buyer behaviour - social factors

buyer behaviour - social factors - in society. It has been...

Info iconThis preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
buyer behaviour - social factors Introduction A customer’s buying behaviour is also influenced by social factors, such as the groups to which the customer belongs and social status. In a group, several individuals may interact to influence the purchase decision. The typical roles in such a group decision can be summarised as follows: Initiator The person who first suggests or thinks of the idea of buying a particular product or service Influencer A person whose view or advice influences the buying decision Decider The individual with the power and/or financial authority to make the ultimate choice regarding which product to buy Buyer The person who concludes the transaction User The person (or persons) who actually uses the product or service The family unit is usually considered to be the most important “buying” organisation
Background image of page 1
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: in society. It has been researched extensively. Marketers are particularly interested in the roles and relative influence of the husband, wife and children on the purchase of a large variety of products and services. There is evidence that the traditional husband-wife buying roles are changing. Almost everywhere in the world, the wife is traditionally the main buyer for the family, especially in the areas of food, household products and clothing. However, with increasing numbers of women in full-time work and many men becoming home workers (or telecommuting) the traditional roles are reversing. The challenge for a marketer is to understand how this might affect demand for products and services and how the promotional mix needs to be changed to attract male rather than female buyers....
View Full Document

This note was uploaded on 05/21/2010 for the course MARKETING 107 taught by Professor Vivian during the Spring '10 term at SCA NC.

Ask a homework question - tutors are online