Factors that influence consumer buying behavior

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Factors that influence consumer buying behavior

There are a lot of subjects for marketers to understand in order to get more customers purchasing their companies’ products or brands. Consumer buying behavior is one of the studies that marketers need to understand. Factors that influence consumer buying behavior can be classified into four classes which are social factor, cultural factor, personal factor and psychological factor.

One of the factors that influence consumer buying behavior is social factors. Social factors can be classified into three classes which are reference groups, family, and social roles and statuses (Kotler, 2000). Reference groups comprise of people that directly or indirectly influences a person’s behavior
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This means that the group members of main culture still share the core values and beliefs but there are another set of beliefs that they share among them which may be unusual for those held by the main group. In Malaysia, subcultures such as racial, religious, nationality, ethnic, age, gender, and regional are shared among us. In a psychologically view, subcultures that are important to people and their sense of identity can have an influence on their behavior. For example, women eat foods that ensure their health and fitness. Therefore marketers have to understand their eating behavior in order to meet their need. Social class is also parts of subcultures. As mentioned by Schiffman & Kanuk (2010), social class is defined as “the division of members of a society into a hierarchy of distinct status classes, so that members of each class have relatively the same status and members of all other classes have either more or less status” (p.320). As we know, different classes of people buy different product or brand from the others. Generally, we have three categories of social class which are lower class, middle class, and upper class. Lower class people are individuals who have poorly educated, low incomes, unskilled labors, part-time or temporary labors, the unemployed, widows, and retire people. Lower class people tend to not spend more on other things than their daily needs. Middle class includes small businessmen, skilled labors, white-collar workers, and higher
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