Psychological Factors relate to the consumer’s motivation, learning, socialization, attitudes, and beliefs.Personal Factors are individual characteristics and traits such as age, life stage, economic situation, and personality.Situational Factors pertain to the consumer’s level of involvement in a buying task and the market offerings that are available.We can group these influencing factors into four sets, illustrated in the figure below: As marketers gain a better understanding of these influencing factors, they can draw more accurate conclusions about consumer behavior. A consumer with a lot of prior purchasing experience in a product category might approach the decision differently from someone with no experience.
Families with young children tend to make different dining-out choices than single and married people with no children. For example, as groups, men and women express very different needs and behaviors regarding personal-care products. The factors that influence the consumer problem-solving process are many and complex. How all these factors interact with each other ensures that each of us is unique in our consumer actions and choices.Īlthough it isn’t feasible for marketers to react to the complex, individual profiles of every single consumer, it is possible to identify factors that tend to influence most consumers in predictable ways.
People have many beliefs and behavioral tendencies-some controllable, some beyond our control. While the decision-making process itself appears quite standardized, no two people make a decision in exactly the same way. What, Exactly, Influences a Purchasing Decision? Culture and marketing in different countries.Culture, subculture, social class, family, reference groups.Describe social factors that influence what and when consumers buy.Motivation and Maslow’s hierarchy of needs as it pertains to marketing.Describe psychological factors that influence what and when consumers buy:.Demographics (age, economic status, etc.).Describe personal factors that influence what and when consumers buy:.Describe situational factors that influence what and when consumers buy:.The specific things you’ll learn in this section include: Great marketing uses those connections powerfully and effectively to win the minds and hearts of customers. What you say to customers, the words you use, the people who say them, the images they evoke-all of these things can link back to that web of influencing factors at work in a purchaser’s mind. As you learn more about what influences decisions for your particular target segment, product category, brand, and competitive set, you can use these influencing factors to your advantage. Because no two people are exactly alike, it is difficult to predict how the tangled web of influencing factors will ultimately shape a final purchasing decision.įor marketers, an understanding of these factors provides a more complete view into the mind of the customer. Other factors are specific to each person: an individual’s background, preferences, personality, motivations, and economic status. Some of these factors are specific to the buying situation: what exactly you are buying and for what occasion. Many different factors can influence the outcomes of purchasing decisions. The consumer decision process helps you understand the steps people go through when they are deciding whether and what to buy.
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