Key words: tourism services, tourism products, factors of influence, consumer behaviour. Factors that influence consumer behaviour can be internal and external to the individual. A consumer is highly influenced by the amount of savings he/she wishes to set aside from his income. ADVERTISEMENTS: These factors include culture, subculture, social class, reference group and family influences. Learning and experience both again play an important role in influencing the consumer’s behaviour as it influences their purchase decision. A consumer need not just be an individual; a consumer can also be an organization. In conditional learning the consumer is exposed to a situation repeatedly, thereby making a consumer to develop a response towards it. Higher family income influences the people in the family to buy more. Culture . The judging ability and capacity of every individual is different and hence the look at the world differently. Whereas low-income or middle-income group consumers spend most of their income on basic needs such as groceries and clothes. One of the factors influencing consumer buying behaviour significantly is the age. Elderly people have a totally different buying behavior. The consumer’s behaviour also depends on buying a new products and reusing the old ones. Consumers who have liquid assets tend to spend more on comfort and luxuries. You need to first understand the physiology of the consumer of a specific class, standard and of a specific market. Human psychology is a major determinant of consumer behavior. Learning and self educating these days is done online and also in groups. A third factor that plays huge importance into consumer behavior is social proof. The organizations also need to understand how reusing products influences a consumer. A person tends to buy things that are appropriate to this/her profession. Basically, culture is the part of every society and is the important cause of person wants and behavior. They try various ways to influence people’s opinion of the brand and to maintain a good brand image. Liquid assets are those assets, which can be converted into cash very easily. Consumers have certain attitude and beliefs which influence the buying decisions of a consumer. 519 Evaluation of Socio-Cultural Factors Influencing Consumer Buying Behaviour of Clothes in Borno State, Nigeria Lawan A. Lawan1, Ramat Zanna2 1Department of Marketing, Ramat Polytechnic, P.M.B 1070, Maiduguri, Borno State, Nigeria. These personal factors differ from person to person, thereby producing different perceptions and consumer behavior. When a consumer has higher liquid assets, it gives him more confidence to buy luxury goods. These factors are considered as social factors. How a single or a group of consumer behavior does affects the society and the atmosphere and the economy of the nation. Consumer perception is a major factor that influences consumer behavior. Whereas in cognitive learning, the consumer will apply his knowledge and skills to find satisfaction and a solution from the product that he buys. Their distinct personalities and distinct physiology effects their buying decisions. AN ANALYSIS OF IN STORE ENVIRONMENT AMBIENCE FACTOR INFLUENCE ON CONSUMER BEHAVIOUR 31 AN ANALYSIS OF IN STORE ENVIRONMENT AMBIENCE FACTOR INFLUENCE ON CONSUMER BEHAVIOUR Ndeh Patience Abimnwi & Reuben Kinyuru Njuguna Abstract Despite studies that exist on in store environment affecting consumer behaviour, there are still contradictory findings … Whereas if a consumer is interested in saving more, then most of his income will go towards buying products. External factors cannot affect the decision process directly but, these are also instrumental and exert an influence on consumer behaviour. the factors influencing consumer buying behavior and the impact on purcha sing durable products. Now that you know who is a consumer you also must know what is consumer behaviour and how does it affect the organizations. Consumer Buying Behaviour refers to the buying behaviour of the ultimate consumer. However, if you ask these 12 basic questions, then the going can be easy. Customer perception is a process where a customer collects information about a product and interprets the information to make a meaningful image about a particular product. The behaviour of a consumer is not only influenced by their motivations and personalities but also their families and family members who can two or more people living together either because of blood relationship or marriage. Consumer Behaviour – Cultural factors Some of the important psychological factors are: Motivation; Perception; Learning; Attitudes and Beliefs Remember not just the income but even other factors describe social class of a group of consumers. Among the internal determinants are social and personal, while the external ones include confidence in the travel agency, the overall image of alternatives, previous travel experience, travel constraints (time, cost, etc), degree of perceived risk, etc. Within a cultural group, there exists many subcultures. A good understanding of the different factors that influence consumer behavior is crucial to marketers and is therefore the subject of much market research. Physical factor. Humans are social beings and they live around many people who influence their buying behavior. These experiences influence a shopper’s behavior by changing the way the consumer reacts to products similar to those they’re familiar with. Learning comes over a period of time through experience. Looking ahead. Every individual look as the world and the situations differently. Factors influencing consumer behaviour Pinki Rani* Institute of Law Kurukshetra, University Kurukshetra, India Corresponding author . To buy both, they have to walk ar… This attitude plays a significant role in defining the brand image of a product. Hence consumer perception becomes a great influence on the buying decision of consumers. If the economic situation of a consumer is not good or stable it will affect his purchase power, in fact if the consumers or the economy of a nation is suffering a loss it defiantly affects the consumers purchase or spending decisions. Those factors are known as internal factors or personal factors. In the initial weeks, the market research proposal will be composed. All of these play an important role in the way customers buy products. 2. Cultural Factors. Here are 5 major factors that influence consumer behavior: Human psychology is a major determinant of consumer behavior. For example, a doctor would buy clothes according to this profession while a professor will have different buying pattern. 4. Under social factors reference groups have a great potential of influencing consumer behaviour. You need to understand how does the customer think, reason, feel, and select between the option of products and services offered. Companies that focus on the consumer experience earn repeat business from those customers. These subcultural groups share the same set of beliefs and values. Human beings are social animals. When there is an increase in disposable income, it leads to higher expenditure on various items. With the age and the life cycle the consumers purchase options and the motive of purchase changes, with his decisions of buying products change. Every individual is different and have different and distinct personalities. As mentioned earlier, consumer behaviour is the study of how a consumer behaves while purchasing a new product. These 12 questions will help you build a consumer profile, and will also determine the different types of customers which buy your product and the influences which make them buy. We have four main factors that affect consumer behaviour they are; Culture plays a very vital role in the determining consumer behaviour it is sub divided in. There are several factors which affect consumer behaviour related to purchase and consumption of products and service directly or indirectly these can be classified as culture, social group, personal attributes and psychological factors. These factors are consumers, small groups, family, and social roles and status and can be explained as under : Reference Groups. In fact this is one major factor that influences consumer behaviour. Personal Factors play an important role in affecting consumer buying behaviour. Consumer behaviour helps us understand why and why not an individual purchases goods and services from the market. Whereas, a weak economy reflects a struggling market that is impacted by unemployment and lower purchasing power. The consumer is the decision maker here in the economic system. Someone again, mind you this someone can either be an individual or an organization that pays a price to use the goods and services of an organization. Culture is one of the key factors that influences a consumer’s buying decisions. Disposable income refers to the money that is left after spending towards the basic needs of a person. Cultural and social factor: Culture is a essential part of society and intimates people's wants and needs. Understanding how to motivate your customer is a powerful tool. These factors refer to the set of values, preferences, perceptions, and ideologies of a particular community. Consumer behaviour is the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services, and how the consumer's emotions, attitudes and preferences affect buying behaviour. The consumer behaviour regarding marketing decisions is influenced by a variety of organisational and environmental factors. Consumer behavior is influenced by many different factors. A group of people are associated with a set of values and ideologies that belong to a particular community. ADVERTISEMENTS: Some of the external factors that influences consumer behavior are as follows: Besides the internal factors, external factors also influence consumer behaviour. At an early age, buyers learn to recognize acceptable … Teenagers will be more interested in buying colorful clothes and beauty products. Why do we need to learn about consumer buying behavior?The simple answer is that no longer can we take the customers for granted. Factor affecting Consumer Behavior. Consumer behavior is affected as these factors change. You can observe a change in the consumer behavior of someone who has grown richer or more educated. It will be during this literature review that the factors will … Another critical factor that is also a central focus of the marketers is lifestyle. Grocery stores frequently place bread and milk products on the opposite ends of the stores because people often need both types of products. A person is influenced by the role that he holds in the society. Social Factors (family, groups, and social roles). Various social factors influence consumer behavior. The consumer buying habits and decisions greatly depend on the economic situation of a country or a market. Understanding how to motivate your customer is a powerful tool. The factors do not affect equally to all the buyers; they have varying effect on their behaviour. When there is a surplus income available for the family, the tendency is to buy more luxury items which otherwise a person might not have been able to buy. This research will be conducted within an expected time duration of 7 weeks. The consumer psychology is different when they shop and make decisions of spending their money. Major Factors Influencing Consumer Behavior 1. Consumer Behaviour is an effort to study and understand the buying tendencies of consumers for their end use. Motivation speaks to the internal needs of the consumer. Factors affecting consumers can also be studied by dividing the factors into four groups as shown below. The consumer plays a very important role in the demand and supply chain of every economic system of every nation. Factors Influencing Consumer Behavior of Amazon Shoppers. Hence this stage does affect consumer behaviour. Factors influencing Organisational Buying Behaviour. Perhaps you have seen... Time. When a customer sees advertisements, promotions, customer reviews, social media feedback, etc. how much an individual spends on the purchase of goods and services that contribute to … External factors cannot affect the decision process directly but, these are also instrumental and exert an influence on consumer behaviour. 3.2 Population and Sampling A non- probability (non-random) sampling was applied in this study. Social factors are also subdivided into the following. Culture plays a very vital role in the determining consumer behaviour it is sub... 2. Consumer behaviour is a physiological process it is all related to the emotions of the consumer. No, you aren’t necessarily directionally challenged. A person develops preferences from his childhood by watching family buy products and continues to buy the same products even when they grow up. The society is composed of several individuals that have different preferences and behaviors. These factors are not individualistic and are external to the individual. Some of the cultural factors are: Cultural Factors have strong influence on consumer buyer behavior. Man is a social animal. Out of all these needs, the basic needs and security needs take a position above all other needs. Personal Factors. Culture is a very complex belief of human behaviour it includes the human society, the roles that the society plays, the behaviour of the society, its values customs and traditions. These factors are difficult to... 2. Under... 3. Personal Factors Influencing Consumer Behavior Definition: The Personal Factors are the individual factors to the consumers that strongly influences their buying behaviors. A person has many needs such as the social needs, basic needs, security needs, esteem needs and self-actualization needs. Out of 11000 new products introduced by 77 companies, only 56% are present after 5 years. Reason being the consumers today have a huge variety of choice and a number of factors influence the behaviour of the consumers. Lifestyle is an attitude, and a way in which an individual stay in the society. These motives are the factors that influence the consumer behavior. But when the disposable income reduces, parallelly the spending on multiple items also reduced. Psychological factors influence the consumer market in many ways because a person's motivations, beliefs, attitudes and perceptions shape his buying behaviors. Consumer behavior is influenced by cultural factors like social class, buyer’s culture, and subculture. Social factors are also subdivided into the following Hence purchase of products and services defers from person to person. Studying consumer behaviour is a challenge take look at a few challenges that is how can you study consumer behaviour, Buying of regular and daily goods that involve very less money and also minimum research work fits under this type of goods buying behaviour. ALL RIGHTS RESERVED. A person who is a Chief Executive Officer in a company will buy according to his status while a staff or an employee of the same company will have different buying pattern. Everyone has been a consumer and participated in the consumer market. 2. Subcultures can consist of people from different religion, caste, geographies and nationalities. There are several factors which influence the buying decision of consumers, cultural factors being one of the most important factors. Cash in hand, bank savings and securities are some examples of liquid assets. Occupation of a consumer influences the buying behavior. When a consumer tries to gain information about unfamiliar brands of familiar products of not very high value goods this is when a consumer makes a decision however occasionally. Learning is the research of products and services before the consumer takes the decision of buying a product. There are four psychological factors that influence consumer behaviour: Motivation, perception, learning, and attitude or belief system. The social situation you’re in can significantly affect your purchase behavior. ISSN: 1450-2194. The decision of buying or not a product in a store or at a shop, The consumer will decide if he would want to be, The consumer decides what they want to buy and when they want to buy it. These needs can be psychological needs, needs of security, social needs, esteem needs and also self actualizing needs. These factors are not individualistic and are external to the individual. Buying Behaviour, This paper’s aim is to provide an in-depth elucidation of the many aspects that influence consumer behaviour. Not all consumer exhibit the same buying behaviour. However, opinions can be influenced and can change. Consumer Behaviour helps us understand the buying tendencies and spending patterns of consumers. Social factors 3. When more people are earning in the family, there is more income available for shopping basic needs and luxuries. Family income is the total income from all the members of a family. Valuation, Hadoop, Excel, Mobile Apps, Web Development & many more. Economic Factors Influencing Consumer Behavior Definition: The Economic Factors are the factors that talk about the level of sales in the market and the financial position of the consumer, i.e. A consumer is the end user or a target to whom the goods and services are sold. Even buying a packet of chips from a store is being a part of the consumer market as you participate in the buying a packet of chips buy paying a sum for the purchase. Social class is important to predict the consumer behavior. Cultural Factors Culture is one of the key factors that influences a consumer’s buying decisions. Hence attitude and beliefs are also important and need to be taken into consideration while studying human behaviour. When a person comes from a particular community, his/her behavior is highly influenced by the culture relating to that particular community. Consumer behavior can be influenced by factors such as motivation, learning and perception. Hence, our behaviour patterns, likes and dislikes are influenced by the... 3. Social factors greatly influence the purchasing behavior of consumers. The time of day, time of year, and how much time consumers feel like they have to shop affect what they buy. A whopping 84% believe online reviews are a trustworthy source … amdan01@yahoo.com Abstract –This study assesses cultural factors influencing consumer buying A consumer can be someone who will buy either goods or services or you can also specify the goods and services as economic services or products, or good or commodities. Important factors that influence consumer behaviour 1. How the market and regulatory environment in which managers operate influences their ability to set prices and to respond to the strategies of their competitors. A person or an organization that is specifically targeted to sell a products or a service of a company. Some of the important economic factors are: When a person has a higher disposable income, the purchasing power increases simultaneously. Demographic factors are important as consumers belonging to similar demographics have alike buying patterns. Consumer behaviour is physiological it is human behaviour it can change with the slightest change in the market, the atmosphere and the trend. However, some factors are more effective, while others have negligible effect on consumer behaviour. People living with each other in an […] These factors refer to the set of values, preferences, perceptions, and ideologies of a particular community. Consumer behavior is deeply influenced by cultural factors such as: buyer culture, subculture, and social class. Consumer behavior refers to the behavior of a person when he is acting as a consumer-when he is buying a commodity or a service. Consumer behaviour deals with as to why and why not an individual purchases particular products and services. Motivation arouses and directs the consumers towards certain goals. Predicting single or consumer behaviour of a group is not just difficult because you never know what factors might influence them and when. Social Factors Influencing Consumer Behavior Definition: The Social Factors are the factors that are prevalent in the society where a consumer live in. © 2020 - EDUCBA. Analysing consumer behavior is difficult because there are many factors which influence consumer’s behavior. Major Factors Influencing Consumer Behavior. The sub factors under personal factor are listed below. The producers of the goods and services would lack the motive of producing as there would be no demand for their products. Remember that consumers are spending more time online and rely on reviews to make purchasing decisions. The occupation of an individual plays a significant role in influencing his/her buying decision. In fact organizations produce separate products for different occupational groups. Economic factors bear a significant influence on the buying decision of a consumer. Cultural and social factor. Then understanding the environment of the customer is important. Age: Age is an important demographic factor that affects consumer behavior. Psychological Factors. For example buying goods from the grocery store that are goods used on daily basis like milk, eggs, bread, etc. Reference group is a group of people with whom a person associates himself. A consumer’s learning depends on skills and knowledge. The environment includes the family of the consumer, their social atmosphere, their culture, etc. This step will involve the preliminary identification of factors influencing consumer behaviour namely, demographic, psychographic and behavioural factors, which will then be taken as the basis for the whole study. Now, to understand what is Consumer Behaviour in details, it is important to know that several factors affect (or influence) a customer’s behaviour towards buying a product or … A consumer is someone who pays a sum to consume the goods and services sold by an organization. In simple words a consumer can be described as: You can consider all three definitions to define a consumer. Marketing professionals take physical factors such as a store’s design and layout into account when they are designing their facilities. When a nation is prosperous, the economy is strong, which leads to the greater money supply in the market and higher purchasing power for consumers. Have you ever been in a department story and couldn’t find your way out? Consumer buying behavior determines how our consumers decide to buy our product and what are the various factors responsible for this decision?. The author describes in this article the factors which influence consumer behaviour and also presents how it has changed over the past two years.