Please enable JavaScript.
Coggle requires JavaScript to display documents.
Factors influencing consumer choice (Psychological Influence (Perception…
Factors influencing consumer choice
Psychological Influence
Perception
The process through which people select, organise and interpret information to create meaning
Everyone has different perceptions - what one person perceives may be very different to reality
Motives
What makes an individual do something
Main motives are: comfort, health, safety, ambition, taste, pleasure, fear, amusement, cleanliness and the approval of others.
Attitudes
Is a person's overall feeling about and object or activity
Customer attitudes towards business & products can influence the success or failure of the businesses marketing strategy.
Personality
Is the collection of all behaviours and characteristics that make up that person.
This will affect the: brands, types of products a customer buys
Learning
Refers to changes in an individual's behaviour caused by information and experiences.
Customers having direct experience of new products, means they are learning.
Self-image
Relates to how a person views themselves
Defines what products we buy: celebrities and sportspeople used to endorse product and are looked up to by people.
Sociocultural Influence
Social Class
or socioeconomic status
A person's relative rank in society, based on his or her education, income or ocupation
It influences the: type, quality & quantity of products a customer buys.
Culture & subculture
Is the learned values, beliefs, behaviours and traditions shared by a society.
Infiltrates what we do everyday - determines what people wear, what and how they eat, and where and how they live.
Reference (peer) groups
Is a group of people with whom a person closely identifies, adopting their attitudes, values and beliefs
Buying behaviour may change to match the rest of the group's beliefs and attitudes.
Family & roles
Influence buying behaviour
Is what role is played within the family and groups within the wider community.
Economic Influences
Boom
Is a period of low unemployment and rising incomes.
Businesses
and
customers
are optimistic about the future
Businesses
increase production and increase market share through intensifying promotional strategies.
Customers
are willing to spend more as a result of feeling secure about their jobs and incomes.
Recession
Unemployment levels are high and incomes fall dramatically
Customer
and
businesses
lack confidence in economy and their spending levels become very low.
Customers
become cautious of quality and price.
Businesses
marketing plans need to stress usefulness of products and concentrate on maintaining existing market share. Main goal of
business
is survival.
Government Influences
Governments use a number of economic policy measures to influence the level of economic activity.
Economic conditions determine whether policies put in place expand or contract the level of economic activity.
Policies directly or indirectly influence a business activity and customers' spending habits.
Laws that influence marketing decisions include:
Competition and Consumer Act 2010 (Cwlth), Sales of Goods Act 1923 (NSW)
and the
Fair Trading Act 1987 (NSW