A Family Grouping That Consists of a Mother, a Father, and Their Children Is Known as:

The consumer behaviour or buyer behaviour is influenced by several factors or forces. They are: ane. Internal or Psychological factors 2. Social factors 3. Cultural factors four. Economical factors 5. Personal factors!

There are five questions that support any understanding of consumer behaviour.

i) Who is the marketplace and what is the extent of their power with regard to the arrangement?

two) What do they buy?

iii) Why do they purchase?

4) Who is involved in the buying?

v) How practice they buy?

6) When do they buy?

seven) Where do they buy?

The answers of these questions provide the agreement of the ways in which buyers are most likely to answer to marketing stimuli. The stimulus-response model of buyer behaviour is shown below.

Co-ordinate to this model, stimuli in the form of both the external surround and the elements of the marketing mix enter the heir-apparent's 'black box' and collaborate with the buyer'due south characteristics and decision processes to produce a series of outputs in the grade of purchase decisions.

The job faced by the marketing planner involves understanding how the black box operates, for which two master components of the box must be considered; firstly the factors that the individual brings to the buying state of affairs and secondly the decision processes that are used.

The consumer behaviour or buyer behaviour is influenced by several factors or forces. They are: 1. Internal or Psychological factors 2. Social factors iii. Cultural factors four. Economical factors 5. Personal factors:

one. Internal or psychological factors:

The buying behaviour of consumers is influenced by a number of internal or psychological factors. The most important ones Motivation and Perception.

a) Motivation:

A demand becomes a motive when it is aroused to a sufficient level of intensity. A motive is a need that is sufficiently pressing to drive the person to act. There can exist of types of needs:

1. Biogenic needs:

They arise from physiological states of tension such as thirst, hunger

2. Psychogenic needs:

They arise from psychological states of tension such as needs for recognition, esteem

In the words of William J Stanton, "A motive can be divers every bit a drive or an urge for which an individual seeks satisfaction. It becomes a ownership motive when the individual seeks satisfaction through the purchase of something". A motive is an inner urge (or need) that moves a person to have buy action to satisfy 2 kinds of wants viz. core wants and secondary wants. Permit usa take ii examples:

Table two.1: Examples of core and secondary want:

Products	Core want	Secondary want
Glasses	Protection to eyes	It should look goo
Shoes	Protection to anxiety	Elegance in manner

And so, motivation is the force that activates goal-oriented behaviour. Motivation acts as a driving force that impels an individual to take activity to satisfy his needs. And so it becomes one of the internal factors influencing consumer behaviour.

b) Perception:

Human beings have considerably more than than five senses. Apart from the basic 5 (touch, taste, olfactory property, sight, hearing) there are senses of direction, the sense of residual, a articulate noesis of which mode is down, so forth. Each sense is feeding data to the encephalon constantly, and the amount of information being nerveless would seriously overload the system if one took information technology all in. The brain therefore selects from the environment around the private and cuts out the extraneous racket.

In event, the encephalon makes automated decisions equally to what is relevant and what is not. Even though there may exist many things happening around you, you are unaware of most of them; in fact, experiments accept shown that some information is filtered out by the optic nervus even before it gets to the brain. People quickly learn to ignore extraneous noises: for example, as a company to someone else's habitation you may be sharply aware of a loudly ticking clock, whereas your host may be entirely used to it, and unaware of it except when making a conscious try to cheque that the clock is still running.

Therefore the data entering the encephalon does not provide a consummate view of the world around you. When the private constructs a world-view, she then assembles the remaining information to map what is happening in the outside world. Any gaps (and there volition, of course, be plenty of these) will exist filled in with imagination and experience. The cognitive map is therefore non a 'photograph'; it is a construct of the imagination. This mapping will be affected by the following factors:

1. Subjectivity:

This is the existing world-view inside the individual, and is unique to that individual.

2. Categorisation:

This is the 'pigeonholing' of data, and the pre-judging of events and products. This can happen through a process known as chunking, whereby the individual organises information into chunks of related items. For example, a picture seen while a item piece of music is playing might exist chunked as one item in the memory, so that sight of the picture show evokes the music and vice versa.

3. Selectivity:

This is the degree to which the brain is selecting from the environment. It is a function of how much is going on effectually the individual, and as well of how selective (concentrated) the individual is on the current job. Selectivity is also subjective: some people are a great deal more than selective than others.

4. Expectation:

These lead individuals to translate afterwards information in a specific style. For example, look at this series of numbers and messages:

In fact, the number 13 appears in both serial, only in the first series it would exist interpreted as a В because that is what the brain is being led to await, (The В in Matura Ml Script looks similar this. B)

v. Past feel:

This leads us to interpret later experience in the low-cal of what nosotros already know. Psychologists call this the constabulary of primacy, Sometimes sights, smells or sounds from our past will trigger off inappropriate responses: the aroma of bread baking may call up a village bakery from twenty years ago, but in fact the aroma could take been artificially generated by an aerosol spray near the supermarket bread counter.

An example of cognitive mapping as applied to perception of production quality might run equally follows.

The consumer uses the input selector to select clues and assign values to them. For quality, the cues are typically price, make name and retailer name. In that location are potent positive relationships between price and quality in most consumers' perceptions, and make name and quality; although the retailer name is less significant, it however carries some weight.

For example, many consumers would feel confident that Large Boutique would sell higher-quality items than the local corner shop, but might be less able to distinguish between Nutrient Bazaar and Giant hyper store. The information is subjective in that the consumer will base decisions on the selected information. Each of us selects differently from the surround and each of us has differing views. Information about quality volition be pigeonholed, or categorised: the individual may put Scoda Octavia in the same category equally Mercedes Benz or mayhap put Sony in the aforementioned slot equally Aiwa.

Man is a social animate being. Hence, our behaviour patterns, likes and dislikes are influenced by the people around us to a great extent. We always seek confirmation from the people around us and seldom practice things that are not socially adequate. The social factors influencing consumer behaviour are a) Family, b) Reference Groups, c) Roles and status.

a) Family:

There are two types of families in the buyer'due south life viz. nuclear family unit and Joint family unit. Nuclear family unit is that where the family size is modest and individuals have higher freedom to accept decisions whereas in joint families, the family size is big and group decision-making gets more preference than individual. Family members tin strongly influence the buyer behaviour, particularly in the Indian contest. The tastes, likes, dislikes, life styles etc. of the members are rooted in the family unit buying behaviour.

The family influence on the buying behaviour of a member may be constitute in 2 ways

i) The family influence on the individual personality, characteristics, attitudes and evaluation criteria and

ii) The influence on the conclusion-making process involved in the buy of goods and services. In India, the head of the family unit may alone or jointly with his wife decides the purchase. Then marketers should study the role and the relative influence of the husband, wife and children in the purchase of goods and services.

An individual normally lives through two families:

Family unit of orientation:

This is the family unit in which a person takes nativity. The influences of parents and private's upbringing have a strong effect on the buying habits. For example, an individual coming class an orthodox Tamil or Gujarati vegetarian family may not consume meat or egg even though she may appreciate its nutritional values.

Family of procreation:

This is the family unit formed by an individual with his or her spouse and children. Normally, after marriage, an individual's purchasing habits and priorities alter nether the influence of spouse. As the wedlock gets older, the people commonly settle in certain roles. For instance, a father commonly takes decisions on investment whereas the mother takes decision on wellness of children.

From a marketing viewpoint, the level of demand for many products is dictated more by the number of households than past the number of families. The relevance of families to marketing is therefore much more about consumer behaviour than about consumer demand levels .In terms of its function every bit a reference group, the family is distinguished by the post-obit characteristics:

i. Face-to-face contact:

Family members encounter each other every mean solar day and collaborate as advisers, information providers and sometimes deciders. Other reference groups rarely have this level of contact.

2. Shared consumption:

Durables such every bit refrigerators, washing machines, televisions and furniture are shared, and nutrient is collectively purchased and cooked. Purchase of these items is often commonage; children fifty-fifty participate in decision making on such major purchases as cars and houses.

three. Subordination of individual nee:

Because consumption is shared, some family members will notice that the solution called is not one that fully meets their needs.

iv. Purchasing agent:

Considering of the shared consumption, most families volition have one member who does most, or all of the shopping. Traditionally, this has been the mother of the family, just increasingly the purchasing agents are the older children of the family unit and even pre-teens are sometimes taking over this part.

The reason for this is the increase in the number of working mothers who take less time for shopping. This has major implications for marketers, since pre-teens and immature teens generally watch more Idiot box than adults and are therefore more open to marketing communications.

Role specialisation is critical in family conclusion making because of the sheer number of different products that must be bought each yr in order to keep the family unit supplied. What this means in practice is that, for example, the family unit member responsible for doing the cooking is also likely to have the main responsibility for shopping for nutrient. The family member who does the most driving is likely to make the master decision about the car and its accessories, servicing, fuelling and then forth; the family gardener buys the gardening products, and then on.

Culture has a marked consequence on family unit controlling styles. Religion and nationality will oft impact the way decisions are made. Indian cultures tend to be male dominated in controlling, whereas European and North American cultures bear witness a more than egalitarian pattern of decision-making.

There are two issues hither for the marketer: first, what is the event on the marketing mix of the multiethnic social club like in India; and secondly, what is the effect when dealing internationally? This is a somewhat sensitive expanse and the marketers are still getting to grips with.

Social class creates patterns of decision-making. Among very wealthy families, in that location appears to exist a greater tendency for the husbands to make the decisions, but at the same time the norms of buy tend to exist well established and therefore give-and-take is unnecessary.

Lower-class families, with low incomes, tend to exist more matriarchal, with the wives often treatment the financial decisions about rent, insurance, grocery and nutrient bills without reference to the husbands. Heart-form families tend to show greater democratic interest in determination-making. These social course distinctions are gradually breaking down, however, as a result of increasing wealth and mass teaching.

The family unit may well adopt dissimilar roles according to the decision-making phase. At the problem recognition phase of, for example, the need for new shoes for the children, the children themselves may be the main contributors. The mother may then decide what type of shoes should be bought, and the father may exist the one who takes the children to buy the shoes. It is reasonable to suppose that the principal user of the product might be important in the initial stages, with perhaps articulation conclusion making at the final purchase.

Other determinants might include such factors every bit whether both parents are earning. The double income families generally have decisions jointly considering each has a financial stake in the effect. Gender role orientation is clearly crucial to determination making. Husbands (and wives) with conservative views about gender roles will tend towards the assumption that most decisions virtually expenditure will exist made by the husband. Fifty-fifty within this type of controlling organization, even so, husbands will usually adjust their own views to take account of their wife'due south attitudes and needs.

The family is a flexible concept, and families go through life cycles. In that location have been diverse versions of the family life bicycle, but nearly are based on the original work of Wells and Gubar. Following table shows the stages of the family life bicycle.

Table two.2: Family life cycle

Stage of life cycle	Explanation
Single/Available stage	Single people like student, unemployed youth or professionals at their historic period tend to accept low earnings, but also have low outgoings so have a high discretionary income. They tend to be more fashion and recreation orientated, spending on clothes, music, alcohol, eating out, holidays, leisure pursuits and hobbies. They may purchase cars and items for their first residence away from home.
Newly married couples	Newlyweds without children are ordinarily dual-income households (Double Income No Kids commonly known as DINK) and therefore usually well off. They all the same tend to spend on like things to the singles, merely also have the highest proportion of expenditure on household goods, consumer durables and appliances. Appear to be more susceptible to advertising.
Full nest I	When the beginning child arrives, one parent usually stops working exterior the domicile, so family income drops sharply. The infant creates new needs, which modify expenditure patterns: furniture and furnishings for the baby, babe food, vitamins, toys, nappies and baby food. Family unit savings reject, and couples are usually dissatisfied with their financial position.
Total nest 2	The youngest kid is over half dozen, so often both parents volition work exterior the home. The employed spouse's income has risen due to career progression, and the family's total income recovers. Consumption patterns still heavily influenced by children: bicycles, cartoon or pond lessons, large-size packages of breakfast cereals, cleaning products, etc.
Total nest 3	Family income improves, as the children get older. Both parents are likely to be working outside the home and both may have had some career progression; besides, the children volition be earning some of their ain money from part-time jobs, etc. Family unit purchases might be a 2d motorcar, replacement furniture, some luxury items and children'south pedagogy.
Empty nest I	Children have grown up and left abode. Couples are at the superlative of their careers and spending power, take depression mortgages, very reduced living costs. Oft go for luxury travel, restaurants and theatre, so they demand fashionable clothing, jewellery, diets, spas, health clubs, cosmetics or hairdressing.
Empty nest Ii	Main breadwinner has retired, so some drop in income. Expenditure is more wellness orientated, buying appliances for sleep, over-the-counter (OTC drugs like Crocin, Disprin, Gellusil) remedies for indigestion. They oft purchase a smaller house or move to an apartment in suburbs.
Solitary survivor	If they still are in the workforce, widows and widowers enjoy a skilful income. They may spend more coin on holidays, every bit well as the items mentioned in empty nest II.
Retired lonely survivor	Aforementioned general consumption design is evident as above, simply on a smaller scale due to reduced income. They have special needs for love, affection and security, so may bring together local clubs for aged etc.

The family unit life cycle is a useful rule-of-thumb generalisation, but given the loftier divorce rate and the somewhat uncertain nature of career paths, it is unlikely that many families would pass through all the stages quite as neatly as the model suggests. The model was developed in 1965 and 1966 and should therefore exist treated with a degree of caution.

Influence of children on buying decisions :

Start-born children generate more economic bear upon than higher-order babies. First-built-in and only children have a higher achievement rate than their siblings, and since the birth rate is falling, there are more of them proportionally. More than and more than couples are choosing to have only one child and families larger than ii children are becoming a rarity. Childlessness is as well more than common at present than it was xxx years ago.

Children also have a office in applying pressure to their parents to brand detail purchasing decisions. The level of 'pester power' generated can exist overwhelming, and parents will frequently give in to the kid's demands. This is substantiated past the spurt of cartoon channels like Cartoon Network, Pogo, Nick, Animax, Hungama or Splash, all of which depend on the advertisements of all possible products in which children accept their influence over their parents. Although the number of children is steadily declining, their importance as consumers is not. Autonomously from the directly purchases of things that children need, they influence decision making to a marked extent. Children'southward development every bit consumers goes through five stages:

1. Observing

2. Making requests

3. Making selections

4. Making assisted purchases

5. Making contained purchases

Recent enquiry has shown that pre-teens and young teens have a greater influence on family shopping choices than do the parents themselves, for these reasons:

i. Often they practise the shopping anyway, because both parents are working and the children accept the available time to go to the shops.

ii. They watch more Idiot box, then are more influenced by ad and more than knowledgeable about products.

three. They tend to exist more attuned to consumer problems, and have the time to shop around tor.

b) Reference grouping:

A group is ii or more persons who share a set up of norms and whose relationship makes their behaviour interdependent. A reference grouping is a grouping of people with whom an individual associates. Information technology is a grouping of people who strongly influence a person'due south attitudes values and behaviour directly or indirectly. Reference groups autumn into many possible grouping, which are not necessarily to exist exhaustive (i.e. non over-lapping). The various reference groups are:

i) Membership or contractual groups:

They are those groups to which the person belongs, and interacts. These groups take a direct influence on their member'due south behaviour.

ii) Primary or normative groups:

They refer to groups of friends, family unit members, neighbours co-workers etc whom we come across most often. In this case, in that location is fairly continuous or regular, but informal interaction with cohesiveness and mutual participation, which outcome in similar behavior and behaviour inside the grouping.

3) Secondary groups:

They include religious groups, professional groups etc, which are composed of people whom we run across occasionally. These groups are less influential in shaping attitudes and controlling behaviour but can exert influence on behaviour inside the purview of the discipline of common interest. For example, you can be member of a philately or literary guild where you lot can discuss on mutually interesting subjects.

four) Aspiration group:

These are group to which a person would similar to bring together as fellow member. These groups tin can be very powerful in influencing behaviour because the individual will often adopt the behaviour of the aspirational group in the hopes of being accustomed as a fellow member. Sometimes the aspirational groups are improve off financially, or will be more powerful; the want join such groups is usually classed as ambition.

For example, a apprehensive part worker may dream of one day having the designation to be nowadays in the company boardroom. Advertising ordinarily uses images of aspirational groups, implying that the use of a detail product will motility the individual a footling closer to being a fellow member of an aspirational group. Just consider Nokia 6230 ad campaign where an young man with Nokia mobile is shown to be capable to become the top position in the company, thus instigating you to use the same model in social club to join the same aspirational group.

v) Dissociative or avoidance groups:

These are groups whose value an private rejects and the individual does non want to be associated with. For example, a senior corporate executive does not desire to be taken as a teenager. Hence, the individual will effort to avoid certain products or behaviours rather than be taken for somebody from the dissociative grouping. In the just given instance, the executive may not employ cigarette, perfume or car, which are very much teenager-oriented. Similar aspirational groups, the definition of a group as dissociative is purely subjective and it varies from i individual to the next.

vi) Formal groups:

These groups have a known listing of members, very ofttimes recorded somewhere. An case might be a professional person association, or a social club. Usually the rules and structure of the group are laid down in writing. There are rules for membership and members' behaviour is constrained while they remain part of the group.

Notwithstanding, the constraints usually use only to fairly limited areas of behaviour; for example, the association of Chartered Accountants (CA) or the Cost Accountants have laid downward the codes of practise for their members in their professional dealings, only has no interest in what its members practice equally private citizens. Membership of such groups may confer special privileges, such as job advancement or apply of club facilities, or may only lead to responsibilities in the furtherance of the group's aims.

vii) Informal groups:

These are less structured, and are typically based on friendship. An example would be an private's circle of friends, which only exists for mutual moral support, company and sharing experiences. Although there can exist even greater pressure to conform than would exist the case to a formal grouping, there is nothing in writing.

Oftentimes informal groups wait a more than rigorous standard of behaviour across a wider range of activities that would a formal group; such circles of friends are likely to develop rules of behaviour and traditions that are more bounden than written rules.

viii) Automatic groups:

These are those groups, to which one belongs by virtue of age, gender, culture or pedagogy. These are sometimes also called category groups. Although at first sight it would appear that these groups would not exert much influence on the members' behaviour, because they are groups, which take not been joined voluntarily, information technology seems that people are influenced by group pressure to conform. For example, when ownership clothes, older people are reluctant to look like a teenager and hence they commonly exercise not buy jeans.

ix) Indirect groups:

In this instance, the customers are not in direct contact with the influencers. For example, a moving picture star like Shah Rukh Khan pitches for Santro motorcar, information technology plain has a deep influence over the blind fans.

x) Comparative groups:

The members of this group are those with whom you compare yourself. For instance, you may compare yourself with your brother or sister (sibling rivalry) or the colleagues and try to emulate by possessing some unique products or brands like Modava watch or Christian Dior perfume.

xi) Contactual grouping:

The group with which we are in regular contacts like college friends, office colleagues.

c) Roles and status:

A person participates in many groups like family, clubs, and organisations. The person'due south position in each group can exist defined in tern of role and status. A office consists of the activities that a person is expected to perform. Each function carries a status. People cull products that communicate their function and status in society. Marketers must be aware of the status symbol potential of products and brands.

three. Cultural factors:

Kotler observed that man behaviour is largely the result of a learning process and as such individuals grow up learning a set of values, perceptions, preferences and behaviour patterns as the result of socialisation both within the family unit and a series of other cardinal institutions. From this nosotros develop a prepare of values, which determine and drive behavioural patterns to a very large extent.

According to Schiffman and Kanuk, values include accomplishment, success, efficiency, progress, material comfort, practicality, individualism, freedom, humanitarianism, youthfulness and practicality. This wide set of values is and then influenced by the subcultures like nationality groups, religious groups, racial groups and geographical areas, all of which exhibit degrees of difference in indigenous taste, cultural preferences, taboos, attitudes and lifestyle.

The influence of subcultures is subsequently affected by social stratification or social class, which acts every bit a determinant of behaviour. Social class is determined by a serial of variables such every bit occupation, income, education and values rather than by a unmarried variable. People inside a particular social class are more like than those from unlike social classes, but they can motility from one social class to other in due time and circumstances.

Cultural factors consist of a) Civilization, b) Sub culture and c) Social grade.

a) Culture:

Culture is the most cardinal determinant of a person's want and behaviour. The growing child acquires a gear up of values, perception preferences and behaviours through his or her family and other cardinal institutions. Culture influences considerably the pattern of consumption and the pattern of decision-making. Marketers take to explore the cultural forces and take to frame marketing strategies for each category of culture separately to push up the sales of their products or services. But culture is not permanent and changes gradually and such changes are progressively assimilated within club.

Culture is a set of beliefs and values that are shared by nigh people inside a grouping. The groupings considered under civilisation are usually relatively large, but at least in theory a culture can be shared by a few people. Civilization is passed on from ane grouping member to another, and in particular is usually passed down from one generation to the next; it is learned, and is therefore both subjective and capricious.

For example, nutrient is strongly linked to culture. While fish is regarded as a delicacy in Bengal, and the Bengalis boast of several hundred unlike varieties, in Gujarat. Rajastan or Tamil Naru, fish is regarded as mostly unacceptable food particular. These differences in tastes are explained by the culture rather than by some random differences in sense of taste between individuals; the behaviours are shared by people from a particular cultural background.

Language is as well peculiarly culturally based. Even when a language is shared across cultures, in that location will be differences according to the local civilization; differences betwixt Hindi accents and pick of words of diverse places like Mumbai, Delhi or Bihar are clearly understandable.

While cultural generalities such as these are interesting and useful, it would be unsafe to make assumptions about individuals from other countries based on the kind of general findings in Hofstede's work. Individuals from within a culture differ more than than do the cultures from each other: in other words, the nigh individualistic Indian is a swell deal more individualistic than the most conformist American. Having said that, such generalisations are useful when approaching mass markets and are widely used when planning mass advertising campaigns such every bit TV commercials.

Culture tin can change over a period of time, although such changes tend to be slow, since culture is deeply built into people'due south behaviour. From a marketing viewpoint, therefore, it is probably much easier to work within a given culture than to try to alter it.

b) Sub-Culture:

Each civilization consists of smaller sub-cultures that provide more specific identification and socialisation for their members. Sub-culture refers to a fix of beliefs shared past a subgroup of the main civilisation, which include nationalities, religions, racial groups and geographic regions. Many sub-Cultures make up of import marketplace segments and marketers have to design products and marketing programs tailored to their needs.

Although this subgroup volition share most of the beliefs of the master culture, they share among themselves another set of beliefs, which may be at odds with those held past the chief group. For example, Indians are unremarkably seen as orthodox, bourgeois people, but rich, upward-marketplace youths do non hesitate to enjoy night parties with liquor and women. Some other example is that, the urban educated or upper course exhibits more trace of individualism although Indian culture is mostly commonage in nature.

c) Social form:

Consumer behaviour is adamant past the social class to which they belong. The classification of socioeconomic groups is known every bit Socio-Economic Classification (SEC). Social course is relatively a permanent and ordered division in a society whose members share similar value, interest and behaviour. Social class is non determined past a single cistron, such every bit income merely it is measured every bit a combination of various factors, such as income, occupation, instruction, authority, power, property, ownership, life styles, consumption, pattern etc.

In that location are 3 unlike social classes in our gild. They are upper class, middle form and lower class. These three social classes differ in their buying behaviour. Upper form consumers want high-form goods to maintain their status in the society. Middle class consumers purchase carefully and collect data to compare different producers in the same line and lower class consumers buy on impulse.

Once again at that place could exist education considerations. A rich but not so educated people will non normally buy a calculator. We should consider some other cistron of social mobility where a person gets upwards in the social ladder (for example, poor tin can become middle form and middle class go rich or the children of uneducated family unit can attain higher education) or down in the social ladder (for case, rich can get poor or the children of a highly educated family unit may not continue study).

Therefore marketing managers are required to study carefully the human relationship between social classes and their consumption pattern and take appropriate measures to appeal to the people of those social classes for whom their products are meant.

4. Economic Factors:

Consumer behaviour is influenced largely by economical factors. Economic factors that influence consumer behaviour are

a) Personal Income,

b) Family unit income,

c) Income expectations,

d) Savings,

e) Liquid avails of the Consumer,

f) Consumer credit,

1000) Other economical factors.

a) Personal Income:

The personal income of a person is determinant of his buying behaviour. The gross personal income of a person consists of disposable income and discretionary income. The disposable personal income refers to the actual income (i.e. money rest) remaining at the disposal of a person afterwards deducting taxes and compulsorily deductible items from the gross income. An increase in the disposable income leads to an increase in the expenditure on various items. A fall in the disposable income, on the other paw, leads to a fall in the expenditure on diverse items.

The discretionary personal income refers to the remainder remaining afterward meeting basic necessaries of life. This income is available for the buy of shopping goods, durable goods and luxuries. An increment in the discretionary income leads to an increment in the expenditure on shopping goods, luxuries etc. which improves the standard of living of a person.

b) Family income:

Family income refers to the aggregate income of all the members of a family.

Family income influences the buying behaviour of the family. The surplus family income, remaining after the expenditure on the basic needs of the family, is made available for buying shopping appurtenances, durables and luxuries.

c) Income Expectations:

Income expectations are one of the important determinants of the buying behaviour of an individual. If he expects any increment in his income, he is tempted to spend more on shopping goods, durable goods and luxuries. On the other paw, if he expects any fall in his time to come income, he volition curtail his expenditure on comforts and luxuries and restrict his expenditure to bare necessities.

d) Savings:

Savings also influence the buying behaviour of an individual. A change in the corporeality of savings leads to a change in the expenditure of an individual. If a person decides to save more than out of his present income, he will spend less on comforts and luxuries.

due east) Liquid assets:

Liquid assets refer to those assets, which can be converted into greenbacks quickly without any loss. Liquid avails include cash in manus, banking company balance, marketable securities etc If an private has more liquid avails, he goes in for buying comforts and luxuries. On the other hand, if he has less liquid assets, he cannot spend more than on buying comforts and luxuries.

f) Consumer credit:

Consumer credit refers to the credit facility bachelor to the consumers desirous of purchasing durable comforts and luxuries. It is fabricated bachelor past the sellers, either directly or indirect у through banks and other fiscal institutions. Hire purchase, installment buy, direct banking concern loans etc are the ways by which credit is made available to the consumers.

Consumer credit influences consumer behaviour. If more consumer credit is available on liberal terms, expenditure on comforts and luxuries increases, every bit it induces consumers to purchase these goods, and enhance their living standard.

g) Other economic factor:

Other economical factors like business cycles, inflation, etc. too influence the consumer behaviour.

5. Personal factor:

Personal factors also influence buyer behaviour. The important personal factors, which influence buyer behaviour, are a) Age, b) Occupation, c) Income and d) Life Style

a) Age:

Age of a person is one of the important personal factors influencing buyer behaviour. People buy different products at their different stages of bike. Their taste, preference, etc too change with change in life cycle.

b) Occupation:

Occupation or profession of a person influences his buying behaviour. The life styles and ownership considerations and decisions differ widely according to the nature of the occupation. For case, the buying of a medico can be hands differentiated from that of a lawyer, teacher, clerk businessman, landlord, etc. So, the marketing managers have to design dissimilar marketing strategies suit the buying motives of different occupational groups.

c) Income:

Income level of people is another factor which can exert influence in shaping the consumption pattern. Income is an of import source of purchasing power. So, buying pattern of people differs with different levels of income.

d) Life Manner:

Life style to a person's blueprint or style of living every bit expressed in his activity, interests and opinions that portrays the "whole person" interacting with the surroundings. Marketing managers accept to design different marketing strategies to suit the life styles of the consumers.

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