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Factors that Affect Consumer Behaviour - Essay Example

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This work called "Factors that Affect Consumer Behaviour" focuses on factors that influence consumer purchasing behavior such as social, cultural, and personal factors. From this work, it is clear that the marketers can create a large market for their products and increase their sales if they have relevant information on consumer factors…
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Factors that Affect Consumer Behaviour
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Download file to see previous pages Social factors that influence the consumers' buying behavior include reference groups, social roles, social status, and family. Reference and membership groups constitute the social group in which the individual belongs and may be based on the social origin, the place of residence, and the work that the group does. The other basis may be the hobbies, age, and the leisure activities enjoyed by the group among others. Members of a similar group tend to consume similar products, for instance, bank managers will tend to visit the same market stalls, take their children to the same schools, and attend the same entertainment joints. These groups have different lifestyles and marketers need to understand the specific features of the groups especially in online advertising (Swaminathan, Lepkowska‐White & Rao, 1999), (Li, Kuo, & Rusell, 1999). Some people may be influenced by a group that they do not belong to especially if the person feels or wishes to be part of the group. A person aspiring to be in a particular group may buy the same products like the ones bought by the group. The idea is to get closer to group b buying advanced products to feel acceptable. There are several roles that fall within a reference group such as the initiator who may suggest buying a certain product. The influencer then gives a point of view concerning the commodity, which may influence the others to purchase the product. The decision-maker selects the product to buy for instance; a soccer team leader selects a shoe for the others to buy. The buyer is the final consumer and buys the product selected by the decision-maker.
The family is also an important factor that influences the development of certain attitudes on different issues such as politics, social relations, society, or personal matters. A family influences consumer habits, perceptions, and the products bought by its members especially foodstuffs, clothes, health facilities, and education (Belk, 1975). People will always want to buy similar products as those bought by the family members even after moving out. For instance, if a family was not consuming carbonated drinks due to their health problems; there is a likelihood that somebody from that family will not consume the drinks after growing up since the person never used the product during childhood. Social status also influences the consumer’s buying habits such as the profession, job rank, family position, and gender. ...Download file to see next pages Read More
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