Consumer Behavior and Cultural Influences

Study Notes

Consumer Behaviour

Consumers define market economics and their behavior influences supply and demand through purchases.
Early humans relied on hunting and gathering for survival, utilizing resources like fruits, nuts, and animal meat.

Family: Family significantly impacts consumer behavior, shaping values, preferences, and buying habits.
Reference Groups: Individuals identify with or look up to reference groups like friends, colleagues, or celebrities.
Social Roles and Status: Consumer behavior is influenced by multiple roles in society (e.g., parent, employee) and status within those roles.

Cultural Factors

Culture: Culture influences consumer behavior through values, beliefs, and customs.
Subculture: Subcultures, characterized by distinct values and lifestyles, are smaller groups within a culture. Marketers often tailor products and communications to resonate with these groups.
Social Class: Social class, a division of society based on socioeconomic status, influences preferences, buying behaviors, and access to resources.

Personal Factors

Age and Life-Cycle Stage: Consumer needs and preferences change throughout life.
Occupation: Purchasing decisions depend on occupation.
Economic Situation: A consumer's economic status impacts their spending patterns.
Lifestyle: Lifestyle reflects one's pattern of living, influencing how consumers spend their time and money.
Personality and Self-Concept: These factors influence buying behavior, shaping individual preferences.

Consumer Buying Process

This process is a critical framework for understanding how consumers make purchase decisions.
Businesses can develop effective marketing strategies by understanding each stage of the process.

Consumer Buying Process: Different Stages

Problem Recognition: The buying process begins when the consumer identifies a need or problem.
Information Search: Consumers actively seek information on the problem, seeking solutions and comparing alternatives.
Evaluation of Alternatives: Consumers evaluate potential solutions, considering factors like price, features, and brand reputation.
Purchase Decision: Consumers make a decision on the purchase, potentially influenced by factors like availability and price.
Post-Purchase Behavior: After purchase, consumers experience feelings of satisfaction or dissatisfaction.

Problem Recognition

Internal stimuli (e.g., hunger, thirst) and external stimuli (e.g., advertising, social influence) can trigger problem recognition.

Description

This quiz explores the factors that impact consumer behavior, including social roles, family influence, and cultural aspects. Understand how reference groups and social classes shape purchasing habits and economic trends. Test your knowledge of the interplay between culture, subculture, and consumer choices.