Buyer Behaviour
decision will be affected by the following three factors:
„h Personal
„h Psychological
„h Social
Personal factors are unique to a particular person or group of people. Such as sex, race, age and upbringing etc. Who in the family purchases things? Who is the opinion leader? Who is responsible for the decision making? Young people purchase things for different reasons compared to that of older people.
Psychological factors are elements of the lifestyles of consumers usually measured in terms of their activities, interests, and opinions. Psychological factors include:
Motives: a force that urges a person¡¦s activities towards satisfying a need or achieving a goal. If marketers can identify motives then they can better develop a marketing mix,
Perception: is the process of selecting, organizing and interpreting information inputs to produce meaning. Information inputs are the sensations received through sight, taste, hearing, smell and touch.
Ability and knowledge: Learning, changes in a person's behavior caused by information and experience. Therefore to change consumers' behavior about your product, need to give them new information regarding the product such as a free sample or demonstration of the product etc. Inexperience buyers often use prices as an indicator of quality more than those who have knowledge of a product do.
Opinion leaders, person¡¦s family, reference groups, social class and culture can also influence a consumers purchase decision. These are known as social factors.
In conclusion for a marketing professional to learn and understand the buying behaviour of their target market they must first why customers make the decisions they make, what factors influence consumer purchase and the changing factors in our society. By Understanding Consumer Buying Behaviour marketers will be able to offer their customers greater satisfaction and ensure a profitable future.