Marketing Management _ Discussion Forum Unit 2

Consumer Behavior assists us with understanding the purchasing propensities and spending
examples of customers. Not all people would like to purchase comparative products. Customer
behavior manages with respect to why and why not an individual buys specific products and
services. The factors influencing consumer’s behavior are following:

1. Occupation

The occupation of an individual assumes a critical part in impacting his/her buying decision. A
person's inclination of occupation impacts the products and brands he picks for himself/herself.
A person's designation and his tendency of work impact his buying decisions. You could never
track down a low level laborer buying matching suits, ties for him. An individual dealing with
the shop floor can't bear to wear premium brands regularly to work. School attendees and
understudies would favor casuals when contrasted with experts who might be more keen on
buying formal shirts and pants.

2. Age

Age and human lifecycle likewise impact the buying conduct of shoppers. Youngsters would be
keener on buying brilliant and noisy tones when contrasted with a moderately aged or old
individual who might favor respectable and unpretentious plans. A bachelor would incline
toward spending extravagantly on things like brew, bicycles, music, garments, gatherings, clubs,
etc. A young single would barely be keen on buying a house, property, protection strategies, gold
and so forth An individual who has a family, then again would be more keen on buying
something which would profit his family and make their future secure.

3. Economic Condition

The buying tendency of an individual is directly corresponding to his pay/income each month.
Individuals with major league salary would purchase costly and premium products when
contrasted with individuals from center and lower pay bunch who might spend generally on
important things.

4. Lifestyle

Lifestyle, a term proposed by Austrian analyst Alfred Adler in 1929, refers to the way an
individual stays in the society. It is truly significant for certain individuals to wear marked
garments while a few people are truly not brand cognizant. An individual remaining in an elegant
region needs to keep up his status and picture. A person's lifestyle is something to do with his
style, mentality, discernment, his social relations and prompt environmental factors.
5. Personality

A person's personality additionally influences his purchasing conduct. Each individual has
his/her own trademark personality characteristics which reflect in his/her purchasing conduct. A
wellness oddity would consistently search for wellness supplies while a music sweetheart would
cheerfully spend on instruments, CDs, shows, melodic shows and so forth.

References
Gajjar, N. B. (2013). Factors affecting consumer behavior. International Journal of Research in
Humanities and Social Sciences, 1(2), 10-1

Jisana, T. K. (2014). Consumer behavior models: an overview. Sai Om Journal of Commerce &

Management, 1(5), 34-43

Ramya, N., & Ali, M. (2016). Factors affecting consumer buying behavior. International journal of
applied research, 2(10), 76-80