Marketing And Marketing: Factors Of A Consumer Behavior
An individual who buys services or products for personal use and not for manufacture or resale. Someone who can make the decision whether or not to purchase an item at the store is a consumer and someone who can be influenced by advertisements and marketing. Any time someone goes to a store and purchases a shirt, beverage, toy or anything else, they are making that decision as a consumer. …show more content…
Psychological factors can include perception of a situation or a need, the ability of the person is to learn or understand information, and an individual's attitude. Every person will respond to a message of marketing based on their attitudes and perceptions. Therefore, marketers must take these psychological factors into consideration when creating campaigns, ensuring that their campaign will appeal to their target audience.
Personal factors are that characteristics specific to a person and may not relate to other people within the same group. These characteristics may include how decisions are taken by a person, their unique interests and habits, and opinions. When personal factors are considered, decisions are also influenced by age, gender, background, culture, and other personal issues.
For example, an older person will exhibit different consumer behaviours than the younger ones, meaning they will choose products or services differently and spent their money on items that may not interest a younger …show more content…
Thus the consumer still experiences uncertainty about which brand is best.
Routinized Response Behaviour –In this stage, the buyers have well defined choice criteria and also have strong predispositions toward the brand. Their exist a little confusion in the consumer's mind and he is ready to purchase a particular brand with little evaluation of alternatives. The model borrows from learning concepts to explain brand choice behaviour over time as learning takes place and the buyer moves from exclusive to routinized problem solving behaviour. Here the four major components get involved. The Input Variables: The input variables consist of informational cues about the product attributes or brand such as quality, price, distinctiveness, service and availability. This informational cues may be significative and influence the consumer directly through the attributes or directly symbolic, if they derive from the same factors as they are portrayed by salespeople in the mass media, influencing the consumer