Question

Consumer Behavior

describe how your personal microcultures have influenced and shaped you into the person/consumer you are.

Answer 1

Consumer behaviour can be defined as those acts of individuals (consumers) directly involved in obtaining, using, and disposing of economic goods and services, including the decision processes that precede and determine these acts. Consumer behaviour refers to human behaviours which go in making purchase decisions.

Factors influencing consumer behaviour

1. Cultural

• Culture
• Subculture
• Social class

2. Social

• Reference groups
• Family
• Roles and status

3. Personal

• Age and life cycle stage
• Life style
• Occupation
• Economic circumstances
• Personality and self concept

4. Psychological

• Motivation
• Learning
• Perception
• Beliefs and attitudes

4. Buyer

• Tste
• Preference

There is a main influence of cultural factors on a consumer's decision process. Consumers live in a complex social and cultural environment. The types of products and services they buy can be influenced by the overall cultural context in which they grow up to become individuals. Cultural factors includes race and religion, tradition, caste and moral values, Culture also includes subcultures, sub castes, religious sects and languages.

Microcultrure means that, It is used to refer to those identifiable groups of people who share the set of values, beliefs, and behaviors of the macro- culture, possess a common history, and use a common verbal and nonverbal symbol system.

1. Religious: Religion affect consumer culture because, religious beliefs. For example, If you are a Catholic, you celebrate different religous catholic traditions. They are buy their beliefs related goods.
2. Values: Every people have different values. They are protect their values. For example: The Quran instructs that clothing is meant to cover our private areas and be an adornment. Clothing worn by Muslims should be clean and decent, neither excessively fancy nor ragged. One should not dress in a manner intended to gain the admiration or sympathy of others.
3. Preference: Preferences to perceive the demand for each commodity and the future implications it may cause. For example, Christians brides are choose white dress in her marriage.
4. Needs and wants: Every one have different wants and needs for their personal purpose. For example, Christians When you get out of bed, bless yourself with the holy cross and say ,In the name of God, the Father, the Son, and the Holy Spirit.
5. Situation: When a consumer faces a situation involving conflicting expectations based on cultural expectations. For example, you are a Indian who migrated to America. You are not used to the way how Americans dress themselves, but when you saw how Americans dree in the street , you suddenly felt role conflict cause its not that acceptable in your culture in the Indian
6. Collecting antique:An antique is usually an item that is collected or desirable because of its age, beauty, rarity, condition, utility, personal emotional connection, and or other unique features. It is an object that represents a previous era or time period in human history.