1.0 Introduction
As a marketers it is extremely important that we understand the choices of consumers. No two individuals are alike and our experiences and personalities differ. Theorist believe there are many factors that influence human behaviour and the buying process, which actually begins from early childhood through the teen years and into adult life.
For the purpose of this assignment I will show the factors that influence consumers evaluation of brands and how the knowledge of such is used by marketers to better understand their consumers and to better service their need and wants.
2.0 Factors Influencing Consumer Behaviour
In order for us as marketers to be able to produce a product that will capture the need and wants of consumers we first must understand what are the factors that may influence an individual’s decision when the time comes for the purchase of a product. These factors play an important role in the life of the consumer most of which is done unconsciously. All of this happens before the consumer actually have a need and do their search and evaluation there are certain factors that influence this process which I have explained below according to the category they fall under.
2.1 Cultural Influences:
Culture and values
The set of values norms, attitudes and other meaningful symbols that shape human behaviour and the artifacts, or products of that behaviour as they are transmitted from generation to generation to the next.
Subculture
A homogeneous group of people who share elements of the overall culture as well as unique elements of their own group.
Social Class
A group of people in a society who are considered nearly equal in status or community esteem, who regularly ...