A Consumers Buyer Behaviour Is Influenced By Four Major Fact

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characteristics. An understanding of the influence of these factors is essential for marketers in order to develop suitable marketing mixes to appeal to the target customer.
CULTURAL factors include a consumer’s culture, subculture and social class. These factors are often inherent in our values and decision processes.
SOCIAL factors include groups (reference groups, aspiration groups and member groups), family, roles and status. This explains the outside influences of others on our purchase decisions either directly or indirectly.

PERSONAL factors include such variables as age and lifecycle stage, occupation, economic circumstances, lifestyle (activities, interests, opinions and demographics), personality and self-concept. These may explain why our preferences often change as our situation changes.

PSCHOLOGICAL factors affecting our purchase decision include motivation perception, learning, beliefs and attitudes.

Other people often influence a consumers ...

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