Cultural Factors: Characteristics Affecting Consumer Behavior

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1.3. CHARACTERISTICS AFFECTING CONSUMER BEHAVIOR There are different characteristics that affect consumer’ behavior towards a particular brand. It could be cultural factors, social factors, psychological factors and personal factors. In Pakistan the cultural factor plays an important role in affecting the consumer behavior toward desserts. We have the culture of eating desserts in occasion or celebrations such as parties, birthday, and weddings. Social class also influences the consumers buying behavior. Usually the middle and upper class tends to buy desserts other than ice-cream or local sweets (desi). Social factors like online social networks also affect consumer behavior. If they find information about new place is their city or if they find people praising any new food item they themselves want to try it. Moreover consumer behavior toward desserts is affected by personal factors …show more content…

People tend to believe that chocolates and ice-cream will lighten up their moods. They also like to celebrate little joys in life by having desserts. 1.4. FUTURE PREDICTION: Increase In The Supply Cost Since the main ingredients of most of the sweet courses are milk, flour, sugar and fruits. Their prices are rapidly increasing because of the shrink in market, it is undeniable that their prices will further rise in future that will increase our production cost and will result in higher price charged for products/services. So increase in a supply cost may push the demand downward due to this expenses are expected to be high in near future. Shifting In Consumer Preferences According to the survey results the demand for the sweet courses is high but these courses contain lots of sugar and calories (the main cause of diabetes and fat) in future, shift in consumer preferences towards consumption of healthy food is expected that will support the demand of low fat and sugar free courses. 2. THREATS AND

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