Consumer Buying Behavior is the behavior that a consumer display while buying the product or a service. Each and every consumer hashis/her own buying behavior that he displays it during purchase of differentproducts. This behavior displayed by the consumer is the result of a number of influences which he/she receives from the environment. These influences can becategorized into four factors viz. Cultural factors, Social factors, Personal factorsand Psychological factors.
: - culture, subculture and social classes are particularlyimportant in buying behavior. Culture is the fundamental determinant of aperson’s wants and behavior. Each culture consists of smaller subcultures thatprovide more specific identification and socialization of its members. Subcultureincludes nationalities, religions, racial groups and geographic regions.
: - In addition to cultural factors a consumer’s behavior isinfluenced by such social factors as reference groups, family and social roles andstatuses. A person’s
consists of all the groups that have adirect (face to face) or indirect influence on the person’s attitudes or behavior.Groups that have direct influence on a person is called as membership groups.Some membership groups are also called as primary groups, such as family,friends, neighbors and coworkers with whom the person interacts fairlycontinuously and informally. People also belong to secondary groups such asreligious, professional and trade union groups which tend to be more formal andrequire less continuous interaction.
are those a personhopes to join;
are those whose values and behavior anindividual rejects. The
is the most important consumer buyingorganization in society, and family members constitute the most influentialprimary reference group. A person participates in many groups-families, clubs,organizations. The persons position in each group can be defined in terms of