Buyer Behaviour

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because of many influences. Some are external due their social environment. What they do with these social stimuli involves a psychological process that differs from each other. These social influences and internal processes may evolve into a decision by the consumer to make a purchase or not. (refer to table 1). (Engel et al, 1968). As both groups possess different characteristics, it is necessary for marketers to understand that they will have different wants and needs.

Table 1. Factors influencing behaviour


Personal Psychological Cultural Social

 Age & Lifestyle Motivation Culture Reference groups
 Occupation Perception Subculture Family
 Economic Learning Social class Roles & status
 Personality Beliefs
 Self concept Attitudes




Cultural

Engel et al, (1968) suggest that culture refers to the unique patterns of behaviour and social relations that characterises and distinguishes it from other ...

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same. (Runyon, K.E 1980). Working women may spend their money on socialising i.e. with friends etc. whereas a non working woman may have children and therefore spend much money on the family

Social class differences are variations in life-styles, in values, interpersonal attitudes and self perception. These differences influence consumer behaviour, shopping patterns, and effective communications.

Therefore marketing practitioners should understand that social class should be considered as a variable when may be helpful in developing strategies of product differentiation and market segmentation, however this does depend on the type of product itself the patterns of usage and ...

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