Consumer behaviour and Organisational behaviour

Factors influencing Consumer Behaviour

The following factors have been identified as those that influence the atypical behaviour of an average consumer. The factors are:

1. Cultural Factors: First and foremost, the term culture can be defined as a set of values, beliefs, preferences and tastes handed down from one generation to another. Invariably, the culture where an individual comes or raised up may have a direct/indirect impact and influence on his/her consumption or buying behaviour.

2. Social factors: This relates to a group or societal class. Every consumer belongs to a number of social groups. The word social could be described as a relationship, fellowship or interaction between people. Every group exhibits certain norms of behaviour as values, attitudes and behaviours that a group deems appropriate for its members.

3. Personal Factors: These relate to taste, preference and choice that an individual has for a particular product. Personal factors do influence consumption pattern of consumer, it can be as a result of religious belief, educational attainment, exposure, taste etc. E.g. some people may not be influenced to eat a particular kind of meat or food due to personal policy or decision or religious belief.

4. Psychological factors: These include attitudes, perception, learning, motivation and personality which have a direct or indirect influence on consumer behaviour.