Marketing-Consumer Behaviour

During this session we focused on the area of consumer behaviour.  This look at what we buy, the process we go through when we buy something, and what influences what we purchase. 
There are a number of factors that influence what we purchase.  These include:

1. Cultural
2. Social
3. Personal
4. Psychological

 

Cultural Factors

Culture is often seen as cumulative in nature (passed down from

one generation to the next) Culture gives meaning to products and

services and this meaning of often expressed in symoblic form-e.g.

McDonald's Golden Arches.  Within a culture there are subcultures

which include

1. Ethnic groups
2. Religious groups
3. Age groups
4. Geographic groups

 

What are the cultural shifts in Ireland?

There is a change in attitudes towards drink driving.

Our values are no longer conserative in nature-we tend to be more

liberal in values and beliefs.

Women's right to work have brought a range of products and

services onto the market.

 

Social Factors

This refers to the influence that other people exert on the buyer, as well as the social role and status

that poeple hold within groups.  There are three main types of groups:

 

• Membership groups
• Reference groups
• Aspirational groups

There are also the issues of social class and the family to be

considered when purchasing a product or service.

Personal factors

•Personal factors that can influence the products and services we buy include:

1.Age

2.Life-cycle stage

3.Occupation

4.Economic situation

5.Lifestyle

6.Personality

7.Self-concept

 

Psychological Factors

The major psychological factors

influencing buying decisions are:

1.Motivation

2.Perception

3.Learning

4.Beliefs and attitudes

Consumer Buying Decision Process

There are a number that a consumer may go through before they

purchase their product or service.  These steps are:

1. Identify a need
2. Look for information
3. Evaluate the alternatives
4. Purchase
5. Post purchase evaluation