Match the items. a. Traditions, customs, societal norms, and values that a person is brought up with or exposed to, also shape consumer behavior significantly. b. Age, gender, income, education, and personality significantly affect consumers' buying decisions as they reflect individual preferences, values, beliefs, and experiences. c. The opinions and behaviors of one's social circle can heavily sway individual choices towards products that are popular or recommended within these circles. 1. Personal characteristics 2. Social influences 3. Cultural factors
Answer (1)
In understanding consumer behavior, it's important to recognize the various influencing factors that shape how and why individuals make purchasing decisions. These factors can be broadly categorized into three types:
Cultural factors : Traditions, customs, societal norms, and values a person grows up with or is exposed to can shape consumer behavior significantly. Cultural influences are deeply ingrained and often drive the fundamental needs and wants of individuals. For example, in some cultures, gift-giving is a strong tradition, which can lead to increased consumer spending during certain seasons or events.
Personal characteristics : These include age, gender, income, education, and personality. Each of these characteristics significantly affects consumers' buying decisions as they reflect individual preferences, values, beliefs, and experiences. For instance, younger individuals might be attracted to trendier, technology-driven products, while older consumers may prioritize functionality and ease of use.
Social influences : The opinions and behaviors of one's social circle can heavily sway individual choices towards products that are popular or recommended within these circles. Social influences come from family, friends, social media, and other communities. For example, if a peer group highly values sustainability, its members might be more inclined to purchase eco-friendly products.
In summary, consumer behavior is complex and influenced by various factors, each carrying its own weight. Understanding these factors allows marketers and businesses to tailor their strategies to better meet the needs and wants of their target audience.
