Following are the buyer characteristics or factors which affect his buying decision
- Culture: It is the most fundamental determinant of preson’s wants and behavior. The growing child acquires a set of values, perceptions, preferences, and behaviors through his or her family and other key institutions.
- Sub Culture: Subculture includes nationalities, religions, racial groups and geographical regions
- Social Class: It can be divided into various categories. Upper, Lower Upper, Upper middle, Middle class, Working Class, Upper Lowers, Lower Lowers.
- Reference Group: It consists of all groups that have a direct or indirect influence on the person’s attitude or behavior. Groups having direct influence on a person are called membership group. A group such as family, friends, neighbors etc with which the person interacts forms the primary group. A person may also belong to secondary group. Such as religious, professional and trade union groups, which tend to be more formal and require less continuous interaction.
- Family: Family members constitue the most influential primary reference group. The family of orientation towards religion, politics and economics and sense of personal ambition, self worth and love. A more direct influence on everday buying behavior is one’s family of procreation, namely one’s spouse and children.
- Role and Statuses: A person participates in many groups through out life – family, clubs, and organizations. The person’s position in each group can be determined in terms of role and status. Each role carries a status. Ex. A sales manager has more status than an office clerk.
- Age and Life Cycle Stage: People buy different goods and services over their lifetime. Consumption is also shaped by the stage of family life cycle i.e. right from younge age to old age
- Occupation: A perons’s occupation also influences his or her consumption pattern. A company’s president buys expensive suits, air travel, and club memberships.
- Economic Circumstances: Product choice is greatly influenced by one’s economic circumtances. People’s economic circumstance consist of their spendable inclome, saving, and assets, debts, burrowing power and attitude towards spending as saving.
- Life Style: A person’s lifestyle is one’s pattern of livign in the world as expressed in the person’s activities, interests and options.