"The buying behavior of final consumers, individuals and households, who buy goods and services for personal consumption" Characteristics Affecting consumer behavior
As we know that, consumers behavior is strongly influenced by cultural, social, personal and psychological characteristics. The description is given below.Cultural factors:
Cultural factor have further subdivision,Culture:
"The set of basic values perceptions, wants, and behaviors learned by a member of society from family and other important institution"
Culture is the most basic cause of a person's wants and behavior. Being in a culture of Pakistan, KFC is concerned about the cultural shifts of the people. As being the market leader in the Fried chicken, KFC was the first, in making place in the market and attract people of local culture towards their different meals. But, at the moment, KFC has spotted the recent cultural shift, which is the people are most concerned about their health and fitness. They are avoiding now junk food, and relying on small snacks. In addition to that, the "Eat fresh" phenomenon of the Subway, have highlighted the cultural shift, of people for the healthier diet.Subculture:
"A group of people with shared value systems based on common life experiences and situation"
Subculture is group of people with shared value system based on common life experiences and situations. As in Pakistan, there are no any broadened subculture boundaries, so in case of KFC; subcultures don't have any significant role. Social class:
"Relatively permanent and ordered division in a society whose members share similar values, interests and behaviors." As we know that, every society is composed of social classes. KFC is targeting the middle and upper classes.
To be specific, the large segment of customers belongs to upper and upper middle classes.Social factors;
Social factors are also important to be addressed. Social factors include consumer's small groups, family and social role and status. Groups:
"Two or more people who interact to accomplish individual or mutual goals"
The person's behavior is influenced by many small groups. For the marketers, reference groups are the main target markets, to identify. For the KFC, the reference group is the upper class. They keep on adding services to entertain the group. As being the reference group, there are certain strategies that have been followed by the management. As KFC has no such well established marketing department, so, they don't have yet followed any buzz marketing. But, the present KFC sign, the logo of Col. Harland Sanders, is an example of having an opinion leader. Family:
Family is the most important consumer buying organization in the society. KFC is much concerned with the concept of family. As parents are mostly influenced by the children, so the KFC have designed small kid's meal for them. In addition to that, the family meals are the most favorite, deal. Just to involve the family, each member of the family, KFC has placed various deals and meals in their hot menu. Just to provide the best service, and earn value in return to that.Personal factors
A buyer's decision is also influenced by personal characteristics such as, the buyer's age and life cycle stage, occupation, economic situation and personality and self-concept. Age and life-cycle stage
Mostly, KFC is concerned about serving the youth, but... they also have influence on the older people of the families as well. Simply, they have covered each segment of the family, and life cycle as, human cant live without food. And, KFC menu have all the variety for entertaining any segment/person of the family.Occupation:
Occupation is a secondary factor for the KFC. As students, are the main streams, so occupation of the consumer doesn't matter as such. Again, food is necessity of every human, so people belonging to upper and upper middle social classes are being the target market, without any classification on the basis of occupation. Lifestyle:
"A person's pattern of living as expressed in his or her activities, interests, and opinions."
The marketers always addressed the consumer interests, activities and opinions. How consumer spends their time and money is the primary concern. KFC have served the customers, by providing them soothing and comfortable environment. The primary concern is the Innovators, for the KFC. The lifestyle also includes the way of using the technology, the internet. KFC have placed a well designed and well maintained website, to capture the interest and attention of the consumers. Personality and self concept:
"The unique psychological characteristics that lead to relatively consistent and lasting responses to one's own environment" KFC have addressed the concept of brand-personality very efficiently. The visual color, of their advertisements and franchise is red. It out-flowing the concept of excitement. Particularly, for the youth the brand color is very much amusing. That's what the KFC have done to target the self-concept of consumers. The "Zinger Burger", is also an effort to attract their valued customers. Psychological factor
Psychological factor are important to know, if the company wants to know about the behavior of their customers. Psychological factor include further four concepts. Motivation
The concept of motivation is been efficiently focused by the KFC. Factors towards motivating the consumers include many factors. The good customer service, provided at the restaurant, the soothing environment of the restaurant, the attractive discount deals, and at the top, the best food provided are the main sources of creating motivation for consumers
'' The process by which people select, organize, and interpret information to form a meaningful picture of the world"
The perception is the next process. The perception is created from environment, the interlinked factors, that are been described above. The best customer service ensures, to leave good impact on the minds of the consumers.
The perception is been mainly manipulated by the advertisements, that are normally triggered at different phases and conveying the feeling of Hot interactive deals. Learning
"Changes in an individual's behavior arising from experience"
Learning is one of the sensitive factors. As the change in behavior occur at this stage. KFC is most concerned, about their well and effective service to their customers. To provide the best taste, the town and the worth remembering environment, at their outlets.XI-Types of Buying Behavior:
There are four types of buying behavior
- Complex buying behavior.
- Dissonance- reducing buying behavior.
- Habitual Buying behavior.
- Variety-seeking behavior:
"Consumer buying behavior in situations characterized by high consumer involvement in a purchase and significant perceived difference among brands"
"Consumer buying behavior in situations characterized by high involvement but few perceived difference among brands"
"Consumer buying behavior in situations characterized by low consumer involvement in a purchase and few significant perceived brands difference"
"Consumer buying behavior in situations characterized by low consumer involvement in a purchase and significant perceived brands difference"