Description
Associated Objective
Recognize and discuss the four major factors that influence consumer buyer behavior
Discussion Question
- Name the four major factors that influence buyer behavior. Think of a recent purchase that you have made. Explain how these characteristics influenced your purchase decision.
Explanation & Answer
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Factors Affecting Buyers Behaviour
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Factors Affecting Buyers Behaviour
The major factors affecting buyer behaviour are cultural, social, personal, and
psychological. Cultural factors refer to values, perception preferences, and behaviours that
society or group members share. Culture has a great influence on how and what people
purchase (Auf et al., 2018). Subcultures and social classes also fall under this category. Social
factors consider the impact of social groups, family, roles, and status on buying behaviour.
One's reference...