Consumer involvement in the buying decision can be seen as the decision-making process of the consumers in relation to pre and post-purchase. Through this cognitive process, consumers opt for one choice out of all the alternative options available. The previous article highlighted different types of buying decisions; routine response, limited, extensive and impulsive. Furthermore, this article highlights factors such as cultural, social, individual and psychological which affect consumer behaviour towards their buying decision.
Culture as a factor influencing consumer involvement in buying decisions
Culture is the basic determinant of
For example, children learn to follow rules, perceptions, value and structure their behaviour as per the standards of a culture or society. Culture is made up of religion, nationality, geographical location, race, and ethnicity which affect consumers’ buying decisions (Jisana, 2014).
Consumers are more likely to purchase a product when it is manufactured in their country of origin (Dekhili and d’Hauteville, 2009; Roth and Diamantopoulos, 2009). This is because consumers give importance to the place or ethnicity associated with a product. Thus, their involvement in the
Impact of society
Social factors influencing consumer buying decisions are influenced by society (Talloo, 2007). Furthermore, social stratification or classification is very common in every society. It refers to social classes based on which human groups are categorized. They are set in hierarchical order and humans within each class share similar behaviours and values.
For example, an individual from a high social class is likely to buy a luxury car, whereas a middle-class individual would go for a budget car.
Moreover, social factors are classified on the basis of the family, reference groups and roles and statuses (Amos et al., 2014). These are represented in the figure below.
Also, family members play a significant role in the moulding of an individual’s behaviour, personality and preferences (Jisana, 2014). Children inherit and imitate the buying behaviour of their parents.
Furthermore, a reference group is a type of group that is likely to associate with and become a member (Lee et al., 2011). Members of these groups are likely to share the same buying decision patterns (Sharma et al., 2010). Marketers influence the different roles within a group such as an initiator, influencer, decision maker and buyer (San Martín & Herrero, 2012).
For example, the popularity of organic food products would also influence other members to shift their focus, thus influencing their buying decision.
The role and status of an individual in a society also impacts consumer buying decisions (Sata, 2013). Sometimes products or services are purchased by an individual only to maintain social status.
Factors limited to an individual
Individual factors such as age, occupation, economic situations, lifestyle and personality also impact consumer buying decisions (Lamb et al., 2015). Consumers keep changing their choices towards a product or service over their lifetime (Talloo, 2007).
For example, consumers change their clothing style and brand as they grow older.
Psychological factors such as beliefs and attitudes, perception, motivation and learning impact buying decision.
- Beliefs and attitudes explain the cognitive process that an individual possesses towards buying decision (San Martín & Herrero, 2012). Consumers can have a positive affinity towards a brand when it has been used by the family for years.
- Motivation refers to the different needs of the consumers at different times and these needs can further be classified as biogenic and psychogenic (Talloo, 2007).
- Perception reflects how a motivated individual reacts to a situation based on their perception of the situation.
- Learning explains the behaviour of the individual which has changed through learning and has thus influenced the decision-making process (Rani, 2014).
- Amos, C., Holmes, G.R. & Keneson, W.C.., 2014. A meta-analysis of consumer impulse buying. Journal of Retailing and Consumer Services, 21(2), pp.86-97.
- Anderson, D.R. et al., 2015. An introduction to management science: quantitative approaches to decision making. 1st ed. NY: Cengage learning, ISBN-13: 978-0314024794.
- Badgaiyan, A.J. & Verma, A.., 2014. Intrinsic factors affecting impulsive buying behaviour—Evidence from India. Journal of Retailing and consumer services, 21(4), pp.537-49.
- Chen, S.C., Yen, D.C. & Hwang, M.I.., 2012. Factors influencing the continuance intention to the usage of Web 2.0: An empirical study. Computers in Human Behavior, 28(3), pp.933-41.
- Chikweche, T., Stanton, J. & Fletcher, R.., 2012. Family purchase decision making at the bottom of the pyramid. Journal of Consumer Marketing, 29(3), pp.202-13.
- Dekhili, S. and d’Hauteville, F. (2009), “Effect of the region of origin on the perceived quality of olive oil: an experimental approach using a control group”, Food Quality and Preference, Vol. 20 No. 7, pp. 525-32
- He, J. & Wang, C.L.., 2015. Cultural identity and consumer ethnocentrism impacts on preference and purchase of domestic versus import brands: An empirical study in China. Journal of Business Research, 68(6), pp.1225-33.
- Jisana, T.K.., 2014. Consumer behaviour models: an overview. Sai Om Journal of Commerce & Management, 1(5), pp.34-43.
- Joshi, Y. & Rahman, Z.., 2015. Factors affecting green purchase behaviour and future research directions. International Strategic management review, 3(1-2), pp.128-43.
- Lamb, C.W., Hair, J.F. & McDaniel, C.., 2011. Essentials of marketing. 1st ed. NY: Cengage Learning.
- Lamb, C., Hair, J.F. & McDaniel, C.., 2015. MKTG 9. 1st ed. NY: Cengage Learning.
- Lee, J., Park, D.H. & Han, I.., 2011. The different effects of online consumer reviews on consumers’ purchase intentions depending on trust in online shopping malls: An advertising perspective. Internet research, 21(2), pp.187-206.
- Ramya, N. & Mohamed Ali, S.A.., 2016. Factors affecting consumer buying behavior. International journal of applied research, 2(10), pp.76-80.
- Rani, P.., 2014. Factors influencing consumer behaviour. International journal of current research and academic review, 2(9), pp.52-61,.
- Roth, K.P. and Diamantopoulos, A. (2009), “Advancing the country image construct”, Journal of Business Research, Vol. 62 No. 7, pp. 726-40
- San Martín, H. & Herrero, Á.., 2012. Influence of the user’s psychological factors on the online purchase intention in rural tourism: Integrating innovativeness to the UTAUT framework. Tourism Management, 33(2), pp.341-50.
- Sata, M.., 2013. Factors affecting consumer buying behavior of mobile phone devices. Mediterranean Journal of Social Sciences, 4(12), p.103.
- Sharma, P., Sivakumaran, B. & Marshall, R.., 2010. Impulse buying and variety seeking: A trait-correlates perspective. Journal of Business Research, 63(3), pp.276-83.
- Talloo, T.J.., 2007. Business organisation and management. 1st ed. New Delhi: Tata McGraw.
- Wolny, J. & Charoensuksai, N.., 2014. Mapping customer journeys in multichannel decision-making. Journal of Direct, Data and Digital Marketing Practice, 15(4), pp.317-326, doi: 10.1057/dddmp.2014.24.
Latest posts by Jaideep Bhattacharjee (see all)
- Managing defected product returns in reverse logistics - July 23, 2019
- The difference in shopping behaviour of generation Z and the millennial - July 16, 2019
- Logistic operations of supply chain management - July 4, 2019