Personal influences on consumer behavior. 3.1 Factors That Influence Consumers’ Buying Behavior 2022-10-29
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Consumer behavior is the study of how individuals, groups, and organizations make decisions about the acquisition, consumption, and disposal of goods, services, and ideas. It is a complex and multidimensional process that is influenced by a wide range of factors, including personal, social, cultural, psychological, and economic factors. In this essay, we will focus on the personal influences that shape consumer behavior, including motivation, perception, attitudes, personality, and lifestyle.
One of the key personal influences on consumer behavior is motivation. Motivation refers to the driving force that prompts individuals to take action. It can be either intrinsic (internal) or extrinsic (external). Intrinsic motivation is driven by personal interests, values, and goals, while extrinsic motivation is driven by external rewards or incentives. For example, a person may be intrinsically motivated to purchase a particular product because it aligns with their values or interests, while another person may be extrinsically motivated to purchase the same product because of a discount or promotion.
Perception is another personal influence on consumer behavior. Perception refers to the way in which individuals interpret and make sense of the information and stimuli that they encounter in their environment. It is influenced by a person's beliefs, attitudes, values, and past experiences, and it can have a significant impact on their decision-making process. For example, a person who perceives a particular brand as high quality and trustworthy may be more likely to purchase that brand's products, while a person who perceives the same brand as inferior or untrustworthy may be less likely to make a purchase.
Attitudes are also an important personal influence on consumer behavior. Attitudes refer to a person's overall evaluation of a particular object, person, or idea. They are formed over time and are influenced by a person's beliefs, values, and past experiences. A person's attitudes towards a particular product or brand can significantly impact their likelihood of making a purchase. For example, a person with a positive attitude towards a particular brand may be more likely to purchase that brand's products, while a person with a negative attitude may be less likely to do so.
Personality is another personal influence on consumer behavior. Personality refers to an individual's unique characteristics and traits, such as their values, attitudes, interests, and behaviors. Different personality types are more likely to be attracted to different types of products and brands. For example, someone with a high level of openness may be more likely to purchase innovative or unconventional products, while someone with a high level of agreeableness may be more likely to purchase products that are socially responsible or environmentally friendly.
Finally, lifestyle is an important personal influence on consumer behavior. Lifestyle refers to an individual's pattern of living, including their values, activities, and interests. It is influenced by a wide range of factors, including demographics, income, education, and occupation. Different lifestyles are often associated with different types of products and brands. For example, a person with an active lifestyle may be more likely to purchase athletic or outdoor gear, while a person with a more urban lifestyle may be more likely to purchase trendy or fashionable products.
In conclusion, consumer behavior is influenced by a wide range of personal factors, including motivation, perception, attitudes, personality, and lifestyle. Understanding these personal influences can help marketers and businesses better understand and predict the consumer decision-making process, and develop more effective marketing strategies and products that appeal to their target audience.
What are the Personal Factors Influencing Consumer Behavior?
The attitude of Indian consumers has undergone a major transformation over the last few years. Some studies have shown that consumers feel better about retailers who attempt to prevent overcrowding in their stores. How to use the personality traits of consumers in a marketing strategy? A number of research organizations examine lifestyle and psychographic characteristics of consumers. This is a decision of buying goods and spending your money. While achieving self-actualization may be a goal for many individuals in the United States, consumers in Eastern cultures may focus more on belongingness and group needs. Customers may stop buying when a company discontinues its incentive scheme.
Framing or the way information is presented is important. The effect of these factors cannot be verbalized by the consumer, as he may not be able to realize their influence on him. The Supermarcado de Walmart stores are located in Hispanic neighborhoods and feature elements such as cafés serving Latino pastries and coffee and full meat and fish counters Birchall, 2009. They are more outward and have broad influences on your beliefs and the way you do things. For example, consider a high-school-age reference group dining out. Its annual release of spring fashions usually leads to a feeding frenzy among shoppers, but spring 2009 was different. Tom made sure we had all the condiments needed for our meals and returned to make sure we were satisfied.
What kind of evaluations do you conduct on a restaurant when you dine? The attitudes also undergo changes, with teenage typically reflecting egocentrism and carefree nature, and a full nest family driven by responsibility and safety concerns. The same thing may happen if you need something immediately. Apart from that, the type of conditions that someone works in will also affect his choices in various areas. The first refers to what we can perceive at a given moment, such as memories, thoughts and he fantasies; within the second is all that we are not aware of, such as traumas, instincts, impulses, among others. This group often includes an opinion leader.
Starbucks has done a good job in terms of locating its stores. There can be a small group of two people and a large group. He actively discounts the negative reviews, often discrediting their source. For example, a high earning programmer buys a Mac and an entry level technology engineer buys an affordable Windows laptop for his personal and professional use. People can be described as confident, aggressive, shy, domineering, extrovert or introvert. In this process the consumer starts with recognizing the need of the product, and then finds a way or a medium of solving these needs, makes purchase decisions like planning whether he should buy or not buy a certain product, and then he confirms the information, jots down a plan and then implements the Consumer behaviour is physiological it is human behaviour it can change with the slightest change in the market, the atmosphere and the trend.
The message about the product from the word of mouth and advertising must be consistent to prompt retention. College major choice: an analysis of personal environment fit. Different ways of organizing the buying function in a large organization Spring 2017-2018 17. Like it or not, you are more like your parents than you think, at least in terms of your consumption patterns. We have four main factors that affect consumer behaviour they are; 1. It also extends to other products like automobiles and types of electronics products an individual wants to buy.
People generally want to climb hierarchies of power, status and prestige, and purchasing behaviors are often related to this desire. Becoming a mature student: how adult applicants weigh the advantages and disadvantages of higher education. A company should provide a series of incentives to make the customer buy its product again and again. This type of learning involves copying others or modeling oneself on observed behaviour in anticipation of certain rewards. Other needs, such as shelter, clothing, and safety, tend to be enduring. Principles of Marketing Global Edition.
Our meals arrived at our table the food was at perfect tempature and portions were appealing. The adjectives I use to describe myself are as follows: kind, loyal, selfish, hard working, apathetic, practical, honest, occasionally rude, and procrastinator. Perception is how you interpret the world around you and make sense of it in your brain. A belief is not factual, it is a perception which may or may not be factually correct. What is in favor within the reference group will Conformity and Obedience The desire to be accepted and belong to a group is an undeniable human need.
Journal of Marketing for Higher Education, 11, 2 : 1—20. The personality of the consumers is a factor that must be taken into account in the elaboration of the marketing plan. Such as the purchase of confectionaries, chocolates is more when an individual is a child and as he grows his preferences for the products also changes. It is really important for some people to wear branded clothes whereas some individuals are really not brand conscious. Consumers were thought to perceive the information subconsciously and to be influenced to buy the products shown. First of all, wearing brand name labels makes a person feel like he or she belongs.
Moreover, life styles and buying considerations and decisions differ widely according to the nature of the occupation. Social Influences Human beings are one of the most social of all species. Competence: Reliable, intelligent and successful. The internet is making price more transparent, as customers are able to compare prices that they have paid for the same product. Selective retention: A customer remembers only a few messages, and they are the ones which are in line with his existing beliefs and attitudes. Learning and self educating these days is done online and also in groups. If we take this principle into account, we can say that the consumer acts on the basis of these unconscious impulses.