II.1.1. Factors Affecting Consumer Behaviour Shinta (2009) says that, consumer purchasing behaviour is affected by factors of cultural , social , personal , and psychological .
Some of the factors that influence consumer behavior are as follows
1 . Cultural Factors. Culture, sub - culture, and social class is very important to the buying behavior. Culture is what determines most basic desires and behavior. Each culture consists of a number of subs - culture that is more revealing specific identification and socialization for its members. Basically, all human societies have a stratification social . Stratification is more often found in the form of social class division of society is relatively homogeneous and permanent, are arranged hierarchically and that the members held values , interests, and similar behaviour. Social class has several characteristics. First, people in the same social class tend to behave more uniform than those of two different social classes. Secondly, people find themselves occupying positions inferior or superior social class. Third, social class is characterized by a set of variables - such as employment, income, welfare, education, and value - orientation instead of a single variable . Fourth, individuals can move from one ladder to another ladder on social class during their lifetime.
2 . Social factors.
Consumer behavior is influenced by social factors, such as reference groups, family, and social roles and status. Reference group make a person live a new lifestyle and behaviour and affect behaviour and one's personal concept, demanding the reference group for followed the custom groups that can affect a person's choice will be the actual product and the brand. Family of orientation consists of paren...
... middle of paper ...
...rding of documents and files of the parties related to the research.
4c Justification for the Methodology that you plan to use (See Output 3)
In this methodology, a case study is applied to define as a study based on interviews and some important questions to customers ZARA and H & M. This methodology is very important for graduate students as well as those who already have work experience to educate them to pursue careers higher to be more professional in conducting a study. Justification in this methodology aims to survey consumer behavior found in London, both in terms of consumption, prices, interest in the products, and also the attitude of the psychology of the buyer shirt (Susan et al. 2005). This study aims to look at a phenomenon that occurs in consumer behavior towards clothes. This study is very precisely made for the international businessman.
Long, Russ. "Social Class (Stratification)." Introductory Sociology. Del Mar College, 16 Nov. 2013. Web. 11 Mar. 2014.
Social stratification as defined by Brinkerhoff et al. is “an institutionalized pattern of inequality in which social statuses are ranked on the basis of their access to scarce resources” (Brinkerhoff et al. 152). By scarce resources, many people have to deal with poverty and having a lack of money to buy the things they need in their lives. Social class is defined as “a category of people who share roughly the same class, status, and power and who have a sense of identification with each other” (Brinkerhoff et al. 155). Your social class has to do with your socioeconomic status along with the power and connections you have. Social mobility on the other hand is “the process of changing one’s social class” (Brinkerhoff et al. 153).
Cultural and social factors mainly affect inhabitants of a country and their drive to improve their country's economy. These can
According to Black?s definition, stratification is ?the vertical aspect of social life?, ?any uneven distribution of the material conditions of existence? (Black 11), in other words the discrimination of wealth. Stratification can be measured in quantity, delineated in style and viewed from two perspectives, as a ?magnitude of difference in wealth? (Black 11) and as the level to which the setting is stratified. Moreover, stratification explains not only law, its quantity and style, but also other aspects of social life. The relationship Black is mostly interested in is the positive correlation between stratification and law, meaning the more law, the more stratified the setting is. When utilizing this proposition by inserting other variables of social ...
Introduction This paper presents a dynamic model on the consumer behaviour in the real world marketing issue. It will further discuss the marketing and industrial experiences encountered daily in everyday business life, in addition to the consumer behavioural issues and consumer analysis and recommendations. Research studies have argued that industries or companies experience lots of issues in awe of the logistics of their daily routine, giving them the knowledge that can be used to anticipate incoming situations with the way of tackling problems. However, with the familiarity and repeated external occurrences in the marketing scope of an industry, there are many implementations carried out in solving such problems without complexity.
The type of product is another factor as consumers tend to require fewer choices for commodity good and more choices for luxurious goods.
This report aims to provide a mix review of theories and personal case study. I will apply two consumer behaviour theories in relation to my own purchase decisions.
Mooij, M.de. (2004). Consumer Behavior and Culture, Sage Publications, Page 102, Page 119, Page 274, Page 275
ucts. Reference groups can be thought of as any group that has an influence, positive or negative, on an individual. Social class impacts purchasing decision directly and indirectly. Annual household income is used to define social status and also places limits on household spending. Culture impacts the purchasing decision process in that the values, ideas and attitudes of people are shaped by the culture in which they reside.
As culture may impact people's behaviours generation by generation, in other words, the consumer's need of business in some level depends on cultural influence. Cultural influence lies in a variety of forms, from laws, regulations, religions to personal interests.
4. Research shows that consumer behavior is clearly influenced by self-concept, the way a person feels and thinks about himself or herself.
In an article called Cultural Factor Highly Influences On Consumers & Their Buying Behavior – In Indian Context, the basic characteristics of culture are described:
The act of consumption has been the primary means through which individuals in society participate and transform culture. Culture is not something already made which we consume; culture is what society creates through practices of everyday life and consumption involves the making of culture. When attempting to understand certain acts of consumption it is necessary to observe the relations involved in production and consumption. Through technological innovation, the fashion industry has been expanded to play a prominent role in consumers’ purchasing decisions and styles are becoming less difficult to obtain. With the expansion of department stores and shopping being viewed as a leisurely activity, this has continued to transform the act of fashion consumerism. The functional interests feature a rational attachment to clothing items. Symbolic benefits involve status and prestige to fulfill the achievement for positive self-esteem. Further benefits include a provided experience for the individual consumer and the created use of imagery and desire used to enrich one’s life.
Social stratification is known as the unjust social system in which people are categorically ranked and are placed in hierarchies. Such tradition exercises an accepted form of discrimination which persist over time through various generations. It is formed by the mix of negative culture, belief and philosophies of a majority, creating an impression of seclusion and inequality towards a certain minor group. Usually based on three major premises: power, prestige and property it is commonly exemplified in 4 different manners: Slavery, Caste, Feudalism and Class System. Social stratification generates the structured division of social groups, through such authority and control withdrawn. That being said, social stratification is directly linked
Nevertheless, one of the most important constants among all of us, regardless of our differences, is that, above all, we are buyers. We use or consume on a regular basis food, clothing, shelter, transportation, education, equipment, vacations, necessities, luxuries, services, and even ideas. As consumers, we play an essential role in the health of the economy; local, national and international. The purchase decision we make affect the requirement for basic raw materials, for transportation, for production, for banking; they affect the employment of employees and the growth of resources, the successfulness of some industries and the failure of others. In order to be successful in any business and specifically in today’s dynamic and rapidly evolving marketplace, marketers need to know everything they can about consumers; what they are want, what they are think, how they are work, how they are spend their leisure time. They have to find out the personal and group influences that affect consumer decisions and how these decisions are made. In these days of ever-widening media choices, they need to not only identify their target audiences, but they have to know where and how to reach