Psychological factors influencing consumer behavior. Family buying influences in consumer behaviour family buying influences in consumer behaviour courses with reference manuals and examples pdf. Reference groups includes buyer reference group, such as family members, friends, social. Pdf the purpose of this paper is to understand the influences of social reference group on women buying behaviour and across specific. Individual and group influences which affect consumer behavior. A useful framework of analysis of group influence on the individual is the so called reference groupthe term comes about because an individual uses a relevant group as a standard of reference against which oneself is compared. Group and personal influences on consumer behaviour. The culture a person is born into goes a long way toward determining that individuals behavior patterns, beliefs and values. Consumer behavior is the process of evaluating why people make choices or purchase products or services. Studying consumer behavior includes the study of what, how, and why people are buying khajeh nasiri, 87.
Slides on the influence of groups on consumer buying behaviour. A group in which individuals are motivated to gain or. What are the factors influencing consumer behavior. The body of scientific work on influences on behaviours refutes the simplistic economic, rational view of decision making which is often relied upon. The impact of social factors affecting consumer behaviour on. Policy implications beyond nudging april 2014 5 yet, the common premise that.
Firms and organizations rely on consumer behaviour knowledge to forecast consumer needs and desires. The influence of cultural factors on consumer buying behaviour and an application in turkey. A useful framework of analysis of group influence on the individual is the so called reference groupthe. Influences on consumer decisions principles of marketing. Group influence on consumer behavior mba knowledge base. The factors influences the consumer behavior are culture, family, social, society, age, groups, friends, environment and. The degree of reference group influence varies across product and brands with factors such as 1 the visibility to the group, 2 the necessitynonnecessity nature. Consumer behavior is greatly influenced by cultural.
Reference group, social influence and social power in consumer behaviour reference group, social influence and social power in consumer behaviour courses with reference manuals and examples pdf. Consumer behaviour jane priest is a teaching fellow at edinburgh business school and teaches parts of the on campus marketing course, as well as the consumer behaviour elective by distance learning. This exciting field visits a dynamic blend of themes of consumer marketing strategies, psychology and behavioural discipline. Individuals are always striving to conform to group behavior and to please others and this influences the purchase choices that they. Ch007 group influences free download as powerpoint presentation. Reference group, social influence and social power consumer.
Nowadays marketers use the concept of group dynamics or personal influence often as this exceeds the power of. Group dynamics means how individuals form groups, and how one persons purchasing influences the other individuals actions. Pdf the role of reference group on consumer purchasing. Many factors, specificities and characteristics influence the individual in what he is and the consumer in his decision making process, shopping habits, purchasing behavior, the brands he buys or the retailers he goes. Reference group meaning, nature, categories, influence on consumer behaviour, application a reference group refers to a group of people you refer to, while making buying decisions. The sellers market has disappeared and buyers market has come up. The consumer plays a very important role in the demand and supply chain of every economic system of. Despite the above tendency, however, i have chosen. Read this article to learn about the meaning and types of group dynamics in consumer behaviour. Psychological and social factors that influence online.
A useful framework of analysis of group influence on the individual is the so. Abstract globally, the term, marketing is not a new phenomenon. Consumer behaviour is an effort to study and understand the buying tendencies of consumers for their end use. Reference groups in consumer buying hints that as a consumer, your decision to purchase and use certain products is influenced by reference also. Many factors, specificities and characteristics influence the individual in what he is and the consumer in his decision. The behavior of consumer is temporary for short time not permanently. Factors affecting consumers buying decision in the selection.
Consumer behaviour refers to the study of buying tendencies of consumers. As marketers gain a better understanding of these influencing factors, they can draw more accurate conclusions about consumer behavior. The marketer will need to seek out to understand all the group influences that affect consumers so that the marketing mix can be adjusted to give the maximum effect. If a reference group endorses a product, either through use or statements about the product, those that look to the group will often purchase. The marketers try to understand the actions of the consumers in the marketplace and the underlying motives for such actions. They are the most important source of influence on consumer behaviour. Chapter 3 consumer behaviour a description every man is a consumer, and ought to be a producer. Marketing implications of consumer behaviour study of consumer behaviour modelling an overview consumer behaviour is comparatively a new field of study which evolved just after the second world war. Marketing implications of consumer behaviour study of consumer behaviour modelling an overview consumer behaviour is comparatively a new field of study which evolved just after the second world. The many types of reference groups include formal, informal, primary, secondary, membership, aspirational, and dissociative. Scribd is the worlds largest social reading and publishing site.
Consumer behaviour jane priest is a teaching fellow at edinburgh business school and teaches parts of the oncampus marketing course, as well as the consumer behaviour elective by distance learning. It is very well explained by maslow through his need hierarchy theory comprising of basic needs, security needs. Influence of social reference group on buying behavior, a. He is by constitution expensive, and needs to be rich. The impact of social factors affecting consumer behaviour. A consumer disassociates himself from such a group. Even if you sell to a company, youll be dealing with humans to do it. Social influences on the consumer decision process. The impact of social factors affecting consumer behaviour on selecting characteristics of purchased cars. Oct 28, 2008 influence of reference groups on consumer behaviour. May 04, 2019 the modern day marketing has not only become consumer oriented but it has even diversified its base. In this assignment, you will apply what you have learned by investigating and analyzing the external factorsinfluences discussed on consumer behaviour to practical marketing situations. A family is a social group and all members of a family influence and get influenced by each other.
Social factors play an essential role in influencing the buying decisions of consumers. No commodities can move from a production point to a consumption point without putting the marketing machinery at work. The market segmentation principles acknowledge the presence of this phenomenon. In making a final decision, and indeed throughout the whole decisionmaking process, consumers are influenced by a. Reference groups can influence an individuals cognitions, affective responses, and behaviors. She is a key member of a team exploring how technology can be used to enhance the student learning experience. Consumer perceptions of reference group influence on product and brand decisions were examined using 645 members of a consumer panel and 151 respondents in a followup study. Mar 08, 2010 group influence is non controllable by the marketer but must be taken into consideration when designing new products. Cultural factors and buying behaviour solomon 2011 sees consumer behaviour as the study of processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas or experiences to satisfy needs or desires. Factors influencing consumer behaviour top 9 factors with suitable examples. This led to paradigm shift of the manufacturers attention from product to. Culture is defined as a shared set of practices or beliefs among a group of people in a particular place and time.
Finally, we identify and discuss five research contexts that represent major areas for future scholarship. Culture is defined as a shared set of practices or beliefs among a group of people. This paper describes an empirical study investigating the difference of reference group influences on consumer behavior in cell phone purchasing decisions. Age of a consumer and his life cycle are two most important sub factors under personal. External affecting consumer behavior management study hq. Certificate this is to certify that the thesis titled the impact of factors influencing the buying behaviour on the development of marketing strategies for luxury fashion products a study of the urban youth in select cities of india submitted by radhika narayanan is a bona fide research work for the award of the doctor of philosophy in business. It is also an earning, consuming and decisionmaking unit. Ps make sure you can describe each type of reference group 2. Reference group, social influence and social power in. The study of consumer behaviour also investigates the influences, on the consumer, from groups such as family, friends, sports, reference groups, and society in. Reference groups in consumer buying role of reference groups. Avoidance group a group of people that have a negative impact on a consumer. Dec 30, 2017 reference groups in consumer buying hints that as a consumer, your decision to purchase and use certain products is influenced by reference also. The sub factors under personal factor are listed below.
Reference groups as seen above have the greatest influence with the closest personal connection with customers. Consumer behavior consumer behavior is the study of consumers and the influences they go through to make particular purchasing decisions of products or services available in a market. The impact of group norms on forming consumer behaviour is an important attribute of mans social life. Consumer buying behaviour refers to the buying behaviour of the. A number of personal factors also influence the consumer behaviour. As this study is an exploratory study, a pilot study of 50. The purpose of the research is how the factors of consumer behavior affect or influences the. As all consumers are unique they exhibit different behaviour while making a purchase decision due to various factors influencing consumer behaviour. Humans are inherently social animals, and individuals greatly influence each other. Factors influencing consumer behaviour pinki rani institute of law kurukshetra, university kurukshetra, india.
Reference groups and family reference groups and families. Junior scientific researcher journal munich personal repec. An individual who goes for shopping does not necessarily end up buying products. Essay on consumer behaviour essays, research papers and.
Group and personal influences on consumer behaviour free download as powerpoint presentation. Pdf consumer purchasing behaviour necessitates understanding the factors that encourage purchases. The role of reference group influence in consumer behaviour. Influences on consumer behaviour european commission. Besides the internal factors, external factors also influence consumer behavior. The study of consumer behaviour emphasizes the why and how questions involved in decision making and buying behaviour. Consumer behavior studies individuals and groups when they select, purchase, use and dispose products. Promotion of these conventions capitalizes mainly on. Reference group has influence in consumers decision making. Marketers should recognize the extent to which a reference group influences the consumer and he should also understand out of all the groups which group influences him the most. Social reference group influence on women buying behaviour. Reference groups can influence a consumer by affecting how they perceive a given product or service i. The influence of cultural factors on consumer buying.
The role of group influence in consumer behavior mba. Consumer behaviour is the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services, including the consumers emotional. Consumer behaviour consumer behavior is the study of when, why, how and where people do or do not buy a product. Family bonds are more stronger than bonds in any other group and. Family of a consumer plays an important role in the decision making process. We need people around to talk to and discuss various issues to reach to better solutions and ideas. Today network marketing has come into picture which is also known as referral marketing. Based on the group structure and membership, roles. Influence of reference groups on consumer behaviour. How do reference groups influence consumer behavior. The level of motivation influences the buying behavior of the consumers. The impact of factors influencing the buying behaviour on.
Consumer behavior is the foundation for many choices that your guests will make. In making a final decision, and indeed throughout the whole decisionmaking process, consumers are influenced by a wide range of factors, not just those relating to the obvious features of the product. Despite the above tendency, however, i have chosen the examination of the role of reference group influence in consumer behaviour as the topic of my dissertation. So far as consumer behavior is concerned, the focus lies on primary groups. Consumer buying behaviour refers to the buying behaviour of the ultimate consumer. Nevertheless, some social topics are subject to increasing interest. School of distance education consumer behaviour 2 b. A consumer is someone who pays a sum to consume the goods and services sold by an organization. Consumer behaviour the consumer, the king of the market is the one that dominates the market and the market trends. Family buying influences in consumer behaviour tutorial.
It is a group that serves as a reference point for an individual for hisher beliefs, attitude and behaviour. Ch007 group influences consumer behaviour leadership. You know that everyone has their interests, their tastes, their own way of being and a personal history that conditions them. This group will have a direct influence on the consumer who, wishing to belong to this group and look like its members, will try to buy the same products. Abstract nowadays, consumer behaviouris influenced not only by consumer personalities and motivations, but also by the relationships within families. These factors are not individualistic,and are external to the individual. These factors include culture, subculture, social class, reference group and family influences. The many types of reference groups include formal, informal, primary, secondary. The parents, siblings, relatives all have their own views about a particular purchase. The nature of reference group influences on products and services when people meet in a social setting they discuss their experiences with the products that they have used and, express their likes and. In fact this is one major factor that influences consumer behaviour. The consumer behavior is the study of how an individual decides to purchase a particular product over the other and what are the underlying factors that mold such behavior. A useful framework of analysis of group influence on the individual is the so called reference group the term comes about because an individual uses a relevant group as a standard of reference against which oneself is compared. The consumer behaviour or buyer behaviour is influenced by seve ral factors or forces.
382 563 607 930 989 1440 1464 1135 871 751 1200 1445 558 1140 1239 221 632 180 153 536 1302 628 89 1213 1206 450 408 974 947 1037 327 1415 1299