Principles of Marketing - Philip Kotler

buyer specifications

Consumers make their decisions in a vacuum. On purchase they commit a great influence factors of cultural, social, personal and psychological nature (see. Fig. 32). Most of these factors beyond the control of the market leaders. But they are sure to be taken into account. Let's see what effect each of them at the buyer's behavior on the example of a hypothetical potrebitelnits Betty Smith.

Betty Smith graduated from college, married, in charge of the production of branded goods in one of the leading firms that manufacture packaged consumer goods. At the moment she is busy looking for a new free time activities, classes, which would contrast with his usual working environment. This need has prompted Betty the idea to buy a camera to take a photo. How it will look and how the camera will choose a particular brand of camera it depends on many factors.

Factors influencing the purchasing behavior

Fig. 32. Factors affecting the buying behavior