Consumer behaviour

       Consumer behaviour includes the  collective actions, including the searching, evaluation, selection, purchasing, consuming, disposing of products, taken by consumers in determining which goods and services hold the most value for meeting their wants and needs.Consumer behaviour  is influenced strongly by 3 factors.  

1.  Cultural Factor.
2. Social Factor and
3. Personal Factor.

·         Cultural Factors:  

            Cultural Factors are the fundamental determinants for consumer needs and behaviours such as values, perceptions, preferences differ from family to family, region to region and country to country. These factors affect the buying decision for a buyer and marketing decision as a marketer, as Lays is a snack food product and there are huge varieties available in the market for the customers. 

·         Social Factors:

            Social Factors like reference groups , family , roles and status affect consumer buying behaviour.Buying behaviour of customers towards snack product lays is affected by PRIMARY GROUPS  as buying of this product is influenced by interacting with family members and Co-workers etc.

·         Personal Factors:

          Personal factors such as Occupation and Economic circumstances, Lifestyles affect the purchasing of lays.

            ECONOMIC CIRCUMSTANCES  such as spendable income, savings and market situations like recession brought down in sales of the product because people lost their jobs, cut off in salaries so the buying decision was greatly affected.

            LIFESTYLE is a pattern of living in the world as expressed in activities, interests and opinions, price conscious shoppers. (i.e) the ”whole person” interacting with the environment, so the buying decision is greatly affected.