Key Factors of Consumer Behaviour Essay

1. demonstrate and explain the key factors influencing consumer behaviour. Why must organic laws ensure consumer behaviour in order to optimise gross sales? Marketing is the activity, set of institutions and processes for creating communicating, canting, and exchanging offerings that have value for customers, clients, partners, and club at large (AMA, 2007). Consumer behaviour is the judgment of net consumers individuals and households who cloud goods and services for ad hominem consumption (Kotler et al., 1999) in that location ar four key factors influencing consumer behaviour. They atomic number 18 social, cultural, personal and psychological factors. Consumer may tends to change their buy behaviour according to these factors. Cultural factors be described as good deal who react busy way realize to religion reason. Different culture response differently, how people behave with their buying decision. for instance in Myanmar, mass of people do not have a habit of doing gambol or using gear for diet purposes. In United Kingdom, on the otherwise hand, groups of men and women tend to emphasis on sport and victorious supplement. As a supplement communication channel prospective, they should not supply their ingathering or trade in in Myanmar.Social factors are mainly influenced by family, close friend and personal attitude. They are also known as reference group. name and address group are important as the product are satisfied for their needs, the gist with forward to another(prenominal) person which is also known as boy of mouth. The communication is powerful because we trust our friends and colleagues opinions. For example, mass of wealthy people do not buy a Primark product, simple because of their status, they should be buying very much more expensive product such as Gucci and Chanel. If they do consumer Primark product their friend may gurgle behind their back which affect the status.After taking cultural and social factor s into consideration, the next things people course put things into account is personal factors. personal factors washbasin be defined as a spirit in which a person gestate the particular brand is valued to them. Personal factors consists of buyers age, occupation, economic situation and animationstyle. Depending on human life cycle, buyers decision making is changing in different stages. Therefore, marketer often segment the market and take the consumer life stages. As an example, it is an inappropriate for the marketer to move Samsung latest smart phone to senior citizen, they may only want to use simple computer keyboard phone. In term of occupation, people are concerning roughly their status and image in their society. The products that they consume are crucial to his or her status.Psychological factors include belief, fire and motivation. Everyone has their own belief in different way. very much majority of people are bias when buying a particular brand. There is no full or wrong answer, in fact, people learnt from preceding(a) experience whether the brand had met their needs or how they perceived the brand . For example, Iphone 5, more and more people are getting the new Iphone 5, not because it is very special. In fact Samsung s3, has better functionality than Iphone but still people buys it. This shows people value the brand of Apple and how they perceived the brand. Motivation factors are another factor that consumer think before they buy. According to Maslow theory, different people has different needs. So, marketer should know how to segment the market and luff the right person to maximise sales.In summary, organisation should consider how consumer behave for certain product by looking at these four factors. furthermore, communicating with consumer are crucial to the market as they sent the message the consumer about the products feature. Therefore, marketer has to be segment the market and target the right consumer to deliver the messa ge across.