International Marketing

Factors Influencing Consumer Buying Decisions

Consumer purchases are influenced strongly by cultural, social, individual/personal, and psychological characteristics.

|cultural                           |
|                                   |
|Culture                           |
|Subculture                         |
|Social class                       |
|social                           |
|                                 |
|Reference groups                 |
|Opinion leader                   |
|family                           |

|individual                         |
|                                   |
|gender                             |
|age                               |
|family life cycle stage           |
|personality                       |
|self concept                       |
|lifestyle                         |
|psychological                     |
|                                   |
|motivation                         |
|perception                         |
|learning                           |
|attitude                           |

          The table show factors influencing consumer buying decisions

Cultural factors

Cultural factors influence on consumer buying decisions.   The marketer needs to understand the role played by the buyer’s culture, subculture, and social class.


The set of basic values, perceptions, wants, and behaviors learned by a member of society from family and other important institutions. Marketers are always trying to spot cultural shift in order to discover new products that might be wanted.   For example in Malaysia, today we can see most of people take healthy life.   So, marketers take the chance like created exercise equipment, healthy food, health and fitness services.


A group of people with shared value systems based on common life experiences and situations.   Subcultures include nationalities, religions, racial groups, and geographic regions.

Social class:...