The primary factors influencing consumer buying behaviour

Introduction

Consumer buying behaviour is the way people buy for their own or their household's use. A consumer's purchases are strongly influenced by four groups of factors, which marketers must understand even though they cannot control them.

Cultural factors

1. Culture. The values, habits and ways of seeing things a person absorbs while growing up; it lies beneath every other influence. Festivals, food habits and attitudes to saving in India shape demand.
2. Subculture. Smaller groups with shared values based on region, religion, language or ethnicity. Regional tastes lead firms to offer regional flavours and advertise in regional languages.
3. Social class. Lasting layers of society marked by occupation, income, education and wealth; members of a class tend to share tastes in clothing, leisure and brands.

Social factors

1. Reference groups. Groups that people compare themselves with or aspire to join; opinion leaders and online influencers affect choices of fashion, gadgets and cars.
2. Family. The unit within which most consumer buying is decided; husband, wife and children play roles as initiators, influencers, deciders and users. Children strongly influence food and entertainment purchases.
3. Roles and status. People choose products that express their role and status in groups: a senior manager may choose a premium car and formal wear.

Personal factors

1. Age and life-cycle stage. Needs change with age and with stages such as single, married, parents and retired.
2. Occupation. Influences the goods and services bought: tools for a technician, formal clothes for an executive.
3. Economic situation. Income, savings and borrowing power decide the level and pattern of spending.
4. Lifestyle. Patterns of activities, interests and opinions: a fitness-focused person buys sports gear and health foods.
5. Personality and self-concept. Buyers choose brands whose personality matches theirs: Aaker's brand-personality dimensions include rugged, sophisticated, sincere and exciting.

Psychological factors

1. Motivation. A need pressing enough to make a person act: from physical and safety needs to social, esteem and self-actualisation needs.
2. Perception. How a person picks out and makes sense of information; because of selective attention, distortion and retention, people see the same message differently.
3. Learning. What a buyer does differently because of past experience; satisfaction with a brand leads to repeat purchase.
4. Beliefs and attitudes. What buyers think is true of a product, and how they feel about it over time; firms usually fit products to existing attitudes rather than try to change them.

Conclusion

A consumer's choice results from the combined effect of cultural, social, personal and psychological factors. Understanding them helps marketers reach the right buyers with the right offer and message. They also help explain why buyers with similar incomes buy very differently.