Factors influencing buyer behaviour 1 impact of

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FACTORS INFLUENCING BUYER BEHAVIOUR 1. Impact of Information on Buyer Behaviour: The buyer today is exposed to a veritable flood of information. There is a deluge of information unleashed on him from different sources. These sources inform him about new products and services, improved versions of existing products, new uses for existing products and so on. The common information sources that persuade people to try a product are: o advertising. o samples and trials. o display in shops. o salesmen’s suggestions. 2. The socio-Cultural Environment Affecting Buyer Behaviour : The buyer whom we are studying is loving in a society, influenced by it and in turn influencing its course of development. He is a unit of several groups. He belongs to a family, he is a member of some religion or caste, he belongs to a certain language group, he is a member of some religion or caste, he belongs to a certain language group, he may be a member of a professional forum, he may belong to a particular political group, or a cultural body. There is constant interaction between the individual and the organisations to which he belongs. And all these interactions leave some imprint on him, which influences him in his day-to-day life and consequently, his buying behaviour. 3. Group Influence on Buyer Behaviour: Actually group influences on buyer behaviour is of two types since there are types of groups exercising an influence on buyer: i) the intimate group and ii) the broad social classes Influence of intimate group on buyer behaviour: Examples of intimate groups are family, friends, close colleagues, and small, closely-knit organisation. These groups exercise a strong influence on the life styles and the buying patterns of the members. Among these groups the most influential and primary groups are the family and peer groups. The peer groups are close-knit groups composed of individuals, who have a common social background and who normally being to the same age group. Annamalai University
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54 4. Influence of Social Classes on Buyer Behaviour: Buying behaviour of individuals is also influenced by the social class to which they belong. Struxcturally, the social class is a larger group than the intimate groups. The constitution of a social class is decided by the occupation, place of residence etc., of the individual members. The members of a social group will enjoy more or less the same community status and prestige. Each class develops its own standard of life style and behaviour patterns. And the members of the class normally select a product or a brand which caters to their group norms. Marketers stand to gain considerably from a proper study of group influence on individual buying behaviour. it will help them to develop proper marketing strategies for different customer segments.
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