Understanding Consumer Behavior-1

Consumers differ from one another in terms of their sex, age, education, income, family life-cycle stage, personality and life style, and other personal characteristics which influence their buying behavior. Man is social animal and is influenced by the people with whom he interacts. Each person interacts with and is a member of many groups. These groups provide a point of reference of comparison for the consumer and are known as reference groups such as family, friends, social organizations, professional associations; the strongest influence is exerted by the family.

Culture is the most pervasive influence on our lives and influences all aspects of our behavior; consumers operate within the cultural framework of their society and purchase only those products which fit in with their cultural norms. Within each culture there exist many sub-cultures comprising distinct nationality groups, religious groups, racial groups, geographic groups that have their own unique values and life-style. Social classes are group of people who have similar income, education, wealth, social status, value and beliefs. The marketer must understand that people with different cultural, sub-cultural and social class background have different product and brand preferences and need suitably modified products and marketing strategies.