Factors Affecting Consumer Behaviour
1.0 INTRODUCTION
This report is about the analysis of five individual factors (Personality, Perception, Learning, Motivation, Attitude) and five social-cultural factors (Culture, Subculture, Social class, Family, Reference group) that affect selection of shoe store. The consumer response towards those factors was evaluated. Therefore, Marketing strategies to each factor were suggested for consideration to the store management by attracting people visiting the selected store. The selected store, Champion Verdi was concentrating on footwear for women. The shoe styles are targeted to generation Y and middle class consumers. It also sells the shoe for kids, but is not riveted on this product line.
2.0 INDIVIDUAL FACTORS
2.1 Personality Personality defined as individual differences among people when respond to the environment through external influences (Montgomery, 2008). Consumer personality may influence by brand personality which refers to “set of human characteristics related to a brand” (Aaker, 1997). The consumer-brand relationship form, cultivated by the personality traits of a brand when consumers have found out that it is similar to the brand they identify (Ridgway, 2011). Sadeghi (2011) state that strong brand personality leads to favorable attitudes toward the brand preference, brand loyalty and higher purchase intention, is the way for consumers to differentiate a brand from competitors. It has a positive effect on the consumer 's response who seeks for
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