Personality and self concept:

Sincerity, excitement, competency and sophistication

Factors Affecting or Influencing Consumer Behavior

Consumer purchases are influenced strongly by cultural, social, personal, and psychological
characteristics, shown in figure.

1. Cultural Factors
Cultural factors exert a broad and deep influence on consumer behavior. The marketer needs to
understand the role played by the buyers culture, subculture, and social class.

1. Culture
The set of basic values, perceptions, wants, and behaviors learned by a member of society from
family and other important institutions
2. Subculture
A group of people with shared value systems based on common life experiences and situations.
1.
2.
3.
4.

Hispanic consumer
Asian American consumer
African consumer
Matured consumer
3. Social Class

Relatively permanent and ordered divisions in a society whose members share similar values,
interests, and behaviors
1.
2.
3.
4.
5.
6.
7.

Upper class
Lower upper class
Upper middle class
Middle class
Working class
Upper lower class
Lower lower class

2. Social Factors

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A consumers behavior also is influenced by social factors, such as the consumers small groups,
family, and social roles and status.
1) Groups
A persons behavior is influenced by many small groups. Groups that have a direct influence and to
which a person belongs are called membership groups.
2) Family
Family members can strongly influenced buyer behavior. The family is the most important consumer
buying organization in society, and it has been researched extensively.
3) Roles and status
People usually choose products appropriate to their roles and status. Consider the various roles a
working mother plays. In company, she plays the role of a brand manager in her family, she plays the
role of wife and mother; at her favorite sporting events, and she plays the role of avid fan. As a brand
manager, she will buy the kind of clothing that reflects her role and status in her company.

3. Personal Factors(Note)
4. Psychological Factors
1. Motivation
Internal and external factors that stimulate desire and energy in people. Motivation results from the
interaction of both conscious and unconscious factors such as the (1) intensity of desire or need, (2)
incentive or reward value of the goal, and (3) expectations of the individual and of his or her peers.
These factors are the reasons one has for behaving a certain way.
An example is a student that spends extra time studying for a test because he or she wants a better
grade in the class.
2. Perception:
Is the process by which people select, organize and interpret information to form a meaningful picture
of the world? All of us learn by the flow of information through our five senses- sight, hearing, smell,
touch and taste.
3. Learning:
Describes changes in an individual behavior arising from an experience, learning theorist say that
most human behavior is learning. Learning occurs through the interplay of drives, stimuli, cues,
responses and reinforcement.
4. Beliefs:
A belief is a descriptive thought that a person has about something. Beliefs may be based on real
knowledge, opinions or faith and may or may not carry an emotional charge.
5. Attitude:
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Describes a persons relatively consistent evaluations, feeling and tendencies toward an object or idea.
People have attitude regarding religion, policies, cloth, music, food and almost everything else.
What is business market? (Sheet)
Differences between business market and consumer market.
Business market
1.
2.
3.
4.

Fewer but larger

Professional purchasing occurred
Multiple buying influences
There are fewer organizational consumers than
final consumers.
5. Business market consumers tend to be
geographically concentrated.
6. Buying specialists are often used.

Consumer market.
1. Larger sales to different people
2. Always Professional purchasing not occurred
3. buying influences is very less
4. There are many than final consumers.
5. Consumer market consumers not always
geographically concentrated.
6. Buying specialists are not used.

New Buy
A new buy is a situation requiring the purchase of a product for the very first time. In this type of
buying situation, it is important for the business seller to provide a competitive argument to use their
product line and a ton of information to help the business owner make an educated decision. A new
buy situation can take longer to occur since research, analysis and more buying center participants are
needed to make a final decision.
Straight Rebuy
A straight rebuy is when the purchaser reorders the same products without looking for information or
considering other suppliers. The Charter Fishing Company has many restaurants that have standing
monthly orders for fish due to their happiness with the fish product line. A straight rebuy is usually an
automated purchase where the vendor has a standing order for a set amount of product per week or
month. Straight rebuys are what the supplier can use to predict inventory levels since they occur in an
easy pattern to track.
Modified Rebuy
There is also a third buying situation called a modified rebuy. This is a situation where the purchaser
makes some changes in the order, and it could require some additional analysis or research. For
example, the Charter Fishing Company is now offering crabs to area restaurants. Most restaurant
owners need to decide if they want the new product. Their decision process may include researching
the quality of the crabs and debating the benefits in having them in their restaurants. In this buying
situation, the Charter Fish Company might even need to provide additional sales information, pricing
and product recommendations to help the restaurant make a final rebuy decision.

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