Factors influencing consumer buying behavior
- Culture Factor
Consumer buying behavior is deeply influenced by cultural factors such as buyer culture, subculture, and social class. Basically, culture factor is the part of every society and is the important cause of person wants and behavior. The influence of culture on buying behavior varies from country to country therefore marketers have to be very careful in analyzing the culture of different groups, regions or even countries. McDonald will express through tangible items such as food, building, clothing and so on. Beside that,
Each culture contains different subcultures such as religions, nationalities, geographic regions, racial groups and so on. McDonald can design products according to the needs of a particular geographic group.
By the way, the Cultural trends are consisted of forces that affect the society basic value, perceptions, preferences, behaviors and so on. Different people have different cultural. Some of people think eat more Mc Donald will get bad Healthy but some of people dun care about it still have many people eat Mc Donald. Mc Donald has provided HALA food so everyone also can eat Mc Donald
Finally is every society possesses some form of social class which is important to the marketers because the buying behavior of people in a given social class is similar. In this way, marketing activities could be tailored according to different social classes. McDonald will take note that social class is not only determined by income but there are various other factors as well such as: wealth, education, occupation and so on.
- Social Factor
Social factors also impact the buying behavior of consumers. Social factor also can strongly affect consumer responses, companies must take them into account when designing marketing strategies. The important social factors are reference groups, family, role and status.
Reference groups have potential in forming a person attitude or behavior. The impact of reference groups varies across products and brands. It also trends to be strongest when the product is visible to other whom the buyer respects. For example if the product are nice and visible such as Hamburgers, Cheeseburgers, chicken product, French fries, breakfast items, soft drink, milkshakes, happy meal, desserts and so on then it will influence of reference groups will be high.
By the way, consumer buyer behavior is strongly influenced by the member of a family. Therefore McDonald is trying to find the roles and influence of the husband, wife and children. If the buying decision of a particular product is influenced by children then McDonald will try to target the children in their advertisement. Here we should note that buying roles change with change in consumer lifestyles.
Finally, the social factor also have include each person possesses different roles and status in the society depending upon the groups, clubs, family, organization and so on to which he belongs. For example, McDonald has provided internal and external service to the entire customer. Therefore it buying decisions will be influenced by it role and status.
- Personal Factor
Personal factors can also affect the consumer buying behavior. Some of the important personal factors that influence the buying behavior are: lifestyle, economic situation, occupation, age, personality and self concept.
Age and life-cycle have potential impact on the consumer buying behavior. It is obvious that the consumers change the purchase of goods and services with the passage of time. McDonald will develop appropriate products for each stage.
Beside that, Mc Donald will target type of people in the industry. For example, kid, business people, student, tourist and so on. Sometime they no other choose to find other food and eat, they will straight away find the Mc Donald because Mc Donald cheaper and fast. You can find Mc Donald in any where. Mc Donald population very fast. It was earn more money in the industry. Sometime kid like to go there it is because McDonald has playground and delicious food to attract them. McDonalds develop their product and service in more detailed way for more effective. By the way, they will develop their product and service regarding to their potential customer's preferences.
Next is Occupation. The occupation of a person has significant impact on his buying behavior. For example a marketing manager of an organization will try to purchase business suits, whereas a low level worker in the same organization will purchase rugged work clothes. Beside that, a person's occupation affect the good and service bought For example Business executives purchase meal from a full service restaurant while clerical employee may bring their lunch or purchase lunch from nearby quick service restaurant.
In addition, Mc Donald also will target type of people in the industry. For example, kid, business people, student, tourist and so on. Sometime they no other choose to find other food and eat, they will straight away find the Mc Donald because Mc Donald cheaper and fast. You can find Mc Donald in any where
Economic Situation also include in the consumer buying behaviors. Economic situation are a Recreation in the industry. These will affects consumer buying power and spending pattern in the life. By the way, Economic in the Mc Donald will not decrease because many people like to eat and the price is cheaper.
Beside that, the advertisement of Mc Donald quite good. Sometime they will promote many type of burger and they will give promotion buy a set of large burger will free a glass or other. All the delicious food and free gift will attract many people come and buy. So Economic of Mc Donald wills growth faster.
Finally, lifestyle of customers is another import factor affecting the consumer buying behavior. Lifestyle refers to the way a person lives in a society and is expressed by the things in his/her surroundings. It is determined by customer interests, opinions, activities etc and shapes his whole pattern of acting and interacting in the world.
- Psychological Factor
There are four important psychological factors affecting the consumer buying behavior. These are perception, motivation, learning, beliefs and attitudes. First is motivation. The level of motivation also affects the buying behavior of customers. Every person has different needs such as physiological needs, biological needs, and social needs and so on. The nature of the needs is that, some of them are most pressing while others
are least pressing. Therefore a need becomes a motive when it is more pressing to direct the person to seek satisfaction. For example, McDonald will create more and more type of delicious food. For example Hamburgers, cheeseburgers, chicken product, French fries, breakfast items, soft drink, happy meal and so on. They provide the entire thing have their reason.
Beside that selecting, organizing and interpreting information in a way to produce a meaningful experience of the world is called perception. There are three different perceptual processes which are selective attention, selective distortion and selective retention. In case of selective attention, marketers try to attract the customer attention. Whereas, in case of selective distortion, customers try to interpret the information in a way that will support what the customers already believe. Similarly, in case of selective retention, marketers try to retain information that supports their beliefs. In addition, McDonald will create more and more delicious type of food because all the delicious food attract many people come to Mc Donald have their meal during the day time.
Finally, Customer possesses specific belief and attitude towards various products. Since such beliefs and attitudes make up brand image and affect consumer buying behavior therefore marketers are interested in them. Marketers can change the beliefs and attitudes of customers by launching special campaigns in this regard. McDonald must provide good service and employee must give good impression to customer so customer will come back again.