How do culture, personality, and experience influence buyer behavior in your country? Group Activity Marketing Document

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Principle of Marketing
“How does culture, personality, and experience influence buyer
behavior in your country?”
Group Activity
Student Name Roll No
Muhammad Karam Walli 045
Syed Miran Ali 018
Majjasad Ali 017
Umer Ishaq 009
Umer Abdul Sattar 028
Department: BBA-Honors (3rd
Semester)
Submitted to: Sir Ahtisham
Date: 6/22/2020
University of Sialkot (USKT)

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How does culture, personality, and experience influence
buyer behavior in your country?
Buyer behavior or consumer behavior is a physiological process that is involved when
individuals or groups start to recognize the need for the products, ideas or experiences to satisfy
those needs and desires.
How does culture influence consumer behavior?
Culture refers to the shared beliefs, customs, behaviors, set of values, ideas, and attitudes that
are accepted by a homogenous group of people and transmitted to the next generation. It has a
big effect on the things we purchase. (Tanner and Raymond 2015) In my country, culture plays
a very vital role in determining consumer behavior. It determines what is acceptable with
product advertisement, what people should wear, and eat. Company’s need to understand the
culture of different people so as to provide good and services that satisfy their wants and needs.
How does personality influence consumer behavior?
Personality is an individual's disposition as other people see it or a trait that differentiates an
individual’s behavior in a particular situation and over an extended period of time. In my
country, personality can influence buyer behavior for example; women have got self-
confidence in buying underwear’s or pads, unlike men who lack the self-confidence in buying
those things for their women, they are not comfortable on doing it. This shows how people
have different characteristics in purchasing what they want.
How does experience influence consumer behavior?
In general, four main factors influence a consumer’s experience, involvement, and satisfaction
with a product:
 Personal
 Object
 Situational
 Social
Personal Factors: A person’s perceptions, beliefs, attitudes, and values can substantially
influence his or her experience and involvement with products. For example, certain cultures
highly discourage women from exposing some of their body parts as part of their religious
beliefs, which inevitably affects their consumption of clothing. Other examples of cultural
influences include language, myths, customs, rituals, and laws. Consumers tend to be more
involved with products that they believe can fill their own needs, which in turn are regarded as
holding importance and relevance in their lives. Personal or individual factors can also serve
as strong influences, including gender, age, income level or social class, ethnicity, and sexual
orientation.

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Object Factors: The degree of information that a consumers have about a product, including
how well they can distinguish its characteristics, can also affect their experience, involvement,
and satisfaction. Typically, the higher a consumer’s product knowledge, the more involved
with it he or she will be. Deeper knowledge about a product also translates into higher
involvement because the consumer perceives it as more important, especially if some of that
knowledge pertains to characteristics that hold personal meaning.
Situational Factors: Products that can easily conform to and enrich a consumer’s lifestyle tend
to be consumed with more frequency and involvement. For example, a busy working mother
might rely heavily on her smart phone to keep her organized and effective in an effortless
manner.
Social Factors: Social influence can deeply affect consumer behavior, especially as related to
the products they consider and consume. A consumer’s social network has a strong influence
on the products he or she uses, since individuals tend to rely on the opinions and advice of
friends and family. Other social influences can include opinion leaders and reference groups.