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Ardsonlineshopping - PDF: Personal Factors

This document discusses several factors that influence consumer behavior towards online shopping, including personal factors, cultural factors, social factors, and psychological factors. Personal factors discussed include lifestyle, economic situation, age, family life cycle, personality, and occupation. Cultural factors discussed include the influence of regional culture and social class. Social factors discussed include the influence of reference groups, family, and roles/status. Psychological factors discussed include motivation, perception, beliefs, and attitudes. All of these factors combine to shape consumer decision making processes and behavior.

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Jessica Estolloso Goyagoy
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66 views2 pages

Ardsonlineshopping - PDF: Personal Factors

This document discusses several factors that influence consumer behavior towards online shopping, including personal factors, cultural factors, social factors, and psychological factors. Personal factors discussed include lifestyle, economic situation, age, family life cycle, personality, and occupation. Cultural factors discussed include the influence of regional culture and social class. Social factors discussed include the influence of reference groups, family, and roles/status. Psychological factors discussed include motivation, perception, beliefs, and attitudes. All of these factors combine to shape consumer decision making processes and behavior.

Uploaded by

Jessica Estolloso Goyagoy
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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https://www.ijemr.

net/DOC/AReviewOfFactorsAffectingConsumerBehaviorTow
ardsOnlineShopping.pdf

According to Harmanjot Kaur1 and Roopjot Kochar,

Personal Factors
Personal factors can also affect the consumer behavior. Some of the important
personal factors that influence the buying behavior are: lifestyle, economic
situation, occupation, age and family life cycle, personality and self-concept. Age
and life-cycle have potential impact on the consumer buying behavior. It is obvious
that the consumer’s taste and preferences about goods and services
changes with the passage of time. Family life-cycle consists of different stages such
as young singles, married couples, and unmarried couples which help marketers to
develop appropriate products for each stage. The occupation of a person also has a
significant impact on the buying behavior of consumer. For example a marketing
manager of an organization will try to purchase business suits whereas a low level
worker in the same organization will purchase cheaper clothes only. Consumer’s
economic situation has great influence on his buying behavior. If the income of a
customer is high then choice of more expensive products will be there and a person
with low income will purchase inexpensive products. Lifestyle of customers is another
important factor affecting the consumer buying behavior. Lifestyle refers to the way a

person lives in a society and purchases the things according to his surroundings.
Personality changes from person to person, time to time and place to place. It has a
great influence on the buying behavior of customers. Personality is the totality of
characteristics of a man.

Cultural Factors
Consumer behavior is deeply influenced by cultural factors such as regional culture
and Social class. Culture is the part of every society and influence of culture
on buying behavior of customer varies from region to region. Each culture contains
different aspects such as religions, nationalities, geographic regions, racial groups
etc. Marketers can use these groups by segmenting the market into various small
portions. Culture can be considered as lifestyle which is then passed on from one
generation to other generation. Culture is not static. It is continually evolving,
synthesizing, old ideas with new ones. People from different social classes tend to
have different desires and consumption patterns. Disparities result from the
differences in their purchasing power. According to some researchers behavior and
buying habits would also be a way of identification and belonging to its
social class. In this way marketing activities could be tailored according to different
social classes.
Social Factors
Social factors impact the buying behavior of consumers. The important social factors
are: Reference groups, family, Role and status. Reference groups have potential in
forming a person attitude or behavior. The impact of reference groups varies across
products and brands. A reference group is an actual or imaginary individual or group
conceived of having significant relevance upon individual evaluation, aspiration or
behavior. Reference group influences consumers in two ways: informational utility
and value expression [14]. Buyer behavior is strongly influenced by the members of
a family. Therefore marketers are trying to find the roles and influence of the
husband, wife and children. If the buying decision of a particular product is
influenced by wife then the marketers will try to target the women in their
advertisement. Each person possesses different roles and status in the society
depending upon the groups, clubs, family or organization to which he belongs. For
example a woman is working in an organization as a finance manager. At the same
time, she is playing two roles simultaneously: role of a finance manager as well as
role of a mother.

Psychological Factors
There are four important psychological factors affecting the consumer buying
behavior. These are motivation, perception, beliefs and attitudes. The level of
motivation affects the buying behavior of customers. Every person has different
needs such as physiological needs, biological needs, and social needs. Selecting,
organizing and interpreting information in a way to produce meaningful experience
of the world is called perception. There are three different perceptual processes
which are selective attention, selective distortion and selective retention. Customer
possesses specific beliefs and attitudes toward various products. Since such beliefs
and attitudes make up brand image and affect consumer buying behavior therefore
marketers are interested in them. All these factors combine to perform a
comprehensive model of consumer behavior that reflects consumer decision making
process. The major factors and the process of
decision-making shape the behavior and preferences of
consumer behavior

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