消费者行为的意义是为了满足欲望而选择、购买和利用物品和服务。有几个程序可以帮助做出消费者行为的决定。首先，买方试图寻找适合自己需求的商品，然后选择保证其更高有效性的商品(Jain, Taylor and Culligan, 2013)。一旦选择了商品和服务，客户就会评估他能花在所需商品/服务上的资金。最后，顾客通过与竞争品牌的商品进行比较，来评估商品的价格。
购物者的行为受到他所属的家庭单位的明显影响。因此，营销团队必须期待发现配偶、父母和孩子的责任和控制力。如果一个物品的购买偏好受到妻子的影响，那么营销团队在策略上就会把重点放在女性身上(Fujii and rling, 2014)。在这种情况下，购买责任随着消费者生活方式的转变而变化。
The meaning of Consumer behaviour is the selection, buying as well as utilization of the items and services for fulfilment of desires. There are several procedures that help in making decisions of the Consumer behaviour. First of all, the buyer attempts to look for the goods that would be suitable for his needs and then makes choice of the goods that assure them of higher effectiveness (Jain, Taylor and Culligan, 2013). Once the goods and services are chosen, the customer would assess the funds available with him, that he can spend for the desired commodity/ services. In the end, the customer assesses the commodity’s price in comparison to the commodities offered by its competing brands.
Factors that influence the consumer behaviour
There are many aspects that have impacts on the buying behaviours of consumer, for example, personal, cultural, social and psychological.
The description of the above mentioned variables is as underneath:
1. Personal aspects
2. Cultural aspects
The Consumer behaviour is profoundly affected by culture-based variables, for example, purchaser way of living, subculture, and communal category.
Way of living is the element of all communities and is the vital approach for everyone’s requirements and actions. The ability of culture to manipulate the purchasing behaviour differs from one nation to the other, and so the marketing managers should be extremely cautious in investigating the cultural values of diverse gatherings, areas or nations. Every culture has diverse subcultures, for example, religious convictions, nationalities, regions, ethnic gatherings, tribes and so on. The strategists who lay down the marketing strategy can make use of these gatherings by parting the whole market into many tiny segments. For instance, a marketing team can create objects/services as per the demands of a targeted regional gathering.
All the communities have various types of communal categories which are vital to the marketing teams, as the purchase behaviour of folks in a certain communal rank is comparative. Thus, marketing exercises could be customized as per social rankings (Gneezy and Rustichini, 2012). It is essential to note that social ranking is decided by earnings; yet, there are other aspects as well, as possessions, level of qualification, profession etc.
3. Social Aspects
Social variables additionally have an impact on the purchase behaviour of consumers. The critical social elements are: referencing people, relatives, job responsibility and standing.
Referencing People are the individuals who possess capability to frame an individual’s state of mind or behaviour. The effect of these individuals differs for every item and brands i.e. the evident items, for example, clothing, shoes, cars etc., have a huge impact. These people have ability to suggest the buyer from their own experiences of using the same brand/ item.
The shopper’s behaviour is emphatically affected by the family unit to which he belongs. So, marketing teams must look forward to discovering the responsibilities and controlling power of the spouse, parents and kids. In case the buying preference of an object is impacted by wife, then the marketing team will like to focus on the females in their strategies (Fujii and rling, 2014). In this case, the purchasing responsibilities vary with transforms in consumers’ ways of living.
Everyone is a part of community, family, group etc. and has dissimilar responsibility and standing. No two persons are same in these terms. Like, if female is functioning in a firm as finance head, she is possessing two responsibilities, one is of job and the other is of being a mother. Accordingly, her shopping choices will be in control of her responsibility and standing.