Marketers have over time attempted to demystify the consumer behavior in the consumers’ quest to satisfy their wants and needs. It holds that consumers follow a given pattern while seeking satisfaction. As such, marketers are faced with the dilemma of understanding their customers’ needs to make an informed decision on the products that are needed in which market as well as how such products should be presented to appeal to target consumers (Burns, Veeck & Bush, 2017) .
Factors influencing Delacroix tickets buying decisions
Consumers will have different motivating as well as influencing factors while making a decision to purchase tickets to watch the Delacroix dance group. One of the critical factors that potentially influence the purchasing decision is the pricing of the tickets. Economic status of buyers has significant sway on the purchasing power of consumers. Consumers with higher levels of disposable income will tend to spend more on leisure and entertainment. As such, a considerable number of the dance groups fan base with high disposable incomes will purchase the tickets at whatever price they will be selling.
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Another important factor that will influence buying decisions for the Delacroix tickets is the personal factors. Personal factors revolve around the characteristics of a buyer that may encompass age as well as the life stage of the buyer. Considering that Delacroix is a dance group, it may be having more appeal to a certain age bracket largely influenced by the music genre. Younger potential buyers will find it worthwhile spending their leisure time watching the dance group and are bound to make ticket purchases at any price. Additionally, if the dance group is dancing to cool music, it may appeal more to the older generation and influence their decisions to buy tickets.
Cultural factors’ role in making the purchasing decision for tickets to watch Delacroix dance cannot b downplayed. Culture is known to determine the behavior of individuals and have an impact on purchasing decisions. It can be argued that groups such as the Latin Americans’ identity has been largely influenced by music making such cultural groups be more influenced to buy tickets to watch the Delacroix group.
Purchasing decisions
Situational factors
The temporary conditions that buyers find themselves to have a significant impact on their purchasing decisions. Such situations influence whether buyers will make a purchase or not. For example, being in a large store may increase the chances of a buyer to purchase at least an item from the store referred to as crowing as a situational factor. Atmospherics, such as sudden rains will influence customers to buy umbrellas while deciding not to go to outdoor concerts or beach resorts (Tanner & Raymond, 2016) . The social situation of a consumer will also have a pivotal place in influencing purchasing decisions. For example, it would b difficult to turn down a neighbor’s daughter selling sausages.
Personal factors
Personal factors encompass the characteristics that are inherent in consumers. Age and gender as personal factors play a critical role in purchasing decisions (Burns, Veeck & Bush, 2017) . The tastes and preferences of consumers are determined by age and gender providing the rationale for having beer advertisements being broadcast on sports channels while cooking advertisements would emerge during television series.
The economic and occupation circumstances add up to personal factors influencing purchasing decisions. Choices of the products that individuals consume are dictated by disposable income, economic stability, and savings of potential consumers. Additionally, purchasing decisions are largely controlled by the values and lifestyle of potential customers as personal factors. The personality, lifestyle, and values play an integral role in making consumer decisions.
Psychological factors
Under the psychological factors, the purchasing decisions are influenced by among other factors motivation. Different consumers have different needs and as Maslow indicated in the hierarchy of needs the numerous needs have motivations driving them ( Solomon, 2017) . Social needs, psychological, and biological needs play an important part in informing purchasing needs. A consumer who is motivated by self-actualization is bound to make decisions to purchase luxury cars and spend more on leisure as compared to a consumer motivated to achieve physiological needs of water and food.
Learning and perception are another set of psychological factors that influence buying decisions. The process of learning and experience brings change to a consumers’ view of things. It can b argued that an individual with knowledge about environmental pollution an conservation is bound to make purchasing decisions bent on using green energy. Additionally, perception influences how buyers interpret and select information to which exposure has been gained. Consumers, on another note, hold varying attitudes and beliefs towards certain products. As a matter of fact, such attitudes can be a product of learning and the exposure that consumers have gained.
Societal factors
Consumers are deemed as social beings whose purchasing decisions are influenced by interactions that they have. One of the important societal factors influencing buying decisions is family. The family has an untold influence on behavior and attitude of buyers with traditional family setups having men as decision makers ( Solomon, 2017) . In modern societies, women have built economic power consequently placing their selves at the middle of buying decisions. Moreover, children are also having a voice which is a major contributor to the purchasing decisions made at the family level.
Society is increasingly being structured within social classes. Individuals in similar social classes have unique interests, values, and behavior. Usually, buyers in similar social classes are most likely to have almost equal economic strength. As such, an individual who purchases a certain product, say a sports utility vehicle will influence other members of the class to acquire similar products.
References
Burns, A. C., Veeck, A., & Bush, R. F. (2017). Marketing research .
Solomon, M. R. (2017). Consumer behavior: Buying, having and being . Boston, MA: Pearson.
Tanner, J., & Raymond, M. A. (2016). Market Segmenting, Targeting and Positioning. In Principles of Marketing Version 3.0 .
