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Cultural factors- culture, sub-culture, social class.
Social factors-groups & peers, family background & influence, roles & responsbilities.
Personal factors- Age brackets & life-cycle stages, occupation, economic situation; income levels, lifestyle, personality & self concept.
Psychological factors-motivation, morale & bandwagon effect, perceptions & superstions, learning & role playing (imitation), beliefs & attitudes
Primary influencing factor is looks. And this could be packaging or anything else. If on a display, my product stands out, then the consumer is attracted to it and is induced to buy it. But the looks should be backed by a very good product else the looks will prove to be counter-productive.
There is no general framework or set of points that will drive consumer in his/her purchasing decision. According to me it depends more on industry and kind of services you are providing.
I believe to maximize sales and use marketing techniques effeciently marketers need to segment their audience perfectly and satisfy needs and wants of customers.
In b2c industry, say colour cosmetics: One major factor for a high end brand will be quality and brand value since their target audicene are more prestige sensitive.
While in a B2B industry like Cummins one major factor would be availabaility of after sale service, quality and availability of technical consultants.
On the other hand in B2C e-commerce industry trust plays a major role especially in MENA region which is why COD is a challenging issue being faced by famous websites. Some other factors in this industry would be transaction costs, i.e. total amount of energy spent by a customer in navigating the website and in purchase of product.
As said earlier different factors influence consumer buying behaviour. To get more idea look at some research journals on EBSCO, google scholar on specific industry and area.
Good Day!!!
The marketing mix has the potential to influence the consumer buying behaviour at various stages.
PRODUCT: The uniqueness of the product, the physical appearance and packaging can influence buying decision of a consumer.
PRICE: Pricing strategy does influence buying behaviour of consumers.
PROMOTION: The various elements of promotion such as advertising, publicity, public relations, personal selling, and sales promotion influence buying behaviour of consumers.
PLACE: The channels of distribution, and the place of distribution influence buying behaviour of consumers.
AND YOU CAN ASLO ADD2-3 more P's in this process.
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