What are the factors affecting buyer behaviour?

Answer 1

Consumer's buyer behavior and the resulting purchase decision are strongly influenced by cultural, social, personal and psychological 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, aspirational 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 (Maslow's hierarchy of needs), perception, learning, beliefs and attitudes.

Other people often influence a consumer's purchase decision. The marketer needs to know which people are involved in the buying decision and what role each person plays, so that marketing strategies can also be aimed at these people. (Kotler et al, 1994).