Cultural Influence on Consumer Behaviour

Cultural Influence on Consumer Behaviour.


 Below I have added the modules I have been learning this semester. This may help when trying to include learnings the course in the assessment. this assessment includes the field notes and the report it needs to include 3 medium to high level involvement purchases which can be anything. Consumer Behaviour – the behaviour that consumers display in searching for, purchasing, using and evaluating and disposing of the products and services that they expect will satisfy their needs. Personal consumers – buy goods and services for his or her own use, use by the whole household, or a household member, a gift for someone else or pets. Organisational consumers – Buy products to help run their organisations, is complex. Consumer Decision Making Process – 3 levels of consumer decision making – Extensive problem solving – Limited problem solving – Routinised Response behaviour. The higher the perceived risks in the decision the higher the levels of involvement in the decision making process. Situational influences – Physical surroundings, social surroundings, time, purchasing reason, buyers mood and condition Psychological influences – perception, motives, learning, attitudes, personality and self-concept, lifestyles Social influences – roles, family, reference groups, opinion leaders, social classes, cultures and subcultures. Consumer decision buying process – Problem recognition – information search – evaluation of alternatives – purchase – post purchase evaluation. Consumer Motivation – is defined as a driving force within individuals that impels them to action. This driving force is produced by a state of tension that exists as a result of an unfulfilled need. Individuals strive both consciously and subconsciously to reduce the tension they feel by addressing the need. Needs are the essence of a marketing concept. Make consumers aware of the needs. Abraham Maslow formulated a theory of human motivation based on a universal hierarchy of needs in 1943.

He identified five basic levels of needs that we seek to satisfy lower needs first. As lower needs are satisfied higher level needs emerge. Positive goal – referred to as an approach object Negative goal – refereed to as an avoidance object.  Consumer Personality – is the unique dynamic organisation of characterises of a particular person, physical and psychological, which influence behaviour and responses to the social and physical environment. Of these characteristics, some will be entirely unique to the specific person and some will be shared by others. Consumer Learning – process by which individuals acquire purchase and consumption knowledge, and the experience they apply to future related behaviour. Consumer learning is a process as such it constantly revolves and changes as a result of acquired information. Motivation – consumers are motivated to learn if the information is relevant to their needs and goals. Cues – serve to direct consumer drives and may be physical e.g. in shopping centres or emotional via marketing communications. Response – how consumers react to a motivational drive or cue. Reinforcement – repeated events that increase the chance a response will occur again to the same stimulus. To main behaviour theories are: Classical conditioning – assumes objects are relatively passive entities that can be taught behaviours through repetition and association. Operant conditioning – Posits that learning occurs through trial and error. Habits are formed as a result of rewards or punishments. Consumer Perception Consumer Attitudes The Diffusion of Innovation Social and Cultural Influence on Consumer Behaviour Consumer ethic

Cultural Influence on Consumer Behaviour

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