Factors Influence Customer's Buying Behaviour

Student: Mavlonbek Soliev
Student ID: 0086MWMW0612
Subject: Understanding Customers
Program: BABS
Semester: Four
Submission Date: April 16
Lecturer: Mr. Albert Lim
2014
Westminster
International College
The Assignment of Understanding Customers

Contents
Executive Summary............................................................................................3
1.0 Introduction ..................................................................................................3
1.1 Purpose......................................................................................................4
1.2 Objective and expansion.............................................................................4
2.0 Internal and External variables .......................................................................5
2.1 CULTURAL FACTORS............................................................................5
2.1.1 Culture.................................................................................................5
2.1.2 Subcultures...........................................................................................5
2.1.3 Social Class..........................................................................................6
2.2 SOCIAL FACTORS...................................................................................6
2.2.1 Reference Groups .................................................................................6
2.2.2 Family..................................................................................................6
2.2.3 Roles and Statuses................................................................................7
2.3 PERSONAL FACTORS.............................................................................7
2.3.1Age and Stages in the Life Cycle............................................................7
2.3.2 Occupation...........................................................................................7
2.3.3 Lifestyle...............................................................................................7
2.3.4 Personality and Self-Thought ................................................................8
2.4 PSYCHOLOGICAL FACTORS.................................................................8

2.4.1 Motivation............................................................................................8
2.4.1 Perception............................................................................................8
3.0 Maslow's Theory of Motivation - Hierarchy of Needs.....................................9
4.0 Conclusion..................................................................................................10
5.0 Appendix: Works on Templates ...................................................................11
6.0 Works Cited................................................................................................33

Executive Summary
The purpose of this report is to elaborate the factors which are influences to individuals before
making a purchase. And also as a customer view to think about and gain further insights into
three major areas of consumer behavior as applied to myself.
 Internal and External influences of my purchases
 Levels of involvement in my purchasing process
 The main motivations for my purchases
The making a purchase is indeed a major decision of everyone’s life and daily. The report begins
with an introduction and the factors mentioned. This report ends with a conclusion point it is
summarized that the major findings of week-long purchases in terms of key influences and also
there are templates of those weekly purchases.
1.0 Introduction
Currently, the penchants of buyers are changing more normally as it was decades back. What
was "in" yesterday is "out" now. Having the ability to distinguish and understand the subliminal
triggers that are liable for specific customer exercises and reactions is a key part of associations
when making suitable effects.
There are various variables that affect human behavior. The decision making method is affected
by social and social parts, for example through the solitary's family and friends. In our youth,
what we took in and how we watched all around this time, has an unmistakable impact on our
decision. What's more, it is affected by the staff angles (e.g. Age, lifestyle) and mental parts (e.g.
Enthusiasm, feelings and demeanor).
Purchaser behavior implies the philosophy of picking up and dealing with information to a
purchaser's decision and by using and surveying things and organizations. The Internet is more
the key which the customer can use to get information as expressed by his state of the psyche. A
main issue for viable fighting in today's business world for an association is the understanding of
buyer behavior. (Shodhganga, 2012)

To take sufficient developments in the region of promoting, one must perceive how people
observe, for example publicizing, how they evaluate how to eat up, how they settle on decisions
and how character impacts those decisions.
 One should moreover analyze what sparks affect the individuals' decisions, how aura are
surrounded and how gatherings impact the client behavior.
 The dismembers of these phenomena require the consideration of diverse systems, inside
and outside of the single individual.
 Hence, to appreciate the obtaining direct one need to examine
 Structuring and changing of Consumer Attitudes and Behavior the complex association
of an incredible arrangement of segments, present at assorted stages, from arousal to
decide, and additionally from purchase to post-purchase experiences.
1.1 Purpose
 The purpose of this report is to better grasp, recognize and feel for customer needs by
experiencing it themselves. This may then probably help making us an all the more
effective promoter later on.
1.2 Objective and expansion
In no time we need to portray the objectives of the report.
So these are objectives:
 Understand the importance, scope and monetary speculation of customer dismemberment
through reflection to oneself.
 Critically break down the decision making-handle as a characteristic of customer
behavior speculation through assessment to oneself of.
 Internal and outside wellsprings of effect
 Levels and level of consideration
 Levels and level of spark
In their purchase behavior to better appreciate that of others.

2.0 Internaland External variables
There is an incredible arrangement of segments that control the purchaser behavior process. The
greater part of these are positively troublesome to effect for a publicist. Hence, they have to
center extensively more of the components they can affect. The most vital variable one can use
to effect is wisdom. The shocks that information gives are therefore the component that begins
the process that prompts the client's decision. This makes it uncommonly discriminating to figure
the message in the information in the best possible way. There are various essential issues that
affect a purchaser's buying behavior. In the sections underneath the model of Kotler should be
depicted. Various these segments can use to partition the business area.
2.1 CULTURAL FACTORS
The broadest and deepest effect on client behavior is social variables. The parts played by social
order, subculture and social class are of unprecedented hugeness.
2.1.1 Culture
The most pivotal determinant of individuals' assemblies' needs and behavior is social order.
While growing up one increases values, insight, slant and practices by looking, listening and
picking up from family, school, sidekicks and so on.
2.1.2 Subcultures
Subcultures are more small degrees of social orders that give a more specific, recognizing
confirmation and socialization for its parts. Instances of subcultures are:
 Nationalities,
 Religions,
 Racial, social events and Geographic ranges
The subculture Ids sway sustenance slant, preoccupation, calling objectives and that have been
just the tip of the ice shelf.

2.1.3 Social Class
All human social requests have some level of social stratification. The most well-known is social
class.
"Social classes are by and large homogeneous and holding on divisions in a social request, which
are continually asked for and whose parts offer tantamount values, venture, and behavior." Social
class reflects pay, occupation, preparing and domain of residence. Distinctive qualities may be a
difference in the way people dress, talk outlines, recreational slant and that is just the tip of the
ice sheet.
A cluster of traits shows a singular social class. Social classes show unique thing and brand slant
in various areas.14 Examples of this are home equipping, attire, and automobiles. Media slant
furthermore change. Advantaged favors magazines and books, despite the fact that more level
class likes TV. (Asendroph, 2010)
2.2 SOCIAL FACTORS
Despite social variables reference packs, family, parts and statues sway purchaser behavior.
2.2.1 Reference Groups
Different get-togethers effect buyer's behavior. Amasses that control effect practices and mindset
are called investment packs. Fundamental congregations are family, friends, teammates and
whatnot. In the Secondary social affairs are people with a more formal correspondence. The
social occasion joins affiliations like trade unions, religious accumulations and master
affiliations. Social event weight sways manner and lead much. (Bergman, 2000)
2.2.2 Family
A singular's family is the uttermost enticing reference pack. One can separate the family into two
get-togethers. The gathering of presentation plans with the effect that people have had on their
family all around the adolescence. Exactly when examining the assembly of increase one means
the effect people who live together have on each one in turn.
Life partner and wife affect the buying of unique things in assorted ways.

Husband Dominant: Automobile, TV and assurance.
Wife Dominant: Furniture, kitchenware, and blanket.
Equal: Vacation and outside summon. (Lawan, 2011)
2.2.3 Roles and Statuses
Part and status describe a singular position in every one gathering. Parts – practices that an
unique is depended upon to perform. Each part passes on a status. A couple of things are
recognized to be status pictures, in the same route as Rolls Royce. (Penner, 2008)
2.3 PERSONAL FACTORS
The decision to buy is moreover influenced by specific traits, for instance, age, arranges in the
life cycle, occupation, fiscal circumstances, lifestyle, character and self-concept.15
2.3.1Age and Stages in the Life Cycle
The taste in clothing, furniture, stimulation and the need for different sorts of sustenance,
organizations is age related. The usage is moreover shaped by the family life cycle. The family's
money related situation and then financing have an influence on the obtaining behavior. Mental
life blazes stages – changes through life, for instance, marriage and divorce. (Walker, 2009)
2.3.2 Occupation
Occupation affects a singular use plan. Heads buy suits. Carpenters buy working attire. In this
manner promoters endeavor to run across the expression related social events who have above
typical excitement to their thing. (Waddell, 2009,)
2.3.3 Lifestyle
For sure people beginning from the same subcultures, social class and occupation can incite
unique lifestyles.
"A singular's lifestyle is the singular's case of living on the planet as conveyed in the unique's
activities, diversions and decisions." (Independence Blue Cross, 2010)

2.3.4 Personality and Self-Thought
Every unique has a one of a kind character that affects his/her buying behavior. Character
properties are:
 Self-conviction,
 Dominance,
 Autonomy,
 Sociability,
 Defensiveness and
 Adaptability.
Personality is a helpful variable when breaking down buyer behavior. Thought to oneself (Self-
picture) is related to character. This customarily differentiates from the certified thought to
oneself (How one viewpoint oneself.) and also other individuals thought to oneself (How one
assumes others see oneself). (Terraciano, 2009)
2.4 PSYCHOLOGICAL FACTORS
Four principle contemplations affect the acquiring choice - motivation, distinguishment, taking
in and feelings and mindset.
2.4.1 Motivation
Individuals have quite a few people needs at any given time. Physiological needs (Maslow's
Theory of
Persuasion) like sustenance and safe house is animated by survival.22 Social and respect needs
like the feeling of having a spot and recognition is not excellent enough to rouse a singular
rapidly. It transforms into an expectation when the need is blended to a sufficient level of force.
2.4.1 Perception
Right when a unique is convinced he/she is prepared to act. How one exhibition is influenced by
one’s wisdom of the circumstances.

"Distinguishment is the approach by which a remarkable pick, masterminds and interprets
information inputs to make a bona fide picture of the world."
Physical supports and moreover jars are in the including field and conditions inside the novel
effects also the acumen. (Tieger, 2011)
3.0 Maslow's Theory of Motivation- Hierarchyof Needs
Abraham Maslow created the Hierarchy of Needs model in 1940-50s USA, and the Hierarchy of
Needs hypothesis remains substantial today for comprehension human inspiration, administration
preparing, and self-awareness. In fact, Maslow's plans encompassing the Hierarchy of Needs
concerning the obligation of managements to give a work environment that sways and empowers
workers to satisfy their own particular special potential (acknowledgment toward oneself) are
today more important than at any time in the past. Abraham Maslow's book Motivation and
Personality, distributed in 1954 (second release 1970) presented the Hierarchy of Needs, and
Maslow developed his thoughts in other work, prominently his later book Toward A Psychology
Of Being, a huge and important editorial, which has been amended lately by Richard Lowry,
who is in his own particular right a heading scholar in the field of motivational brain research.
Abraham Maslow was conceived in New York in 1908 and passed on in 1970, despite the fact
that different productions show up in Maslow's name in later years. Maslow's Phd in brain
science in 1934 at the University of Wisconsin structured the premise of his motivational
exploration, at first concentrating on rhesus monkeys. Maslow later moved to New York's
Brooklyn College. (Journal of Experimental Psychology, 2012)
Behind everything thing we do is a need that needs to be fulfilled. We have intuitions that keep
us alive and proceed our species. But there are different needs that go past our body's impulses.
Maslow's Hierarchy of Needs begins at the fundamental physiological needs, we require simply
to stay alive. Once these are made we have a need for security, then we need adoration and
friendship. Within our gathering we need to have self regard. At least we have a need of
fulfilling our true ability that Maslow calls Self Actualization. The five needs in Maslow's
Hierarchy incorporate: (Journal of Social , 2011)

I. Self Actualization -Fulfillment Needs (true ability) This is the extraordinary level where
individuals have need of reason, self-awareness and acknowledgment of their
probabilities. People on this level are completely useful, acting absolutely on their own
volition and have a solid identity.
II. Ego -Self Esteem Needs (self confidence, particular worth, self-rule) On this level,
individuals act from their personal needs. They esteem the choices of others, with a
specific end goal to put stock in themselves. It is a matter of confidence through
admiration from others.
III. Social - Love and Belongingness Needs (love, kinship, comradeship) At this level,
individuals need to feel adored. Here cherishing one's self has not been completely ran
across. Some families are hard bound. If this need is extremely solid, there could be a
race to satisfy this need bringing about short of what perfect accomplice choice.
IV. Security - Safety Needs (security; insurance from mischief) Here we may incorporate
living in a safe territory far from dangers. This level is less averse to be found in
youngsters as they have a more amazing need to feel safe. The individuals who stress
over little things, for example, drinking out of plastic glasses have solid security needs.
V. Body -Physiological Needs (air, sustenance, rest, incitement, movement) People at this
level have a tendency to be broken down or in crisis sort circumstances. They have
natural needs for physical harmony (homeostasis). People with absence of asylum,
garments, sustenance concentrate on these needs. People regularly disregard some of
these fundamental needs in ordinary life when they consume garbage sustenance, go
without slumber, don't work out, or don't reproduce their psyches.
4.0 Conclusion
In our life every day we make a purchase for the different products, services. This certainly adds
lots of beauty to the our own world and life. Through this assignment, report a lot of findings
were found for myself. It should be mentioned here that before, I never think about my purchases
such as how much is my weekly purchase and what are the main factors are influencing me,
influenced me to make the purchase . During analyzing the my purchases I found that external
factors like advertisements, my family, friends are the most significant factors. High involvement
of my needs are the Psychological and Esteem needs, like food and clothes. Out of twenty

weekly purchases, there are only seven of them that I made by internal influences. The most
important point I found for myself is my consumer behavior is easily influenced by marketer or
any media advertisement or even simple recommendation.
5.0 Appendix: Works on Templates

Date: 03.04.2014
Item: iPhone 4S
Price: RM 900
Purchased from: “Digital One “ shop Subang Parade
Spent timefor making thedecision: It took more than two weeks for me
to make a decision.
Effort put intothedecision making
process:
High involvement
Other goods that in
consideration/available:
iPhone 5 and Lenovo K900
Ideaphone
Influences which led me tomake it a
choice :
The main significant factor that I
have been influenced and led me to
buy the iphone 4S is
recommendations of my friends (
external influences ). My experienced
friendtold me: its faster and more
comfortable than android phones
and the phone is at the cheap price.
Maslow’s hierarchy of Needs
Esteem: I am very confident with the
phone because my friends have
experienced it and Apple brand users
get others attention easily.

Date: 05.04.2014
Item: Screen Guard “Tank”
Price: RM80
Purchased from: “Nexxone” shop Subang Parade
Spent timefor making the
decision:
Two days
process
Middle involvement
Other productsthat were in
consideration/available
There were other screen protectors
from Nexxone brand such as: Matte,
Clear, Privacy.
Factorsthat influenced me to
make it a choice:
The factor that led me to buy it was
advertised on TV at the shop
(external influences) and I
experienced by hitting with scissor
but nothing happen it and I really
wanted to buy that awesome
product ( internal influences).
Maslow’s hierarchy of Needs:
Safety needs: I wanted to be my
phone safe even drop or
scratching by other things.

Date: 07.03.2014
Item: Groceries
Price: RM34
Purchased from: First Subang, Giant Mall
Spent timeto make a decision: 2hours
Effort put intothedecision
making process
Low involvement
Other productsthat were in
consideration & available
The Giant Shopping Mall is the
nearest my home and I made a
shopping after Class
Factorswhich influenced me to
make it a choice:
It’s been long I have not eaten
our national foods and I wanted
to cook pilaf. (Internal
influences)
Physiological needs: Food is the
one of the significant basic
need for the existence of
people. It is impossible to survive
without it.

Date: 08.03.2014
Item: Casual Shoes
Price: RM99
Purchased from: Online Shopping, “ Zalora”
Time spent on making the
decision:
1week
making process:
High involvement
Other productsthat were
considered/available:
I used to buy my shoes online
and Zalora is the most
convenient one for me.
make it a choice:
When I found that shoe, it was
which I was looking for and I
wanted to buy it without any
doubt.
Physiological needs: Our clothes,
Shoes everything we wear and
how we wear the mirror of
ourselves and we need them.

Date: 09.04.2014
Item: Umbrella
Price: RM15
Purchased from: “Mydin” shopping mall
Spent time for making the
decision:
Two days
Effort put into the decision
making process
Middle involvement
Other products that were in
consideration/available
This was the only choice.
Factors that influenced me to
make it a choice:
Currently in Malaysia raining season
and everyday is becoming rainy I
really need an umbrella (external
influence)
Safety needs: Umbrella, people use
it to secure and safe their body
from rain

Date: 07.03.2014
Item: Powerbank “Mili”
Price: RM139
Purchased from: “Nexxone” shop Subang Parade
decision:
3hours
making process:
High involvement
Other productsthat were
There was Moigus brand of
powerbank but Mili was cheaper
than it.
make it a choice:
The reason that influenced me to
buy the powerbank is: iPhone’s
baterylife is not verygood
especially if it is second hand
that’swhy I bought the
powerbank together with
Screenguard from same shop
Safety: I wanted to be my phone
with extra battery and I don’t
want to haveany problem if
suddenly it will be out of battery

Dat e: 08.03.2014
It em: Charger Dell
Price: RM220
Purchased from: “More-IT “ shop Subang Parade
Time spent on making t he decision: 1 month
Effort put int o t he decision making
process:
High involvement
Ot her product s t hat were
My lap-top brand is Dell and there
is no other suit charger from other
brands
Fact ors which influenced me t o make it
a choice:
The factor that influenced me to
buy the charger is my charger
spoiled and I couldn’t use
anymore (external influences)
Safety
Esteem: now I am very confident
with myself reason why is I can do
my assignments for me and I am
able to use my lap-top anytime.

Date: 08.03.2014
Item: T-shirt POLO
Price: RM79
Purchased from: Parkson, Subang Parade
decision:
2 days
making process:
High involvement
Other products that were
I bought it to wear together with
my new shoe that I bought from
Zalora, and there was not any
other choice
Factors which influenced me to
make it a choice:
As I mentioned above, my
purpose to buy it was to wear
together with my new shoes(
internal influence)

Date: 09.03.2014
Item: Socks
Price: RM25
Purchased from: F.O.S Empire shopping mall
decision:
1 day
making process:
High involvement
There was not any other product
make it a choice:
I liked the design and color of
socks once I saw them and I just
bought internal influences)
socks everything we wear and

Date: 09.03.2014
Item: Coffee, Long Black
Price: RM14
Purchased from: “Jibby&Co” restaurant
decision:
10minuts
making process:
Middle involvement
I like the Cappucino and Long
Black but that time I just buy Long
Black
make it a choice:
After shopping at an Empire
shopping Gallery that day we
just wanted to have a lunch at
the new Restaurant called
Jibby&Co with my friend.
(external&internal influences)
Physiological needs: we need a
food to be exist, it is important for
people for their existence and to
survive

Date: 09.03.2014
Item: BBQ Beef Ribs
Price: RM35
Purchased from: “Jibby&Co”
decision:
10 minuts
making process:
High involvement
In the menu there were Pastas
and Pizza but usually I don’t
much it them
make it a choice:
The factor that led me to have it
for my lunch is when I asked the
waiter,what is their sign, he said
that meal and I ordered it.
Physiological needs: as I
mentioned above food is our
basic need for our existence

Date: 09.03.2014
Item: Dessert, cake, Vogue
Price: RM16.50
Purchased from: Jibby&Co
decision:
15 minutes
making process:
Low involvement
There was not any other desserts
available
make it a choice:
When I found that shoe, it was
which I was looking for and I
wanted to buy it without any
doubt.

Date: 10.03.2014
Item: Hair Cut
Price: RM9
Purchased from: Maximum, SS15
decision:
Two days
making process:
Low involvement
There are other salons in Subang
Parade, or Empire, but this is the
one I used to come every time
make it a choice:
Since I come to Malaysia, usually
I am the client of this salon, until
today I have not been
dissatisfied with the
performance of every staff of
them.
I am very satisfied with the basic
services (needs) offered comfort,
location, affordable, near and
very cheap pricing. Everytime
after hair cut saw my new style

Dat e: 10.03.2014
It em: Hundred plus
Price: RM2.90
Purchased from: 99Market, SS17
Time spent on making t he decision: 10 minutes
Effort put int o t he decision making
process:
High involvement
Ot her product s t hat were
There are other drinks like Pepsi, Coca-
Cola or Iced Lemon tea ,but when I’m
very thirsty they can come over my
thirsty feeling
Fact ors which influenced me t o makeit
a choice:
The reason why I used to buy the drinks
from the 99Market is it’s much
cheaper than other shops and the
reason why I bought Hundred Plus is
this is the best drink, which you
overcome your thirsty feeling once
drink and if t is drunk before bed you
will have a good sleep
Physiological needs: as I mentioned
above food is our basic need for our
existence

Date: 10.03.2014
Item: Key
Price: RM9
Purchased from: Fast Feed
decision:
One day
process:
High involvement
There is also one shop at Big AEON
makes key, but last time also I went to
Fast Feed and I satisfied from their
service
make it a choice:
The reason why I went to Fast Feed
that I experienced with them, usually I
go there, since 2012 I used to use their
service( internal influence)
I was satisfied with the basic services (
needs) offered which were in comfort
location, affordable, competitive
pricing. I have been confident about
my flat, safety, after having a new
key.

Date: 11.03.2014
Item: Nasi Goreng Malayu
Price: RM7.50
Purchased from: Pelita, Indian Muslim Restaurant
decision:
5 minutes
process:
High involvement
In the same area with Pelita there
are other restaurants which I
have not known, this is only the
one I used to visit
make it a choice:
Everytime I used to have a lunch
at Pelita, which is a convenient
location, and nearer to the
college
I very satisfied with the taste,
performance of the food, basic
service (need).

Date: 09.03.2014
Item: BBQ Beef Ribs
Price: RM35
Purchased from: “Jibby&Co”
decision:
10 minuts
process:
High involvement
In the menu there were Pastas
and Pizza but usually I don’t
much it them
make it a choice:
The factor that led me to have it
for my lunch is when I asked the
waiter, what is their sign, he said
that meal and I ordered it.
Physiological needs: as I
mentioned above food is our
basic need for our existence

Date: 10.03.2014
Item: Watermelon Juice
Price: RM3.70
Purchased from: Pelita, Indian Muslim Restaurant
decision:
Immediately
process:
High involvement
I may choose other fresh juices at
that time but my favorite is
Watermelon and I immediately I
ordered it.
make it a choice:
Watermelon is my favorite, if I
have a eaten outside I have
watermelon everytime.
I satisfied the freshness of the
juices, basic service ( need)

Date: 12.03.2014
Item: Returning Ticket To Uzbekistan
Price: $650
Purchased from: Uzbekistan Airways
decision:
It took 1 month for me
making process:
High involvement
This is the only choice
make it a choice:
The factor that led me buy the
ticket, my family and friends
wanted me to visit
them.(external influences)
I wante to see my family after
one year, love and belongings.
Till today I only flew in this airlane
I satisfied about service, safety
and security.

Date: 13.03.2014
Item: Pizza
Price: RM55
Purchased from: Online, Pizza-hut
decision:
20 minutes
process:
High involvement
I am the regular customer of Pizza
hut,I have never tried other pizzas
make it a choice:
The factor led me to purchase for
the pizza ht pizza that I am the
regular customer f pizza hut,I love
its pizzas, it’s really the best for me
( internal influences)
Physiological needs: Food is the
most important basic need for
human being. We can`t survive
without it.

6.0 WorksCited
Asendroph, 2010. Head-to-head comparison of the predictive validity of. European Journal of
Personality, 3(11), p. 327–346.
Bergman, C., 2000. Purchasing Behaviour. 2nd ed. Sydney: Prentice Hall.
Independence Blue Cross, 2010. Lifestyle, Philadelphia: 1901 Market Street .
Journal of Experimental Psychology, 2012. Maslow, Abraham "The Influence of Familiarization
on Preferences". Experimental Psychology, 21(11), pp. 162-180.
Journal of Social , 2011. Maslow, Abraham "The Comparative Approach to Social Behavior".
Social , 15(12), pp. 404-429.
Lawan, L. A., 2011. Evaluation of Socio-Cultural Factors Influencing Consumer Buying.
International Journal of Basics and Applied Sciences, 5(12), pp. 12-18.
Penner, B., 2008. Psychology. 8th ed. Boston: Houghton Mifflin Company.
Shodhganga, 2012. CONSUMER BEHAVIOUR. [Online]
Available at: http://shodhganga.inflibnet.ac.in/bitstream/10603/9162/7/07_chapter%202.pdf
[Accessed 13 April 2014].
Terraciano, 2009. Person-factors in the. European Journal , 4(12), pp. 29-44..
Tieger, D., 2011. The Art of SpeedReading People. Personality and Individual Differences,,
5(13), p. pp. 66 .
Waddell, R., 2009,. “Miley Strikes Back". Billboard, 3(11), p. 7–8..

Walker, J., 2009. Marketing to Opinion Leaders. Small Business Trends,, 4(13), pp. 6-9.

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