5 Powerful Factors Influencing Consumer Behavior + Decisions Show
5 Powerful Factors Influencing Consumer Behavior + Decisions Contents When is comes to making buying decisions, it’s logical to think we all weigh up the pros and cons to come to a logical reason to buy. But it doesn’t happen that way. Which is why your brand of car is different your friend’s and your brand of TV is different to your neighbour’s. Our primitive brains are constantly processing information at lightning speed and each person processes information differently. Most buying decisions are made in the sub-conscious mind and there are 5 Powerful Factors Influencing Consumer Behavior. In this article, you’ll learn what they are and how to use them to influence your audience and grow your sales. What Is Consumer Behaviour? (+ How To Influence It)[Video Breakdown]One-click subscribe for video updates What Is Consumer Behaviour In Marketing?The science of consumer behavior is quite new relatively speaking. It began in the late 40’s early 50’s as a sub-set of marketing but has now evolved into an independent field blending psychology, sociology, marketing, economics and more.
As a brand leader or marketing manager, it’s never been as important to understand how and why consumers make their buying decisions.
Ultimately, the more you know, the more you can grow. Why Consumer Behaviour Is Important?
Having a solution to a want or need quite simply, isn’t enough. More often than not, it’s not the product or service on offer that influences the decision to buy, but the right combination of the buyer’s psychological requirements that are met. Brand leaders who study the behaviours of their customers can determine:
The more brands understand the pattern of behaviours of their target market, the more likely they are to influence those patterns. PRO Brand Strategy BluePrint
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DOWNLOAD 100% PRIVACY. SPAM FREE How Psychological Buying Factors Influence DecisionsEvery market is different and to go one further, every market segment is different.
Many businesses and brands become fixated on being “The best”, though that’s subjective.
In other words, psychological buying factors influence decisions based on their importance to the target market. Explore Brand Strategy Show Me 5 Factors Influencing Consumer BehaviourThe brand of car you bought is different to your friend’s. The brand of TV you bought is different to your neighbor’s. But what causes exactly causes your friend and your neighbor to make different choices to you.
Typically, there are five core factors that influence the decision to buy which are:
So let’s dive deep into each one so we can understand them better. Factor #1: Psychological Factors
So let’s explore these psychological decision making factors in detail. Want Actionable Brand Strategy Tips & Techniques?
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In Maslow’s Hierarchy of Needs he outlines 5 different levels of human needs. At the bottom are the basics like food and shelter, while at the top is self-actualisation. If someone is worried about making rent to keep a roof over their head, then that will be the focus of their efforts rather than finding the purpose of their lives. Likewise, If I’m unhappy with my body weight, then I’m far more motivated to get myself booked into a weight loss bootcamp than my neighbour who’s as thin as a rake.
Perception
For example, if my experience with an acquaintance is that he always follows through with what he says he’s going to do, well then my perception is that he’s reliable and can be trusted. Perceptions are everything in branding. Perceptions become reputations which become brand equity; the willingness buy or pay more for a brand.
The more effective brands are at positively influencing their audiences’ perceptions, the more they influence the buying decision. LearningWhat we learn through our experiences can change our buying behaviors and influence our future buying decisions.
This is why the brand experience plays such an important role in retaining customers long-term.
The worse the experience is, the more likely your customer will learn from the brand experience and change their purchasing decision in the future. Attitudes And BeliefsAttitudes and beliefs are powerful buying decision factors because they tend to be born from deep experiential, emotional, and traditional enduring principles which are often unshakeable.
Because attitudes and beliefs are so strong and emotionally charged, brands that understand their customer’s beliefs can align with them through their brand messaging. Factor #2: Social FactorsAs humans, we are social creatures. We’ve learned to survive as a species by working together and the impact of our peers and their perceptions of us is important.
Our purchasing decisions reflect this with factors including: FamilyFor most people, their family is their foundation and reference point for anything from a choice of partner to a choice of lipstick. If the new partner gets the thumbs up from the fam, it’s game-on. The same is true for brands, especially in the food & beverage category.
Getting the family tick of approval is a common factor influencing buying decisions. Reference Group
These groups could be from school, work, clubs, social, sports or even groups of friends or acquaintances.
For example, growing up, my group of childhood friends were all into the same music, and the same style as most childhood friends are. The kicks of choice for us… Converse All Star… and the purchasing decision for my bright red high-tops was directly influenced by my group of mates.
Factor #3: Culture and Traditions
We learn from our teachers, our families our friends and for the most part, in the early years anyway, these learning experiences tend to come from the same culture.
Culture & Traditions therefore influence our purchasing decisions with factors including: CultureOur culture shapes our basic values, requirements, beliefs, wants, preferences and behaviors.
Sub-CultureEvery culture consists of smaller sub-cultures that people identify with more specifically.
Messaging speaking to sub-cultures will likely resonate more with that sub-culture than messaging to the overarching culture.
Social Class
Social-class isn’t determined by a single factor such as income, rather a combination of factors including occupation, education, power, lifestyle etc.
Factor #4: Economic FactorsEconomic factors are hugely influential when it comes to purchasing behaviour as the determine the means available to consumers.
Personal IncomeHow much income a consumer earns in a year is a direct determinant of how much discretionary and disposable income they have.
The more financial freedom a consumer has within their buying decisions, the more their decisions can appeal to their desires. Family IncomeFamily income and personal income are often interconnected but not always.
This means more disposable income as a family and as individual consumers. Income ExpectationsExpectations of increased income can influence buying decisions.
For example, a woman might see a nice pair of shoes that she wouldn’t ordinarily buy because of the high-price, but with her expected salary increase around the corner, she’s happy to put it on the credit-card and wear the cost later Savings PlanSavings in the bank or the contribution to savings can play a major role in the buying decision.
If this savings is part of a longer-term plan, purchasing behaviour and the person’s overall purchasing profile will be affected. Factor #5: Personal Factors
They set the scene and provide an insight into the life of the consumer which together play a role in how decisions are made. These factors include: AgeThe age of the customer or consumer is an overarching personal factor in influencing the buying decision.
For example a 13 year old teenage boy is less likely to spend money on shaving products that he will when he’s 23. OccupationThe occupation of a person often influences the buying decisions of individuals.
5 Factors Influencing Consumer Behaviour (+ Buying Decisions)[Video Breakdown]One-click subscribe for video updates LifestyleA person’s lifestyle tells you about they way they live their lives which includes their activities, interests and hobbies and ultimately how they engage with the world around them.
How To Use Factors Influencing Consumer BehaviourAlthough every individual is different and their buying decision factors are different, the more specific you become with your target market and market segments, the more likely they are to share important buying decision factors.
Once you’ve determined who you’re audience is and the important buying decision factors they share, you can tailor your offering to appeal to the factors that matter most.
Examples Of Factors Influencing Consumer BehaviourWhen it comes to household furniture, there are plenty of market segments.
Their budget prices and their convenient flat-pack designs allow for low-cost purchases that you can take-home and build yourself in the same day. No overpriced pieces with long waiting periods and expensive delivery.
Every IKEA store requires you to walk through a journey of furnished rooms and sections with everything you could need for a new household at a low cost and convenient design.
This model shows us that influencing consumer behaviours is not just about appealing to their existing buying decision considerations, it’s also about designing an experience to stimulate their behaviour.
Over To YouBuilding a brand is about understanding your customer. What are their social factors?
When you identify the buying decision factors that are most important to them, do this
Comment below to share your thoughts or your favourite strategies to influence consumer behaviour. Live Masterclass Recording Sell Strategy MasterClassLearn modern and instantly applicable techniques to find new clients with bigger budgets and get your first brand strategy clients in just two weeks. What factors affect your purchasing decision?Here are 5 major factors that influence consumer behavior:. Psychological Factors. Human psychology is a major determinant of consumer behavior. ... . Social Factors. Humans are social beings and they live around many people who influence their buying behavior. ... . Cultural factors. ... . Personal Factors. ... . Economic Factors.. What are four 4 factors that affect purchasing?In general, there are four factors that influence consumer behaviour. These factors impact whether or not your target customer buys your product. They are cultural, social, personal and psychological.
What are the top 3 factors that affect a consumer buying decision?Some consumers use an intense system of thorough investigation before they decide to purchase, while others are basic impulse shoppers. Either way, three factors affect all purchasing decisions: economic, functional, and psychological.
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