Factors Influencing Buying Decisions
Name
Institution
Consumer behavior is an area that has attracted a lot of academic research, and understanding is quite challenging since it is attached to the human mind. But then, predicting how humans behave when buying may be estimated by observing their previous buying patterns. Customers make buying decisions each day, but probably they do not even understand the factors that impel them to those purchasing options. The Characteristics behind buying decisions may be rooted in the core factors, cues to quality, and interpersonal factors.
Core factors are more associated with social factors that significantly affect buying decisions. In this case, individuals are influenced to make purchases by people around them. The major core factors include; role and status, reference groups, and family (Calder et al., 2018)… Every person identifies with a group, and people tend to make buying decisions related to subscribing to the group’s membership. Concerning a social group, perceptions are created with the latitude to decisions to assume the behavior, habit, and lifestyle of the respective group. That also brings out the aspect of interpersonal factors, which is typically the group membership’s sociological level. Interpersonal factors are construed to the perceived attributes that a buyer poses concerning the products, such as status, interests, and gender (Calder et al., 2018). There is also the issue of normative beliefs where to buy buyers are believed to process information about what other people think about a certain product and what they are supposed to do with them, e.g., the social norms
Furthermore, cues to quality are related to how buyers pack their feelings and perceptions toward the products. Buyers look for products with good quality that can promise them something that they can trust and hang on with when changes occur in the world around them. Buyers tend to have an image of a strong quality of products that translate to their personality (Calder et al., 2018).
References
Calder, B. J., Hollebeek, L. D., & Malthouse, E. C. (2018). Creating stronger brands through consumer experience and engagement. Customer engagement marketing (pp. 221-242). Palgrave Macmillan, Cham.
Calder, B. J., Isaac, M. S., & Malthouse, E. C. (2016). How to capture consumer experiences: A context-specific approach to measuring engagement: Predicting consumer behavior across qualitatively different experiences. Journal of Advertising Research, 56(1), 39-52.