消费者购买行为因素分析assignment

根据McInnis et al。(2009年,p.3)的定义，消费者的消费行为反映了整个市场的一种情况，包括企业之间的收购，消费者的消费，商家的服务，活动,消费体验,人们的想法等等。所罗门(2004)指出,在消费者购买行为的研究过程中可以，我们不难发现，当个人或团体选择、购买、使用或处置一个产品或享受一项服务的时候，都是为了满足自身的一种需求和欲望。当消费者在决定要购买的一瞬间，是整个消费过程的高潮，整个消费过程包括需要识别、信息搜索、选择和评价,购买,购买后评价。
 

Factors affecting Consumer Buying Behaviour:-影响消费者购买行为的因素:-
 

根据Madaan(2009年,p.82)指出，消费者行为受到多种因素的影响,但绝大多数是不受零售商的控制的。经研究，我们观察到，不同等级的产品，但是总体的趋势都是追求比较令人快乐，便利的消费，追求健康，个性的消费方式。在了解这些因素后，一些零售商和商家试图想出一些策略来影响消费者的购买行为。这些因素大致分为两个方面，即微观和宏观。
 

The Totality Of Consumers Decision Marketing Essay
 

McInnis et al. (2009, p.3) defined that consumer behavior reflects the totality of consumer’s decision with respect to acquisition, consumption and disposable of goods, services, activities, experiences, people and ideas by decision making. Soloman (2004) states that consumer buying behaviour is the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires. The decision to consume typically is the culmination of a series of stages that include need recognition, information search, and evaluation of alternatives, purchase, and post purchase evaluation.

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Factors affecting Consumer Buying Behaviour:影响消费者购买行为的因素

 

According to Madaan (2009, p.82) consumer behaviour is affected by several factors, most of them are not under control of retailers. It has been observed that across different product categories, trend is towards convience, sensory pleasure, wellness and individuality. With understanding of these factors, retailers and other marketerers try to influence buying behaviour. These factors have been divided broadly two levels i.e. micro and macro.

 

According to Biyani, group CEO, Future group India (2006) diverse society, multi-religion, multi-ethnic, multi-lingual are important factors that should be taking in consideration while making any strategy for retail business. Madaan (2009) claimed that culture is the mix of values, perceptions, beliefs, norms, customs, languages, way of life etc. learned by an individual as a member of society. It is inherited from one generation to another. It is likely inbuilt memory of a computer.  As an example in research it is found that social norms were found to have a greater impact on the buying intentions of Korean consumers than on those of US consumers (Lee and Green, 1991, p. 289-305) Same with working-class consumers tend to evaluate products in more practical terms such as sturdiness and comfort. They are less likely to experiment with new products or styles such as trying new food recipe.

 

One study in the Mexican market found that socio-economic variables, particularly social class, had a greater impact on consumer innovativeness than personality, attitude factors or communication variables (Medina and Michaels 1991, p.99-121) this segment presents a major opportunity for Western companies if they can appeal to traditional values and lifestyles. For instance, Indian middle-class consumers appreciate products like grinders, blenders and other food preparation aids which allow more easy preparation of traditional Indian foods. Product adaptation provides one avenue for Western marketers to appeal to these traditional values and lifestyles, and it might be beneficial to seek the cooperation of local manufacturers for this purpose.

 

2. Demographic factors: -人口因素

 

According to Macinnis (2008) demographic is mainly the study of population which covers gender ,age, population , household, size, residential status, growth rate of population , education, income distribution, occupation to name a few.

 

People's family and marital status influences their spending priorities. For example, young bachelors and newlyweds are the most likely to exercise, consume alcohol, and go to bars, concerts, and movies (Values & Culture, 2004). Biological and psychological changes across the life span and social demands across the life define typical life events and social roles in the person’s life that serve as turning points and determine his or her social trajectories ( Pulkkinen and Caspi 2002). People who belong to the same age group tend to share a set of values and common cultural experiences that they carry throughout life. Many products are sex typed, and consumers often associate them with one gender or the other. Marketers typically develop a product to appeal to one gender or the other.

 

Lambert (1979) investigates in an open ended interview with 510 consumers in Florida State from the respondents that were asked to express their views on what companies might do to help senior citizens. The leading desire was discounts for the elderly (cited by over 50 per cent of the sample), followed by improved retail european personnel-consumer interactions and aid in locating products (20-25 per cent), transportation services (particularly delivery services), clearer price tags and labels, faster checkout provision and the list was completed with rest facilities, purchasing assistance, parking and entrance concerns and finally package carryout. The older consumer appears to shop less frequently than other groups ( Martin,1975) and exhibits a clear preference for specific days (pension days in the UK) and times (usually before noon) on which to undertake shopping trips( Mason and Smith,1974), the explanation being that they prefer to avoid crowds and shop at quieter times.

 

In addition to above factors, political environment, economic environment and legal system are also parts of macro level factors affecting buying behaviour of consumers.

 

Micro Level factors--微观层面因素

 

1. Psychological Factors: - “Consumer Behaviour itself is a psychological” term, which constituent understanding of perception, attitude, motivation, involvement, learning, ability and knowledge help in better understanding of concepts. The business process of psychological factors identifies groups of consumers who are similar to one another in one or more ways and then devises marketing strategies that appeal to the needs of one or more of these groups. In a research Jacob et al.(1993) claimed that Japanese consumers were found to be more right brain oriented and Chinese consumers more left-brain oriented than American consumers. As a result, emotional advertising appealed more to the Japanese while factual advertising appealed more to the Chinese. While Japan is not a “developing country”, such findings illustrate the importance of studying cultural differences with respect to deeper psychological and sociological variables for marketing purposes. At the same time, Tan and Dolich (1983) indicate that there is considerable similarity between Singapore and US consumers in the way they use various information sources for buying grocery and food items. Such similarities might allow the standardization of marketing strategies used in different countries at least to a degree.

 

The Attitudes (Krafft, Murali & Mantrala , 2010) toward marketing/consumerism and the degree of customer orientation in a culture can give marketers important insights into marketing within a country. For instance, consumer-protection has historically not been given much prominence in India, and the Government has only recently attempted to set up consumer complaint forums. In some countries, consumers are reluctant to complain even when they have a problem.

 

In a research Varadarajan et al. (1991, p.121) found a high level of skepticism regarding the operating philosophy of retail business, and a general dissatisfaction with advertising, complaint handling procedures and information availability among both managers and consumers in India. Not surprisingly, consumers preferred government regulation and price controls to address these issues while managers preferred industry self-regulation.

 

2. Personal Factors:-个人因素

 

Raj (1995) states that consumer perception for different companies and their products are very different in different countries, and mainly there are three types of consumer perceptions especially important to marketers. These are perceptions relating to the country of origin, brand equity, and price-quality relationships.

 

1. Country of origin--原产国

 

In particular may be an important keepsake that creates a first impression and provokes consumers to think more specifically about a product’s attributes and the desirability of those attributes (Hong and Wyer, 1989). For example, while the phrase “made in America” is perceived positively in China and Singapore (Zimmerman, 1986) the same cannot be said of several Middle Eastern countries.