Consumer purchases are influenced strongly by or there are four factors. 01. Cultural Factor 02.

Social Factor 03. Personal Factor 04. Psychological Factor.

01. Cultural Factor : Cultural factor divided into three sub factors (i) Culture (ii) Sub Culture (iii) Social Class o Culture: The set of basic values perceptions, wants, and behaviours learned by a member of society from family and other important institutions. Culture is the most basic cause of a persons wants and behaviour. very !roup or society has a culture, and cultural influences on buyin! behaviour may vary !reatly from country to country. o Sub Culture : " !roup of people with shared value systems based on common life e#periences and situations. ach culture contains smaller sub cultures a !roup of people with shared value system based on common life e#periences and situations. Sub culture includes nationalities, reli!ions, racial !roup and !eo!raphic re!ions. $any sub culture ma%e up important mar%et se!ments and mar%eters often desi!n products. o Social Class: "lmost every society has some form of social structure, social classes are societys relatively permanent and ordered divisions whose members share similar values, interests and behaviour.

02. Social Factors : " consumers behaviour also is influenced by social factors, such as the (i) &roups (ii) 'amily (iii) (oles and status o &roups : Two or more people who interact to accomplish individual or mutual !oals. " persons behavious is influenced by many small !roups. &roups that have a direct influence and to which a person belon!s are called membership !roups. Some are primary !roups includes family, friends, nei!hbours and cowor%ers. Some are secondary !roups, which are more formal and have less re!ular interaction. These includes or!ani)ations li%e reli!ious !roups, professional association and trade unions. o 'amily: 'amily members can stron!ly influence buyer behaviour. The family is the most important consumer buyin! or!ani)ation society and it has been researched e#tensively. $ar%eters are interested in the roles, and

influence of the husband, wife and children on the purchase of different products and services. (oles and Status : " person belon!s to many !roups, family, clubs, or!ani)ations. The persons position in each !roup can be defined in terms of both role and status. 'or e#ample. $ * +,- plays the role of father, in his family he plays the role of husband, in his company, he plays the role of mana!er, etc. " (ole consists of the activities people are e#pected to perform accordin! to the persons around them.

03. Personal Factors : .t includes i) "!e and life cycle sta!e (ii) /ccupation (iii) conomic situation (iv) 0ife Style (v) 1ersonality and self concept. o "!e and 0ife cycle Sta!e: 1eople chan!es the !oods and services they buy over their lifetimes. Tastes in food, clothes, furniture, and recreation are often a!e related. 2uyin! is also shaped by the sta!e of the family life cycle. o /ccupation : " persons occupation affects the !oods and services bou!ht. 2lue collar wor%ers tend to buy more ru!!ed wor% clothes, whereas white-collar wor%ers buy more business suits. " Co. can even speciali)e in ma%in! products needed by a !iven occupational !roup. Thus, computer software companies will desi!n different products for brand mana!ers, accountants, en!ineers, lawyers, and doctors. o conomic situation : " persons economic situation will affect product choice o 0ife Style : 0ife Style is a persons 1attern of livin!, understandin! these forces involves measurin! consumers ma3or "./ dimensions. i.e. activities (4or%, hobbies, shoppin!, support etc) interest ('ood, fashion, family recreation) and opinions (about themselves, 2usiness, 1roducts) o 1ersonality and Self concept : ach persons distinct personality influence his or her buyin! behaviour. 1ersonality refers to the uni5ue psycholo!ical characteristics that lead to relatively consistent and lastin! responses to ones own environment.

04. Psychological Factors : .t includes these 'actors. i) $otivation (ii) 1erception (iii) 0earnin! (iv) 2eliefs and attitudes $otivation :o $otive (drive) a need that is sufficiently pressin! to direct the person to see% satisfaction of the need 1erception :o The process by which people select, /r!ani)e, and interpret information to form a meanin!ful picture of the world. 0earnin!:o Chan!es in an individuals behaviour arisin! from e#perience.

 2eliefs and attitudes :o 2elief is a descriptive thou!ht that a person holds about somethin! o "ttitude, a 1ersons consistently favourable or unfavourable evaluations, feelin!s, and tendencies towards an ob3ect or idea