Consumer Behavior, Cultural Factors, Culture, SubCulture, Social Class, CHARACTERISTICS OF SOCIAL CLASSES, Reference Groups, Social Factors, Cultural Groups, Personal Factors, Lifestyle, Perception, Personality, Motivation, and Psychological Factors That Affect Buying Decision-Making Process That Can Make a Burden In Business If They Can Not Control Business Dynamically And Positive Way of Marketing Practice Though Is It Essential To Research And Give Service Accurate Product By Recycling, Modification. ? Or Everything Is Changeable And It Could Expand Globally
Chapter # 5 Model of Consumer Behavior
What influences consumer behavior?
A consumer’s buying behavior is influenced by:
Cultural Factors?
Social Factors?
Personal Factors?
CULTURAL FACTORS
Culture is st of perception, want, value, and behavior learned by society, family, and institutions. Culture includes Language, knowledge, laws, religion, food, customs, music, art, work pattern, products, and other articles that give a society a distinctive nature. CULTURAL FACTORS subculture provides more specific identification and socialization for their members.
Subculture
include: Nationalities – Indian, Bangladeshi, etc. v Religions – Muslim, Hindu, Christianity, Buddhist v Racial Groups – Chakma, Marma, Khasia v Geographic Regions – Dhaka Zone, Chittagong, etc.
CULTURAL FACTORS
Social classes
Social classes are relatively permanent and ordered divisions whose members share the same value, Interests, and behavior. Social class depends upon age, occupation, lifestyle, job, etc.
CULTURAL FACTORS
Social classes § Upper Uppers – Persons like Bill Gates, Company Chairman, Industrialists § Lower Uppers – Company CEO, MD, Vice President § Upper Middles – Bankers, Businessmen, Professionals § Middle Class – not rich nor poor—dreamers- huge target market – Government Employees, Primary School Teachers § Working Class – Garment Workers, Clerks, CNG Drivers § Upper Lowers – Farmers, Rickshaw pullers, van pullers § Lower Lowers – Beggars CHARACTERISTICS OF SOCIAL CLASSES ¢ Within a class, people tend to behave alike. Social classes differ in dress, speech patterns, recreational preferences, and many other characteristics. ¢ Social class conveys perceptions of inferior (poorer) or superior position.
¢ Class may be indicated by a cluster of variables (occupation, income, wealth). ¢ Class designation is mobile over time. Individuals can move up or down the social class ladder during their lifetime. SOCIAL FACTORS SOCIAL FACTORS
Groups
A consumer’s behavior is also gets influenced by social, small group, family, status, etc.
SOCIAL FACTORS
REFERENCE GROUPS
A person who shows behavior by member group, neighbor group, etc.
Some membership groups are:
¢ Primary Groups: such as friends, family, neighbors, and co-workers
Secondary Groups: people also belong to secondary groups such as religious, professional, and trade union groups
PERSONAL FACTORS PERSONAL FACTORS
Age and life cycle¢
Stage People buy different goods and services over a lifetime. Taste is like food, clothes, furniture, and recreation is often age-related. Consumption is also can shape by family life cycles and the number, age, and gender, people of household at any point in time.
PERSONAL FACTORS ¢
Occupation also influences consumption patterns. A Blue collar worker will try to buy clothes, work shoes, and lunch boxes Whereas company’s main person will dress in suits, air travel, and membership in different clubs.
PERSONAL FACTORS ¢
Economic Situation A person’s economic situation will affect product choice. Marketers of income-sensitive
ü Personal Income
ü Savings
ü Interest Rate
If the economic indicators point to recession, marketers can take steps to redesign, reposition, and reprise their products closely.
Lifestyle measures a consumer’s AIO – activities, interests, and opinions to capture information about a person try to act and interacting in the environment – Activities (work, hobbies, shopping, social events) – Interests (food, fashion, family, recreation) – opinions (about themselves, business & social issues)
PERSONAL FACTORS ¢
Personality and Self Concept Each person has personality characteristics that influence his or her buying behavior. Personality is measured by psychological characteristics and behavior in a different manner that they show in society. How the buyer will show himself with the outer world can be a factor in terms of distinguishing personality.
The confidence level among the buyers can highlight the self-concept. For example, the consumption of perfumes can vary from person to person. PSYCHOLOGICAL FACTORS Beliefs and Attitudes Psychological Factors Affecting Buyers Choices Perception PSYCHOLOGICAL FACTORS ¢ Motivation A motive (or drive) is a need that is sufficiently pressing to direct the person to seek satisfaction of the need
PSYCHOLOGICAL FACTORS
¢ Motivation People are driven by particular needs at particular times
- Human needs are arranged in a hierarchy from most pressing to least pressing
- Physiological
- Safety
- Social
- Esteem
- Self-actualization
¢ Motivation is based on people following Maslow Hierarchy of need
PSYCHOLOGICAL FACTORS ¢
Perception
is the process by which people select, organize, and interpret information to form a meaningful picture of the world
- Selective attention
- Selective distortion
- Selective retention
¢ Learning
is the changing of behavior that arises from and occurs through the interplay of:
- Drives
- Stimuli
- Cues
- Responses
- Reinforcement
¢ Beliefs and Attitudes
Based on knowledge, opinion, attitude, and feeling that impact the buyer’s decision-making process.
Buyer decision-making process
when the buyer recognizes a problem or need. The buyer will search for information about the product from different media, surrounding people, etc.
The buyer will evaluate the product attributes and features of different brands available in the market. The buyer will analyze the benefits each brand is providing and will match according to his needs or requirements. After evaluating the different brands in the choice set, the buyer may develop an interest in a particular brand or product. The buyer can now decide which product to buy from the different alternatives given. After the consumption of the product, the buyer can share his/her opinion, and from the Experience gathered, the buyer can have some positive impact or some negative impact on that particular product. It can be positive or negative.