Question 1: What are the basic factors that affect consumers' consumption? The main factors affecting consumers' buying behavior are consumers' own factors, social factors, enterprises and products. Analyzing the factors that affect consumers' buying behavior is of great significance for enterprises to correctly grasp consumers' behavior and carry out targeted marketing activities. 1. Consumers' own factors Consumers' buying behavior is first influenced by their own factors, mainly including: First, consumers' economic status, that is, consumers' income, deposits and assets, borrowing ability, etc. The economic situation of consumers will strongly affect their consumption level and scope, and determine their demand level and purchasing power. When the economic situation is better, consumers may have a higher level of demand, buy higher-grade goods and enjoy higher consumption. On the contrary, consumers' economic situation is poor, and usually they can only give priority to meeting basic living needs such as food, clothing, housing and transportation. The second is the occupation and status of consumers. Consumers in different occupations often have different needs and hobbies for goods. A consumer who is engaged in the teaching profession will generally buy more books, newspapers, magazines and other stationery; For fashion models, beautiful clothes and elegant cosmetics are more needed. The different status of consumers also affects their purchase of goods. Consumers with high status will buy higher-level goods that can better show their identity and status. The third is the age and gender of consumers. Consumers' demand for products will change with the growth of age, and at different stages of the life cycle, they need different commodities accordingly. For example, in infancy, you need baby food, toys and so on. In old age, health care and life-prolonging products are even more needed. Consumers of different sexes also have great differences in purchasing behavior. Tobacco and alcohol products are mostly purchased by male consumers, while female consumers like to buy fashion, jewelry and cosmetics. The fourth is the personality and self-concept of consumers. Personality refers to a person's unique psychological quality, which is usually described as strong or weak, enthusiastic or withdrawn, extroverted or introverted, creative or conservative. Consumers with different personalities have different buying behaviors. Strong consumers are bold and confident when buying, while weak consumers are often timid when choosing goods. 2. Social factors People live in society, so consumers' buying behavior will be influenced by many social factors. First, the influence of social and cultural factors on consumers' buying behavior. Culture usually refers to the values, moral concepts and other codes of conduct and customs established by human beings in their long-term life practice. Failure to study and understand the cultural background of consumers will often lead to the failure of marketing activities. Any culture also contains some smaller groups or so-called subculture groups. They associate their members with specific identities and influences, so they hold specific values, lifestyles and behaviors. There are many different types of this subculture group, the most notable of which are: first, the national subculture group. For example, in addition to the Han nationality, which accounts for the majority of the population, there are dozens of ethnic groups in China, and they still retain many traditional tastes and preferences of their respective ethnic groups in terms of food, clothing, housing, transportation and entertainment. The second is the religious subculture group. As far as our country is concerned, religion, Buddhism and Catholicism coexist. Their unique beliefs, preferences and taboos show many characteristics in purchasing behavior and types. Third, regional sub-cultural groups. For example, South China and Northwest China, or inland coastal and remote areas, all have different lifestyles and fashions, so buying goods is also very different. Secondly, the influence of social related groups on consumers' buying behavior. Related groups refer to organizations, groups and people who have direct or indirect influence on consumers' attitudes and buying behaviors. As a member of society, consumers often have various contacts with their families, schools, work units, neighbors and social groups in their daily lives. Family is the most basic related group of consumers, so family members obviously have the strongest influence on consumers' buying behavior. At present, most marketers pay great attention to studying the role and influence of different family members, such as husband, wife and children, in the purchase of goods. Generally speaking, the degree of husband and wife's participation in procurement is mostly different due to different products. Housewives are usually the buyers of a family, especially in the purchase of food, household clothes and daily necessities, which are traditionally mainly borne by their wives. However, with the enhancement of intellectual women's enterprising spirit, the atmosphere of men's participation in family and housework is gradually rising. Now, enterprises that produce basic consumer goods, such as ...

Question 2: What are the internal and external factors that affect consumer behavior? 1) Cultural factors: Culture is the most basic determinant of human desires and behaviors. The family environment, community environment, religious environment, social environment and social stratum where people grow up have formed a whole set of values, hobbies and behaviors. Understanding the cultural background of consumers plays an important role in studying their buying behavior. 2) Social factors: including the roles and positions of related groups, families and individuals in related groups and families. For example, a group with strong cohesion and good communication has a considerable influence on people's choice of products and brands. 3) Personal factors: A person's buying behavior is often influenced by his age, occupation, economic environment, lifestyle, personality and other factors. 2. Main factors affecting company procurement 1) Environmental factors: company procurement will be affected by many factors such as basic demand level, economic prospect and cost. 2) Organizational factors: Each company has its specific objectives, policies, procedures, organizational structure and systems. These factors determine the role and status of the company's procurement unit and the company's procurement methods. 3) Interpersonal factors: Purchasing centers usually include some convincing participants with different interests, authority and status. These complex relationships will bring many variables to the company's procurement. 4) Personal factors: Each participant has personal motives, intuition and preferences in the purchase decision-making process, which are influenced by the age, income, education level, major, personality and risk awareness of the participants.

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Question 3: What are the external factors that affect consumer behavior? 1) Cultural factors: Culture is the most basic determinant of human desires and behaviors. The family environment, community environment, religious environment, social environment and social stratum where people grow up have formed a whole set of values, hobbies and behaviors. Understanding the cultural background of consumers plays an important role in studying their buying behavior. 2) Social factors: including the roles and positions of related groups, families and individuals in related groups and families. For example, a group with strong cohesion and good communication has a considerable influence on people's choice of products and brands. 3) Personal factors: A person's buying behavior is often influenced by his age, occupation, economic environment, lifestyle, personality and other factors. 2. Main factors affecting company procurement 1) Environmental factors: company procurement will be affected by many factors such as basic demand level, economic prospect and cost. 2) Organizational factors: Each company has its specific objectives, policies, procedures, organizational structure and systems. These factors determine the role and status of the company's procurement unit and the company's procurement methods. 3) Interpersonal factors: Purchasing centers usually include some convincing participants with different interests, authority and status. These complex relationships will bring many variables to the company's procurement. 4) Personal factors: Each participant has personal motives, intuition and preferences in the purchase decision-making process, which are influenced by the age, income, education level, major, personality and risk awareness of the participants.

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Question 4: Talk about the factors that affect consumers' buying behavior 1. Cultural factors (1) subculture: According to (2) people's consumption behavior is more and more inclined to moral behavior: moral buying behavior refers to consumers' consideration of human rights, environmental protection or animal protection when buying goods, so as to decide whether to buy or not to buy a company's products. Especially for food, people are more inclined to buy products with environmental protection signs and green signs. (3) Social class: Different social classes of consumers make their lifestyles, consumption habits and values very different, and these differences will inevitably affect their buying behavior. High-class consumers are generally the main buyers of high-end goods because of their rich economy and leisurely life; On the contrary, people in the lower classes can only buy life-sustaining products. (4) Corporate culture: including management concept culture, corporate management culture and corporate marketing culture. The influence of the achievements of corporate culture construction on consumers' purchasing behavior is comprehensive, long-term and lasting. If a corporate culture is widely recognized and accepted by consumers, it will greatly increase their desire to buy. The quality of after-sales service of Haier refrigerator is the first, and enterprises have established sincere and eternal core values, so the competitive advantage of substitute products will be brought into play. Ethnic, religious, racial and geographical subcultures. Second, social factors (1) group: everyone belongs to a small group, and the group plot affects a person's team relationship and ability to distinguish right from wrong. In the consumer market, manufacturers play the role of suppliers, and their ultimate goal is to occupy market share and maximize profits; In the field of production, it is a competitive partnership with other manufacturers. How to minimize the cost and how to save the logistics cost is the most realistic goal. We cooperate with each other in transportation and compete with each other in sales. For suppliers of raw materials and spare parts, they are all consumers. Play different roles in different groups. (2) Family: The family is a social unit, and family income, consumption concepts, consumption habits and hobbies will all affect the consumption level of the family. Nowadays, guiding children's consumption has become a new bright spot. Children are the treasure of parents and grandparents, and they are willing to invest more money in their children. Therefore, the merchants reduced the prices of children's toys, books, school supplies and clothes to attract children's consumption. (3) Social role and status: the student role is deeply loved by the society, with 50% discount on train tickets, 20% discount on KFC Sunshine Student Card and 20% discount on Pizza Hut. (4) Socio-economic aspects: Economic factors are indispensable factors affecting consumption, and the family economic level depends on the socio-economic level. As manufacturers, we have to consider the social and family economic level of consumers. In the period of low economic level, providing high-consumption products will only lead to making ends meet, on the contrary, it can't meet the market demand at all. Understanding the socio-economic level is the key to the successful profitability of production and sales. Third, personal factors (1) Consumer's education level: This is best reflected in the jewelry market. Jewelry is an ornament with profound cultural connotation, and the education level and background of consumers will inevitably affect their buying behavior. Different understanding of the meaning of jewelry wearing will lead to different buying behaviors. (2) Individualization: Individualized consumption is a trend of consumption today. In marketing activities, we should grasp this consumption trend and carry out targeted marketing activities. Young people are personalized pursuers. They demand that the goods they buy are commensurate with their own image, that clothes are fashionable, personalized and creative, that they pursue famous brands, and that they pay attention to the packaging of goods while paying attention to aesthetics. If enterprises want to expand product sales, they must cater to consumers' self-image requirements. (3) Personal experience: This is the knowledge that consumers have learned from information and practice. Different consumers have different experiences, which will have a direct impact on their future purchase behavior. Therefore, in order to ensure the best-selling products of enterprises, we must first ensure the quality and service of products, attach importance to the construction of enterprise consumption culture, provide consumers with a good shopping environment and atmosphere, make consumers form a good impression after purchasing, and improve the status of our products in consumers' minds. (4) Age and life stage: People at different stages will buy different items. Young people like novel and fun products, while middle-aged and elderly people tend to be calm and provide different products for different consumer groups. Taking mobile phones as an example, mobile phones are young people's favorite products, while adults pay more attention to practicality, with large screens and single colors. Fourth, psychological factors. The arrival of the new economic era ... >>

Question 5: What are the main factors that affect consumers' buying behavior?

1, personal factors

A) the economic situation of consumers, that is, consumers' income, deposits and assets, borrowing ability, etc.

The economic situation of consumers will strongly affect their consumption level and scope, and determine their demand level and purchasing power. When the economic situation is better, consumers may have a higher level of demand, buy higher-grade goods and enjoy higher consumption. On the contrary, consumers' economic situation is poor, and usually they can only give priority to meeting basic living needs such as food, clothing, housing and transportation.

B) the occupation and status of consumers.

Consumers in different occupations often have different needs and hobbies for goods. A consumer who is engaged in the teaching profession will generally buy more books, newspapers, magazines and other stationery; For fashion models, beautiful clothes and elegant cosmetics are more needed. The different status of consumers also affects their purchase of goods. Consumers with high status will buy higher-level goods that can better show their identity and status.

C) age and gender of consumers.

Consumers' demand for products will change with the growth of age, and at different stages of the life cycle, they need different commodities accordingly. For example, in infancy, you need baby food, toys and so on. In old age, health care and life-prolonging products are even more needed. Consumers of different sexes also have great differences in purchasing behavior. Tobacco and alcohol products are mostly purchased by male consumers, while female consumers like to buy fashion, jewelry and cosmetics.

D) consumers' personality and self-concept.

Personality refers to a person's unique psychological quality, which is usually described as strong or weak, enthusiastic or withdrawn, extroverted or introverted, creative or conservative. Consumers with different personalities have different buying behaviors. Strong consumers are bold and confident when buying, while weak consumers are often timid when choosing goods.

2. Cultural factors.

Culture usually refers to the values, moral concepts and other codes of conduct and customs established by human beings in their long-term life practice.

3. Psychological factors

It includes feeling, perception, memory, thinking, imagination, emotion, will and so on.

4. Social factors.

Lifestyle changes

With the progress of modernization and science and technology, great changes have taken place in modern people's lives. Dwelling houses are becoming more and more popular. People don't want to go out to buy things, but stay at home and buy directly through the internet. Online shopping is no longer just a way of shopping, but a symbol of fashion. Especially for the post-80s generation, the Internet has become an indispensable part of daily life. At the same time, this group of people is also the main group of online shopping, and the prospect of online shopping will be great.

B) Busy green life

The pace of life of modern people is accelerating, and the pressure of work is increasing. People commute between home and work every day, and have little spare time, so they can shop in a few minutes instead of hours. At the same time, people also have a kind of expectation for happiness in waiting, which may be the so-called "ZeGenik phenomenon", and happiness will also be produced in anxious waiting.

Conformity phenomenon

Everyone around us is shopping online. Is not buying "OUT"? Yes, online shopping is a popular trend, a young fashion, popular by others, how can you fall behind!

Question 6: What are the internal factors that affect consumer behavior? 1. Cultural factors? 1. The potential elements of culture and culture are: values, writing, language, ethics, customs, religious ceremonies, laws, products and services, etc. They are the most basic determinants of human desires and behaviors, and have the most extensive and far-reaching influence on consumers' behaviors. Culture not only affects people's purchase of specific goods, but also affects consumers' information collection and value judgment, that is, culture affects individual purchase decisions in many ways. subculture

1. National subculture. Many countries in the world have different nationalities, and national culture is a very important reference when predicting consumers' buying habits and consumption preferences. It is like a label to identify yourself and others. People of the same nationality have similar thoughts, cognition and consumption behavior, but there are great differences between different nationalities.

2. Religious culture. There are many different religions in the world, and different religious beliefs have different cultural tendencies and taboos, thus forming different preferences and taboos for goods, which makes consumers belonging to different religious groups show their own characteristics in purchasing behavior and consumption habits.

3. National subculture. Each race has its own unique living habits and cultural traditions, and their buying behavior is also different.

4. Regional subculture. Different regions have different geographical and climatic characteristics, which endow people with different constitutions and personalities. This difference will naturally show different consumption decision-making patterns in the process of commodity purchase. (III) Social stratum Social stratum refers to a relatively homogeneous and persistent group in a society. They are arranged in grades, and members of each class have similar values, hobbies and codes of conduct. Consumers often associate product brands and services with specific social classes, and many products are designed for specific social classes. Working-class consumers usually evaluate goods from a practical point of view, while the upper-middle class pays more attention to the style and fashion of products.

Second, social factors.

(1) The influence of reference groups on consumers' buying behavior is mainly manifested in three aspects:

1. Reference groups show consumers new behavior patterns and lifestyles.

2. Because consumers tend to imitate or oppose their reference groups, their views on certain things and attitudes towards certain products will also be influenced by the reference groups.

3. Reference groups make people's behaviors tend to be consistent, thus affecting consumers' choice of certain products and brands.

(2) Family refers to a group of two or more people who live together by blood, marriage or adoption. Family is the basic unit of society and the most important consumer buying organization in society, which strongly affects people's values, attitudes towards life and buying behavior. Of course, in the family buying activities, the decision is not always made unilaterally by the husband or wife. In fact, some expensive or infrequently purchased products are often made by both husband and wife, including adult children. (II) Social Role and Status Social role refers to the position and role of individuals in groups, organizations and society. Everyone's position in each group can be determined by his role and position, and his position changes with different classes and geographical regions. Different social roles will affect consumers' buying behavior to some extent.

Third, personal factors (1) Age and gender Consumers' demand for products will change with age, and different kinds of goods will be needed at different stages of the life cycle. For example, in infancy, you need baby food, toys and so on. In old age, health care and life-prolonging products are even more needed. Congenital differences between men and women lead to different psychology and behavior, which makes significant differences in consumer products and purchase decision-making processes between the two sexes. Tobacco and alcohol products are mostly purchased by male consumers, while female consumers like to buy fashion, jewelry and cosmetics. (2) Consumers with different occupations and economic conditions play different social roles, undertake and perform different responsibilities and obligations, have different values and codes of conduct, and have different needs and interests in commodities. The economic situation and income level have a direct impact on consumers' buying behavior, and people's consumption psychology and buying patterns often change with the economic situation. Different income levels determine different purchasing power and different demand levels and tendencies.

(3) Lifestyle, personality and self-concept Lifestyle is a popular concept to understand consumer behavior, which makes people live and spend time ... >>

Question 7: What are the factors that affect consumers' purchase? Psychological factors: motivation

Cognition: selective attention, selective understanding and selective memory.

Learning: driving force → * * * things → prompting things → reaction → * * * things.

Attitudes and beliefs: scientific views, prejudices and superstitions.

Cultural factors: the influence of China traditional culture and Confucianism.

Subculture: national subculture, religious subculture, national subculture and regional subculture.

Social factors: social class, related groups, family.

Personal factors: age, life cycle stage: single, newly married, widowed at work, widowed at retirement. ......

occupation

way of life

Marine economic situation

Personality and self-concept

Question 8: Give examples to illustrate the factors that affect consumers' buying behavior.

Question 9: The factors that affect consumption are the factors that determine consumption. (1) The level of national economic development is the fundamental factor affecting consumption.

(2) Income level is an important factor affecting consumption level.

① Income level is the basis and premise of consumption. Other things being equal, the more disposable income people have at present, the greater their consumption of various goods and services. During the period of rapid income growth, consumption also increased rapidly.

② The consumption level of residents depends not only on current income, but also on future income expectation. For future earnings, if people have very optimistic expectations, then the possibility of paying future earnings in advance will increase.

③ The overall consumption level of society is closely related to people's income gap. People's income gap is too large, and the overall consumption level will decrease.

(3) The overall price level is an important factor affecting the consumption level. Price changes will affect people's purchasing power. Generally speaking, when prices rise, people's purchasing power generally declines, which will reduce the consumption of goods; When the price drops, the purchasing power will generally increase, thus increasing the consumption of goods.

Other factors: consumption expectation, consumption preference, consumption psychology (the textbook expounds four common consumption psychology, in addition, there are others such as love buying psychology, safety psychology, begging psychology, etc. ).