What we buy, how we buy, where and when we buy, in how much quantity we

buy depends on our perception, self concept, social and cultural background and our

age and family cycle, our attitudes, beliefs values, motivation, personality, social

class and many other factors that are both internal and external to us. While buying,

we also consider whether to buy or not to buy and, from which source or seller to

buy. In some societies there is a lot of affluence and, these societies can afford to buy

in greater quantities and at shorter intervals. In poor societies, the consumer can

barely meet his barest needs.

The marketers therefore tries to understand the needs of different consumers and

having understood his different behaviors which require an in-depth study of their

internal and external environment, they formulate their plans for marketing. Social, cultural, individual and emotional forces play a big part in defining consumer buying behavior. Cultural, sub-culture and social class play an important is finalizing consumer behavior. For example, consumer growing up in US is exposed to individualism, freedom, achievement, choice, etc. On sub-culture level influence of religion, race, geographic location and ethnicity define consumer behavior. Social class consists of consumer with the same level of income, education, taste, feeling of superiority and inferiority. Over time consumer can move from one social level to another.

Social forces consist of family, friends, peer groups, status and role in society. Groups which have Culture alone cannot define consumer behavior; social forces also play an important role. direct or indirect influence on consumer are referred to as reference groups.

Consumer buying behavior is influenced by individual’s own personality traits. These personality traits do not remain the same but change with the life cycle. The choice of occupation and corresponding income level also play part in determining consumer behavior. A doctor and software engineer both would have different buying pattern in apparel, food automobile etc. Consumers from similar background, occupation and income levels may show a different lifestyle pattern.

An individual buying behavior is influenced by motivation, perception, learning, beliefs and attitude. These factors affect consumer at a psychological level and determine her overall buying behavior. Maslow’s hierarchy, Herzberg Theory and Freud Theory try and explain people different motivational level in undertaking a buying decision. Perception is what consumer understands about a product through their senses. Marketers have to pay attention to consumer’s perception about a brand rather than true offering of the product. Learning comes from experience; consumer may respond to stimuli and purchase a product. A favorable purchase will generate positive experience resulting in pleasant learning. Belief is the pre-conceived notion a consumer has towards a brand. It is kind of influence a brand exerts on consumer. For example, there is a strong belief product coming through German engineering are quality products. Companies may take advantage of this belief and route their production through Germany.