Consumer Behaviour

1.0 Introduction

As a marketers it is extremely important that we understand the choices of consumers. No two individuals are alike and our experiences and personalities differ. Theorist believe there are many factors that influence human behaviour and the buying process, which actually begins from early childhood through the teen years and into adult life.

For the purpose of this assignment I will show the factors that influence consumers evaluation of brands and how the knowledge of such is used by marketers to better understand their consumers and to better service their need and wants.

2.0 Factors Influencing Consumer Behaviour

In order for us as marketers to be able to produce a product that will capture the need and wants of consumers we first must understand what are the factors that may influence an individual’s decision when the time comes for the purchase of a product. These factors play an important role in the life of the consumer most of which is done unconsciously. All of this happens before the consumer actually have a need and do their search and evaluation there are certain factors that influence this process which I have explained below according to the category they fall under.

2.1 Cultural Influences:

Culture and values

The set of values norms, attitudes and other meaningful symbols that shape human behaviour and the artifacts, or products of that behaviour as they are transmitted from generation to generation to the next.

Subculture

A homogeneous group of people who share elements of the overall culture as well as unique elements of their own group.

Social Class

A group of people in a society who are considered nearly equal in status or community esteem, who regularly socialize among themselves both formally and informally and who share behavioural norm. Measured as a combination of occupation, income, education, wealth and other variables. The social classes can range from:

Capitalist class

Upper middle class

Working class

Working poor

Under class

2.2 Social Influences

Reference Groups

A group in society that influences an individual’s purchasing behaviour.

Primary Membership Group

Direct regular interaction, informal, face to face (friends, families).

Secondary Membership Group

Direct less consistent more formal (clubs, religion, professional groups).

Aspirational Group

A group you would like to join.

Non-Aspirational Group

A group you do not want to associate with.

Opinion Leaders

An individual who influences the opinions of others

Family

Socialization process- how cultural values and norms are passed down to children.

2.3 Individual Influences

Gender

Men and women having different needs. Men and women shop differently and the changing roles of men an women in society.

Age and Family Life Cycle Stage

The age of consumers generally indicates what products they are interested in.

Consumers are often defined in terms of their family life cycle:

Young singles

Young married with children

Middle-aged married without children

Life long singles

Childless couples

Personality

A way of organizing and grouping the consistencies of an individual’s reactions to situations.

Self-Concept

Self perception, how consumers perceive themselves, self-concept combines.

Ideal self image- the way an individual would like to be

Real self image- the way an individual actually perceives himself or herself.

Lifestyle

A mode of living as identified by a person’s activities, interest, and opinions (psychographics).

2.4 Psychological Influences

Perception

The process by which people select organize, and interpret stimuli into a meaningful and coherent picture.

Selective Exposure

The process whereby a consumer notices certain stimuli and ignores others. Attention-William James 1890 stated that this is the taking possession by the mind in clear and vivid form of one out of what seems several simultaneous possible objects or trains of taught. At this stage the consumer is taking in information, here she may conduct an active search where she is searching for the information by reading the information behind the product or it may be a passive response, where subconsciously your mind is taking in the info from the advertisement and stores it until you need to make a decision then it goes into the attention stage.

Selective Distortion

A process whereby a consumer changes or distorts information that conflicts with his or her feelings or beliefs. At this stage the consumer regulates the amount of processing that a stimulus receives

Selective Retention

A process whereby a consumer remembers only that information that supports his or her personal beliefs.

Motivation

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