What influences consumer buying behaviour?
There are many factors that can influence consumer buying behaviour. These can include personal factors, such as age and gender; social factors, such as social groups and culture; and psychological factors, such as personality and attitudes. Social groups may be made up of family, friends, social clubs or sporting teams. Each group develops its own set of normal behaviour and attitudes which can dictate their buying habits. For example, surfers tend to wear certain types and brands of clothing, while younger children are interested in toys. While there remain many unanswered questions regarding consumer buying behaviour, there are some fundamental facts we already know. These are discussed below. Consumer needs These are usually a combination of the following: • convenience—position your store location and product range for convenience • satisfaction—client satisfaction is paramount • price—your prices need to be competitive and comparable to the quality of the product or service offer
