Principals of Marketing

Name: TAYYABA ABID

ID: 18002105-001
Batch# 02
Discipline : BS-IT

Assignment# 02
 Question:
How do characteristics of buying behavior Influence the consumers in Asia
and Europe?

Solution:
There are certain factors that influence the consumer buying behavior. The main factor dealt in
case for consumers’ buying behavior of Asia and Europe is Cultural factor. However, there are
many more to imply, with all being discussed below:

1. Cultural Factors
i. Culture
The Asian and European cultures are significantly different from one another. The
traditions depend mostly on people’s reflection and way of thinking.
ii. Subculture
There are certain subcultures in Asia as well as Europe. For example,
 The subculture of Pakistan according to geographical regions is Sindhi,
Balochi, Punjabi and Sarhadi and according to religion are Shia and Sooni.
The norms, values, clothes, behavior, talking style, custom are also different
in subcultures. It means the individual who live very close to each other can
be different on the behalf of their
 Italian belonging to four subculture groups (New American Punk,
Cyberpunk, Trash Style, and Rasta-Hippy) were studied to examine the
relationship between self-esteem, self-efficacy, and the development of a body
modification collection. A survey was created to evaluate quality of life, risk
behaviour, and body modification. Self-esteem and self-efficacy were
assessed using the Rosenberg Self-esteem Scale and General Perceived Self-
efficacy Scale. Belonging to a group which permits neglect of standard norms
of communal life makes it possible to avoid facing up to low self-esteem.
Adherence to a group appears, from the results of this study, to be correlated
with self-efficacy; inability to cope with life situations suggests a state of
malaise in these young people.
iii. Social Classes
On the basis of different levels of social classes, Asian as well as European customers
have distinct taste of buying.
 The upper class and all it segmentations of both, Asia and Europe prefer to
move to a classy brand, just to maintain their societal prestige and their own
satisfaction level.
  Similarly, the middle class of Asia and Europe refers to economical buying
behavior.
 Whereas the lower class just tries to fulfill their basic needs. However, the
lower class of Asia is relatively weaker that of Europe.
2. Social Factor
Social factors of asian countries:-

Economic development, prosperity, human development (especially education and life

expectancy) and gender equality are key factors fostering social cohesion in the region.
Conversely, extreme poverty has the strongest negative impact, followed by
discrimination against women.
Social factors of European countries:-

European Countries with greater inequality tended to have higher household borrowing
prior to the crisis resulting in more subdued consumption growth during the crisis. The
resulting high private debt, high unemployment, poverty and more limited access to
education undermine long-term growth and social and political stability.

3. Personal Factors
Personal Factors are the individual factors to the consumers that strongly influences
their buying behaviors. These factors vary from person to person that results in a
different set of perceptions, attitudes and behavior towards certain goods and
services.

• Age: The consumer buying behavior is greatly influenced by his age, i.e. the life
cycle stage in which he falls. The people buy different products in different stages of
the life cycle.
•
Income: The income of the person influences his buying patterns. The income decides
the purchasing power of an individual and thus, the more the personal income, the
more will be the expenditure on other items and vice-versa
• Occupation: The occupation of the individual also influences his buying behavior.
The people tend to buy those products and services that advocate their profession and
role in the society.
• Lifestyle: The consumer buying behavior is influenced by his lifestyle. The
lifestyle means individual’s interest, values, opinions and activities that reflect the
manner in which he lives in the society.
4. Psychological Factors

The Asian cultural psychology has had a big impact, not only on me personally, but also
contemporary psychology in general. The field hit Asia as well. East Asia in particular
became the locale of choice for those of us who wanted to see if psychological effects
that were then believed to be deeply universal might be culturally mediated and thus
cross-culturally variable.

The European Psychologist is a multidisciplinary journal that serves as the voice of

psychology in Europe, seeking to integrate across all specializations in psychology and to
provide a general platform for communication and cooperation among psychologists
throughout Europe and worldwide.