b) Occupation
Occupation or profession of a person influences his buying
behaviour. The life styles and buying considerations and
decisions differ widely according to the nature of the
occupation. For instance, the buying of a doctor can be
easily differentiated from that of a lawyer, teacher, clerk
businessman, landlord, etc. So, the marketing managers
have to design different marketing strategies suit the buying
motives of different occupational groups.
c) Income
Income level of people is another factor which can exert
influence in shaping the consumption pattern. Income is an
important source of purchasing power. So, buying pattern of
people differs with different levels of income.
d) Life Style
Life style to a person’s pattern or way of living as expressed
in his activity, interests and opinions that portrays the
“whole person” interacting with the environment. Marketing
managers have to design different marketing strategies to
suit the life styles of the consumers.
Conclusion
For a successful consumer oriented market service provider
should work as psychologist to procure consumers. By
keeping in mind affecting factors things can be made
favorable and goal of consumer satisfaction can be
achieved. Study of consumer buying behaviour is gate way
to success in market.
References
1.
Consumer Behavior. Building Marketing Strategy, 12th
Edition by Delbert Hawkins and David Mothersbaugh
2.
Consumer Behavior by Wayne D. Hoyer Deborah J.
MacInnis, Rik Pieters.
3.
Consumer Behavior. 10th Edition by Leon Schiffman
and Leslie Kanuk.
4.
Consumer Behavior 11th Edition by Leon G. Schiffman
and Joseph Wisenblit.
5.
Social Psychology of Consumer Behavior by Michaela
Wanke.
6.
Consumer Psychology by Cathrine Jansson-Boyd.
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