DWQA QuestionsFactors That Determine Consumer Behavior
kutian asked 3 months ago
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Consumer behavior refers to the selection, acquisition and consumption of goods and services to meet their needs. There are various processes involved in consumer behavior. Initially, consumers try to find what products they want to consume, then only choose products that promise greater utility. After choosing a product, the consumer makes an estimate of the funds available to buy it. Finally, consumers look at current commodity prices and make decisions about which products to consume. Meanwhile, there are several factors that influence consumer purchases, such as social, cultural, personal and psychological. An explanation of these factors is as follows.
1. CULTURAL FACTORS
Consumer behavior is strongly influenced by cultural factors, such as buyer culture, subculture, and social class.
Culture
Basically, culture is a part of every company and is the main cause of everyone deciding on a purchase of goods. Cultural influences on purchasing behavior vary from country to country, therefore sellers must be very careful in the cultural analysis of various groups, regions or even countries.
Subculture
Each culture has a different sub-culture, such as religion, nationality, geographical area, race, etc. Marketing groups can use these groups, segmenting the market in small portions. For example, marketers can design products according to the needs of certain geographical groups.
Social class
Every society has some sort of social class important for marketing because the buying behavior of people in certain social classes is similar. Thus marketing activities can be adapted to different social classes. Here we should note that social ucapan ulang tahun class is not only determined by income, but there are several other factors such as wealth, education, employment, etc.
2. SOCIAL FACTORS
Social factors also influence consumer buying behavior. Examples of social factors are: reference groups, family, roles and status.
Reference group
Reference groups have the potential for the formation of individual attitudes or behaviors. The impact of reference groups varies across products and brands. For example, if the product looks like clothes, shoes, cars etc., the effect of the reference group will be high. Reference groups also include opinion formation leaders (someone who influences others with special skills, knowledge or other characteristics).
Family
Buyer behavior is strongly influenced by family members. So the vendor is trying to find the role and influence of husband, wife and children. If the decision to buy a particular product is influenced by the wife then the seller will try to target the women in their advertisements. Here we must note that purchasing roles change by changing the lifestyle of consumers.
Role and Status
Each person has a different role and status in society in terms of groups, clubs, families, or organizations where he came from. For example, a woman who works in an organization as a financial manager. Now he plays two roles, one of the chiefs of finance in his office and a mother in his family. Therefore, purchasing decisions will be influenced by their roles and status.
3. PERSONAL FACTORS
Personal factors can also influence consumer behavior. Some important factors that influence personal buying behavior are: lifestyle, economic status, work, age, personality, and self-esteem.
Age
Age and life cycle have a potential impact on consumer buying behavior. It is clear that consumers change purchases of goods and services from time to time. The family life cycle consists of different stages as young single, married couples, unmarried couples, etc. Which helps marketers to develop products that are appropriate for each stage.
Occupation
A person’s work has a significant impact on their buying behavior. For example, a marketing manager from an organization is trying to buy an exclusive business suit, while low-level workers in the same organization buy clothes with the primary consideration being its durability
Economic situation
the economic situation of consumers has a big influence on their buying behavior. If customers’ income and savings are high, they will buy more expensive products. Conversely, low-income people will definitely be diligent in saving and their choice is definitely a product that is cheaper
Lifestyle
Consumer lifestyle is another factor that influences consumer buying behavior. This refers to the way a person lives in society and expresses things in their environment. This is determined by interests, opinions, and activities forming all patterns of acting and interacting around the world.
Personality
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