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At yet other times, you skip stages 1 through 3 and buy products on impulse.

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Purchasing a product with no planning or forethought is called impulse buying. Impulse buying brings up a concept called level of involvement which is demonstrated how personally important or interested you are in consuming a product. Low-involvement products arent necessarily purchased on impulse, although they can be. Low-involvement products are, however,both inexpensive and a low hazardous situation for buyer if he makes a mistake by purchasing them.

Consumers are often involved in usual response behavior that makes automatic buying decisions on the strenght of limited information which they have collected in earlier times when they buy low-involvement products. Factors influencing consumer behaviours I. Cultural factors Culture: Culture is defined as a complement which comprehends knowledge,belief,art,law,morals,customs. Moreover,culture implicates in abstract and material elements like as attitudes,values,religion,personality types and so on.

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Hawkins et al,;Rice,;Kotler,;Tian,;Burgess, Subculture: Subcultures are inclined to transfer their belief and values from generation to generation. Different subcultures such as religions, nationalities, geographic regions, racial group have an impact on consumers in terms of style of knowledge,belief,art,law,morals,customs. Burgess, Social class: Social class refers to the hierarchical arrangement of the society into divergent variances which initiates social status or standing. Social class is an prominent determinant of consumer behavior in the manner that it has an impact upon consumption patterns, lifestyle, media patterns, activities and interests of consumers T.

Social factors Social factors also impact the buying behavior of consumers. The important social factors are: reference groups, family, role and status. Groups are splited into four categories,namely primary,secondary,dissociative and aspirational. Family: Family is defined as a group of two or more people who is related via blood,marriage or adoption.


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Buying decision roles among with a family classified as husband-dominant,wife- dominant,joint or individualized Engel et al,;Creighton,;Witt,;Hawkins, Roles and Status: Every humankind has got different roles and status in the society based on the groups, clubs, family, organization and so on. Either The social role or status severly affects the consumer behavior and his purchasing decisions T. Personal Factors Personal factors also have an influence on the consumer behavior. Some of the certain crucial personal factors which impact the buying behavior,namely lifestyle, economic situation, occupation, age, personality and self concept T.

Consumers might alter the purchase of goods and services with the passage of time. Family life-cycle consists of different stages such as childhood, bachelorhood, newly married couple, parenthood etc. For instance, a marketing manager of an organization try to buy business suits, while a low level worker in the same organization buys rugged work clothes T. Economic Situation: There is a significant relationship between a person's economic condition and product choice.

Marketers chase up trends as personal income,savings, and interest rates. If economic indicators point torecession,marketers can take steps to redesign, reposition and reprice their products closely Kotler, Lifestyle: Lifestyle of customers is another import factor affecting the consumer buying behavior.

It is determined by customer interests, opinions, activities etc and shapes his whole pattern of acting and interacting in the World T. It has different characteristics such as: dominance, aggressiveness, self-confidence etc which could be advantageous to render the consumer behavior decision for particular product or service. Psychological factors There are four main subheadings related to psychological factors affecting the consumer buying behavior motivation,perception, learning, beliefs and attitudes,respectively.

Motivation: The level of motivation also affects the buying behavior of customers. Every person has different needs such as physiological needs, biological needs, social needs etc. The nature of the needs is that, some of them are most pressing while others are least pressing.

Therefore a need becomes a motive when it is more pressing to direct the person to seek satisfaction. Maslows Theory of Motivation which is developed in the mids. Maslow theorized that human beings carry out their basic necessities like food,sleep,water before they could perform their higher- level requirements.

While the food need is quoting,the other necessities like as shelter,clothing,safety are tendency to be continuous. Other needs are different from one person to the other one. As a salient example of this is during grade school and high school, your social needs probably rose to the forefront.


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You wanted to have friends and get a date. It is likely to prompt you to purchase certain types of clothing or electronic devices. After high school, you started to think about how people would view you in your station in life, so you decided to pay for college and get a professional degree, thereby fulfilling your need for esteem Kotler, Perception: Perception indicates that the way of rendition of the world around you and becomes meaningful in your brain. Perception varies from one person to person connected with same product. Individuals who have the same needs might not merchandise similar products whether difference in perception.

There are three different perceptual processes which are selective attention, selective distortion and selective retention. While in case of selective distortion, consumers tend to perceive information in a way which would be in line to their existing thoughts and beliefs.

Similarly, people disremember information,nevertheless its quite relevant to them, which is called selective retention. Often the information contradicts the persons belief Kotler, Beliefs and Attitudes: Attitudes are inclined to be persistent on the grounds that they rest upon mankinds value and beliefs which are hard to change.

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Though,it is possible to shift consumers beliefs and attitudes by making up special campaigns,brand images T. This model explains consumers buying decision process and consumer behavior. The first step is to identify an unsatisfied need. After that information can be searched from different sources like personal,commercial,public and experiential sources. After completing the search process consumer will get a lot of alterntive choices and from that he will select the best one. Consumer evaluate the available choices be using certain evaluation criteria. They are price,quality,advertisement,brand etc.

After evaluation the actual purchase will take pace.


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  7. At last the important stage is post purchase decision ie if the consumer is satisfied with the product he will continue purchasing it otherwise he will shift to another product. Consumer buying decision process is a continous process T. ASTROLOGY Astrology, which can be seen as part of the wider sphere of cosmobiology, is described by Michel Gauquelin as the art or science of describing the character or destiny of a person by observing the position of the stars at the moment of the persons birth Mitchell, Astrology has been defined as The study that deals with the connections believed to exist between the positions of the planets at the moment of someones birth and that persons character, development, profession, marriage and general life history.

    On the strength of this description demonstates that astrology description really do exist. With regard to the study Kwak et al. Consequently, this evidence indicates that the signs are influential on the impulsive buying behaviors, though it is not effective on the compulsory buying behaviors. The sun-signs form groups with various manners. The four teams which demonstrate the nature of particular sun-signs,namely fire, earth,air and water Mitchell, The label of fire comes from the related sun-signs characteristics like as being enthusiastic, energetic and creative.

    Power and expression of the self come into prominence in this group. The sun-signs of the earth triplicity; Taurus, Virgo and Capricorn have a steady and stable structure, such as practical ability and need of trust are momentous in this group. The Gemini, Libra and Aquarius, which are the most intellectual and communicative sun-signs, are identified as air triplicity.

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    Moreover, the acts of thinking and learning become apparent more intensely in this group. The last triplicity, water comprise of Cancer, Scorpio and Pisces which have an emotional structure. Whats more, in comparision with the sun-signs of water triplicity and others,water triplicty is more emotional than the others Eyscenk, Mayo and White, Related to the recent empirical evidences, it is possible to suggested that the concept of date-of-birth has significant impact on buying behavior Mitchell and Tate, The other impressions of astrology on consumption and the psychology of consumer economise on marketing area Mitchell and Haggett, Itis high likely that the marketing uses of sun-sign astrology put in a nutshell as follows Mitchell, ; Mitchell and Haggett, : Astrological segmentation; it might be made use of as a psychographic tool.

    Because of the data on persons date-of-birth is acquired easily, this segmentation method may be less expensive and more easily. Specific marketing communications; it comes up with that different promotional messages for different sun-sign characteristics will have positive returns.

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    As a salient example of this is, a Taurus person could be affected by messages that emphasize security because of its steady and home-loving characteristics. Moreover, a Capricorn may react positively toward the price reductions. Astrological personality assessments might also be economized in indirect communication with target groups via the elements such as symbols, colors and voices. Concluding product species; the psychographic input acquired with astrology might be used to make products that conformto the lifestyles of the target group. The virtue of the ascendant varies according to the zodiac sign as follows: Fenton, Ascendant fire signs The fire signs of Aries, Leo and Sagittarius are drawn attention via their energy, enthusiasm and optimism.

    When a fire sign is on the ascendant the outer manner like friendly, uncritical and non- hostile which makes such human beings good mixers and public relations executives. They typically send out friendly;however, professionally competent signals which draw out a friendly and rather respectful response from others. Aries rising becomes well-organized, slightly military bearing which makes them fit for any kind of military or civil service organization.

    Leo rising subjects have a dignified and rather formal manner which inspires confidence; while Sagittarius risers have a cheerful, pleasant and rather witty outer manner which suits all kinds of teaching, training and public speaking situations. Ascendant earth signs The earth signs of Taurus, Virgo and Capricorn are drawn attention via their practicality and security. When an earth sign is on the ascendant the outer manner is shy, serious and cautious.

    Taurus risers are the most sociable of the three and are often musical or artistic. Virgo risers look for mental stimulation in others, while Capricorn risers enjoy both work and social pursuits.