Consumer behavior is the study of how individual customers, groups or organizations select, buy, use, and dispose ideas, goods, and services to satisfy their needs and wants. It refers to the actions of the consumers in the marketplace and the underlying motives for those actions. Consumer behavior is a behavior that is demonstrate in searching the consumer will purchase, use, evaluating, and replacement of the products and Services that are expect to satisfy the needs of consumers.
Some of the factors that influence consumer behavior are:
Social Factors
Group for consumer behavior
A person's attitudes and behavior are influence by many small groups. A group where people are who have direct influence is call the membership group. Group membership consists of two, includes primary groups (family, friends, neighbors, and co-workers) and secondary groups is more formal and routine interactions have little.
Family Influence for consumer behavior
Family provide a great influence in the behavior of the purchase. The market participants have review the role and influence of the husband, wife, and children in the purchase of different products and services. Children for example, providing great influence in decisions involving the fast food restaurant.
The Roles and Status of the
Person has multiple groups such as families, clubs, organizations. A role consists of activities that are expect to be perform on a person in accordance with those around him. Each role carries a status that reflects the common award given by the society.
Personal Factors
Economic Situation of a person's economic situation will affect the choice of products; such as high-end consumer position intends to secondary consumers. The economic situation of a person very greatly influences the selection of products and purchase decisions on a particular product.
Lifestyle
Patterns of a person's life that are express in activity, attraction, and the opinion of the person. People who come from cultures, social classes, and the same job may have different lifestyles.
Personality and Self Concept
Of Personality is the unique characteristics from psychology that leads to stability and continuous response to the environment of the person itself, for example, people who are confident, dominant, fond of socializing, autonomous, defensive, aggressive, adaptable. Each person has a picture of a complex, and the person's behavior tends to be consistent with the concept of the self.
Age and Life Cycle Stage
People change the purchase goods and services along with the cycle of life. Taste food, clothes-clothes, furniture, and recreation is often associate with age, buying is also shape by the family life cycle. The important factors associate with age often notice by the market participants. This may be due to the large difference in age between the people who determine the marketing strategy and the people who buy products or services.
Occupation
Of one's Work affects goods and services purchase. For example, construction workers are often bought lunch from catering to come to work. Business executives, buying lunch from a full service restaurant, while Office workers carrying a pack system from home or buy from the nearest fast-food restaurant.
Psychological Factors
Motivation
an urgent Need to redirect someone to look for satisfaction of needs. Base on Maslow's theory, one control by a need at a time. Human needs are arrange according to a hierarchy, from the most urgent to least urgent needs, security, social, self-esteem, self-actualization. The most urgent needs when it is already satisfy the requirements, stop being a motivator, and that person will then try to satisfy the needs of most important next.
Perception
The perception is the process by which one to select, organize, and translate information to form a picture of the world of meaning. People can form a variety of different perceptions of the same.
Learning
The learning is a process, which is always evolving and changing as a result of the latest information receive (probably obtain from reading, discussion, observation, thought) or from experience, good latest information receive as well as personal experience acts as a feedback for the individual and provides the basis for the behavior of the future in the same situation.
Limiting Beliefs and Attitude
Beliefs is a descriptive thought that a person believe in something. Beliefs can be base on genuine knowledge, opinion, and faith While the evaluation was the attitudes, feelings of like or dislike, and a relatively consistent inclination from someone on an object or idea.
Factors of Cultural
Basic values, perceptions, desires, and behaviors learn someone through family and other important institutions. The most basic determinant of the desire and the person's behavior. Culture, compromising the basic values, perceptions, desires, and behaviors learn someone continually in an environment.
The Subculture
Group of people that share a value system base on the equations of life experiences and circumstances, such as nationality, religion, and region. Although consumers in different countries have a common ground, values, attitudes, and behavior often differ dramatically.
Social Class
Grouping individuals base on similarity of values, interests, and behavior. Social groups are not only determine by just one factor such as revenues, but is also determine by employment, education, wealth, and the other.
Purchase decisions
purchasing decisions was the election of two or more alternative options of purchasing decisions, meaning that one can make the decision shall be made available several alternative options. The decision to buy may lead to how the decision-making process within it's done. The form of the decision making process can be classify as follows:
- Fully Plan Purchase, both the product and the brand was already chosen before. Usually happens when the engagement with products high (automotive goods) but can also happen with a low purchasing involvement (household needs). Plan purchase can be redirect with the tactics of marketing such as price reductions, coupon, or other promotional activities.
- Partially Plan Purchase, intends to purchase an existing product but the election was delay until the brand learning. A final decision could be influence by discount prices, or display products
- Unplanned Purchase, both the product and the brand was chosen in place of purchase. Consumers often make use of product catalog and display as a substitute for shopping list. In other words, a display can remind someone of the need and trigger purchases.
No comments:
Post a Comment