Teenagers would be more interested in buying bright and loud colours as compared to a middle aged or elderly individual who would prefer decent and subtle designs. Although, it is believed that word of mouth communication is extremely effective, but informal communication is hard to control. Biogenic needs: They arise from physiological states of tension such as thirst, hunger 2. We will talk more about psychographics and what companies do to develop further insight into what consumers want in. The channels for the marketing of luxury items are different from those for the ordinary ones. Their needs will also be different. Tim was really conscious about the clothes he wore, the perfume he used, the watch he wore whereas Jack never really bothered about all this.
So, it is important to have a marketing mix that targets these consumers as well. Their lifestyles will inform as to what they prefer for their activities, interests,and opinions. So vendors are trying to find the roles and influence of the husband, wife and children. A person with high level income makes big ticket purchases whereas one from lower economic strata makes small ticket purchases. Families, workplaces, religions and schools are examples of these types of factors.
Usually the rules and structure of the group are laid down in writing. Theoretical models for future research are presented as a result of the findings. Low involvement and few differences between brands E. For instance, motivation is one such factor about which traditional surveys reveal little, as the consumer is not able to tell the exact reasons for opting for a particular choice. Here we should note that the purchase of roles change with changing lifestyles of consumers.
Your The age a buyer perceives himself or herself to be. The brand assumes a character of its own, distinct from those of others. Culture determines what people wear, eat, reside and travel. It affects the level of discretion they employ while making purchases. You can thank me later. We'll delete your data after 2 years. Other determinants might include such factors as whether both parents are earning.
You can do it here: Thank you very much! When considering personal factors, decisions are also influenced by age, gender, background, culture, and other personal issues. However, it is critical to consider the social factors in consumer behavior, as they greatly influence how people respond to marketing messages and make purchasing decisions. How prone you are to negative mental states. The reaction, as a consumer, of an 18-year-old teenager has nothing to do with that of a 68-year-old veteran. To do this ,we'll need to create a first-party cookie and gather information about your behaviour on our website. Average supermarket shopper is exposed to 17,000 products in a shopping visit lasting 30 minutes-60% of purchases are unplanned. College goers and students would prefer casuals as compared to professionals who would be more interested in buying formal shirts and trousers.
If he does not like it, he negatively reinforces this learning by not repeating the brand purchase or even spreading a negative word about it. Here we should note that social class is not only determined by income, but there are several other factors such as wealth, education, occupation etc. The personality of a human being is influenced by factors such as those we have already seen age, culture, socio-economic level, etc. A consumer wants to associate himself with people he aspires and uses products and services used, recommended and promoted by them. Psychological factors can include perception of a need or situation, the person's ability to learn or understand information, and an individual's attitude. Decision making patterns may also vary between the two sexes. Before we understand the psychological factors driving consumers' buying behavior, it is important that we understand who consumers are.
Cite this chapter as: Hemsley-Brown J. Therefore, a company should load so much value in its product, that the customer considers the product as a reward in itself. Now she is playing two roles, one of the chief financial officer and the mother. The reason for the dinner, whether it is an anniversary celebration, or a meal with a couple of friends will also determine the extent of the decision making. Some advertising agencies specialize in advertising directed at men. Spend alot of time seeking information and deciding.
Past experience: This leads us to interpret later experience in the light of what we already know. Your How a person sees himself or herself. How easy you are to get along with. It is a function of how much is going on around the individual, and also of how selective concentrated the individual is on the current task. Personality and Self-Perception Every consumer is different, and each consumer views herself in a unique way. Childlessness is also more common now than it was 30 years ago. When people are young, they spend more on their lifestyle needs from fun and movies to fashion.