2.Consumer purchasing behaviour - so many influences.Figure5.2graphically depicts the many influences on consumer purchasing behaviour. Are some influences more important than others? Might marketing management focus on the wrong influences at times? Justify your answer. For example, the early marketers of instant cake mixes could not see that the users had been left with nothing to do, and may have felt guilty about using such a convenient product rather than devoting the time and energy to family care that society of the day saw as necessary. Psychological influences were far stronger than the influence of marketers until they enabled the consumer to 'add an egg'. (Learning Objective 1) (AACSB: Reflective Thinking)

Figure 5.2 Factors influencing consumer behaviour Interactive CULTURAL SOCIAL Culture PERSONAL i Reference groups PSYCHOLOGICAL i Age and life-cycle stage Occup i i Motivation Perce BUYER Cultural group Family i Economic situation i i Life Leaming Beliefs and atti Personality and self-concept Roles and stats Social class