Antonio Feraco

Economic Forces

PoliticForces

Law and Rules

Technological Forces

Socio – Cultural Forces

CompetitiveForces

Purchasing behaviour is the set of the decisional processes and of the action of people involved in the purchase or in the use of the products

Consumer Purchasing Behaviour is related to the final users for services and/or products and not for business purposes

Reactions of purchasers to marketing strategies of a company have an exponential impact of the company’s success

Companies should create a marketing mix able to satisfy consumers. Marketers should analyse factor influencing the purchasing behaviour such as:◦ What◦ When◦ Where◦ How

Understanding these factors allows to foresee how consumer will respond.

High involvement products are those visible from the others (clothes, furniture, cars)

Low involvement products are those less expensive related to a lower social risk (toothpaste, soap, etc etc)

POSSIBLE INFLUENCES IN THE DECISIONAL PROCESS

CONSUMER’S PURCHASE DECISIONAL PROCESS

Physical surroundings◦ Environment◦ place◦ Retailer’s atmosphere◦ Smell◦ sounds

Social contests◦ Characteristics and interactions with the others

(friends, relatives, sales men, other customers there during your purchase decision)

Temporal dimension◦ Time, day, weekday, season◦ How long does it take to gather information, about the

product, to choose the place where to buy it… Reason why to purchase

◦ Is this purchase for me? For my GF? For my relatives?.....

Momentary Moods ◦ anger, anxiety, fulfilment,

Transactional conditions◦ Fatigue, malaise, cash

Perception◦ Different people perceive in different way the

same thing.◦ Perception is the process of selection,

organisation, and interpretation of informational input (five senses) in order to have a meaning.

Motivation◦ it is an internal stimuli that drives a person’s

activities towards needs satisfaction or towards aims achievement

Maslow’s Theory

Learning◦ It is the changing of the thinking processes and of

behaviour driven by the information and experience Attitudes

◦ It is a durable set of evaluations, feelings and behavioural tendencies of a person towards an object or an idea

Personality and self-image◦ It is a set of distinct behavioural characters and

tendencies that in certain situations arise coherent behavioural models

Life styles◦ It is the form by which a person express him/herself

through his/her activities, interests and opinions

Roles◦ Position of a person among a group, organisation, and

institution Familiar influences

◦ Have a direct impact on the consumer’s decisional purchasing process

Reference group and opinion leader◦ A reference group is any group able to influence positively

or negatively a person’s values. They could be: Families Work colleagues Students associations Civil associations Church groups

Opinion leader◦ In the most of reference group, one or two people are always the

opinion leader◦ An opinion leader always gives information on a specific sphere that is

of interest of the entire group◦ They are considered by the others as well informed about that specific

sphere Social classes

◦ People always use to rank others, this phenomena leads to the social classes

◦ People are classified by criteria different from society to society◦ In western countries usually important factors are

Work Instruction levels Salary

Class (% of population) Behaviour Purchasing characteristics

Upper Class (14%) Their annual salary varies from group to group, but they have the similar aims. They believe in the instruction in prestigious private schools.

They like a lot goods of high quality. They prefer expensive brands. They spend a lot of money in arts, travels, cinema and theatres, books, tennis golf and swimming pools.

Middle class (32%) Usually they are employees, they are considered as white collars; like the prestigious schools. Try always to emulate the upper class. They prefer travels to sports

They love fashion goods; use to consult books, specific magazines before purchasing. Spend money for experiences useful for the education of their child

Working class (38%) They have a strong feeling for the family, they try to approach to any economic advantage for it (economic sustainment from government).

They use to buy car for the family. Like camping, they have strong values, they frequent outlets, off-price stores. They love DIY.

Lower Class (16%) Usually they have no work not because of them. Some of them are part of the welfare or homeless, most of times they have strong religious believes, usually they live in the suburbs of the cities.

They use to buy goods for their survival; they can transform garbage of the other in living objects.

It is the set of values, knowledge, believes, use, objects and contents that a society use to live in their environment and that transmit to the future generations

Culture influences our purchasing behaviour because draws our daily life (the way we dress, the way we eat, where we live and where we travel)

It is a issue of an exponential importance when we want to sell, analyse, or negotiate with people abroad our country.

A culture is constitute by other sub-cultures Sub-cultures are group of people that have

similar values and behavioural models , but different from the one of the culture they belong to

Among a sub-culture exist similarity in the attitudes, in the actions of people, more than the one existing in the more general culture