Consumer Behaviour

All of our consumer decisions are impacted to some degree by what's around us: our culture, values and social class, along with the people we associate with and those we admire.

Culture and Values : Culture is by far the strongest influencer on consumer behaviour. Culture can be defined as a set of individual boundaries and norms. People with different cultural backgrounds have different expectations, norms and values, which have a big influence on their judgements and decisions as well as their consumption behaviour. For example, if we compare a European and a Muslim customer in a grocery store. Europeans generally influenced by the positive consequences of a decisions like getting all sorts of alcohol and meats for a party. But Muslims appear to be more influenced by the negative consequences that may occur due to a decision or line of action. Like they dont eat pork or they don't consume alcohol because it considers as a 'sin'.

Social Class : Social class is where you stand in society compared to others based on education, income and occupation. Even if it’s very large groups, we usually find similar values , lifestyles, interests and behaviors in individuals belonging to the same social class. For example, due to purchasing power consumers from the middle class and upper class generally consume more balanced and healthy food products than those from the lower class.

Social Factors: Reference groups and membership groups are usually related to its social origin, age, place of residence, work, hobbies, leisure, etc.. It is a fact that common consumption patterns are seen in a membership group. Also if a person doesn't belong in a group that he wishes to be in, this group will have a direct influence on the consumer who, wishing to belong to this group and look like its members, will try to buy the same products.