power as opposed to those with merger income.
Some individuals from different subculture and social class may have different lifestyle. Lifestyle is a person’s pattern of living as manifested in his or her activities, interest, and opinions.
Personality refers to the unique psychological characteristics of a person. A person’s personality is usually expressed in terms of traits such as self-confidence, dominance, sociability, adaptability and aggressiveness.
A person’s buying decision can also be influenced by:
Motivation-a person is interested in buying a certain product, usually, ask why people have to buy that particular product, what is he or she really seeking, what needs is trying to satisfy.
Perceptions-the process by which people select, organize, and interpret information to form a meaningful picture of the world. Usually, this is being influenced by our sense.
Learning-whenever a person takes an action, he/she learns. This describes changes in individual behavior caused by an experience.
Attitudes-in doing and learning, people acquire beliefs and attitudes. Beliefs are descriptive thought that the person has over something to be based on knowledge.
One official definition of consumer behavior is the study of individuals, groups, or organizations and the processes they used to select, secure, use and dispose of products, services, experiences or ideas to satisfy needs and society.
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