Such a positive emotion may directly affect the consumer’s purchase behaviour. Booth and Shepherd (1988) argued that cultural and economic factors, consumer’s personality, attitudes, values and emotions, affect consumers’ decision making process regarding food selection. Aaker (1991) reveals that the origin label is an important source of value added to European agri-business. Kotler (1994) identified that consumer buying behaviour is influenced by cultural, social, personal and psychological factors. Steenkamp (1996) identified that biological, psychological and socio - demographical consumer’s characteristics, marketing of the product, economic and cultural environment affect consumers’ purchasing decisions.
Organization attempt to figure out the tendency so can reach the individual to purchase their products in the most cost-effective way. Businesses frequently attempt to impact a consumer’s behavior with things they can control, for example, the design of a store, music and availability of products, pricing, and promoting. yet a few influences might be impermanent and others are dependable, different factors can influence how buyer’s acts—whether they impact you to make a purchase or purchase nothing at all. The psychological Factors are the factors that discuss about the psychology of a person that drive his actions to reach satisfaction. Few of the important Psychological Factors are: Self-Concept, Motivation, Perception, Knowledge and Belief and Attitudes.
REVIEW OF LITERATURE Factors Influencing Consumer Buying Behavior A consumer is someone who makes decisions on purchasing products at the store, and someone who may be influenced by any promotions and advertisements (Joseph, 2015). A consumer is the one who engage in buying activities several times per day. The purchase of any product is the only visible evidence of a more intricate procedure that a consumer goes through for every decision he or she makes. However, every purchase decision is different and requires different amount of time and effort. Consumer behavior is more than studying what consumers want to buy.
These all comes under personal factors which influence the decision of buyer. For example a young boy would like to buy a trendy bike where as a middle age man would go for car. All the factors which are motioned above influence the buyer decision directly or indirectly so all of them play a very major role in understanding the consumer behavior. This is very complex processes and therefore needs a detailed and vast study or market research. As every individual is different his needs and wants are also different so to understand the common reference point and to create and deliver the value to customer and what he wants is very difficult.
The fundamental factor cause of social factors is reference group. Reference groups influence a customer buying behavior; it can be direct or indirect points of reference. Thereby, reference group directing a person to new lifestyles and new behaviors. Family is the most powerful influence to a customer buying behavior. The husband-wife relationship and involvement within a family affect an individual’s buying behavior.
1.0 Introduction Consumer behaviour research attempts to understand the buyer decision-making process, both individually and collectively. It studies individual consumer characteristics such as demographics and behavioural variables in an attempt to understand people’s wants. Consumer behaviour research allows for improved understanding and forecasting concerning not only the subject of purchases but also purchasing motives and purchasing frequency according to Schiffman and Kanuk (kanuk, 2007). For companies to attain commercial success, it is important that managers understand consumer behaviour. The relationship between consumer behaviour and marketing strategy is emphasised because the success of companies.
Better understanding of consumer result in an efficient marketing strategies. The factors that influence consumer decision in fashion clothing can be mainly divided into three variables: Demographic, Psychographic and Socio-Cultural Influences. Consumer and Consumer decision A consumer is one who determine personal wants, buy products, and uses those products.
Status, conspicuous, susceptibility to normative influence and uniqueness values have a strong impact on customer buying decision of well-known brands (Ling, 2009). Subjective norms has strong influence on customer attitude and strongly influence customer buying behavior. For collectivistic culture, the customer is strongly influenced by the subjective norms than his own attitude. Also he considers what society says importance, is the thing who more important than his own evaluation. Also the customer influenced by subjective norms buys the luxury brands for imitate the peers from the same social class (Sanyal, Datta and Banerjee, 2014).
Role of Consumer Behavior in Marketing What is consumer behavior in marketing? Consumer Behavior refers to the study of buying tendencies of consumers. An individual who goes for shopping does not necessarily end up buying products. There are several stages a consumer goes through before he finally picks up things available in the market. Various factors, be it cultural, social, personal or psychological influence the buying decision of individuals.