Which among the following characteristics influence consumer buying behavior strongly? A. Cultural B. Social C. Personal D. Psychological E. Technological Choose the correct answer from the options given below:
A, B, C and D Only
A, B, C and D only — option 1. Technological is the exception: it belongs to the macro-environment, not to the buyer’s own characteristics.
Kotler’s four sets of buyer characteristics. They run from the widest social influence to the most individual :
| Factor | Components | How it works |
|---|---|---|
| A — Cultural | Culture, subculture, social class | The broadest and deepest influence — culture is the fundamental determinant of a person’s wants and behaviour, learned from family and institutions |
| B — Social | Reference groups, family, roles and status | Membership, aspirational and dissociative groups; opinion leaders; the family as the most important buying organisation in society |
| C — Personal | Age and life-cycle stage, occupation, economic circumstances, lifestyle, personality and self-concept | The buyer’s own situation and identity |
| D — Psychological | Motivation, perception, learning, beliefs and attitudes | The internal processes through which the other three are translated into a response |
Why technology is a category error. Technology certainly changes what people buy and how they buy it, but it is a force in the macro-environment — the standard list being demographic, economic, natural, technological, political-legal and cultural forces. Those act on the market as a whole; the four in the answer are characteristics of the buyer. Recognising that E belongs to a different framework eliminates options 2, 3 and 4 at once, without weighing the other four.
The psychological factors are the mechanism and repay attention. Maslow’s hierarchy and Herzberg’s two-factor theory explain motivation; selective attention, selective distortion and selective retention explain why the same advertisement reaches two people differently; learning explains how experience alters future buying; and beliefs and attitudes explain why buyers are hard to shift once a view has formed — which is why marketers usually fit the product to existing attitudes rather than try to change them.
Hence, the answer is A, B, C and D Only.
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