File Name: reference group and family influence on consumer behaviour .zip
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Consumers have different roles in purchasing products and services, and these roles can influence their buying behavior. Consumers have different roles in purchasing products and services. Here, a role is defined as the expected behavior of an individual in a society.
Consumer behaviour is the study of individuals, groups, or organizations and all the activities associated with the purchase , use and disposal of goods and services , and how the consumer 's emotions, attitudes and preferences affect buying behaviour. Consumer behaviour emerged in the s as a distinct sub-discipline of marketing , but has become an interdisciplinary social science that blends elements from psychology , sociology , social anthropology , anthropology , ethnography , marketing and economics especially behavioural economics. The study of consumer behaviour formally investigates individual qualities such as demographics , personality lifestyles, and behavioural variables such as usage rates, usage occasion, loyalty , brand advocacy , and willingness to provide referrals , in an attempt to understand people's wants and consumption patterns. Also investigated are the influences on the consumer, from social groups such as family, friends, sports, and reference groups, to society in general brand-influencers , opinion leaders. Research has shown that consumer behaviour is difficult to predict, even for experts in the field; however, new research methods, such as ethnography , consumer neuroscience , and machine learning  are shedding new light on how consumers make decisions.
Anyone can learn for free on OpenLearn, but signing-up will give you access to your personal learning profile and record of achievements that you earn while you study. Start this free course now. Just create an account and sign in. Enrol and complete the course for a free statement of participation or digital badge if available. A large number of factors influence our behaviour. Kotler and Armstrong classify these as:. Personal age and life-cycle stage, occupation, economic circumstances, lifestyle, personality and self concept.
Other consumers follow a similar process, but different people, no matter how similar they are, make different purchasing decisions. You might be very interested in purchasing a Smart Car, but your best friend might want to buy a Ford F truck. As we mentioned earlier in the chapter, consumer behavior is influenced by many things, including environmental and marketing factors, the situation, personal and psychological factors, family, and culture. Businesses try to figure out trends so they can reach the people most likely to buy their products in the most cost-effective way possible. While some influences may be temporary and others are long lasting, different factors can affect how buyers behave—whether they influence you to make a purchase, buy additional products, or buy nothing at all. Presumably, the longer you wander around a facility, the more you will spend.
No two individuals have same buying preferences. The buying tendencies of individuals vary as per their age, need, income, lifestyle, geographical location, willingness to spend, family status and so on. An individual tends to discuss with his immediate family members before purchasing a particular product or service. What he sees from his childhood becomes his habit or in other words lifestyle. A female from an orthodox background would prefer salwar suits, saris instead of westerns or short outfits.
Social factors further include reference groups and compliance groups. Reference groups provide points of comparison by which to evaluate attitudes and behaviour. Family the family is maybe the most influencing factor for.
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