Culture is one of the main external influences that have an impact on consumer’s behavior. Culture includes the way we function based off beliefs and members in society. Organizations usually use cultural advertisements to make it more appealing to a target amount of customers and in this way they will achieve more purchases from these people (mporioum, 2016). The things a consumer may learn from ancestors are considered to be his/ her culture (Managementstudyguide.com, 2016). Family influences the consumer behaviors.
Consumer purchase behavior is a psychological process, Where the buyer has to identify the product, study its features, prons, cons and lastly deciding on whether to purchase it or not. Consumer purchase behavior would make a certain buyer to purchase product A as opposed to product B, all that is a result of the buying decisions made on the basis of product needs and requirements. Consumers of goods and services may possess different types of consumer purchase behavior that are unique to themselves. The purchase behavior of one consumer may be different from those of other consumer. Consumer purchase behavior research attempts to understand the buyer decision-making process and the factors that affect the decision (purchase or not
Consumer Buying Behavior make reference to the buying behavior of the final consumer. Numerous factors and characteristics impact the individual in what individual is and the consumer in his decision making process, shopping habits, purchasing behavior, the brands individual purchase or the retailers individual goes. A purchase decision is the result of every single one of these factors. An individual and a consumer is driven by culture, social class, family, personality and psychological factors
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.
Any consumer purchasing decision is influenced by personal factors such as age and life cycle state, job, economic condition, lifestyle, and behavior. These may describe why preferences often change as our `situation' changes. The decisions are are obviously influenced by the different characteristics varies on every person. The customers vary during their lifespan and purchasing of products alters depending on age and stage of life. Moreover, environment, values, lifestyle, hobbies and consumer habits change during lifetime.
Female consumers increasingly prefer personalized consumer, the more expensive luxury fashion, this feature more prominent, so the study of women's consumer psychology can help develop marketing strategies. Female consumers have strong communication skills, ability to infect and spread ability, prone to impact on the surrounding consumers. Female consumer market is a vast market potential is enormous, because of the special status and special role of women in consumer activity, forming a unique consumer psychology. Market research should pay full attention to this vast subject, improve production and management, and attract female consumers. Female consumer psychology Overview: Female consumer psychology refers to female consumers in the purchase
Consumer Buying Behavior There are four types of consumer buying behavior namely, complex buying behavior, habitual buying behavior, dissonance-reducing buying behavior and variety seeking behavior. According to Solomon (1995), consumer buying behavior is the individuals and groups of people go through the process of choosing, buying and using of products or services in order to fulfill their needs and wants. Basically, the types of consumer buying behavior based on the level or degree of the consumers involvement and the differences among the brands. High involvement Low involvement Significant differences between brands Few differences between brands
Culture is what stands as a comprehensive concept it includes both an individual’s preferences and the way people make decisions. We say culture is acquired since an individual is born into a culture, these cultural influences operate by having set boundaries for an individual behaviour and also influences the functioning of the families at large; these boundaries mentioned above are called norms and these norms are derived from cultural values or formerly beliefs rather principles that reinstate what is not desirable; non adherence to these norms is considered social disapproval in highly sensitive culture individuals could even be banished from their groups, these cultural values create norms and sanctions which in turn also influence consumption pattern. Cultural values are beliefs that a general state of existence is personally and socially worth striving for. (Consumer Behaviour, Milton J Rokeach, 6th Edn., Thomson Learning, 2001, pp. 450.)
Various factors, be it cultural, social, personal or psychological influence the buying decision of individuals. Marketers need to understand the buying behavior of consumers for their products to do well. It is really important for marketers to understand what prompts a consumer to purchase a particular product and what stops him from buying. To cope up with these differences and to bridge this gap it becomes