Cultural and Social Influences
Cultural influences are sub-divided into three factors:
Culture: A personâ€™s culture is the values and beliefs he/she learned from his/her upbringing and surroundings. These learned values and beliefs stay with the person throughout his/her life. Therefore, they also influence a consumerâ€™s buying behavior.
Subculture: Cultures divided into smaller and more specific sections are called subcultures. People of the same subculture may enjoy common traits among themselves that donâ€™t align with another subculture. Like cultures, subcultures also have a great impact on a consumerâ€™s purchase decision.
Social Class: When society divides people into different classes based on occupation, income, and lifestyle, the classes are called social classes. Common examples of social classes are the Upper, Middle, and Lower classes. Social classes influence consumer buying behavior as people of the same class tend to exhibit common beliefs.
Personal influences are subdivided into five factors:
Occupation: Consumers tend to shop for those products that might help them or facilitate their occupation. Therefore, the occupation of a person has a major impact on a consumerâ€™s buying decision.
Age: Persons of different age groups exhibit different behaviors and have largely varying interests. With varying ages and life stages, a consumer’s attitude, behavior, and outlook also change. These elements are monumental in making a purchase decision. For example, an 18-year-old person might choose a different product than a 50-year-old person.
Financial Situation: A person’s financial situation is his/her purchasing power and ability to pay off debts. A consumer will not buy a product that falls outside of his/her purchasing power. The consumer will buy the product only if he/she can pay off its debt. Therefore, financial power is a major determiner in a consumerâ€™s buying decision.
Lifestyle: A personâ€™s lifestyle is his/her way of living reflected through his/her activities and opinions. The consumer will prefer those products that fit into his/her current lifestyle or the lifestyle he/she desires.
Personality: A personâ€™s personality is a unique blend of qualities attained from genes and the surrounding environment. Depending on a personâ€™s personality, he/she might choose different products and services.
Psychological influences are divided into four factors:
Motivation: A consumer may want to purchase different goods at a given time. Ultimately, one of the most deciding factors is the personâ€™s motive which means what the consumer wants to achieve by buying the product.
Perception: A personâ€™s view of a product influences his/her decision to buy the product. One personâ€™s perception of a product may be different from anotherâ€™s perception. Perception refers to how a person observe things. Generally, if a person has a negative perception of a product, he/she will not buy it.
Learning or Past Experiences: A person learns new things as he/she undergoes new experiences in life. Therefore, what a person has learned over time influences his/her buying decisions. Similarly, past experiences may also impact the decision.
Beliefs: Consumers’ beliefs arise from different factors such as religion, culture, and education. Nonetheless, a consumer’s beliefs play an important role in making a purchase decision. As a result, consumers tend to prefer those products that follow along with their belief systems
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