The consumer societies in which a lot of choices and credit cards are available, social values are defined in terms of purchasing power and material possessions in which there is desire to all what is new, modern, exciting and fashionable. There is a portion of the society with enough money to buy goods beyond daily necessities. Today, people consume for pleasure and feel confident or participate in socially consumer culture. Consumerism has become a universal behavior among most people and groups. Consumerism and consumption is no longer an accurate indicator of actual status and wealth of an individual, as loans have brought such luxury to broader spectrum of social classes.
This is often referred to as consumer influence rather than putting the consumer at the centre of the organization in a process which is often referred to as consumer dominion. 2.3.2 What Influences Consumer Behavior Marketers must fully understand both the theory and reality of consumer behavior. A consumer’s buying behavior is influenced by cultural, social, and personal factors. Cultural factors exert the broadest and deepest influence. Cultural Factors: Culture element refers to the beliefs, values, and views shared in a society.
The significance of research on female consumer psychology: 1 Large number of women consumers, accounting for the vast majority of the whole society in general consumption. According to statistics, female consumers accounted for 48.7% of the population, a greater impact on the consumption activities of young women, namely the age of 20 to 55 years old who accounted for 21% of the total population. A huge number of female consumer groups, is the subject of most purchases. If the actual purchase amount and purchase decision makers figured out, this ratio will be higher. Because in the family also served a variety of roles, so that they not only buy necessary goods for themselves, but also supplies the majority of children, the elderly supplies, household goods.
Introduction: Consumerism has an incredible effect on the society. In order to keep up with others and the world, people want to buy and spend more than they did before. This practice has been going on since the last many years and therefore this continuously increasing demand has turned the balance of the earth upside down. The imbalance of the Earth now displays itself in many forms of climatic changes. This high level of consumption has affected the planet in many ways: large amount of energy input is required, large quantity of pollution is produced during production and equally large amount of waste at disposal of the product.
The consumer cultural theory perspective touches most noticeably on consumers as social beings. In a culture, human behavior is shown in connection with values and norms that are constructed as guidelines. Thus, when individuals select and justify their behavior and values objects and the behavior of others, values and norms can be regarded as the criteria (Fraj & Martinez, 2006). In connection with this theory, drinking coffee has been an essential part of social life for a long time and it is considered as a culture. Ellis (2006) describes that drinking coffee initially originated from the central European coffee culture and this was transferred to Scandinavia that took it up gradually as a coffee drinking culture.
(11) On the other hand the environment of store can also provide mood of consumer through the setting, lighting and the services. Someone in a good mood is going to buy more and better things (Walters. C,1989). Socio-Cultural Influences Culture as the sum total of learned beliefs, values and consumes that serve to direct the consumer behavior of members of a particular society. (Monie) Fashion and clothing closely related to the cultural context in which they are made.
people only consumes such a products but also resort te ideas that weath and commodities can prevent them from facing evnviornmental hazards. " Our society thinks itself and speaks itself asa consumer society. as such as it consumes anything, it consumes itself as a consumer society, As idea" (Baudrillard 45). The conclusion of this study is that the purpose of this theory is that to aware the modern man. Tell them thet they should not trust on the apperance of the things they just to go behind the thing.
Few of the important Psychological Factors are: Self-Concept, Motivation, Perception, Knowledge and Belief and Attitudes. Psychological Factors The Internal influences that have effect on consumer behavior consist of an individual’s perception, learning, memory, motives, personality, emotions and attitudes. (Hawkins & Mothersbaugh, 2010, 274-275). The buying behavior of consumers is affected by various of psychological factors. The most important ones Motivation, Perception, Self-concept, Knowledge and Belief and Attitudes.
The contrast between individualistic cultures and collectivistic cultures has brought different consumer behavior in cross-cultural understanding (Maheswaran and Shavitt, 2000). According to Usunier and Lee (2009), advertising is influenced strongly by culture as it mostly based on language, image and the attitudes of the local target population. In the study of Teng (2003) about culture and consumer behavior, he indicated that culture and advertising greatly impact to each other. By analyzing the difference in consumer behavior between Chinese where collectivism predominant and North America where culture is based on individualism, Teng stated that social concerns are very important for collectivists. People in collectivistic cultures are