Major Influences On Consumer Behavior – Clever Marketing 4.3

Situational Influences

These are external factors that can affect consumer behavior at a specific point in time including:


1. Physical Environment

The physical surroundings where a consumer purchases can impact their behavior. Factors such as store layout, lighting, music, and ambiance can all play a role in influencing consumer choices.


2. Time

The time factor can influence consumer behavior in various ways. For example, time pressure may lead consumers to make quicker purchasing decisions or choose convenient options. In contrast, having more time available can allow consumers to engage in extensive information search and comparison before making a purchase.


3. Social Surroundings

The presence of other people can influence consumer behavior. Consumers may be influenced by the behavior, opinions, or recommendations of others in their social environment, such as family, friends, or opinion leaders.


4. Buyer’s Mood

The consumer’s mood at the time of purchase can also influence their behavior. For example, positive moods may lead to more impulsive purchases, while negative moods may result in more cautious or conservative decision-making.


Major Psychological Influences on Consumer Behavior

Psychological influences refer to internal factors that affect consumer behavior and decision-making including:


1. Perception

How consumers perceive a product or brand can greatly influence their behavior. Perception involves how consumers interpret and make sense of information received through their senses. Factors such as product packaging, brand image, and advertising can shape consumers’ perceptions.


2. Motivation

Consumer behavior is driven by various motives, such as the need for food, shelter, belongingness, self-esteem, or self-actualization. Understanding the underlying motives and needs of consumers is crucial in analyzing and predicting their behavior.


3. Learning

Consumer behavior is also influenced by learning processes, including the formation of habits, attitudes, and preferences. Consumers learn from their own experiences, as well as through observation and socialization.


4. Attitudes and Beliefs

Consumer attitudes and beliefs play a significant role in shaping their behavior. Attitudes are evaluative judgments about products, brands, or companies, while beliefs are subjective opinions or ideas. These factors can heavily influence the purchase decisions and brand choices of consumers.


Major Sociocultural Influences on Consumer Behavior

Sociocultural influences refer to the impact of society and culture on consumer behavior including:


1. Culture

Cultural norms, values, and traditions impact consumer preferences. Different cultures have varying attitudes toward products.


2. Social Class

Socioeconomic status influences buying choices. Consumers from different social classes may prioritize different products.


3. Reference Groups

Groups to which consumers belong or aspire to influence their behavior. These could be family, friends, or online communities.


4. Family Influence

Family roles and dynamics play a role in consumer behavior. Family members often influence each other’s choices.


5. Subculture

Subcultures, such as religious or ethnic groups, have unique preferences that can influence consumer decisions.


Understanding these influences helps marketers tailor their strategies to effectively reach and engage consumers. It also helps individuals comprehend their own decision-making processes and make more informed choices.


Also see:

Building Customer Relations – Clever Marketing 1.5

Posted in Marketing.