This led to paradigm shift of the manufacturers attention from product to. Consumer buying behaviour refers to the buying behaviour of the ultimate consumer. Consumer behaviour articles management study guide. Consumer decision making process fahy and jobber 2012, 62 25 figure 5. Model of buying behaviour tyagi and kumar 2004, 54 21 figure 4. A study on factors influencing consumer buying behavior in. Situational influences consumer behaviour behavior. The factors that influences the consumer behavior can be classified into internal factors or individual determinants and, external environmental factors. The study of consumers buying behavior and consumer. Many factors, specificities and characteristics influence the individual in what he is and the consumer in his decision making process, shopping habits, purchasing behavior, the brands he buys or the retailers he goes. Cultural influences on consumer behaviour this study investigates the differences between individualismcollectivism and consumer behaviour in relationto automobile purchases. The interest in traditional foods is a sign of new trends in consumer behaviour in the food market implied by a desire to preserve and expose values resulting from cultural heritage.
A consumer goes through several stages before purchasing a product or a service. The body of scientific work on influences on behaviours refutes the simplistic economic, rational view of decision making which is often relied upon. Internal influences affecting consumer behaviour by. Introduction to customer behavior definition in consumer. Consumer behaviour is quite subjective as a consumer decisionmaking process is affected by number of factors. Those factors are known as internal factors or personal factors. Factors affecting consumers buying decision in the selection. Solomon, consumer behaviour, phi learning private limited, new delhi, 2011 ramanuj majumdar, consumer behaviour, prentice hall of india, new delhi, 2011 loudon and della bitta, consumer behaviour. A conceptual frame work introduction consumer behaviour is a subset of human behaviour. The first stage is the growing consciousness of a need in which the potential consumer becomes aware of a want, which can. Consumers are faced with many external influences, including an individuals culture, subculture, household structure, and groups that heshe associates with. As a consumer we are all unique and this uniqueness is reflected in the consumption pattern and the process of purchase. International business bachelor of business administration.
She is a key member of a team exploring how technology can be used to enhance the student learning experience. First, retailers that sell online, as well as, maintaining traditional physical offline stores. Various scholars and academicians concentrated on it at a much later stage. Consumer behavior consists of factors that have effect on consumers buying. In this study the author looked at several stages of the consumer decisionmakingprocess and identified the possible differences between individualist and collectivist. Consumer behavior can be influenced by factors such as motivation, learning and perception. Pozzi 2009 divides online retailers in two following categories. The study of consumers buying behavior and consumer satisfaction in beverages industry in tainan, taiwan. Management is the youngest of sciences and oldest of arts and consumer behavior in management is a very young discipline. Marketing implications of consumer behaviour study of consumer behaviour modelling an overview consumer behaviour is comparatively a new field of study which evolved just after the second world war. We receive stimuli from the environment and the specifies of the marketing strategies of different products and. In addition to cultural influences, consumers belong to many other groups with which they share certain characteristics and which may influence purchase decisions.
A purchase decision is the result of each and every one of these factors. Environmentisthebroaderconstructandrepresentsageneralmilieuofbehavior, whereassituationisamoremomentaryconcept. An empirical study of the factors influencing consumer. The external factors affecting consumer behavior have been discussed categorically in this chapter, spread across. Pdf internal consumer behavioral factors that influences higher. Policy implications beyond nudging april 2014 5 yet, the common premise that. Information processing sensation and perception historically, sensation and perception have been accorded little attention by consumer researchers. Acton 2005 stated that the consumer purchase behavior is defined as consumer buying behavior which is consumed in order to meet the needs of consumers 8.
Situational influences free download as powerpoint presentation. Lets understand the concept in detail with the help of few examples. Therefore, these factors are used to segment the market and target specific consumer groups. To find how consumer buying behavior factors influence. Consumer behaviour jane priest is a teaching fellow at edinburgh business school and teaches parts of the oncampus marketing course, as well as the consumer behaviour elective by distance learning. Consumer decision process somehow influences by outside forces, but the effect itself is not bad or good.
Consumer behaviour refers to the behaviour of consumers in deciding to buy or not to. It blends elements from psychology, sociology, social anthropology and economics. Consumer behaviour 14mbamm301 department of mba, sjbit 1 consumer behavior subject code. Some of these outside forces include culture, subculture, social class, family, environment marketing and. Gatekeeper influences the familys processing of information. Factors influencing consumers decision to purchase food.
Often these groups contain opinion leaders or others who have major influence on what the customer purchases. Consumer behaviour deals with various stages that a consumer goes through before purchasing any product or service. The attitudes we form about a product or service will affect whether were likely to buy that product or not. A book that takes a fresh look at consumer behaviour, with over 35 cases for classroom discussion. This framework is made up of three main sectionsthe decision process as represented by the innermost circle, the individual determinants on the middle circle and the external environment which is represented by the outer circle. Introduction consumer purchasing decisions are often affected by factors that are outside of their control but have direct or indirect impact on how we live and what we consume. Role description initiator initiator is the individual who determines that some need or want is not being fulfilled and authorises a purchase to rectify the situation. External and internal influences on consumer buying decisions. Factors influencing consumer buying behaviour the consumer behaviour or buyer behaviour is influenced by several factors or forces. An exploratory study in tshwane is my own work except as indicated in the references and acknowledgements. Influences on consumer behaviour european commission. An understanding of consumer behaviour is essential in planning and programming the marketing system.
Consumer purchasedecision process okonkwo 2007, 62 27 figure 6. While this evolution has been continuous, it is only since the 1950s that the notion of consumer behaviour has responded to the conception and growth of modern. Psychological factors influencing consumer behaviour instructor janne peltoniemi pages 46 supervisor birgitta niemi learning, and attitude and behaviour change. Internal external influences on consumer behaviour. Besides the internal factors, external factors also influence consumer behaviour.
Buying behaviour, this papers aim is to provide an indepth elucidation of the many aspects that influence consumer behaviour. The study of all these three sections constitutes the scopeof consumer behaviour. It is submitted in partial fulfilment of the requirements for the degree of magister business management at the university of south africa, pretoria. Consumer behaviour internal factors linkedin slideshare.
An attitude a predisposition to evaluate an object or product positively or negatively. The sellers market has disappeared and buyers market has come up. These factors are not individualistic and are external to the individual. The aim of this paper is to understand the influences of the factors that were measured in a survey on purchasing behaviour.