Professional Documents
Culture Documents
Pinki Rani*
Institute of Law Kurukshetra, University Kurukshetra, India
Corresponding author
KEYWORDS
A B S T R A C T
Toxoplasma,
Pregnancy,
Diagnosis,
Treatment
Introduction
Consumer Buying Behaviour refers to the
buying behaviour of the ultimate consumer.
Many
factors,
specificities
and
characteristics influence the individual in
what he is and the consumer in his decision
making process, shopping habits, purchasing
behavior, the brands he buys or the retailers
he goes. A purchase decision is the result of
each and every one of these factors. An
individual and a consumer is led by his
culture, his subculture, his social class, his
membership groups, his family, his
personality, his psychological factors, etc..
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Social classes
Social classes are defined as groups more or
less homogenous and ranked against each
other according to a form of social
hierarchy. Even if it s very large groups, we
usually find similar values, lifestyles,
interests and behaviors in individuals
belonging to the same social class. Every
society possesses some form of social class
which is important to the marketers because
the buying behavior of people in a given
social class is similar. In this way marketing
activities could be tailored according to
different social classes. Some studies have
also suggested that the social perception of a
brand or a retailer is playing a role in the
behavior and purchasing decisions of
consumers. In addition, the consumer
buying behavior may also change according
to social class. A consumer from the lower
class will be more focused on price. While a
shopper from the upper class will be more
attracted to elements such as quality,
Sub-cultures
A society is composed of several subcultures in which people can identify.
Subcultures are groups of people who share
the same values based on a common
experience or a similar lifestyle in general.
Each culture contains different subcultures
such as religions, nationalities, geographic
regions, racial groups etc. Marketers can use
these groups by segmenting the market into
various small portions. For example in
recent years, the segment of ethnic
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Cultural trends
Cultural trends or Bandwagon effect are
defined as trends widely followed by people
and which are amplified by their mere
popularity and by conformity or compliance
with social pressure. The more people
follow a trend, the more others will want to
follow it.
groups
and
membership
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Family
The family is maybe the most influencing
factor for an individual. It forms an
environment of socialization in which an
individual will evolve, shape his personality,
acquire values. But also develop attitudes
and opinions on various subjects such as
politics, society, social relations or himself
and his desires. Buyer behavior is strongly
influenced by the member of a family.
Therefore marketers are trying to find the
roles and influence of the husband, wife and
children. If the buying decision of a
particular product is influenced by wife then
the marketers will try to target the women in
their advertisement.
Personal factors
It includes 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. Decisions and buying behavior are
obviously also
influenced by
the
characteristics of each consumer.
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Lifestyle
The lifestyle of an individual includes all of
its activities, interests, values and opinions.
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Lifestyle
Perception
Perception is the process through which an
individual selects, organizes and interprets
the information he receives in order to do
something that makes sense. The perception
of a situation at a given time may decide if
and how the person will act. Selecting,
organizing and interpreting information in a
way to produce a meaningful experience of
the world is called perception. There are
three different perceptual processes which
are selective attention, selective distortion
and selective retention. In case of selective
attention, marketers try to attract the
customer attention. Whereas, in case of
selective distortion, customers try to
Motivation
Motivation is what will drive consumers to
develop a purchasing behavior. It is the
expression of a need is which became
pressing enough to lead the consumer to
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3. Evaluation of Alternatives--need to
establish criteria for evaluation, features
the buyer wants or does not want.
Rank/weight alternatives or resume
search. May decide that you want to eat
something spicy, Indian gets highest
rank etc.
4. Purchase decision--Choose buying
alternative, includes product, package,
store, method of purchase etc.
5. Purchase--May differ from decision,
time lapse between 4 & 5, product
availability.
6. Post-Purchase Evaluation--outcome:
Satisfaction
or
Dissatisfaction.
Cognitive Dissonance, have you made
the right decision. This can be reduced
by warranties, after sales communication
etc. After eating an Indian meal, may
think that really you wanted a Chinese
meal instead.
2. Information search
o Internal search, memory.
o External search if you need more
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Conclusion
For a successful consumer oriented market
service
provider
should
work
as
psychologist to procure consumers. By
keeping in mind affecting factors things can
be made favorable and goal of consumer
satisfaction can be achieved. Study of
consumer buying behaviour is gate way to
success in market.
References
1. Consumer Behavior: Building Marketing
Strategy, 12th Edition by Delbert
Hawkins and David Mothersbaugh
2. Consumer Behavior by Wayne D.
Hoyer, Deborah J. MacInnis and Rik
Pieters
3. Consumer Behavior (10th Edition) by
Leon Schiffman and Leslie Kanuk
4. Consumer Behavior (11th Edition) by
Leon G. Schiffman and Joseph Wisenblit
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