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(ii)Cultural factors
(iii)Psychological factors
(I) Personal factors-(Age,
Education, Economic Position, Status,
Self-concept)
An
individual’s age, level of education, his
occupation, overall economic position and
lifestyle, all influences his role as a buyer. They
decide what products will buy and consume. A
person’s self- concept and his concern about status
ii) influence
(also Culturalhisfactors : (Religion
buying decisions. ,
language, etc…)
Within any religion, there may be several sects
and sub-sects; there may be orthodox groups and
cosmopolitan groups. In dress ,Food habits or
marriage-in almost all matters of individual life-
religion and culture exercise an great influence .
(iii)Psychological factors-
(beliefs,attitudes,motivation, and
perception):-
Individuals coming under the
same economic and social groups can be vastly
different when it comes to certain personal
believes, faith and attitudes. One may be
traditional in the overall view of life, while
another may be modern. One may be least innovative,
while another may welcome anything new.
2. Buyer’s Social Environment (Group
Influence)
The
buyer, he is not an ascetic, he is living in a
society, is influenced by it. He is a member of
several organizations and groups, both formal and
informal. There is constant interaction between
the individual and the groups to which he belongs.
Which influence him in his day-to-day life and
consequently, his buying behavior.
Since there are two broad groups of which
an individual is apart, we shall discuss group
influence in two parts.
(i) Influence of intimate group.
(ii) Influence of the broad social
class
(i) Influence Of Intimate Group ;
The intimate groups are like,
family, friends, close colleagues and closely knit
organizations. These groups exercise a strong
influence on the lifestyles and the buying
patterns of its members. Among these groups, the
most influential and primary groups are the family
and peer groups. The peer group has the greatest
influence
(ofiistyles
) on the individual
Influence Of member
The as a stabilizer
Broad Social
and behavior patterns .
Class;
The social class is a larger group than the
intimate groups. The constitution of a social
class is decided by the income, occupation, place
of residence, etc., of the individual members. They
share a common lifestyle and behavior pattern. And
they normally select a product or a brand that
caters to their class norms..
Sources;
•Product motives
•Patronage motives