Answered: What factors influence involvement of a…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Question

What factors influence involvement of a household
member in a purchase decision?

Expert Solution

Step 1

Consumer behavior is the process of analyzing the behavior of consumers when they make a purchase. It determines what goes through their minds while buying a product/service and also what influences them to purchase something.

Consumer's purchase decision is influenced by various factors:

Social factors-family, reference groups
Cultural factors-culture,subculture
Psychological factors-motivation,perception
Personal factors-income, gender

Consumer behavior provides valuable information about consumers that help marketers to formulate strategies accordingly.

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