Each individual receives the information and processes and evaluates the product in his own way. This is irrespective of the family, social class or cultural heritage etc. His own personality ultimately influences his decision. He has his own personal reasons for likes, dislikes, price,convenience or status. Some individuals may lay greater emphasis on price, others on quality and still others on status, symbol, convenience of the product etc. Personal influences go a long way in the purchase of a product. The personal influences can be linked to the following:
Full Nest I, II
Empty Nest I, II
High Income Group
Low Income Group
Middle Income Group
Personal influence is the effect or change in a person’s attitude or behavior as a result of communication with others.
The change in behavior may be influenced by communication. It may be source initiated(by the influencer) or recipient oriented by the influence).
Personal influence is synonymously used as word-of-mouth, although the word-of-mouths only a verbal communication. Word of mouth communication is more effective than advertising whether it is product or services. The executives of the Paramount Motion Pictures has remarked that “Word of mouth is the most important Marketing element that exists. “There can be ‘Synthetic’ or simulated word of mouth (When celebrities talk to us on T. V. It creates a situation as if they have entered our house and are actually talking to us). The other is the real word of mouth. Both can be very convincing. The communication should be positive, to be effective. The word of mouth of communications strong because:
When choosing the products and services consumers are also influenced by advice fro mother people. Today 80% of all buying decision are influenced by some one’s direct recommendation .Decision such as which Air Conditioner to buy, which Movie to see. There are a lot of interaction which helps the individual to make decisions. An individual can also be personally influenced by neighbors, friends, co-workers, acquaintances. Those who influence are the opinion leaders and those who are influenced are opinion receivers.
Personal influences are dependant on the process of communication. For a long time marketing communication was a one-way process media which was dissipated by opinioned. Audience now are not passive receivers of communication but take active part in the two-way communication.
The verbal flow of communication and personal influence may take between a source and receiver in the following stages:
Opinion leaders exert their opinion on individuals
Opinion leaders are persons who informally give product information and advise to others.
Opinion leaders are persuasive and they influence the individuals in a number of ways:
Opinion leaders give categorically specific information. They specialize in certain specific products on which they give information e.g., automobiles, white goods, consumable products etc.
Opinion leaders do a two-way job
An opinion leader may also himself get influenced and personal influences by word of mouth may be uncontrollable. Although, it is believed that word of mouth communication is extremely effective, but informal communication is hard to control.
There are certain rum our themes that adversely affect the personal behavior of the consumers, these can be:
Word of mouth is used by telephones to remove misconception of consumers who have been dissatisfied with the product. Their dissatisfaction removal is the job of the marketeer.All these are ways by which personal influences are affected and personal influences make the consumer to take his own decision.
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Consumer Behaviour Tutorial
Psychographic Or Lifestyle Segmentation
Concept Of Culture & Subculture
Cultural Variations In Non-verbal Communications
Family Buying Influences, Family Life Cycle And Buying Roles
Diffusion Of Innovation
Personality And Self Concept
Motivation And Involvement
Information Processing Learning And Memory
Attitude Development And Alternate Evaluation In Buying
Search And Evaluation
Purchasing Process And Outlet Selection
Purchase Behaviour (situational Factors)
Models Of Consumer Behaviour
Consumerism (public Policy And Consumer Protection)
Organisational Buying Behaviour
Changing Consumer Behaviour
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