Factors Affecting Consumer B

8/18/2019 Factors Affecting Consumer B

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Factors Affecting Consumer

BehaviorSocial Factors

*Groups;*Family;

*Roles and Status;


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Reference groups and membershipgroups:

• The membership groups of and individual are social groups to whichhe belongs and which will influence him. The membership groupsare usually related to its social origin age place of residence wor!hobbies leisure etc..

• The influence level may vary depending on individuals and groups."ut is generally observed common consumption trends among themembers of a same group.

• The understanding of the specific features #mindset valueslifestyle etc..$ of each group allows brands to better target theiradvertising message.


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• %ore generally reference groups are definde as those that provideto the individual some points of comparison more or less directabout his behavior lifestyle desire of consumer habits. Theinfluence the imga that the individual has of himself as well as his

behavior. &hether it is a membership groups or a non'membershipgroup.

• "ecause the individual can also be influenced by a group to which hedoesn(t belong yet but wishes to be part of. This is called anaspirational group. This group will have a direct infuence on the

consumer who whishing to belong to this group and loo! li!e it(smembers will try to buy same products.


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Whithin a reference group that influence theconsumer buying behavior, several role have been indentified:

The initiator:•the person who suggest buying a product or service;

The influencer:• the person whose point of view or advice will

influence the buying decision. )t may be a personoutside the groupe #singer athlete actor etc..$ but on which group members rely on.


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The decision-maker:•the person who will choose which product to bue. )ngeneral it(s the consumer but in some cases it may beanother person. For eample the + leader + of a soccer

supporters( group #membership group$ that willdefine for the whole group which supporter(s scarf buy and bear during the net game.

The buyer:•the person who will buy the product. Generally this will be the final consumer.


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The family

• The family is maybe the

most influencing factor for

an individual. )t forms an

enviroment of sociali,ation in which an individual will evolve shape his personality a-uire values.

"ut also develop attitudes and opinions on various subects such as politics society socialrelations or himself and his desires.


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• "ut also on his consumer habits his perceptionof brands and the products he buys.

• &e all !ept for many of us and for some

products and brands the same buying habitsand consumption patterns that the ones we had!nown in out family.


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Social roles and status:

• The position of an individual within his family wor! his country club his group of friends etc..

' /ll this can be defined in terms of role andsocial status.

• / social role is a set of attitudes and activitiesthat and individual is supposed to have and do

according to his profession and his position at wor! his position in the family his gender etc..'and epectations of the people around him.


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• Social status meanwhile reflects the ran! and theimportance of this role in society or socialgroups. Some are more valued that others.

• The social role and status profoundly influencesthe consumer behavior and his purchasingdecisions. 0specially for all the + visible+

products from other people.


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Conclusion:

• For a successful oriented ma!et service providershould wor! as psychologist to procureconsumers. "y !eeping in mind affecting factors

things can be made favorable and goal ofconsumer satisfaction can be achieved. Study ofconsumer buying behaviour is gate way to succesin mar!et.


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Thank you.

Factors Affecting Consumer B

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