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• social class strongly influences customer

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Unformatted text preview: • Social class strongly influences customer lifestyles and in general is a good indicator of the type of product that a customer would be interested in buying. Topic 3 – Internal factors influencing customer behaviours Study unit 6 – Personal characteristics • Factors which influence consumer’s buying decisions can be grouped into general factors and product-specific factors. 10 • Personal characteristics – age, race & gender. Each customer possesses these as an individual. Since they are not unique to the individual, they are also termed group traits. 11 • Personal characteristics and customer roles: Characteristic User Payer Buyer Race • For personal care items, customers seek products that are compatible with their skin and hair needs. • Ethnic tastes in food, clothing , and homes differ • Some minority groups seek social values as compensation • Economic means are unevenly distributed across races and ethnic groups • Race-based discrimination in credit limits affordability for some customers • Many customers prefer ethnic stores and suppliers • Race and ethnic group influence the preferred modes of interaction with vendors Gender • Many products and services are gender specific, owing to either physiology or culture • In some cultures, women might use emotional products more • Gender roles may be the basis for allocating the payer role • Gender roles may be the basis for allocating the buyer role • Where gender roles include women in the workplace, women might seek convenience and time saving in shopping. In some cultures, men are still learning shopping skills Age • Product / service usage in many categories is contingent on age • Social and emotional values are more important for youth • Product / service needs are influenced by the physical limitations related to aging (such as inability to lift heavy weights or read fine print) • Age influences the amount of financial resources • The payer’s role is more separate from the user’s among youth (dependent on parents) and the elderly (dependent on government for income) • Elderly buyers need more service and convenience • Word-of-mouth communication about shopping is highest among youth • Older buyers (in both businesses and households) prefer to buy based on the relationship with the seller • Race – genetic heritage group into which a person is born. • Ethnic identity – ethnic heritage into which a person is born. • If ethnic segments differ in their needs and values they should be treated differently by marketers. • Gender identity – traits of femininity and masculinity. Gender roles can be described as the behaviours considered appropriate for males and females in a given society....
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• Social class strongly influences customer lifestyles...

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