2.3 Consumer behaviour & external influences.

2.3 Consumer behaviour & external influences.

Consumer behavior is not only influenced by internal factors such as personality, attitudes, and values, but also by external factors that are outside of the individual's control. Here are some external influences that can affect consumer behavior:

1. Culture and subculture: Culture refers to the shared values, beliefs, customs, and behaviors that define a group of people, while subculture refers to a smaller group within a larger culture that shares specific values, beliefs, and behaviors.

Culture and subculture can influence consumer behavior by shaping individuals' preferences, attitudes, and behaviors. For example, individuals from certain cultures may place a higher value on collectivism, while individuals from other cultures may place a higher value on individualism.

2. Social class: Social class refers to the hierarchical grouping of individuals based on their income, education, occupation, and other factors. Social class can influence consumer behavior by affecting individuals' perceptions of status, prestige, and self-identity. For example, individuals from higher social classes may be more likely to purchase luxury goods and services as a way of demonstrating their status and wealth.

3. Reference groups: A reference group is a group of people that an individual looks to for guidance and validation in their attitudes and behaviors. Reference groups can influence consumer behavior by shaping individuals' attitudes and behaviors related to specific products and services. For example, a group of friends who are passionate about a certain brand of athletic shoes may influence an individual to purchase the same brand.

4. Family: The family is an important social influence on consumer behavior, particularly in the purchase of household goods and services. Family members can influence each other's attitudes and behaviors related to specific products and services, and the decision-making process may involve negotiation and compromise.

5. Marketing and advertising: Marketing and advertising play a significant role in influencing consumer behavior by shaping individuals' perceptions of products and services. Advertising can create awareness, generate interest, and influence attitudes and behaviors related to specific products and services.

Overall, external influences can have a significant impact on consumer behavior. By understanding these influences, businesses can develop more effective marketing strategies and product offerings that appeal to their target audience. Additionally, businesses can create products and services that better meet the needs and preferences of their target audience, leading to increased customer satisfaction and loyalty.

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