Understanding Consumer Behavior: Key Factors and Influences
Defining Culture and Its Main Features
Culture is the sum of knowledge, norms, beliefs, customs, values, and behaviors learned and shared within a society. Key features include being learned, shared, and dynamic. Culture influences behavior through imposed standards. Example: Choosing an eco-friendly deodorant due to environmental concerns.
Defining Social Class
Social class is the division of society into relatively homogeneous groups with similar values, attitudes, and behaviors. Example: Purchasing a Ferrari suggests belonging to the upper class due to financial resources.
Defining Social Groups and Their Role
Social groups are two or more people interacting to achieve goals. They influence consumers through:
- Information: Word-of-mouth or buzz.
- Norms: Members conform to gain recognition or avoid rejection.
- Identification: Consumers purchase products reflecting group values.
Defining Family and Its Role
Family is a primary social group influencing personality, attitudes, and motivations. It plays a crucial role in socialization and consumer behavior.
Five Basic Situational Factors
- Physical Environment: Music, atmosphere, location, merchandising.
- Social Environment: Influence of others during purchase or exposure to advertising.
- Task Definition: Purpose of purchase (personal use, gift).
- Time: Individual perception, commodity, or available time.
- States: Moods and physiological states (hunger, fatigue).
Personal Characteristics
Demographics (gender, age, life cycle stage), personality, self-concept, and lifestyle influence product choices and brand preferences.
Influence of Motivation
Motivation is the force driving individuals to action due to unmet needs. Desire arises when motivation is directed towards a specific good or service.
Influence of Perception
Perception is how individuals select, organize, and interpret stimuli. It influences product choices based on perceived meaning.
Influence of Learning
Learning is acquiring knowledge and experience for future purchase and consumption decisions. It affects product recall and choices.
Influence of Attitudes
Attitudes are mental states formed by experience and information, shaping perceptions and preferences. Example: McDonald’s rebranding to change negative attitudes associated with junk food.
Peculiarities of Organizational Buying Behavior
- More people involved in decisions.
- Closer supplier-customer relationships.
- Professional purchasing and instruments.
- Direct purchase from producers.
What is a Shopping Center?
The shopping center refers to individuals or groups involved in organizational purchase decisions, focusing on information acquisition and processing.
Types of Organizational Purchase Situations
- Straight Rebuy: Routine purchase with the same supplier and conditions.
- Modified Rebuy: Changes in purchase aspects, potentially involving new suppliers.
- New Purchase: First-time purchase, involving more people and uncertainty.
Main Stages of the Buying Decision
- Problem Recognition
- Determination of Solutions
- Product Specification
- Search for Suppliers
- Acquisition Proposals
- Evaluation of Proposals and Supplier Selection
- Ordering Process
- Performance Evaluation
Factors Influencing Organizational Buying Behavior
- Environmental Factors: Economic, physical, technological, legal.
- Organizational Factors: Goals, policies, procedures, structures, systems.
- Interpersonal Factors: Interactions and conflicts between decision-makers.
- Individual Factors: Personal characteristics of participants.