Factors Influencing Buyers Behaviour While Purchasing

Abstract

A consumer’s buyer behaviour is influenced byfour major factors: Cultural, Social, Personal and Psychological. Cultural factors include a consumer’s culture, subculture and social class. These factors are often inherent in our values and decision processes. Social factors include groups (reference groups, aspiration groups and member groups), family, roles and status. This explains the outside influences of others on our purchase decisions either directly or indirectly. Personal factors include such variables as age and lifecycle stage, occupation, economic circumstances, lifestyle (activities, interests, opinions and demographics), personality and self concept. These may explain why our preferences often change as our `situation' changes. Pschological factors affecting our purchase decision include motivation (Maslow's hierarchy of needs), perception, learning, beliefs and attitudes.