Consumer Behaviour Factors

Factors Influencing Consumer Behaviour

Internal Factors

• Motivation: physiological, social, and psychological needs that drive consumer behaviour
• Perception: how consumers process and interpret information
• Learning: consumer experiences and knowledge that influence purchasing decisions
• Attitudes: consumer opinions and feelings towards products or services
• Personality: individual characteristics that influence consumer behaviour

External Factors

• Culture: social norms, values, and beliefs that influence consumer behaviour
• Social: family, friends, and social groups that impact consumer decisions
• Economic: income, prices, and economic conditions that affect consumer behaviour
• Marketing: advertising, promotions, and other marketing strategies that influence consumer behaviour

Types of Consumer Buying Behaviour

• Complex Buying Behaviour: high-involvement purchases that require significant consideration and evaluation (e.g. buying a car)
• Dissonance-Reducing Buying Behaviour: mid-involvement purchases that require some evaluation and justification (e.g. buying a new laptop)
• Habitual Buying Behaviour: low-involvement purchases that are made out of habit or routine (e.g. buying groceries)
• Variety-Seeking Buying Behaviour: purchases made to experience new products or services (e.g. trying a new restaurant)

Consumer Decision-Making Process

1. Problem Recognition: identifying a need or want
2. Information Search: gathering information about potential products or services
3. Evaluation of Alternatives: comparing and evaluating different options
4. Purchase Decision: making a final decision
5. Post-Purchase Behaviour: evaluating the product or service after purchase and forming attitudes towards the brand

Consumer Behaviour Models

• Theory of Planned Behaviour: consumer behaviour is influenced by attitudes, subjective norms, and perceived behavioural control
• Theory of Reasoned Action: consumer behaviour is influenced by attitudes and subjective norms
• Social Cognitive Theory: consumer behaviour is influenced by observational learning, reinforcement, and self-efficacy

Factors Influencing Consumer Behaviour

Internal Factors

• Motivation is driven by physiological, social, and psychological needs that push consumers to make purchasing decisions
• Perception is the process of how consumers interpret and process information, which influences their buying behaviour
• Learning is the accumulation of consumer experiences and knowledge that shape their purchasing decisions
• Attitudes are consumer opinions and feelings towards products or services, affecting their buying behaviour
• Personality traits, such as individual characteristics, influence consumer behaviour and purchasing decisions

External Factors

• Culture encompasses social norms, values, and beliefs that shape consumer behaviour and influence purchasing decisions
• Social factors, including family, friends, and social groups, impact consumer decisions and buying behaviour
• Economic factors, such as income, prices, and economic conditions, affect consumer behaviour and purchasing power
• Marketing strategies, including advertising and promotions, influence consumer behaviour and purchasing decisions

Types of Consumer Buying Behaviour

• Complex Buying Behaviour involves high-involvement purchases that require significant consideration and evaluation, such as buying a car
• Dissonance-Reducing Buying Behaviour involves mid-involvement purchases that require some evaluation and justification, such as buying a new laptop
• Habitual Buying Behaviour involves low-involvement purchases that are made out of habit or routine, such as buying groceries
• Variety-Seeking Buying Behaviour involves purchases made to experience new products or services, such as trying a new restaurant

Consumer Decision-Making Process

• Problem Recognition is the initial stage of identifying a need or want
• Information Search involves gathering information about potential products or services
• Evaluation of Alternatives involves comparing and evaluating different options
• Purchase Decision is the final stage of making a purchasing decision
• Post-Purchase Behaviour involves evaluating the product or service after purchase and forming attitudes towards the brand

Consumer Behaviour Models

• The Theory of Planned Behaviour suggests that consumer behaviour is influenced by attitudes, subjective norms, and perceived behavioural control
• The Theory of Reasoned Action proposes that consumer behaviour is influenced by attitudes and subjective norms
• The Social Cognitive Theory suggests that consumer behaviour is influenced by observational learning, reinforcement, and self-efficacy