Factors influencing consumer behavior
The factors influencing consumer behavior
This article is the third in a series of articles about the factors and variables that influence the behavior of consumers.
How reacts a consumer? What are the motivations and aspirations that guide him? What are the factors that influence him? Why he will choose a product or brand over another?
Today, let’s focus on the factors influencing consumer behavior: what are they? How do they work? What is their level of importance to the consumer and how he reacts to it?
There are 4 main types of factors influencing consumer behavior: cultural factors, social factors, personal factors and psychological factors.
1. Cultural factors
Cultural factors are coming from the different components related to culture or cultural environment from which the consumer belongs.
Culture and societal environment:
Culture is crucial when it comes to understanding the needs and behaviors of an individual.
Throughout his existence, an individual will be influenced by his family, his friends, his cultural environment or society that will “teach” him values, preferences as well as common behaviors to their own culture.
For a brand, it is important to understand and take into account the cultural factors inherent to each market or to each situation in order to adapt its product and its marketing strategy. As these will play a role in the perception, habits, behavior or expectations of consumers.
For example, in the West, it is common to invite colleagues or friends at home for a drink or dinner. In Japan, on the contrary, invite someone home does not usually fit into the local customs. It is preferable to do that this kind of outing with friends or colleagues in restaurant.
A significant specificity to take into account for the brands in markets such as savory snacking or sodas and alcoholic beverages. Usage and consumption moments are not the same in all regions of the world.
While if a Japanese offer you a gift, the courtesy is to offer
This article is the third in a series of articles about the factors and variables that influence the behavior of consumers.
How reacts a consumer? What are the motivations and aspirations that guide him? What are the factors that influence him? Why he will choose a product or brand over another?
Today, let’s focus on the factors influencing consumer behavior: what are they? How do they work? What is their level of importance to the consumer and how he reacts to it?
There are 4 main types of factors influencing consumer behavior: cultural factors, social factors, personal factors and psychological factors.
1. Cultural factors
Cultural factors are coming from the different components related to culture or cultural environment from which the consumer belongs.
Culture and societal environment:
Culture is crucial when it comes to understanding the needs and behaviors of an individual.
Throughout his existence, an individual will be influenced by his family, his friends, his cultural environment or society that will “teach” him values, preferences as well as common behaviors to their own culture.
For a brand, it is important to understand and take into account the cultural factors inherent to each market or to each situation in order to adapt its product and its marketing strategy. As these will play a role in the perception, habits, behavior or expectations of consumers.
For example, in the West, it is common to invite colleagues or friends at home for a drink or dinner. In Japan, on the contrary, invite someone home does not usually fit into the local customs. It is preferable to do that this kind of outing with friends or colleagues in restaurant.
A significant specificity to take into account for the brands in markets such as savory snacking or sodas and alcoholic beverages. Usage and consumption moments are not the same in all regions of the world.
While if a Japanese offer you a gift, the courtesy is to offer