Sub: Marketing Management Class:II BBBA

III.CULTURAL FACTOR :
a. CUSTOMS :
The buying behavior of the people will be very much influenced by their customs and practice. Eg :
People in the north side eat chapattis where as in the south side rice is the major food items.
b. HABIT :
Customs and practice are inherited habits for acquired and not inherited. E.g. : Noodles and pizza are not
our type of foods. But we have acquired a taste for such items as a result, there are being sold in every
nooks and cones of our cities and towns.

IV.SOCIAL FACTORS :
a. FAMILY INFLUENCE :
A person buying behavior is very much influenced by his family. The father or the mother may decide
what they should buy for their children. Likewise if there are two sisters, probably the elder sister will
suggest to her younger sister what is good for her.
b. MEDIA INFLUENCE :
The influence of media, cinema in particular on a person’s buying behavior cannot be ignored. Most of the
youngsters emulate their favorite film hero’s in hair styles, dress and so on.

V.SOCIAL ECONOMIC FACTOR:

a. INCOME:
Needless to say an increase in a person’s income may motivate him to go in for new items. He may buy
something for himself or for his wife or children.
b. DESIRE FOR SAVINGS:
Sometimes when there is an increase in an individual income, he may desire to save a portion of fit. The
amount so saved may be invested. He may invest in gold, shares, land and so on.

THEORIES ON BUYING BEHAVIOUR

I.ECONOMIC THEORIES

a. MARGINAL UTILITY THEORY :

According to this theory a buyer will continue to buy a product as long as it gives him utility or satisfaction.
Man in economics, is considered to be rational and therefore, the buying decision of and individual is very
much influenced by economic consideration.
b. INCOME AND SAVING THEORY :
This theory causes attention on what is termed as purchasing power. The purchasing power of an individual
is determined by his disposable income. Our people income is the money left with a person’s after payment
of tax and his savings.

II.PSYCHOLOGICAL THEORIES:

a. STIMULUS RESPONSE THEROY :

According to this theory a correct response to some stimulus person with satisfaction. For e.g. If some
advertisement announces a free gift offer & the individual feels induced by it.
b. CONGNITIVE THEROY :
This theory was propounded by fest linger namely to explain certain post- buying behaviour. According to
it stimulation of want is conditioned by a customer’s knowledge, his perception, belief and attitudes.
III.PSYCHOANALYTIC THEORY :

This theory explains the behavior of and individual using three elements.ID, Superego and Ego. ID is Latin
word which refers to a person’s inherited psychological impulse. It leads to strong drivers which cannot be
influenced. Superego is nothing but person consciousness Ego means the consequence of a person’s acts
and guides him by telling him whether he should proceed further or not.
IV.SOCIO CULTURAL THEORIES :

This theory suggests that the behavior of an individual will certainly be influenced by the group of which

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