Classic_Airlines

The course readings discuss many factors that influence consumer purchasing decisions, what are some of these' Which do you believe are most important' Share some examples of your purchasing behaviors related to these factors. What are some ways markets can be segmented' How do firms decide which market segments to target' Apply course reading references. Consumer behavior is the study of how individuals whether groups or organizations meet his or her needs and desires when purchasing goods, services, ideas, or experiences (Kotler & Keller, 2006). In addition, a consumer’s behavior dictates the consumer purchasing decisions. There are many factors that influence consumer purchasing decisions. These influences consist of cultural factors, social, and personal factors (Kotler & Keller, 2006). Cultural factors are considered the most fundamental determinant of an individual’s wants and behavior (Kotler & Keller, 2006). Social factors consist of the reference groups, family, and social roles and statuses that influence consumer’s behavior (Kotler & Keller, 2006). Personal factors that may influence a consumer’s buying decision consists of the buyer’s ages, state in life cycle, occupation, economic circumstance, personality, self-concept, lifestyle, and values (Kotler & Keller, 2006). I believe the most important factors that influence consumer purchasing decisions is social and personal factors. I think that a many of an individual purchase is based upon something they heard or seen from a friend or family member. For example, my sister influenced me to purchase Clinique even better products. Her influence consists of informing me how the products worked for her. Another important factor that influences consumer purchasing decisions is personal factors. In undergrad school I would buy cheap kitchen appliances because I couldn’t afford a $50-$100 rice cooker; however, now that my lifestyle and age has changed cook more. These changes have resulted in me making it a point to buy appliances and household items that I think would last. Markets are segment by a group of people who share similar wants (Kotler & Keller, 2006). Firms decide which market segments to target by presenting flexible market offerings to all of the segment members (Kotler & Keller, 2006). Reference: Kotler, P., & Keller, K. L. (2006). Marketing management (12th ed.). Upper Saddle River, NJ: Pearson Prentice Hall.