my buying behavior essay

Consumer Buying Behavior

Introduction, consumer behavior, purchasing mind map, internal factors, external factors, works cited.

Consumer buying behavior forms an important component of marketing. Marketers are interested in the factors that influence a consumer to buy a particular product. According to Waheed and Sandhu, consumer behavior involves the actions that drive buyers to choose a particular product (637). There are internal and external factors that influence the selection of a product. The internal factors include consumer psychology and personal factors. The external factors constitute situational, social and cultural factors. The following paper is a self-reflection on how various factors influence the purchasing decisions. The reflection relates to an iPhone 6S I purchased last weekend. To get a clear glimpse of the purchase, I will use a purchasing mind map to illustrate the combination of the factors that led to the decision.

According to Kotler and Armstrong, combination of the internal and external factors results in consumer value framework (CVF) (28). The factors interact to determine the process of consumption, the value, and the relationship quality. The internal factors include consumer psychology and personality of the consumer (Kotler and Armstrong 29). The consumer psychology factors are subcategorized into perception, implicit memory, attitudes, information processing, and categorization. On the other hand, personality of the consumer entails motivation, personal values, emotional expressiveness, and lifestyles. The external factors are further divided into social, cultural and situational factors.

The purchase of the iPhone 6S last weekend was influenced by personal, psychological, cultural, situational and social factors. The following purchasing mind map exemplifies the determinants and the contributors that influenced the purchase.

Every day, people make purchasing decisions. Some of the decisions do not require a lot of thinking. On the other hand, there are other purchases that involve a long decision-making process. For example, purchase of a cell phone requires the consumer to think about the model, necessity and the technological specifications. The personal factors that influenced my purchase included lifestyle, preferences, and emotional expressiveness. According to Waheed and Sandhu personal factors are features that are unique to a person.

The factors include interests and opinions (639). In relation to the lifestyle, I am always attracted to new trends in the market. Furthermore, I admire cell phones that have good music applications, and high-resolution camera. I frequently visit social media sites and use the internet to research on various issues; hence, I preferred the iPhone. The emotional expressiveness entails the motivation and personal values. The iPhone 6S I purchased last weekend had the aesthetic qualities that resonated with my emotions and social class.

The other category of internal factors that influence purchase decisions are the psychological factors. Psychological factors refer to the individual’s ability to learn and comprehend information (Waheed and Sandhu 640). Psychological factors also include attitudes and perceptions. According to Kotler and Armstrong consumers respond to marketing promotions based on the perceptions and attitudes (42). In my case last weekend, the key psychological factors that affected the purchase of the iPhone included attitudes, categorization and perception. Attitudes are acquired ways of thinking about something. Attitudes entail the expression of favor or dislike of an object or someone (Waheed and Sandhu 638).

According to Kotler and Armstrong, attitudes form an important component of choosing a product (30). In my case, I already had a different model of smartphones. However, over the years I have admired Apple’s products. The desire for the brand and the strong conviction that the iPhone 6S has excellent features made me purchase it. Categorization entails grouping of people or things based on their traits (Kotler and Armstrong 43). In the electronic store, there were different genres of phones. However, the value and the superior features of Apple’s smartphones led me to prioritize the iPhone.

Perception is the other psychological factor that informed the purchase. Waheed and Sandhu stated that perceptions are usually formed based on experiences (640). Perceptions result in assigning meaning to particular people or products. In the case of the purchase, my orientation towards the iPhone was due to the perception that the cell phone has superior technological specifications. Perceptions are created in the mind. Other buyers in the store could have been attracted to other models of smartphones, but my passion was in the iPhone.

Social factors affect how consumers make purchasing decisions and respond to marketing messages (Waheed and Sandhu 640). The social influences are diverse and include family, social and peer interactions. In my case, the social factors that influenced the purchase included a reference group, peers, and my online social groups. For instance, during the purchase I was accompanied by a friend who has a smartphone. Earlier, I had seen his phone and wished to have a similar cell phone. In addition, my social roles as a student influenced the decision. The other external factors were cultural. Cultural factors are the set of values and ideologies that define a group. Many people in the U.S own smartphones. Hence, it has become national trend to have smartphones. Apple has penetrated the U.S market; as a result, many people have purchased the iPhones. Furthermore, most of my family members prefer the iPhones to other smartphones. The other subcultural factor was my affiliation with online groups.

Situational factors are the external factors that influence consumer behavior. Extensive research has been carried to examine how situational factors influence the purchase decisions. Marketers leverage on factors that influence purchase due to the situational issues (Kotler and Armstrong 42). For example, during the cold season, people buy warm clothes. Similarly, my purchase was influenced by situational factors. The factors comprised of time, location and income. The time factor related to the increase in academic research work throughout the semester. I required a cell phone that would make it easy for me to browse the internet. The second factor was location. The beautiful display of the phones along a busy street attracted me to the store. If it were not for the display, maybe I would not have purchased the phone last weekend. The other situational factor was the financial ability. I had $300 which I had saved specifically for the purchase of a cell phone.

The decision to purchase a product is influenced by many factors. The factors are categorized into external and internal factors. Similarly, my decision to buy the cell phone was influenced by the combination of internal and external factors. Even though there were similar phones that had the technological specifications such as the iPhone 6S, I settled for the product due to the personal, psychological, situational, cultural and social factors. These aspects pointed that purchase decisions are formed by the interaction of many factors. Therefore, marketers need to put into consideration the various factors that influence the purchasing process.

Kotler, Philip and Gary Armstrong. Principles of Marketing, London: Pearson Education Limited, 2008. Print.

Waheed, Abdul and Ahmand Sandhu. “Factor That Affects Consumer Buying Behavior: An Analysis of Some Selected Factors.” Middle-East Journal of Scientific Research 19.5 (2014): 636-641. Print.

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StudyKraken. (2021, September 20). Consumer Buying Behavior. https://studykraken.com/consumer-buying-behavior/

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Environment Influence on Buying Behavior Essay

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Introduction

Presentation of hierarchy of influential factors, discussion of selection mind maps, discussion of debates, discussion of surprises, discussion of ethics, any influential factors for further research.

This paper inspects the powerful variables that are more noteworthy concerning the buying behavior and states of mind towards settling on a buying choice. The paper highlights the significance of identity attributes, social foundations, societal standards, purchase circumstances and mental thinking. These compelling variables characterize how a man carries on and settles on a choice when purchasing merchandise and items in the commercial center. The paper unravels each powerful component and creates a chain of importance positioning framework to delineate the significance and adequacy of every variable.

While making the chain of importance, the paper considered the principle focuses that the group members talked about. The material exhibited in the course reading material, and the group members’ judgment of every component. By and large, the paper considered both subjective and target points of view of the compelling components. The paper presumed that every component did have an impact somehow, yet each was measured in an unexpected way. The paper will uncover our own positioning of powerful elements and our thought processes in picking each. The paper will likewise give our solidified pecking order of the influential factors on buying behavior and the thinking behind it.

Buying behavior is the study of how, when, why and where people do or do not source for goods or services. It attempts to assess the influence of the clients from external factors such as high salaries and income, the growth of urban lifestyle, among others. It is a common practice for the customers to purchase goods and services for a number of reasons. These reasons may include reinforcing self-concepts, maintaining a given lifestyle, becoming part of a particular group or gaining acceptance in a group they already belong, and or expressing cultural identity. This paper explores the important hierarchical factors that influence the actions of the consumers.

The theme under study is a portrayal of how the chain of the importance of powerful elements drives the customers to settle on an official conclusion on purchasing behavior. It is essential to acknowledge how one variable is influencing another on the grounds that we need to comprehend the buyers’ activities, sentiments, and considerations that can apply to business technique, shape society and settle on dependable choices as a purchaser.

The layout of the paper structures as uncovering the methodology of how we categorize the persuasive components by mirroring the significance of each. We utilize our group personality maps and level headed discussions to portray how those compelling elements settle on in the choice procedure. At that point, we examine about the shocks and morals that we experienced in organizing this paper. We further incorporate monetary variables that were not examined in the chain of importance and think of a finish of what we have found out about the impacts from shopper behavior.

The paper relies on past and present literature to present the facts which are both theoretical and practical. Since shoppers vary crosswise over through individual variables, these distinctions help to mark the marketing communication. Albeit outside impacts, for example, the society and social norms can influence buyers by the social surroundings that encompass them in a regular schedule. The individual components drive the most to purchase as buyers essentially experience a decision-making process by contemplations and activities as per our meaning of buying behavior.

Despite the fact that culture is conceived with family values, convictions, observations, and inclinations, the customers may adjust to another society of convictions and practices when they touch base to the new environment. Case in point, in the U.S. society, espresso is the first decision for morning refreshment. Be that as it may, if buyers go to Asia, they may attempt tea as the refreshment of the decision.

The presentation of a chain of command of persuasive variable positions ranges from the minimum impact of cultural elements, social components, purchase situations and psychological elements to the most prominent impact of the elements of buying behavior.

Cultural elements

The cultural elements are less imperative than social variables for the individuals can change their contemplations and recognitions by the cultural assimilation process. Along these lines, the individuals can change their purchasing behavior upon which culture they have a place into adjusting to the social environment. In my social class as an undergraduate, I am compelled to purchase a tablet. Since most undergrads have possessed tablets, I need to own a tablet to fit into the school social environment.

Social components

The adjustment of taking in the college subculture has driven me to attempt new items, thoughts and administrations that incorporate me into another utilization design. I begin to purchase college items and joining the college clubs because of the societal impacts of another subculture. I categorized the social elements to be second vital determinant because of the societal impacts that encompass individuals with a day by day life premise. The social elements like family, reference gathering and the status impact the buying behavior on the grounds that individuals expect to identify with a particular group.

The family can assume the solid part on affecting buyer behavior in light of the fact that they may share their contemplations and proposals that rouse their relatives to purchase the specific item. My family prescribes to me that Samsung brand is the best organization to purchase a cell phone. Their positive convictions towards the Samsung brand rouse me to purchase a Samsung cell phone. Peer groups, for example, companions and colleagues can likewise impact shopper behavior since individuals have interfaced with them in their day by day life. In addition, the peer groups share an arrangement of desires and perceive themselves as members from a typical social group.

Purchase situation

Purchase situation is the third persuasive element that affects the behavior of the consumer. At the point when purchasers visit a shop, the ambiance of the store can impact them. For example, the climate components like the smell, music, shading, social settings and virtual shopping circumstances are likely to influence the consumers. In the event that the physical environment of the store is encompassed with great climate, the buyers may have a positive bearing and they will have a tendency to purchase the item from the shop. The purchase circumstances can have an unequivocal influence on the purchaser’s responsive state. Additionally, time imperatives can change the purchasers’ examination of information. The buyers have a tendency to settle on straightforward decisions than those in less strained circumstances because of time stress. My group contended that if customers go shopping just before the shop closes, they do not have sufficient time to ponder and consider the appropriate product. Rather, they will pick the quickest choice.

Psychological factors

In spite of the fact that purchase circumstance pushes the shoppers to purchase the item, the psychological variables apply when the customers pick a brand of the item. Psychological motives are classified into 16 categories. There are two criteria that determine the four major categories, for instance, whether the mode of actions is cognitive or effective, and whether the motive is centered on the preservation or growth. The four major categories are further subdivided into two groups, for instance, whether the deeds of the consumer have been initiated or are a response; and whether the behavior of the consumer occurs internally or externally (Adetule, 2011, p. 132). The cognitive motives include cognitive preservation motives and cognitive growth motives. The cognitive preservation motives include the need for uniformity, which occurs internally and actively.

Personal factors

Other than psychological factor, personal factors are a big determinant. Here we explore the taste and preference of the consumer. At the same time, the consumer’s lifestyle that encompasses the latest trends in technology is very significant. Consumers tend to identify with a particular image that fit their lifestyles. Along these lines, the individuals can change their purchasing behavior upon which lifestyle they have a place into adjusting to the social environment. Appendix 1 shows the purchasing mind map utilized by my group.

My group members also utilized the Maslow’s hierarchy of needs to explain the concept of buying behavior. Abraham Maslow developed the Maslow’s hierarchy of needs and suggested that people have desires that affect their activities. The higher the hierarchy of needs, the more psychologically healthier a person becomes (Maslow 1943, p. 372). The five needs are physiological needs, security needs, love, self- esteem needs, and self-actualization needs. When the basic needs are satisfied, people advance to the security needs.

The next stage after this is having the need for sense and belonging. People at this level are looking for friendship and desire to belong to a group. At the next level, people need the recognition and appreciation of the others; it is the self-esteem and self-respect level (Maslow 1943, p. 372). Finally, there are self-actualization needs, which people seek to fulfill themselves in the pursuit of self-development, job satisfaction, and creativity. In the past, the management rewarded consumers focusing on the physiological needs and security needs, while currently the management reward system has chosen to satisfy the higher needs of the consumers such as self-esteem needs and self-actualization needs.

The mind maps perceived by my group did not coordinate our recently made chain of the importance of impacts. All things considered, ‘social’ was the most powerful component among our psyche maps, setting first and second on our grade. Numerous buyers yearning to assimilate with the patterns present in the society. This designates numerous buyers to make buys based on the patterns society considers fit. The individual component, which we picked first on our progressive rundown, was set third in our list. Our group’s open deliberation about alternate components additionally helped shape our new chain of command. Our classifications changed in light of the fact that our introductory choices were taking into account untimely understandings of every variable.

When we had the opportunity to profoundly mull over and break down every impact, our points of view and dispositions towards them advanced. We had the capacity to make improved verdicts and study every element to fit our new positioning framework. Our positioning framework changed on the grounds that the discourse we occupied with obliged us to research data about the identity, along these lines making it our central subject for a group debate. We established a private relationship with the thought of identity being a more solid component. Our choice to place identity as the first in our list may have seemed one-sided. Notwithstanding, we are firm adherents that identity sorts are exceptionally differing and best characterize who we are.

Our talk identity helped shape our positioning of the persuasive figures the pecking order of impact. By breaking down and returning to the course reading material on identity, we reasoned that it ought to be set on of our chain of importance rundown as the most imperative component of shopper behavior. The discussions held in class fortified our comprehension of identity and gave us a chance to investigate a few angles. We contended that identity was the most imperative impact and legitimized that suspicion with its genuine definition. We decided to decipher identity as an umbrella term for some variables that affected the consumers’ point of view when making a purchase.

Some solid attributes that were embedded in the identity definition were subjective, full of feeling, behavior, and motivation. We talked about how specialists sort their business sector into distinctive arrangements of identities that repress diverse purchasing practices and attributes. A few individuals have money-oriented identities, which are ordinarily envious in nature, focused, and take a stab at the obtaining of their peer’s items. Explores likewise recognize inventive identities, which are imaginative and willing to attempt new item discharges without a second thought.

Brands likewise tackle identities to speak to their buyers. Every brand name utilizes a situating procedure that takes after the customers’ practices and identities. Organizations do this exceptionally well to fulfill dependable associations with their customers (Bennett & Rundle-Thiele, 2002, p. 200). Case in point, Nike has made a fine showing of depicting their image to advance aggressiveness, diligence and has propelled a large number of individuals around the globe to be dynamic. Their trademark relates to people or groups who are motivated and inspired to engage in sports.

The element that attracted the most resistance was the purchase circumstance. A group member accepted that purchase circumstance was not as critical in light of the fact that it was not an inner component. It did not straightforwardly influence our temperament, the state of mind, or feelings. This restriction was taking into account the thought that inward elements are more persuasive than outside elements.

In the course of making this paper, the group members found the impacts of stress on decision-making. There are pivotal segregating variables that exist between the buyers who are active and the buyers who are not. These variables are versatility issues, age, and level of training. The choice of the users to lean toward unlimited satisfaction is impacted by their demographic attributes and mental qualities. The customers favor consumption bundles that offer them fervors and increase the value of their lives. Before the clients settle on a choice, they inquire whether their well-being is safeguarded (Gratton & Jones, 2004, p. 410). The yearning for security increases as the client develops to be more seasoned.

The demeanor to consume can be classified into different groups, for example, rest and unwinding, training, experience, mingling, and a break from everyday examples of life. Similarly, other researchers reasoned that the noteworthy push and force inspirations of the sightseers were: the longing to look for learning, and the inclination to be safe (Dahesh, Nasab, & Ling, 2012, p. 143). The more established customers were, for the most part, propelled to go off the longing to unwind, associate, learn, and to pick up fervor. The inspiration for the shopper is moving towards the yearning to rest or unwind the longing for physical activity or wellness, and the craving for instruction. The more youthful buyers are more instructed when contrasted with the older ones. In this manner, they generally complete a data seek before they continue with their consumption (Burns & Bush, 2000, p. 129).

Consumers make their decisions based on the available time. Business chiefs are endeavoring to set up and keep up an environment that is greater for the fulfillment of consumers, who are endeavoring together in groups towards the achievement of foreordained objectives. A few studies have been completed to scout the examples of the behavior of the consumers. The profiles of the consumers are differing as to their likelihood to shop at merchandising channels, their decision of shopping centers, and their wellsprings of data concerning the accessible shopping exercises.

Consumers compete for access prizes in their environment, such as promotion and motivation increments. Consequently, integrating ethics among buyers at different levels of management plays an essential role in motivating them to put more efforts in their job roles and responsibilities. Subsequently, the administration’s satisfaction is improved considerably. The satisfaction inequality is directly correlated to the union and individual satisfaction.

This paper mainly explored the concept of consumer performance in line with the past and present available literature. Many of the available studies have not explored the affective motives that guide buying behavior. Affective motives have a major influence on the experiences of the consumers’ consumption process with regard to their judgments on post-purchase satisfaction (Adetule, 2011, p. 132). In this case, it is assumed that the satisfaction of the consumer is dependent on the performance of the product, the perceptions of the consumer in relation to the product, and the manners of the consumers.

The ratio between the performance and the perception rises as the level of the consumer’s satisfaction also rises. The ratio depends on the nature of the experiences that the consumers have in relation to the experience they had envisaged or desired. The dissatisfaction of the consumers comes about when there is a major disparity between what the consumers had expected and what they actually experience in terms of the performance of the products. This paper recommends that future researchers should explore the concept of affective motives.

Buying behavior arises from the fact that customers have expectations on satisfaction levels and job positions. If they perceive that they are unfairly satisfied or paid, they are likely to reduce their effort in chasing after the product. Moreover, the development of the perception of being under-satisfied is likely to contribute to the negative demeanor amongst users. Examples of such behaviors include sabotage, lack of cooperation and cohesion amongst clients. This aspect might significantly reduce the overall organizational satisfaction.

Motivating the shoppers’ higher satisfactions improve a business’s competitiveness in the market, hence improving the likelihood of attracting and maintaining more. High satisfaction acts as an incentive in promoting consumer loyalty. High levels of satisfaction are positively correlated with the loyalty and positive bearings of the clients. This strategy is mainly prevalent in societies that have adopted individual satisfaction-related motivation systems.

Adetule, J. (2011). Handbook on management theories. Bloomington: Author House. Web.

Bennett, R., & Rundle-Thiele, S. (2002). A Comparison of Attitudinal Loyalty Measurement Approaches. Journal of Brand Management, 9 (3), 193-209. Web.

Burns, A., & Bush, R. (2000). Marketing Research. New Jersey, USA: Prentice Hall. Web.

Dahesh, N., Nasab, A., & Ling, C. (2012). The Study of Customer Satisfaction, Customer Trust and Switching Barriers on Customer Retention in Malaysia Hypermarkets. International Journal of Business and Management , 7 (7), 141-150. Web.

Gratton, C., & Jones, I. (2004). Research methods for sport studies. Chicago: Psychology Press. Web.

Maslow, A. (1943). A Theory of Human Motivation. Psychological Review, 50 (4), 370-396. Web.

• Instacart Shopper Experience
• Mystery Shopper Report for McDonalds
• Consumer Research Methods Assignment
• Self-Modification: Directing the Impatience
• Bystander Intervention in Emergencies
• Impatience Behavior for Self Modification
• Balancing Sexual Desires in a Relationship
• The Need to Change: Self Modification
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IvyPanda. (2020, May 16). Environment Influence on Buying Behavior. https://ivypanda.com/essays/environment-influence-on-buying-behavior/

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IvyPanda . 2020. "Environment Influence on Buying Behavior." May 16, 2020. https://ivypanda.com/essays/environment-influence-on-buying-behavior/.

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BUS203: Principles of Marketing

How People Make Buying Decisions

Read this chapter, which discusses consumers' decision-making process and examines the situational, personal, psychological, and societal factors influencing their buying decisions.

Factors That Influence Consumers' Buying Behavior

Learning objectives.

• Describe the personal and psychological factors that may influence what consumers buy and when they buy it.
• Explain what marketing professionals can do to influence consumers' behavior.
• Explain how looking at lifestyle information helps firms understand what consumers want to purchase.
• Explain how Maslow's hierarchy of needs works.
• Explain how culture, subcultures, social classes, families, and reference groups affect consumers' buying behavior.

You've been a consumer with purchasing power for much longer than you probably realize - since the first time you were asked which cereal or toy you wanted. Over the years, you've developed rules of thumb or mental shortcuts providing a systematic way to choose among alternatives, even if you aren't aware of it. Other consumers follow a similar process, but different people, no matter how similar they are, make different purchasing decisions. You might be very interested in purchasing a Smart Car, but your best friend might want to buy a Ford F-150 truck. What factors influenced your decision and what factors influenced your friend's decision? As we mentioned earlier in the chapter, consumer behavior is influenced by many things, including environmental and marketing factors, the situation, personal and psychological factors, family, and culture. Businesses try to figure out trends so they can reach the people most likely to buy their products in the most cost-effective way possible. Businesses often try to influence a consumer's behavior with things they can control such as the layout of a store, music, grouping and availability of products, pricing, and advertising. While some influences may be temporary and others are long lasting, different factors can affect how buyers behave - whether they influence you to make a purchase, buy additional products, or buy nothing at all. Let's now look at some of the influences on consumer behavior in more detail.

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Essay on Buyer Behavior

Type of paper: Essay

Topic: Business , Marketing , Customers , Shopping , Money , Consumers , Problem , Consumer

Words: 1900

Published: 09/30/2019

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Introduction

Buyers’ behavior is usually affected by a number of factors. In order for buyers to settle on purchasing a given commodity, a series of processes has to take place in their minds. The process of making a decision on what item to purchase is a very complex process whereby buyers have to identify the problems and realize the items they do not have but needed. Whenever consumers realize that there is something that they are missing in their lives, they will attempt to devise mechanisms of acquiring that item. This is also a very complex problem as buyers will have to carry out extensive research so that they set their priorities right and get a good value for their money (Quester et al., 2011). There are several options that are available to the consumers during the buying process. These options affect the decision making process a great deal. The fashion and clothing industry is one of the most affected industries whereby consumers’ decision making process is greatly affected by the season, environment, purpose of purchase, money available and comfort/leisure.

Problem recognition

Problem recognition also known as awareness of need comes out as a result of a difference between someone’s desired state and the actual state. In this stage, the buyer recognizes the problem and the need to have some items at his/her disposal. Once there is a difference between actual state and a state that is desired by a consumer then a problem has been recognized. Problem recognition can be as simple as realizing that a given attire is no longer fitting the user as desired or realizing that some clothes are no longer in fashion. Other factors that can stimulate a person’s recognition that he/she needs an item is a commercial advert that is used to promote the given item. Whenever a consumer wants to purchase a given item, he/she has to recognize the problem. According to Bruner and Pomazal (1986), Problem recognition is a very important aspect in the buyer behavior as all the other stages in the buying process rely on it. This stage is also regarded as the event trigger as it initiates the purchase decision. This phase also frames the problem solving situation. It is a very crucial stage and if not properly addressed then the buyer is most likely going to make a wrong decision. According to the authors, the process of problem recognition involves all the decisions made by the consumer that makes him/her to settle on a particular purchase. The problem in this case is the purpose for making a given purchase. During this stage, the consumers will identify the items that they need but apparently are not in their wardrobes. Once the problem is recognized, buyers will commence the buying process so as to bridge the gap between the desired state and the actual state.

According to Workman and Studak (2006), problem recognition styles which are associated with emerging adults can help marketers to understand the consumers in the clothing and fashion industry. The research carried out by the two authors established that both fashion followers and men reflected a need based approach to the process of problem recognition. However, fashion agents and women reflected a want based approach to problem recognition. It was later established that need based and want based approaches to fashion problem recognition had some relationship to the fashion consumer group membership and gender. (Workman and Studak, 2006). This research also established that the buying behavior depicted by men was totally different from the one portrayed by women in the fashion industry. This was attributed to the fact that they had different sets of problems that triggered the purchase. As men were being triggered by needs, women were triggered by wants thus the difference in the buying behavior. There are several causes of problem recognition which may include: A user being unsatisfied with a current product or service in the market. He/she will therefore devise means of achieving a better product with improved functionalities that meets all the desired user requirements. Problem recognition can also be caused by Items being out of stock. The users will realize that some items are no longer in stock and will therefore start looking for alternatives. They will make a decision based on the fact that some items are no longer in stock and therefore being forced to choose on the available options. The consumer needs and wants can also be another cause of problem recognition. In this aspect, different consumers have different needs, wants and tastes. a given decision will be reached at depending on the consumer needs, wants and tastes, a given decision will be reached at.

When consumers are choosing the kinds of clothes to buy, they first have to recognize the problem that is triggering the purchase process. The triggers in most cases are: Weather, whereby consumers will purchase clothes that are best suited for a given season. Hot and cold seasons triggers different types of purchases. Another trigger of the decision making process when buying clothes is the season whereby some items may be in fashion during a given period of time. In order for the consumers to be in fashion, they may also decide to purchase the product that is fashion so that they remain up to date as far as fashion is concerned.

Materialism

Materialism involves an aspect of life that is majorly concerned with money and possession. This aspect is based on the organized creation and development of an aspiration to buy goods and services in ever larger amounts. There are several attitudes that consumers have formed towards money and material values. According to Tatzel (2008), this scenario leads to four basic types of consumers. The types of consumers emanating as a result of this are:

• Value seeker – this class of consumers is tight with money and materialistic
• Big spender – this class of consumers is loose with money and materialistic
• Non-spender – this class of consumers is tight with money and not materialistic
• The experience – this class of consumers is loose with money and not materialistic.

The author has attempted to explain how materialism can affect the buyer behavior by considering the above four classes of consumers. In the clothing and fashion industry for instance, buyers are always driven by materialism whereby they desire to acquire items that they feel are satisfying their needs without paying much attention to other aspects of life. The consumers here are driven by the amount of money they have and the amount of items that they can purchase. According to the author, materialism and well-being impact each other negatively. Even though money and possession hold strong attractions, the process of acquiring them is always marred by instances of decline in well being. It has been established that consumer well being is related to low financial aspirations and being low in materialism. According to Miller, McIntyre and Mantrala (1993), materialism also plays a role towards determining the buyer behavior especially among women and high income earners. Men in the fashion industry are not affected by this aspect. Women are always triggered by their wants and the need to look outstanding in the society. Many women would therefore make additional efforts to so as to acquire new clothes as much as possible. Since women are always being driven by their desires and wants they will buy more in an attempt to satisfy their wants. Men on the other side are not driven by their wants but instead they are driven by the needs. They will only purchase those items that they feel are necessary.

Consumer happiness

Consumer happiness is also related to consumer satisfaction and consumer well being. It involves the process whereby consumers are contented with the current situation or a new action leads to more suitability hence making them more comfortable. There is a series of decisions that can be made by the consumers but in the long-run bring them gloom. Some aspects of the consumer buying behavior like materialism, affects consumer happiness negatively. According to Tinzel (2008), materialism and consumer happiness/ well being impact each other negatively. This is attributed to the fact that materialism is mainly concerned with the acquisition of commodities and spending money while it takes no consideration of the consumer satisfaction. The more the concept of materialism prevails; the amount of consumer happiness is also reduced in the same order. As consumers buy more (becoming more materialistic), more money is spent in the process and less savings are made. This leaves the consumer unsatisfied in other sections due to financial starvation as all the resources available are spent in acquiring clothes and other fashion related accessories. According to Workman and Studak (2006), each of the two sets of consumers (men and women) attempts to purchase clothes and fashion accessories that will make them happy. The men are mainly concerned with savings while women are concerned with looks. These two aspects will affect the buyer behavior of the two classes of consumers. Miller, McIntyre and Mantrala (1993) on the other hand states that consumer buyer behavior is always inclined towards making the buying process a good experience. This is achieved through social inclusion and performing the buying process with other social aspects of life in mind. Currently there are a number of consumers whose buying behavior is directly related to the aftermath of the shopping/ buying process. Most consumers will strive to purchase items that will give them a boost in their social lives hence making them happier. This aspect is contrary to the proposal found in materialism whereby buyers tend to purchase as much as they can without taking into consideration the aftermath of the purchasing process.

Different consumers have different buying behaviors which depend on environmental factors, gender and financial well-being. The consumers decision making process when buying clothes is affected by a number of factors. Since it is not possible to satisfy all the requirements when purchasing a given commodity, buyers are required to make a compromise and choose those products that meet most of their needs and ensure that they get the right value for their money.

Bruner, G. and Pomazal, R., (1986) Problem recognition: The first crucial stage of the consumer decision process, Journal of Services Marketing, Vol. 2(3) pp 43-53.

Miller, C., McIntyre, S., and Mantrala, M., (1993), Toward formalising fashion theory, Journal of Marketing Research, Vo. 30 (May) pp 142- 157.

Quester, P., Neal, C., Pettigrew, S., Grimmer, M., Davis, T. & Hawkins, D. (2011). Consumer behaviour: Implications for marketing strategy (6th ed.). Sydney: Irwin-McGraw Hill

Tatzel, M., (2003), The art of buying: Coming to terms with money and materialism, Journal of Happiness Studies, Vol. 4 pp 205-403.

Workman, J. and Studak, C., (2006) Fashion consumers and fashion problem recognition style, International Journal of Consumer Studies, Vol. 1 (1) pp 75-84.

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OPINION article

Factors affecting impulse buying behavior of consumers.

• Instituto Superior de Gestão, Lisbon, Portugal

In recent years, the study of consumer behavior has been marked by significant changes, mainly in decision-making process and consequently in the influences of purchase intention ( Stankevich, 2017 ).

The markets are different and characterized by an increased competition, as well a constant innovation in products and services available and a greater number of companies in the same market. In this scenario it is essential to know the consumer well ( Varadarajan, 2020 ). It is through the analysis of the factors that have a direct impact on consumer behavior that it is possible to innovate and meet their expectations. This research is essential for marketers to be able to improve their campaigns and reach the target audience more effectively ( Ding et al., 2020 ).

Consumer behavior refers to the activities directly involved in obtaining products /services, so it includes the decision-making processes that precede and succeed these actions. Thus, it appears that the advertising message can cause a certain psychological influence that motivates individuals to desire and, consequently, buy a certain product/service ( Wertenbroch et al., 2020 ).

Studies developed by Meena (2018) show that from a young age one begins to have a preference for one product/service over another, as we are confronted with various commercial stimuli that shape our choices. The sales promotion has become one of the most powerful tools to change the perception of buyers and has a significant impact on their purchase decision ( Khan et al., 2019 ). Advertising has a great capacity to influence and persuade, and even the most innocuous, can cause changes in behavior that affect the consumer's purchase intention. Falebita et al. (2020) consider this influence predominantly positive, as shown by about 84.0% of the total number of articles reviewed in the study developed by these authors.

Kumar et al. (2020) add that psychological factors have a strong implication in the purchase decision, as we easily find people who, after having purchased a product/ service, wonder about the reason why they did it. It is essential to understand the mental triggers behind the purchase decision process, which is why consumer psychology is related to marketing strategies ( Ding et al., 2020 ). It is not uncommon for the two areas to use the same models to explain consumer behavior and the reasons that trigger impulse purchases. Consumers are attracted by advertising and the messages it conveys, which is reflected in their behavior and purchase intentions ( Varadarajan, 2020 ).

Impulse buying has been studied from several perspectives, namely: (i) rational processes; (ii) emotional resources; (iii) the cognitive currents arising from the theory of social judgment; (iv) persuasive communication; (v) and the effects of advertising on consumer behavior ( Malter et al., 2020 ).

The causes of impulsive behavior are triggered by an irresistible force to buy and an inability to evaluate its consequences. Despite being aware of the negative effects of buying, there is an enormous desire to immediately satisfy your most pressing needs ( Meena, 2018 ).

The importance of impulse buying in consumer behavior has been studied since the 1940's, since it represents between 40.0 and 80.0% of all purchases. This type of purchase obeys non-rational reasons that are characterized by the sudden appearance and the (in) satisfaction between the act of buying and the results obtained ( Reisch and Zhao, 2017 ). Aragoncillo and Orús (2018) also refer that a considerable percentage of sales comes from purchases that are not planned and do not correspond to the intended products before entering the store.

According to Burton et al. (2018) , impulse purchases occur when there is a sudden and strong emotional desire, which arises from a reactive behavior that is characterized by low cognitive control. This tendency to buy spontaneously and without reflection can be explained by the immediate gratification it provides to the buyer ( Pradhan et al., 2018 ).

Impulsive shopping in addition to having an emotional content can be triggered by several factors, including: the store environment, life satisfaction, self-esteem, and the emotional state of the consumer at that time ( Gogoi and Shillong, 2020 ). We believe that impulse purchases can be stimulated by an unexpected need, by a visual stimulus, a promotional campaign and/or by the decrease of the cognitive capacity to evaluate the advantages and disadvantages of that purchase.

The buying experience increasingly depends on the interaction between the person and the point of sale environment, but it is not just the atmosphere that stimulates the impulsive behavior of the consumer. The sensory and psychological factors associated with the type of products, the knowledge about them and brand loyalty, often end up overlapping the importance attributed to the physical environment ( Platania et al., 2016 ).

The impulse buying causes an emotional lack of control generated by the conflict between the immediate reward and the negative consequences that the purchase can originate, which can trigger compulsive behaviors that can become chronic and pathological ( Pandya and Pandya, 2020 ).

Sohn and Ko (2021) , argue that although all impulse purchases can be considered as unplanned, not all unplanned purchases can be considered impulsive. Unplanned purchases can occur, simply because the consumer needs to purchase a product, but for whatever reason has not been placed on the shopping list in advance. This suggests that unplanned purchases are not necessarily accompanied by the urgent desire that generally characterizes impulse purchases.

The impulse purchases arise from sensory experiences (e.g., store atmosphere, product layout), so purchases made in physical stores tend to be more impulsive than purchases made online. This type of shopping results from the stimulation of the five senses and the internet does not have this capacity, so that online shopping can be less encouraging of impulse purchases than shopping in physical stores ( Moreira et al., 2017 ).

Researches developed by Aragoncillo and Orús (2018) reveal that 40.0% of consumers spend more money than planned, in physical stores compared to 25.0% in online purchases. This situation can be explained by the fact that consumers must wait for the product to be delivered when they buy online and this time interval may make impulse purchases unfeasible.

Following the logic of Platania et al. (2017) we consider that impulse buying takes socially accepted behavior to the extreme, which makes it difficult to distinguish between normal consumption and pathological consumption. As such, we believe that compulsive buying behavior does not depend only on a single variable, but rather on a combination of sociodemographic, emotional, sensory, genetic, psychological, social, and cultural factors. Personality traits also have an important role in impulse buying. Impulsive buyers have low levels of self-esteem, high levels of anxiety, depression and negative mood and a strong tendency to develop obsessive-compulsive disorders. However, it appears that the degree of uncertainty derived from the pandemic that hit the world and the consequent economic crisis, seems to have changed people's behavior toward a more planned and informed consumption ( Sheth, 2020 ).

Author Contributions

All authors listed have made a substantial, direct and intellectual contribution to the work, and approved it for publication.

Conflict of Interest

The authors declare that the research was conducted in the absence of any commercial or financial relationships that could be construed as a potential conflict of interest.

Aragoncillo, L., and Orús, C. (2018). Impulse buying behaviour: na online-offline comparative and the impact of social media. Spanish J. Market. 22, 42–62. doi: 10.1108/SJME-03-2018-007

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Ding, Y., DeSarbo, W., Hanssens, D., Jedidi, K., Lynch, J., and Lehmann, D. (2020). The past, present, and future of measurements and methods in marketing analysis. Market. Lett. 31, 175–186. doi: 10.1007/s11002-020-09527-7

Falebita, O., Ogunlusi, C., and Adetunji, A. (2020). A review of advertising management and its impact on consumer behaviour. Int. J. Agri. Innov. Technol. Global. 1, 354–374. doi: 10.1504/IJAITG.2020.111885

Gogoi, B., and Shillong, I. (2020). Do impulsive buying influence compulsive buying? Acad. Market. Stud. J. 24, 1–15.

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Kumar, A., Chaudhuri, S., Bhardwaj, A., and Mishra, P. (2020). Impulse buying and post-purchase regret: a study of shopping behavior for the purchase of grocery products. Int. J. Manag. 11, 614–624. Available online at: https://ssrn.com/abstract=3786039

Malter, M., Holbrook, M., Kahn, B., Parker, J., and Lehmann, D. (2020). The past, present, and future of consumer research. Market. Lett. 31, 137–149. doi: 10.1007/s11002-020-09526-8

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Meena, S. (2018). Consumer psychology and marketing. Int. J. Res. Analyt. Rev. 5, 218–222.

Moreira, A., Fortes, N., and Santiago, R. (2017). Influence of sensory stimuli on brand experience, brand equity and purchase intention. J. Bus. Econ. Manag. 18, 68–83. doi: 10.3846/16111699.2016.1252793

Pandya, P., and Pandya, K. (2020). An empirical study of compulsive buying behaviour of consumers. Alochana Chakra J. 9, 4102–4114.

Platania, M., Platania, S., and Santisi, G. (2016). Entertainment marketing, experiential consumption and consumer behavior: the determinant of choice of wine in the store. Wine Econ. Policy 5, 87–95. doi: 10.1016/j.wep.2016.10.001

Platania, S., Castellano, S., Santisi, G., and Di Nuovo, S. (2017). Correlati di personalità della tendenza allo shopping compulsivo. Giornale Italiano di Psicologia 64, 137–158.

Pradhan, D., Israel, D., and Jena, A. (2018). Materialism and compulsive buying behaviour: the role of consumer credit card use and impulse buying. Asia Pacific J. Market. Logist. 30,1355–5855. doi: 10.1108/APJML-08-2017-0164

Reisch, L., and Zhao, M. (2017). Behavioural economics, consumer behaviour and consumer policy: state of the art. Behav. Public Policy 1, 190–206. doi: 10.1017/bpp.2017.1

Sheth, J. (2020). Impact of Covid-19 on consumer behavior: will the old habits return or die? J. Bus. Res. 117, 280–283. doi: 10.1016/j.jbusres.2020.05.059

Sohn, Y., and Ko, M. (2021). The impact of planned vs. unplanned purchases on subsequent purchase decision making in sequential buying situations. J. Retail. Consumer Servic. 59, 1–7. doi: 10.1016/j.jretconser.2020.102419

Stankevich, A. (2017). Explaining the consumer decision-making process: critical literature review. J. Int. Bus. Res. Market. 2, 7–14. doi: 10.18775/jibrm.1849-8558.2015.26.3001

Varadarajan, R. (2020). Customer information resources advantage, marketing strategy and business performance: a market resources based view. Indus. Market. Manag. 89, 89–97. doi: 10.1016/j.indmarman.2020.03.003

Wertenbroch, K., Schrift, R., Alba, J., Barasch, A., Bhattacharjee, A., Giesler, M., et al. (2020). Autonomy in consumer choice. Market. Lett. 31, 429–439. doi: 10.1007/s11002-020-09521-z

Keywords: consumer behavior, purchase intention, impulse purchase, emotional influences, marketing strategies

Citation: Rodrigues RI, Lopes P and Varela M (2021) Factors Affecting Impulse Buying Behavior of Consumers. Front. Psychol. 12:697080. doi: 10.3389/fpsyg.2021.697080

Received: 19 April 2021; Accepted: 10 May 2021; Published: 02 June 2021.

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Copyright © 2021 Rodrigues, Lopes and Varela. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY) . The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.

*Correspondence: Rosa Isabel Rodrigues, rosa.rodrigues@isg.pt

Disclaimer: All claims expressed in this article are solely those of the authors and do not necessarily represent those of their affiliated organizations, or those of the publisher, the editors and the reviewers. Any product that may be evaluated in this article or claim that may be made by its manufacturer is not guaranteed or endorsed by the publisher.

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1. Introduction:

Consumer behaviour is a complicated and diverse area of study. Since marketing is based on identifying, anticipating and providing customer needs it is important to understand them. There are two predominant types of buying: consumer buying, which consists of buying products for personal use, and organisational buying, which involves buying for organisational purposes. Consumer buying behaviour is defined as the buying behaviour of final consumers, individuals and households who purchase goods and services for personal consumption (Kotler et. al., 2001, pg. 858).

Purpose of choosing this topic:For a marketer to satisfy customer needs efficiently and lucratively, understanding consumer behaviour is essential. Research into consumer behaviour allows the marketer to create target groups of people with common interests, values, beliefs and patterns of behaviour which will be discussed further in this proposal. Once a market segment has been identified, marketers can research the target market more thoroughly and the marketing mix, product, price, promotion and place can be adjusted to ensure the product position is correct.

2. Objective

This dissertation will identify the main factors influencing consumer behaviour patterns, particularly in textile retailing. It will examine how buyer characteristics influence buyer behaviour and also how retailers react to such characteristics. In particular this proposal will look at the cultural factors, demographic factors and psychological factors that influence consumer buying. Also, it will investigate on different types of buying behaviour that helps to find how and why consumers make their purchase decisions. It is vital to note that the purchase of a particular product does not always derive the same type of decision making behaviour (East, 1997: 19). For example, an affluent businessman who enjoys collecting cars may not undergo complex buying behaviour as opposed to an average earning salesman who is buying a car for transportation purposes.

In order to achieve the objectives stated above, the research will utilise online survey and will consider the scope to which:

– Online community members share their views on buying;

– The sharing of pre-buying experience differs from the sharing of post-buying experience;

– Comments made by third party and direct contact through an online community affect buying pattern;

– Comments received on different company websites affect buying pattern.

Also, the research will utilise online database: Mintel and Emerald, and published material: books, articles on newspaper, magazines, or journals.

4. Feasibility

There is no purpose at this stage to employ any company information for preparing the dissertation. The author wants to ensure if he needs permission from the online community to approach individuals to take part in the survey. Participants will be at liberty to withdraw from the survey at any moment of time.

5. To whatextend the existing published material meets the proposal

The dissertation intends to explore the knowledge of types and elements of buying behaviour that influence consumer buying behaviour such as cultural factors, demographic factors and psychological factors. This will significantly assist the marketers to invade the competitive market and come out with fruitful wings.

The relationship between different types of consumer buying behaviour with the level of consumer involvement and the degrees of differences between brands. The level of involvement in a purchasing a product is related to the importance of the purchase, the risks involved and the type of cognitive processing that is generated (East, 1997: 19). It helps the marketer to keep a better hold on the competing market.

Cultureaffects consumer behaviour in a variety of ways. It relates to customs and beliefs that are learned from the society in which an individual grows up. Aspects of our socio-culture, such as sub-culture, social class and reference groups play different roles in influencing consumers. A common pattern of behaviour can be observed within groups. Cultural change occurs at a very slow pace and can be seen to marketers as threats or opportunities. Cultural elements that influence consumer behaviour can also be said to be environmental influences.

– ‘A reference group is one that the individual tends to use as the anchor point for evaluating his/her own beliefs and attitudes’ (American Marketing Association, 2004).

– ‘Sub-culture plays an important part to marketers because of their influence on brands and types of product and services demanded by their members’ (Chisnall, 1975, p.98). Mintel (2003) reports that an emerging youth sub-culture, in which extreme sports is the focal point. He estimates that consumers spent £4.5 billion on extreme sports goods in 2003, an increase of 29% on 1998. (See appendix 1, figure 3)

Demographicelements (ref Fig.7 appendix.3) can significantly affect consumer behaviour. As an individual’s stage of life progresses, so will the needs and wants of a product. To help marketers make a clearer distinction between demographic groups for market segmentation classification bases have been developed.

– ‘A Classification of Residential Neighbourhoods’ (ACORN) is a popular geo-demographic technique used as a segmentation base. ACORN maps geographically the concentrations of a particular type of individual and can be useful for helping marketers decide upon store locations and targeting direct mailing (Beaumont, 1989).

– Lansing, J and Morgan, J (1955) have devised a popular and successful break down of the life cycle of families to successfully target a market. Each stage influences consumer behaviour in a different way (see table1 appendix2). Mintel (2001) reports that the greatest time of expenditure for women in the AB social grade are during the bachelor stage where 56% of women spent more than £500 on clothes in a year. However, during the newly married couples, full nest 1 and full nest 2 periods the percentage of women that spends £500 a year on clothes decreases to 35%. This percentage increases at the empty nest stage to 46%. (See appendix 3, figure 6)

Psychological factorsare related to perceptions, motivations, attitudes and personality of a consumer so it crucial to know how life patterns influence purchasing decisions. ‘Psychographics are usually based on demographic information as well as ratings of consumer’s activities, interests and opinions’ (Williams, K, 1981, pg.91).

– Lifestyles and patterns have strong influences on consumer behaviour. Figure 7 (see appendix. 3) illustrates the main factors that form a lifestyle.

– Perception and motivation relates to an individual’s interpretation of a product and company. Maslow recognises that people with intensive needs can be motivated to purchase the goods if identified properly (Lancaster, G, Massingham, L, and Ashford, R, 2002, pg. 80). With this, marketer can convey good brand awareness.

– The subject of personality is a very complicated area. There are many variables that reflect a comprehensive view of a personality. This makes it difficult for marketers to understand the link personality has with consumer behaviour (Williams, K, 1981, pg.133)

6. Timescale

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Consumer Buying Behavior

The word food refers to any nutritious substance that our body intake to sustain life, therefore, each and every human needs it. According to Abraham Maslow’s hierarchy of needs (1943), in the physiological needs stage, food is one of the strongest needs because if a person were deprived of all needs, the physiological ones would come first in the person’s search for satisfaction. However, despite of the fact that food is a basic need, people still have their own picture of choosing what they want to eat.

Food is not just a food – the selection and consumption of food has always been a matter subject to a complex network of cultural and individual factors. These factors were affected by the consumers buying behavior. According to Kardes (2011), consumer buying behavior is a study of how consumers decide to buy a product. It entails all the consumer activities associated with the purchase, use, and disposal of goods and services, including the consumer’s emotional, mental and behavioral responses that precede, determine or follow these activities. This buying behavior could be a big part on how consumers choose what food to eat.

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Buying behavior explains why people do have differences in buying food. This happens because of the factors that affect the human needs or wants and how the foods are presented to them. The study will be completed to determine what factors that affect the consumer buying behavior towards food consumption, what could be the significant relationship between the factors affecting the consumer and the factors affecting the food itself. B. Statement of the Problem This study will help to understand how people were affected by their buying behavior towards food consumption. Specifically, this study will require answering the following questions:

What is the profile of the consumer in terms of:

• Marital Status

What is the consumer’s buying behavior towards food consumption in relation to: 

• Nutritional Value of Foods
• Taste of Foods
• Aesthetic Appeal of Foods
• Price of Foods

What are the significance relationships between the profile of the consumer and their buying behavior towards food consumption? C. Conceptual Framework Figure 1. Research Paradigm of the Study The Figure 1 illustrates the research paradigm of the study which specify the input, process and output that will be pondered in conducting in the study.

In the input box, it presents the profile of the consumers in terms of gender, age, marital status, and religion that have a significant relationship with the customers buying behavior towards food consumption in relation to the nutritional value, taste, aesthetic appeal and price of the food. In the process box, it reveals how the study will gather its data which is through a survey questionnaire that will be answered by the respondents and it will be interpreted and analysed. In the last box, the output box, presents the significant relationship between consumer’s profile and their buying behavior towards food consumption.

D. Significance of the Study The researcher will intend to give information about the buying behavior of consumer when it comes to ingestion of food. Moreover this study will address itself to: researchers and other interested practitioners, who are also searching some answers and related references on their researches, may this study help them to widen the results they need; owners of food-related establishments, who need more information about their customers buying behavior ; students and other individuals for them to gain some understandings. E. Scope and Limitation

The study will revolve around the city of Tanauan and the citizens will be the respondents of the said study. They will be given survey questionnaires as part of the data gathering procedure. However, not all will be given a chance to answer the questionnaire. There will be sample from the total population of Tanauan City. It is limited on how honest the respondents would answer the questions. The results will portray how successful the study will be. The study will run for about five months. F. Definition of Terms

Aesthetic Appeal

• It concerns with the appearance of the food. Consumer- A person or group of people who are the final users of products and or services generated within a social system.
• Consumer Buying Behavior- The process by which individuals search for, select, purchase, use, and dispose of goods and services, in satisfaction of their needs and wants.
• Food- Any substance consumed to provide nutritional support for the body.
• Food Consumption- The ingestion of food to provide for all humans and animals nutritional needs, particularly for energy and growth.
• Nutritional Value of Foods- It refers to its capacity to nourish the body with the substances needed to live and grow. II.

Review of Literature Consumer Buying Behavior According to Kuester (2012), consumer behavior is the study of individuals, groups, or organizations and the processes they use to select, secure, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. There are a lot of things that affects customer buying behavior. According to Perner (2008), consumer behavior includes the psychological processes that consumers go through in recognizing needs, finding ways to solve these needs, making decisions, interpret information, make plans and implement these plans.

Food Consumption

As part of human’s basic needs, food has been a huge segment in people’s life. Filipinos, as a portion to their culture, they really love to eat. Daez (2012) stated that Filipinos love food and it has become commonplace for Filipino households to serve their guests a “mini-fiesta” whether they are hungry or not. Filipinos have a huge variety of cuisine that originated from its 7, 107 islands. Having colonized by different countries, the cuisine of the Filipinos evolved through time. Though, Filipinos eat too much unhealthy foods, like street foods and most likely fast food chains’ foods.

Nutritional value of foods has never been one of the major factors in Filipinos’ eating lifestyle. It is always been the taste that they look forward. Demographic Factors affecting Buying Behavior Demographic variables are the most common means to define segments because such customer segments can be easily identified and accessed. Gender. According to Levy (2001), gender is a good predictor of shopping behaviors. Men show little ability or interest in honing their shopping skills, while women view the supermarket as a place where they can demonstrate their expertise in getting the most value for their money.

Men and women even buy different products. Age. Most of the time, age defines the need of an individual. However, it depends on different aspects. Piddock (2010) stated that growing children seem to be forever hungry, while older, retired people eat less than working men and women. Marital Status. People’s buying behavior may even change if he or she was already married. Having a family plays a big role on how consumers buy foods. According to Weitz (2001), when families make purchase decisions, they often consider the needs of all family members. Not like if a person is single, he only thinks of himself.

And how more if there is a kid at home? Children were the biggest factor in family when it comes to buying behavior. Weitz (2001) also stated that children play an important role in family buying decisions. It’s estimated that children between ages 4 and 12 themselves spend or influence their parents’ purchases. Religion. As part of the culture, religion greatly affects how consumers buy their foods. According to Waibel, religious leaders of the day developed rules about the consumption of foods and drinks, and religious practices, restrictions, and laws evolved.

Specific laws about what can be consumed remain in most religions today. The lack of mechanisms to refrigerate or preserve foods led to certain rituals, such as the draining of blood from slaughtered animals, while restrictions on the eating of foods known to spoil easily, such as eggs, dairy products, and meats, were devised for safety reasons.

Research Methods

This chapter includes the discussion of research design, the data gathering instrument, the participants of the study, the data gathering procedures essential for the collection and elucidation of data.

It also discusses how the data will be collected and treated. A. Research Design Triangulated Research. A method that is a combination of quantitative and qualitative research. According to O’Donoghue and Punch (2003), triangulation is a “method of cross-checking data from multiple sources to search for regularities in the research data. ” It is a quantitative research since the study will collect the demographic data of the consumer like gender, age, marital status and religion. It is also a qualitative research since it will also focus on the consumer buying behavior towards food consumption.

This method was chosen by the researchers for the reason that according to Altrichter et al. (2008) contend that triangulation “gives a more detailed and balanced picture of the situation. ” Descriptive-Correlational Study. A design used to describe the statistical association between two or more variables. The study will look for the significant relationships between the consumer’s profile and their buying behavior towards food consumption. B. Participants of the Study The participants of the study will be the residents of Tanauan City. For the researchers to come up with the total number of respondents, stratified sampling will be used.

The researchers will create subgroups of the respondents and draw samples from each group. C. Research Instrument A research instruments plays a big part in gathering data. It is the mirror of the statement of the problem. To gather information, survey questionnaires will be answered by the respondents. It will be the main data gathering instrument for the study. D. Data Gathering Procedure E. Data Analysis Procedure In this study, the data and information that will be gathered, collected and organized will be assembled for review of statistics as follow; Weighted Mean.

It is the central tendency of a collection of numbers taken as the sum of the numbers divided by the size of the collection. This process will be used in taking the average for the profile of the consumers. Z-test and F-Test. This process will help in determining the consumer buying behavior towards food consumption. Frequency Distribution of percentage formula. This formula will be used to show the consumer’s profile and the factors that affect their buying behavior towards foo consumption.

• Altrichter, H., Feldman, A., Posch, P. & Somekh, B. (2008).
• Teachers investigate their work; An introduction to action research across the professions. Routledge. p. 147. (2nd edition).
• Daez, M. (2012, November 18). Eating for the Right Reasons. The Philippine Star. Retrieved December 28, 2012, from http://www.philstar.com/entertainment/2012-11-18/867921/eating-right-reasons Kardes, F., Cronley, M., Cline, T., (2011).
• What is Consumer Behavior? Consumer Behavior. Cengage Learning. p. 8. Kuester, Sabine (2012): MKT 301: Strategic Marketing & Marketing in Specific Industry Contexts. University of Mannheim. p. 110. Levy, M., Weitz, B., (2001).
• Consumer Behavior. Retailing Management, Fourth Edition. pp. 153-158. Maslow, A.H. (1943).
• A theory of human motivation. Psychological Review, 50(4), 370-96. Retrieved February 10, 2013, from http://psychclassics.yorku.ca/Maslow/motivation.htm O’Donoghue, T., Punch K. (2003).
• Qualitative Educational Research in Action: Doing and Reflecting. Routledge. p.78. Perner, L. (2008). Consumer Behavior.
• University of Southern California Marshall. Retrieved December 6, 2012, from www.consumerpsychologist.com/intro_Consumer_Behavior.html Pidock, S., (2010, August 27).
• Factors that affect Food Intake. Retrieved February 11, 2013, from http://www.helium.com/items/1930235-factors-that-affect-food-intake Waibel, R.,
• Religion and Dietary Practices. Retrieved February 9, 2013 from http://www.diet.com/g/religion-and-dietary-practices

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Essay on Purchasing Behavior

Businesses develop customer profiles to understand exactly what their customers want and need; their demographics, psychographics, and lifestyle choices; and how to target them with specific advertising messages and then create long-term relationships. This is your opportunity to design your own Customer Behavior Profile. You will most likely learn more about your behaviors, buying habits, and what brands you love and cannot live without. The Key Assignment Draft will include the following sections: Section I: What Makes Me Buy This section will include a 500-word analysis of your customer buying behavior. Add your photo with the product you bought that exemplifies your buying behavior. Section II: Image, Self, and Lifestyle This section includes an analysis of 800–1,000 words about your self-image and buying attitudes. Add an analysis about what you learned about yourself from the VALS survey. Use any other information from your Week 2 presentation. 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The insurance industry, hungry for insights into how people drive, has turned to automakers and smartphone apps like Life360.

By Kashmir Hill

Kashmir Hill is a technology reporter who has been covering the surprising use of data from our cars.

You know you have a credit score. Did you know that you might also have a driver score?

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Election latest: Another Tory under investigation over election bets - as Labour to return £100,000 in donations

A former Tory candidate who was dropped for betting on the date of the election has vowed to clear his name, as the Labour Party and more police officers also become embroiled in the escalating scandal.

Wednesday 26 June 2024 00:16, UK

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We'll be back at 6am with all the latest from the general election campaign.

There are just eight days of campaigning left until the polls open on 4 July, and political parties from across the House of Commons are busy trying to win your votes.

Join us from the morning for more live updates.

After days of furore directed at Rishi Sunak for the election betting scandal, now a Labour candidate is under investigation by the Gambling Commission for his own betting activity - and is immediately suspended.

Is this an equaliser in one of the grubbiest electoral sagas of recent elections? Quite possibly not.

There is no doubting the utter dismay in Labour HQ at the revelation that they too have a candidate caught up in the betting scandal.

It lends itself to the easy narrative that there's a plague on all politicians' houses - everyone as bad as each other.

However, if the facts are as presented, the scale of the challenge for the Tories is of a different order of magnitude to that now facing Labour.

Labour's Kevin Craig was  suspended immediately  after the party was informed by the Gambling Commission of the probe.

You can read more from our deputy political editor Sam Coates below:

It's 10pm - here's your late night general election bulletin.

Today has had a heavy focus on the Conservative betting scandal - but there's been plenty more for us to sink our teeth into.

• The Conservatives have announced they will no longer be supporting the two candidates being investigated over placing bets on the election date;
• Laura Saunders and Craig Williams will still appear in on their respective ballots - but won't be supported by the party; 
• Mr Williams has since shared a video statement, claiming he "committed an error of judgement, not an offence" and insisting: "I intend to clear my name" ; 
• And Russell George , a Conservative member of the Senedd, has stepped back from the Welsh shadow cabinet as he faces an investigation over alleged bets;
• In other news, four men have been arrested on suspicion of aggravated trespass in the grounds of the prime minister's home , police have confirmed;
• The arrests are connected to a protest by the Youth Demand campaign group, which has staged a number of actions against both the Conservative government's performance and Labour's proposed policies.
• Labour has suspended a candidate today for betting that he would not win in his seat on 4 July .  Kevin Craig has apologised for the "huge mistake" he made in betting against himself;
• The party, meanwhile, has announced plans to tackle knife crime ;
• Sir Keir appeared at an event with actor Idris Elba as they discussed introducing a long-term strategy to tackle the issue;
• Shadow home secretary Yvette Cooper has taken part in an hour-long debate with Conservative Home Secretary James Cleverly , taking in both legal and illegal migration;
• The minister said he does not "envisage" a Tory government leaving the European Court of Human Rights, despite the PM's threats to do so;
• And Liberal Democrat leader Sir Ed Davey has opened up about looking after his disabled son in an interview with Beth Rigby .

Don't forget, Politics Hub With Sophy Ridge is back tonight at 7pm.

And if you're heading home from work, you might also be interested in today's Electoral Dysfunction , all about that photo of Sir Keir and his wife enjoying a Taylor Swift concert at Wembley.

The latest episode of the Electoral Dysfunction podcast is out, with Sky political editor Beth Rigby chatting to former Scottish Conservative leader Baroness Ruth Davidson, and ex-Labour adviser Baroness Ayesha Hazarika.

You can listen to the podcast in full below:

👉  Click here to follow Electoral Dysfunction wherever you get your podcasts  👈

Scotland Secretary Alister Jack has tonight denied breaking any Gambling Commission rules "on any occasion".

It comes after the BBC reported he had told the broadcaster he placed wagers on June and July polling dates.

However, in a statement he said: "I am very clear that I have never, on any occasion, broken any Gambling Commission rules.

"Specifically, I did not place any bets on the date of the general election during May (the period under investigation by the Gambling Commission).

"Furthermore, I am not aware of any family or friends placing bets."

"And for the avoidance of doubt that based on my comment above the Gambling Commission have obviously not contacted me."

Our live poll tracker collates the results of opinion surveys carried out by all the main polling organisations - and allows you to see how the political parties are performing in the run-up to the general election.

It shows a drop in support in recent days for Labour and the Tories - with a jump for Reform and the Liberal Democrats.

Read more about the tracker here .

There are seemingly three things on the minds of British people at the moment - the Euros, the election, and Taylor Swift.

But while the Royal Family have been quick to send their backing to England's footballers and catch the pop star's Eras shows at Wembley, they'll be keeping their distance from the politics.

That's despite the fact that, apart from the monarch, the royals are technically allowed to vote in UK general elections.

Sky News explains why they don't.

Rhun ap Iorwerth, the leader of Plaid Cymru, was also asked about a manifesto commitment to make it a criminal offence for elected politicians to knowingly mislead the public.

Former prime minister Boris Johnson was suspended from parliament for misleading the Commons - does Mr Iorwerth think he should go to prison?

He says legislation to "make it clear there are consequences if you are found to be purposefully deceptive" could be "part of the world of building trust in politicians and politics".

It's noted how difficult it would be to prove someone had purposefully deceived parliament.

Building that trust is a key focus for his party, he says.

"We believe this is important because one of the questions that I've been asked a lot during the course of this election campaign and MPs over the past year, is how do we build trust in politicians?"

That brings our coverage of tonight's Politics Hub With Sophy Ridge to an end, but the show returns tomorrow at 7pm. Stick with us for more news and analysis throughout the evening.

Sophy Ridge  asks about a report into Plaid Cymru, published before Rhun ap Iorwerth became leader, which found "a culture of harassment, bullying, and misogyny".

Has he cleaned up the party's act?

"It was a difficult time for us," Mr Iorwerth admits. "We commissioned this report on ourselves. 

"And, you know, there's a suggestion that other political parties may well benefit from doing the same themselves.

"But this was our moment."

Mr Iorwerth adds that Plaid Cymru has been "through a wake-up" and have "ticked off" all 82 recommendations the report made.

Russell George, a Conservative member of the Senedd, has stepped back from the Welsh shadow cabinet as he faces an investigation by the gambling watchdog over alleged bets on the timing of the general election.

Mr George represents Montgomeryshire in the Welsh parliament - the same area that Craig Williams, the Tory candidate who has had party support withdrawn as he faces similar allegations, represented at Westminster.

Welsh Conservative leader Andrew RT Davies said: "Russell George has informed me that he has received a letter from the Gambling Commission regarding bets on the timing of the general election.

"Russell George has stepped back from the Welsh Conservative shadow cabinet while these investigations are ongoing.

"All other members of the Welsh Conservative Group have confirmed that they have not placed any bets.

"I will not issue further comment on this ongoing process, recognising the Gambling Commission's instruction for confidentiality to protect the integrity of the process."

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