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Factors Influencing Buyers Behavior


Factors Influencing Buyers Behavior


                    Buyer behavior is the process in which a buyer takes a decision about buying a product. After all, buyers are a human being, a human mind can be influenced by many things, therefore, his decisions can also be influenced by many things. So let’s study Factor Influencing Buyers Behavior.
                    There are many factors which Influence buyer behavior that’s why we are going categories them with three main heads,

Ø Psychology Factors

1.   Age: Age is a common factor which affect buyer behavior. A small child forces his parents to buy a toy, a younger one like to buy a bike, an old people like radio, TV, etc. it shows that an different age group have different needs and wants so it affects buying decisions if a customer is old, young or kid.
2.   Personality: A personality of buyer affects his buying decision. Some people are shy and introvert they don’t show their like & dislike about a product so it’s become hard to sell goods. On the other side a greedy and miser people don’t like to spend money so it’s not easy to sell goods to them.
3.   Desire: A strong desire to buy a product leads to good sell of a product but if consumer desires are for other products then the producer should try to shift their desire to his product by providing many or similar features as competitor product. That’s how desire is a factor which affect buyer behavior.
4.   Motivation: a human being is motivated for many things, some people want to buy a home so they are motivated to save more and earn more. Some people group motivate other people to do social work, in the same way, good advertisement and marketing strategies motivate people to buy a product. It is important to understand which factors motivate a buyer to purchase goods and services.
5.   Need: Human need is one of the biggest factors which influence buyer behavior. All people may have the same or different needs. Like need of food is basic and same for all humans, but the need of a car is not same for all people, some may want a car and some of them don’t want a car but the point is needed affects their buying decision.
6.   Attitude: way of thinking about someone or about something indicates your attitude. A person with a bad attitude or pride may think differently about the product so it affects their buying decision.
7.   Learning: learning is endless process. Human learn through many things, for example, we learn from our past experiences and don’t repeat the same thing, similarly when we learn anything we use that knowledge for our daily decisions which may effects buying decision of a person.
8.   Habit: People have many habits like cigarette, liquor, drugs, tea, etc. Peoples habit make them buy the product which is harmful to their health or it makes them very uncomfortable if they don’t consume it or use it. Some new types of habit are Facebook, mobile games which make people unable to control themselves by using it. Habits make them change their buying decision.

Ø Social Factors
1.   Family: every family has some rules and regulations which family members should follow. In some families, decisions are taken with the approval of all family members. Past experiences of family members help to make buying decisions. So it’s an important factor which affects buying decision.
2.   Reference Group: Reference group contains anyone who had used or experienced the goods and services. It may be your friends, relatives, teacher, neighbor; even an unknown person can be in a reference group. For example, a friend who already used a better smartphone will suggest some good smartphones to buy based on his knowledge and experience.
3.   Job Profile and Salary: some jobs provide you little earnings but some jobs may bring you more money thus people change their buying decision based on their salaries. Sometimes people want to be reputed with their job profile and so they only buy such products and services which will show their reputations and class of work.
4.   Roll of Status: As discussed above some people want to maintain their class and want to live a standard life so they buy high standard goods and services. In the same way, peoples buying decision changes with their class.

Ø External Factors:
1.   Culture: People want to follow their Culture. There are many cultural things which they use to show their affection for their culture. So living with their cultural way sometimes their buying decision for modern products may change.
2.   Class: Our country is divided into many different classes of people like, poor class, middle class, rich class, etc. so everyone may change their buying decisions according to their class.
3.   Fashion: Fashion is changing day by day. With this constantly changing fashion,  people try to follow it and change their buying decisions constantly
4.   Advertisement: A better advertisement makes people want to buy the product or service and bad advertisement may cause losing current customers, so and advertisement is one of the biggest factors which affect buying decision
5.   Season: some goods are available in all seasons but they are only useful in a particular season so buying decision for such a product is changeable. For example raincoat.

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