Scribd
Upload
22 views4 pages

Nature of Consumer Behaviour 1

Consumer behavior is influenced by various factors including marketing, personal, psychological, situational, social, and cultural elements. It is dynamic, varies among individuals and regions, and is crucial for marketers to understand in order to drive purchase decisions and improve living standards. Additionally, consumer behavior reflects social status and can change over time based on personal and external influences.

Uploaded by

then12345
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
22 views4 pages

Nature of Consumer Behaviour 1

Consumer behavior is influenced by various factors including marketing, personal, psychological, situational, social, and cultural elements. It is dynamic, varies among individuals and regions, and is crucial for marketers to understand in order to drive purchase decisions and improve living standards. Additionally, consumer behavior reflects social status and can change over time based on personal and external influences.

Uploaded by

then12345
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
You are on page 1/ 4

1. ng of value.

Indeed, the role of marketing is to help society to create value


through exchanges by formulating and implementing marketing strategies.
NATURE OF CONSUMER BEHAVIOUR

1. Influenced by various factors:

The various factors that influence the consumer behaviour are as follows:

a. Marketing factors such as product design, price, promotion, packaging,


positioning and distribution.
b. Personal factors such as age, gender, education and income level.
c. Psychological factors such as buying motives, perception of the product and
attitudes towards the product.
d. Situational factors such as physical surroundings at the time of purchase,
social surroundings and time factor.
e. Social factors such as social status, reference groups and family.
f. Cultural factors, such as religion, social class—caste and sub-castes.
2. Undergoes a constant change:
Consumer behaviour is not static. It undergoes a change over a period of
time depending on the nature of products. or example, kids prefer colourful
and fancy footwear, but as they grow up as teenagers and young adults, they
prefer trendy footwear, and as middle-aged and senior citizens they prefer
more sober footwear. The change in buying behaviour may take place due to
several other factors such as increase in income level, education level and
marketing factors.
3. Varies from consumer to consumer:
All consumers do not behave in the same manner. Different consumers
behave differently. The differences in consumer behaviour are due to
individual factors such as the nature of the consumers, lifestyle and culture.
For example, some consumers are technoholics.
4. Varies from region to region and country to county:
The consumer behaviour varies across states, regions and countries. For
example, the behaviour of the urban consumers is different from that of the
rural consumers. The rich rural consumers may think twice to spend on
luxuries despite having sufficient funds, whereas the urban consumers may
even take bank loans to buy luxury items such as cars and household
appliances.
5. Information on consumer behaviour is important to the marketers:
Marketers need to have a good knowledge of the consumer behaviour. They
need to study the various factors that influence the consumer behaviour of
their target customers.
6. Leads to purchase decision:
A positive consumer behaviour leads to a purchase decision. A consumer
may take the decision of buying a product on the basis of different buying
motives. The purchase decision leads to higher demand, and the sales of the
marketers increase. Therefore, marketers need to influence consumer
behaviour to increase their purchases.
7. Varies from product to product:
Consumer behaviour is different for different products. There are some
consumers who may buy more quantity of certain items and very low or no
quantity of other items. For example, teenagers may spend heavily on
products such as cell phones and branded wears for snob appeal, but may not
spend on general and academic reading.
8. Improves standard of living:
The buying behaviour of the consumers may lead to higher standard of
living. The more a person buys the goods and services, the higher is the
standard of living. But if a person spends less on goods and services, despite
having a good income, they deprives themselves of higher standard of living.
9. Reflects status:
The consumer behaviour is not only influenced by the status of a consumer,
but it also reflects it. The consumers who own luxury cars, watches and
other items are considered belonging to a higher status. The luxury items
also give a sense of pride to the owners.

FACTORS INFLUENCING CONSUMER BEHAVIOUR

The marketers try to understand the actions of the consumers in the marketplace
and the underlying motives for such actions. These motives are the factors that
influence the consumer behavior. These are:

33
1. Psychological Factors: The human psychology plays a crucial role in
designing the consumer’s preferences and likes or dislikes for a particular
product and services. Some of the important psychological factors are:

 Motivation

You might also like

pFad - Phonifier reborn

Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.

Note: This service is not intended for secure transactions such as banking, social media, email, or purchasing. Use at your own risk. We assume no liability whatsoever for broken pages.


Alternative Proxies:

Alternative Proxy

pFad Proxy

pFad v3 Proxy

pFad v4 Proxy