Key Factors of Consumer Behaviour Essay

1. Discuss and explain the key instruments influencing consumer behaviour. Why must organisations control consumer behaviour in order to optimise sales? Marketing is the activity, station of institutions and processes for creating communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large (AMA, 2007). Consumer behaviour is the savvy of final consumers individuals and households who buy goods and services for personal consumption (Kotler et al., 1999)There ar four key factors influencing consumer behaviour. They are social, cultural, personal and psychological factors. Consumer may tends to sort their buying behaviour according to these factors. Cultural factors are described as batch who react particular way regard to religion reason. diametric culture response polarly, how people behave with their buying decision. for instance in Myanmar, majority of people do non have a garb of doing pastime or using suppl ement for diet purposes. In unite Kingdom, on the other hand, groups of men and women tend to emphasis on sport and taking supplement. As a supplement business prospective, they should not add on their product or sell in Myanmar.Social factors are in general influenced by family, close shoplifter and personal attitude. They are also know as reference group. Reference group are weighty as the product are satisfied for their needs, the heart and soul with forward to another(prenominal) person which is also known as word of mouth. The converse is powerful because we trust our friends and colleagues opinions. For example, majority of wealthy people do not buy a Primark product, simple because of their status, they should be buying much much expensive product such as Gucci and Chanel. If they do consumer Primark product their friend may talk behind their back which affect the status.After taking cultural and social factors into consideration, the next things people naturally put things into floor is personal factors. personal factors can be defined as a belief in which a person think the particular smirch is valued to them. Personal factors consists of buyers age, occupation, economic situation and lifestyle. Depending on human life cycle, buyers decision making is changing in different stages. Therefore, vendor often segment the commercialize and target the consumer life stages. As an example, it is an inappropriate for the trafficker to sell Samsung latest smart phone to senior citizen, they may only want to use simple keypad phone. In term of occupation, people are concerning about their status and image in their society. The products that they consume are crucial to his or her status.Psychological factors include belief, touch and motivation. Everyone has their own belief in different way. Often majority of people are bias when buying a particular brand. There is no right or wrong answer, in fact, people learnt from past roll in the hay whether the brand had met their needs or how they perceived the brand . For example, Iphone 5, much and more people are getting the new Iphone 5, not because it is very special. In fact Samsung s3, has better functionality than Iphone but still people buys it. This shows people value the brand of Apple and how they perceived the brand. Motivation factors are another factor that consumer think before they buy. According to Maslow theory, different people has different needs. So, marketer should know how to segment the market and target the right person to maximize sales.In summary, organisation should consider how consumer behave for certain product by looking at these four factors. furthermore, communicating with consumer are crucial to the market as they sent the message the consumer about the products feature. Therefore, marketer has to be segment the market and target the right consumer to deliver the message across.