Consumer Behaviour Project

In: Business and Management

Submitted By Royale
Words 2451
Pages 10
Introduction:
Understanding Consumer behavior:
What is consumer behavior? The study of when, why, how, where and what people do or do not buy products is referred to as Consumer behavior. There are factors that influence consumer behavior, these factors are: 1. Cultural Factor. 2. Social Factor. 3. Personal Factor. 4. Psychological Factor.

1. The Cultural Factor
The cultural factor is divided into three sub factors:
a. Culture
b. Sub Culture
c. Social Class
Culture:
Is the set of basic values perceptions, requirements, and behaviors learned by a member of society from family and other important associations. It is the most basic cause of a person’s wants and behavior. Every group or society has a culture, and cultural influences on buying behavior may vary greatly from country to country.

Sub Culture:
A group of people with shared value systems based on common life experiences and situations. Each culture contains a smaller sub culture of a group of people with shared value system based on common life experiences and situations. Sub culture includes nationalities, religions, racial group and geographic regions. Many sub cultures make up important market segments where marketers often design products.
Social Class:
Almost every society has some form of social structure, social classes are society’s relatively permanent and ordered divisions whose members share similar values, interests and behavior.

2. Social Factors * A consumer’s behavior also is influenced by social factors, such as the Groups, Family, Roles and status
Groups:
Are two or more people who interact to accomplish individual or mutual goals. A person’s behaviors are influenced by many small groups. Groups that have a direct influence and to which a person belongs to are called membership groups.

Family:
Family members can strongly influence the…...

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