FACTORS INFLUENCING CONSUMER BEHAVIOUR
1. Cultural factor
Subculture
People with shared value systems based on common life experiences and situations. Subcultures include nationalities, religions, racial
Groups, and geographic areas.
The HSBC bank in Canada, web site in Mandarin and Cantonese [in addition to English and French] to court the growing and
Affluent Asian community.
2. Social factor
Family
Family members can strongly influence buyer behaviour. Husbands, wives, and children have varying influences on different product and services.
Family buying influences: Lowe’s targets women shoppers who initiate 80% of all home improvement decisions. Lure women and they will drag their husbands behind them.
3. Personal factor
Lifestyle
A person’s pattern of living as expressed in their activities, interests, and opinions. It profiles a person’s whole pattern of acting and interacting in the world.
To promote its premium image to a new target market, Sleeman beer ads reveal a dynamic and sophisticated city image.
4. Psychological factor
Attitude
A person’s consistently favorable or unfavorable evaluations, feelings, and tendencies toward an object or idea.
Attitudes are difficult to change, but the Milk processor’s wildly popular milk moustache campaign succeeded in changing attitudes towards milk.
1. Cultural factor
Subculture
People with shared value systems based on common life experiences and situations. Subcultures include nationalities, religions, racial
Groups, and geographic areas.
The HSBC bank in Canada, web site in Mandarin and Cantonese [in addition to English and French] to court the growing and
Affluent Asian community.
2. Social factor
Family
Family members can strongly influence buyer behaviour. Husbands, wives, and children have varying influences on different product and services.
Family buying influences: Lowe’s targets women shoppers who initiate 80% of all home improvement decisions. Lure women and they will drag their husbands behind them.
3. Personal factor
Lifestyle
A person’s pattern of living as expressed in their activities, interests, and opinions. It profiles a person’s whole pattern of acting and interacting in the world.
To promote its premium image to a new target market, Sleeman beer ads reveal a dynamic and sophisticated city image.
4. Psychological factor
Attitude
A person’s consistently favorable or unfavorable evaluations, feelings, and tendencies toward an object or idea.
Attitudes are difficult to change, but the Milk processor’s wildly popular milk moustache campaign succeeded in changing attitudes towards milk.