Influence Of Consumer Behavior

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2.3 Consumer Behavior:
The plan of marketing is to meet and satisfy target customer’s needs and wants better than competitors. Consumer behavior is the study of how individuals, groups, and organisations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants. Studying consumers provides clues for improving or introducing products or services, setting prices, devising channels, crafting messages, and developing other marketing activities. Marketers are always looking for emerging trends that suggest new marketing opportunities.
2.3.1 Definitions:
Horner and Swarbrooke (1996) have defined consumer behaviour as “the study of why people buy the product they do, and how they make their decision”.
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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. Every society has a culture and to what extent cultural factors influence consumer behavior is varied from society to society. No matter how different cultures are, it is the most basic influence on a person’s behavior. In addition, culture acts as a guideline for identifying acceptable products, services, and behaviors (Wilkie, 1994, 20.).
Each culture group contains smaller subcultures, which are groups of people who share a particular value system or behavior. A customer does not necessarily belong to only one specific subculture but they can belong to several groups at a time. Gender, race, age, nationality, religion, etc. form bases for subculture (Wilkie, 1994,
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It is a part of the “character and self-concept” factor and refers to the extent to which people believe in their ability to affect outcomes through their own actions (Rotter, 1966). On the one hand, people with internal locus of control believe that they have self-confident influence over their lives and that their actions can lead to particular outcomes. On the other hand, people with external locus of control feel that they are relatively ineffective and have little control over outcomes, and that external factors such as coincidences and surrounding people will affect outcomes notably (McCarthy &Shrum, 2001.). Hence, it is expected that customers with an internal locus of control are more likely to react positively to CSR friendly restaurants. On the contrary, CSR related projects are not likely to have influence on customers with external viewpoints, who do not believe that they can affect greater outcomes through their
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