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Factors affecting consumer buying behavior
Article
· September 2016
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2 authors:
Ramya N.
Dr. N.G.P.
Arts and Science College
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Dr S.A. MOHAMED Ali
CMS INSTITUTE OF MANAGEMENT STUDIES
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ISSN Print:
2394-7500
ISSN Online:
2394-5869
Impact Factor:
5.2
IJAR 2016; 2(10): 76-80
www.allresearchjournal.com
Received: 13-08-2016
Accepted: 14-09-2016
N Ramya
Assistant Professor,
Department of Commerce with
Professional Accounting,
Dr. N. G. P. Arts and Science
College, Coimbatore – 641048,
Tamil Nadu, India
Dr. SA Mohamed Ali
Ph.D., Professor,
CMS Institute of Management
Studies, Coimbatore – 641049,
Tamil Nadu, India
Correspondence
N Ramya
Assistant Professor,
Department of Commerce with
Professional Accounting,
Dr. N. G. P. Arts and Science
College, Coimbatore – 641048,
Tamil Nadu, India
Factors affecting consumer buying behavior
N Ramya and Dr. SA Mohamed Ali
Abstract
Consumer Buying Behaviour refers to the buying behaviour of the ultimate consumer. Many factors,
specificities and characteristics influence the individual in what he is and the consumer in his decision
making process, shopping habits, purchasing behavior, the brands he buys or the retailers he goes. A
purchase decision is the result of each and every one of these factors. An individual and a consumer is
led by his culture, his subculture, his social class, his membership groups, his family, his personality,
his psychological factors, etc.. and is influenced by cultural trends as well as his social and societal
environment. By identifying and understanding the factors that influence their customers, brands have
the opportunity to develop a strategy, a marketing message (Unique Value Proposition) and advertising
campaigns more efficient and more in line with the needs and ways of thinking of their target
consumers, a real asset to better meet the needs of its customers and increase sales.
Keywords:
Pigeonholing, chunking, law of primacy, socio-economic classification
Introduction
Consumer buying behavior refers to the selection, purchase and consumption of goods and
services for the satisfaction of their wants. There are different processes involved in the
consumer behavior. Many factors, specificities and characteristics influence the individual in
what he is and the consumer in his decision making process, shopping habits, purchasing
behavior, the brands he buys or the retailers he goes. A purchase decision is the result of each
and every one of these factors. Initially the consumer tries to find what commodities he
would like to consume, then he selects only those commodities that promise greater utility.
After selecting the commodities, the consumer makes an estimate of the available money
which he can spend. Lastly, the consumer analyzes the prevailing prices of commodities and
takes the decision about the commodities he should consume. Meanwhile, there are various
other factors influencing the purchases of consumer such as social, cultural, economic,
personal and psychological.