support, pricing, and service options subject to change without notice. Family life-cycle consists of different stages such young singles, married couples, unmarried couples etc which help marketers to develop appropriate products for each stage. The Importance of the Product Requirements Document. The explanation of these factors is given below. Consumer behavior refers to the selection, purchase and consumption of … Marketing professionals take physical factors such as a store’s design and layout into account when they are designing their facilities. These factors impact whether or not your target customer buys your product. The more people that have access, the better. No, you aren’t necessarily directionally challenged. In this way marketing activities could be tailored according to different social classes. Within a main culture, there are subcultures and social classes. For example if the product is visible such as dress, shoes, car etc then the influence of reference groups will be high. In case of selective attention, marketers try to attract the customer attention. For example, a customer who plays video games in … That society "teaches" the consumer basic values, perceptions, wants and behaviors. To buy both, they have to walk ar… Now she is playing two roles, one of finance manager and other of mother. Be mindful of culture and social factors when creating your marketing. What a consumer is "taught" can vary greatly in different parts of the world. The demographic factors which affect consumer behavior are: (1) age (2) sex (3) marital status (4) income (5) family background (6) education (7) occupation (8) family size (9) geographic factors (10) psychological factors. Where and when a person is born often defines his culture, and these perceptions are passed down through generations. It has different characteristics such as: dominance, aggressiveness, self-confidence etc which can be useful to determine the consumer behavior for particular product or service. Consumer Behaviour – Cultural factors. … Factors Influencing Consumer Behaviour: Consumer behaviour is affected by a number of factors. Do they do a lot of research or are they impulse buyers? (A) Cultural Factors: Cultural factors have the broadest and deepest impact on consumer behaviour. QuickBooks Canada Team. Whereas, in case of selective distortion, customers try to interpret the information in a way that will support what the customers already believe. Culture may be described as how society contributes to a person's basic values, ideals, behaviors and attitudes. Cultural behaviours, such as household size or the role of women in managing households, also influence who buys certain products or in what size. The consumers belonging to these classes possess different buying behaviors. Cultural factors. to which he belongs. Consumer behavior is deeply influenced by cultural factors, such as buyer’s culture, subculture and social class. Initially the consumer tries to find what commodities he would like to consume, then he selects only those commodities that promise greater utility. 1.To understand the cultural content of consumer behaviour in an increasingly globalise marketplace 2.To learn the factors which determine consumers’ purchases in Nigeria 3.To establish, if, consumers in Nigeria experience instantaneous, overpowering and persistent desire to buy certain products. This document/information does not constitute, and should not be considered a substitute for, legal or financial advice. Lifestyle, a term proposed by Austrian psychologist Alfred Adler in 1929, refers to the way … Please contact your financial or legal advisors for information specific to your situation. Additionally, consumers that connect emotionally go beyond price when making a purchase decision. As the change comes in these factors, consumer behaviour also changes. Success! • Subculture Each culture has different subcultures, such as religions, nationalities, ge… If the income and savings of a customer is high then he will purchase more expensive products. (i) Family- The family has a great influence in … Marketers can change the beliefs and attitudes of customers by launching special campaigns in this regard. 7 Business Development Marketing Tips For Social Media,, characteristics influencing consumer behavior. Here we should note that buying roles change with change in consumer lifestyles. Subscribe to get our latest content by email. If the buying decision of a particular product is influenced by wife then the marketers will try to target the women in their advertisement. The aim of this questionnaire is to investigate the factors that affect the consumer buying behavior. Motivation speaks to the internal needs of the consumer. Age and Life Cycle: The activities of individuals and families vary over time. Every society possesses some form of social class which is important to the marketers because the buying behavior of people in a given social class is similar. After selecting the commodities, the consumer makes an estimate of the available money which he can spend. Consumers make purchase decisions every day. The cultural factor typically exerts the deepest influence on consumer buying behaviors. These are some of the cultural factors that influence the individual buying behavior due to his membership in the group where … Tastes change over time. Presumably, the longer you wander around a facility, the more you will spend. However, some factors are more effective, while others have negligible effect on consumer behaviour. For example, the “youth culture” or “club culture” has quite distinct values and buying characteristics from the much older “gray generation” Similarly, differences in social class can create customer groups. Each financial situation is different, the advice provided is intended to be general. In general, there are four factors that influence consumer behaviour. An individual has his own choice and mindset. Finally, belief systems have the ability to influence all of the above. When they make a decision about your product, they’re thinking about solving a need. Reference groups have potential in forming a person attitude or behavior. Industry groups spend a lot of money trying to influence popular opinion because they know how influential culture can be on industry sales. After the cultural factors in the study of consumer behaviour, the Social factors also affect the consumer behaviour. But in other countries like India upper class have a tendency to buy luxury cars, gadgets, and personal care products. Consumer buying behavior eventually refers to the buying behavior of an individual. An individual can get affected by the environment in which he lives, his culture, his social class, his psychology and his personality. The information acquired from the results are analyzed and interpreted by the computer packet programs. The nature of the needs is that, some of them are most pressing while others are least pressing. Each person possesses different roles and status in the society depending upon the groups, clubs, family, organization etc. You want to make sure everyone in your target audience has access to your product regardless of age or economic class. There was an error submitting your subscription. In this study, the affect of cultural factors on consumer buying behaviour is investigated. Age and family status … For … In addition to cultural and social factors, personal factors also influence consumer behaviour. From the early year, Peterson (1987) found that socialization which is determined the way of patterns of behaviour or the process by which the person can adopt social roles. For example marketers can design products according to the needs of a particular geographic group. Unsubscribe at any time. The more you understand what drives your customer to make a purchase, the more you understand how to connect with them emotionally on your website or through your storefront. Thank you for your valuable time and effort. This explains why pictures and images are so important for marketing. Consumer behavior is deeply influenced by cultural factors such as: buyer culture, subculture, and social class. Culture is an important force that has a deep impact on several things in people’s lives from their taste to their wisdom and basic choices. If this is your target market, it’s important to know what those reasons are. Young people may not adopt cultural practices that are common for adults, and may develop practices unique to … It is obvious that the consumers change the purchase of goods and services with the passage of time. Figure 2 shows an outline of factors affecting consumer behaviour. Each culture contains different subcultures such as religions, nationalities, geographic regions, racial groups etc. If the consumer belongs to a higher social class, he has to buy a mercedesto show his social class. The influence of culture on the purchasing behavior varies from country to country, therefore sellers have to be very careful in the analysis of the culture of different groups, regions or even countries. How can you use that knowledge to increase your profitability? For example a woman is working in an organization as finance manager. Culture exerts different levels of influence on members. A group of people are associated with a set of values and ideologies that belong to … Some of the important personal factors that influence the buying behavior are: lifestyle, economic situation, occupation, age, personality and self concept. It lives at the foundation of a consumer's world view. These loyal customers don’t mind spending more for your product. On the other hand, a person with low income and savings will purchase inexpensive products. An example of how cultural factors affect the consu… Personal factors can also affect the consumer behavior. This study investigates how cultural factors affect consumer behaviors in Turkey with the participation of 1286 people in the provinces through interviews. The main aim of the Meanwhile, there are various other factors influencing the purchases of consumer such as social, cultural, personal and psychological. Reference groups also include opinion leader (a person who influences other because of his special skill, knowledge or other characteristics). Every person has different needs such as physiological needs, biological needs, social needs etc. The 3 Secrets to Staying Ahead of the Competition, Growth Hackers Conference: Lessons Learned, The Heart And Core Of Super Customer Experience. Lifestyle, personality, and economic class may also influence behaviour. The occupation of a person has significant impact on his buying behavior. Similarly, in case of selective retention, marketers try to retain information that supports their beliefs. You want to attract as many customers as possible without offending anyone. The influence of cultural factors on consumer buying behaviour has been widely debated and studies at different points in time. According to aging experts , senior consumer behaviours are highly variable, meaning that as a group they have more reasons for buying something than teenagers. Consumer behavior refers to the selection, purchase and consumption of goods and services for the satisfaction of their wants. Association of International Product Marketing & Management We won't send you spam. Actually, Personality is not what one wears; rather it is the totality of behavior of a man in different circumstances. A consumer buying behavior is influenced by social, cultural, personal and psychological factors. © 2019 Intuit Inc. All rights reserved. Cultural prohibitions against consuming products such as alcohol or meat, or cultural preferences for styles of clothing, make it easy to understand some buying patterns. Another cultural factor is the social class that can affect the consumer buying behavior in different parts of the world. It affects the style a person loves to the music he prefers and even the literature he reads. Basically, culture is the part of every society and is the important cause of person wants and behavior. Professional pictures and images of your product or service can communicate a thousand words regardless of belief system. Selecting, organizing and interpreting information in a way to produce a meaningful experience of the world is called perception. Such as an individual belonging to the upper class buy those products or services that advocate his status while the lower class people buy those products which satisfy their basic needs. They are cultural, social, personal and psychological. Creating Effective Competitive Sales Tools for Your... Do you make these mistakes in advertising. Lifestyle refers to the way a person lives in a society and is expressed by the things in his/her surroundings. Keep these factors in mind when designing your marking materials. There are four important psychological factors affecting the consumer buying behavior. For example a marketing manager of an organization will try to purchase business suits, whereas a low level worker in the same organization will purchase rugged work clothes. Marketers can use these groups by segmenting the market into various small portions. Understanding what type of consumer your business targets can help to understand their buying behaviour. Intuit and QuickBooks are registered trademarks of Intuit Inc. There are four psychological factors that influence consumer behaviour: Motivation, perception, learning, and attitude or belief system. The impact of reference groups varies across products and brands. Therefore her buying decisions will be influenced by her role and status. As a result, the buying behaviour of one economic class can be very different from another. set of values and ideologies of a particular community or group of individuals This is particularly the case for payment methods. Tastes change over time. As we mentioned earlier in the chapter, consumer behavior is influenced by many things, including environmental and marketing factors, the situation, personal and psychological factors, family, and culture. Buyer behavior is strongly influenced by the member of a family. Please try again. They also provide excellent referrals to friends and family. Class impacts education level, background, occupation, and health. What he wears, what he drives or rides, how he carries himself, which product he needsor does not need… In addition to culture, there may also be social factors, such as family or church roles, at play in a product’s success. The influence of culture on buying behavior varies from country to country therefore marketers have to be very careful in analyzing the culture of different groups, regions or even countries. To find a lot more on marketing, management, supply chain, finance and other core subjects of business administration please visit the sites: and, Article Source:,

examples of cultural factors affecting consumer behaviour

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