Consumer Behavior Determinants: Internal and External Factors

General Pattern of Consumer Behavior

Determinants influencing consumer behavior are categorized as follows:

A. External Determinants

The Macro Environment (Culture)

• Culture: The set of values, norms, and rules that govern behavior. Culture varies by region, country, religion, and other factors.

The Microenvironment

• Social Class: Membership dictates different social values and attitudes. Income often determines social class.
• Social Groups: Groups to which a person belongs, aspires to belong, or seeks approval from.
• The Family: Exerts the greatest influence, intervening in daily purchase decisions. Raising a family or marriage habits can forcefully change purchasing types.

The Company

• The application of the company's marketing mix can significantly influence individual consumer behavior.

B. Internal Determinants

Personal Differences

These highlight individual variables such as attitude and personality.

Motivations for Buying

Motivations drive the consumer to execute a purchase (e.g., buying a cell phone).

Key Buying Motives:

• Fashion: The need to replace the old with the new.
• Interest: Interest in a product offering good quality for the price.
• Comfort: When a product brings tranquility, well-being, or pleasure.
• Affection: Buying a product that is meaningful to others.
• Safety: When a product provides a guarantee that builds consumer confidence.
• Pride: Associated with luxury and the desire to possess what others do not.

Attitude: Previously learned behavior.

Personality: The characteristics that describe the person.

Life-Style: The habits practiced by the individual.

Global Scan: 5 Lifestyle Segments Identified

• a-Winners: Well-placed people seeking quality of life.
• b-Wrestlers/Fighters: Aggressive people who constantly strive for more.
• c-Depressed: Those living in routine with low self-confidence.
• d-Traditional: Older individuals adhering to past values.
• e-Suited: People who live comfortably as they are, satisfied with their situation.

Learning: The experience gained when buying a product significantly influences future decisions, both positively and negatively.

Personal Influences

To execute a purchase, there is a positive or negative influence exerted by the person.