Professional Documents
Culture Documents
Rujuta Parab
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Sr.No
1 Abstract 3
2 Introduction 4
3 Review Literature 5
4 Strengths and Weakness 9
5 Summary 12
6 Conclusion 13
7 References 14
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1.Abstract
Consumer buying behaviour is influenced by cultural, social, personal and psychological factors
The objective of this research is to gain insights about consumer behaviour and develop in-
depth understanding about the various factors influencing consumer buying processes. Consumer
behaviour today has become more heterogenous and it has become increasingly important to
study various aspects of this subject. In-depth understanding of consumer behaviour forms the
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Aspects and factors influencing consumer behavior
2.Introduction
marketing has become an important aspect for any organization. Organizations focused on
acquiring customers by developing an efficient 4p’s model , marketing was a generalized process
with the same messages being sent out to all customers. But today with growing competition ,
the focus is more on the customer and providing what the customer wants . Customers have a
very crucial role in the success of any organisation since they are the people who generate
revenue for the organisation by buying, using and influencing others to buy their products and
services (Khaniwale, 2015)i Customers are the pivot of every business. For every business to be
able to survive will immensely depend on its potential customers. As a result, it will be a flop for
any business which does not identify and retain its customers This radical shift requires
organizations to analyse the consumer needs, preferences ,motivations and behaviours in-depth ,
understanding the internal and external factors influencing the purchasing decisions . Behaviour
is the numerous responses portrayed by individuals and consumers are individuals or groups who
purchase products. Consumer behaviour is the study of people’s needs and motivations in
choosing a particular product and deciding their patterns of purchases. It analyses how people
acquire , use and discard and make decisions about purchase .Consumer behaviour is not just
limited to the physical product purchase but also includes the factors from problem awareness to
the post -purchase stage .The field of consumer behaviour gained importance post mid
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and sociology. In-depth understanding of consumer behaviour can prove to be a great
competitive advantage and organizations can avoid costly market strategy failures.
3.Review Literature
3.1 Dr. R. Srinivasan, Dr. R.K. Srivastava & Prof. Sandeep Bhanot (2014) studied the
influence of age on various aspects of purchase behavior of luxury brands like frequency of
buying luxury products, influence to buy luxury products and the repeat purchase intention, the
impact of age on various value dimension like financial value, functional value. This analysis
identified that there is a significant difference in perception towards various value dimensions
among people of different age groups. It identified that there is a strong relation between age
and intention to repurchase the brand. Younger people up to the age of 50 years show a more
3.2 Shringar Jha, Vishal Pradhan (2020 ) analyzed the changes in consumer behavior
during the Covid-19 pandemic on various dimensions like the availability of products, Financial
savings, Fear of health and the quality of products. The research identified product quality as
The most important aspect influencing consumer behavior . Sectors like healthcare, santization ,
media and entertainment gained spurge during to a drastic shift towards hygiene conscious
behavior.
3.3 Abdul Halim Abdul Majid et al (2018) shed light on the various factors influencing
consumer behavior such as cultural importance , price, motivation and religion. The study was
conducted using questionnaires with a rating scale from strongly agree to strongly disagree and
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concluded motivation to be one of the most important factor for consumer behavior in Saudi
arabia.
3.4 Vandana Sonwaney and Snehal Chincholkar (2019) conducted an analysis of the online
consumer buying behavior in tier 3 cities of Maharashtra. A proposed online consumer behavior
model describes the various factors of marketing stimuli, psychological factors, social factors ,
personal factors and the buyer’s intention and the effects this factors have on the decision making
process. Research was conducted using self administrated questionnaire by collection sample
data from six cities .This research contradicts with a few existing research studies (Karlsson el
at. ;2005) about the role of gender and price and its impact on the buying process.
3.5 Paulomi Chakraborty and A.S Suresh (2018) studied the factors influencing consumer
buying behavior in the retail industry and its impact on the consumer perception. This reseach
was conducted using a scaled questionnaire and a Likert scale. The research findings suggest that
brand , fitting and comfort are considered to be the most important variables in retail consumer
buying behavior. Hoardings is an essential factor which influences visibility and affects
consumer perception
3.6 Mohammad Hasan Galib and Jennifer Steiger (2018) aimed to study consumer
behavior by analyzing the factors that influence consumer intention and studying the direct and
indirect variables that influence customer’s intention to participate in social CRM. Using TAM
which is an model derived from the Theory of reasoned action this study constructs a research
model consisting on various elements of TAM such as attitudes, perceived ease of use, perceived
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usefulness, intention and additional elements like user satisfaction, perceived risk and perceived
enjoyment.
3.7 Letizia Alvino , Efthymios Constatinides and Massimo Franco aimed to study
attempts to explore in detail the gap between neuromarketing and marginal utility theory and its
application in understanding consumer behavior .The study uses a structured approach to analyse
the four main topics in neuromarketing research such as its application to products and brands,
reward systems, quality and value .In conclusion, the study suggests that the marginal utility
theory plays a key role in marketing and understanding and predicting consumer behavior in
particular
3.8 Vijay Victor et al (2018) analysed the different factors influencing consumer behaviour
and the purchase decision making process in a dynamic pricing envoirnment. The study used a
exploratory factor analysis and a purposive and intuitive sampling technique to measure and
classify numerous facets of online dynamic pricing situation such as awareness of dynamic
pricing, privacy, buying process and strategy , shopping experience, fair prices which influences
3.9 Charles Dennis and Chanaka Jayawardhena (2019) presented and analysed an
integrated model of e-consumer behaviour. The research analyses in-depth about the various
functional attributes like consumer attitude, consumer intention to purchase, past purchase
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experience and cues. The integrative framework provides relations of social factors, situational
3.10 Simon Manyiwa and Ian Crawford (2002) proposed a model built upon the Gutman’s
(1982) means-end theory and proposes four key categories of nested consumer choices,
attributes of consumer choices, consequences and values .In conclusion, the study states that
values related to actual choices in natural context might be more engaging and effective in
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4. Strengths and Weaknesses
4.1 Dr. R. Srinivasan, Dr. R.K. Srivastava & Prof. Sandeep Bhanot (2014) was successful
in developing a strong relation between age and the consumer buying behavior in the luxury
market. It has detailing the various .However the samples collected were restricted to a particular
region and hence the findings can vary according to regions and the same findings cannot be
applied universally.The study focuses on education as an aspect that affects behavior but fails to
consider other variables like age, gender that may have influence on the consumer behavior
4.2 Shringar Jha, Vishal Pradhan (2020 ) fails to understand the factors and reasons that
impact consumer behavior at a more in-depth granular level. But it was able to capture and gain
an overview of a broad range of factors causing change in consumer behavior during the Covid-
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4.3 Abdul Halim Abdul Majid et al (2018) captures a wide range of factors and presents
findings that will assist towards transformation of public transportation and will help in
study focuses on only one sector for analysis that is car dealers which makes it difficult to
understand the applicability of the findings to other fields .The scope of this study is also limited
4.4 Vandana Sonwaney and Snehal Chincholkar (2019) This text is able to capture a wide
array of factors ranging from buyer’s intention, social factors detailing the impact these factors
have on the consumer buying behavior for the retail scenario the data was collected using a
convenience sampling technique which posses chances of biasness .Hence, a larger sample size
and a sampling technique may provide a more comprehensive analysis on the topic
4.5 Paulomi Chakraborty and A.S Suresh (2018)- This study provides great insights into the
various features , behavioural and buying patterns of hedonistic shoppers in FMCG, Retail and
Jewellery format.
4.6 Mohammad Hasan Galib and Jennifer Steiger (2018)This study did not make an
attempt to analyse if any mediating effects prevails by analyzing factors such as age, gender ,
income, occupation . The study did not include comparative analysis among multiple cultural
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4.7 Letizia Alvino , Efthymios Constatinides and Massimo Franco(2018) –This study
engages through a very detailed analysis of neuromarketing and the various interrelated factors
between neuromarketing and consumer behavior. But it failed to analyse the behavior of
consumers when exposed to greater quantity of the same items .It also fails to understand if there
4.8 Vijay Victor et al -The study correctly identified buying strategy , reprisal intentions
and self -protection intentions as the key factors having great influence on purchasing decisions
and consumer buying behaviour (2018). One of the limitations of this study was that the
respondents belonged to the 20-27 age group and hence the study findings might not be
4.9 Charles Dennis and Chanaka Jayawardhena (2019) However, this study did not include a
few factors such as the role of image, trust and e-interactivity which are influencing factors in e-
consumer behaviour .The influence of level of education in e-commerce buying behaviour has
been not emphasised upon. The buying process of consumer behaviour is of more importance to
marketing applications
4.10 Simon Manyiwa and Ian Crawford (2002) This study correctly emphases upon the
importance of social context when understanding the links between choice, patterns and values in
studying consumer behavior . But the research approach and methods followed rely heavily on
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the understanding and trust between the researcher and respondent which is a limitation of the
study.
5.Summary
The research studies have identified , measured and classified various factors influencing
consumer behavior and prospective decisions that may affect the consumer buying process. With
growth of the field , there is an increasing need to better understand the field by conducting in-
depth research about various facets of consumer behavior . Understanding customer’s needs and
strategies. The research papers identified and analysed the various factors impacting the
consumer buying process such as demographic factors like age, gender, occupation ,
psychological factors like attitudes, perceptions and others. A set of dimensions identified in the
article can be used to characterize the various perspectives on consumer behaviour and the same
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6.Conclusion
The buying process of consumer behaviour is of more importance to marketing applications than
influencing buying decision, consumer needs, wants and motivation and thereby formulate an
appropriate marketing mix for the consumers. Some findings and outcomes may be of
importance to specific marketing practices but the overall goal of such research is to achieve a
greater understanding about consumer behaviour. The main aim of such research is to gain a
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References
Dr.Srinivasan, Dr.srivastava and Sandeep Bhanot , (2014). Impact of age on purchase of luxury.
Paulomi Chakraborty and A.S Suresh (2018 ). A study of factors of consumer buying
Shringar Jha, Vishal Pradhan (2020 ). Factors causing change in consumer behavior during
Vandana Sonwaney and Snehal Chincholkar (2019).Identifying the factors influencing online
Volume 8 Issue 08
Abdul Halim Abdul Majid ,Houcine Meddour, Oussama Saoula and (2018).Consumer buying
Volume 10 Issue 3
Volume 10 Issue 1
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Charles Dennis, Len Tiu Wright, Bill Merrilees and Chanaka Jayawardhena (2019).e-Consumer
Vijay Victor, Jose Thoppan , Robert Jeyakumar Nathan, Fekete Farkas Maria (2018).Factors
Simon Manyiwa and Ian Crawford (2002).Determining linkages between consumer choices in a
Social context and the consumer’s value: A means-end approach. Journal of consumer
Behavior .
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