The more companies know consumers and the factors that influence their behavior, the more effective they are at selling their products and services.
Alejandra is at a crossroads in a clothing store: two garments with similar features catch her attention; however, the price of one of them is double the other. She takes a few minutes to think and chooses to buy the more expensive one. Why does Alejandra choose a garment that is more expensive than the other if the two are similar?
All people are different; however, we share one characteristic: we are consumers. For that reason, Kotler & Keller, in their book “Marketing Management”, define the importance of studying the factors that influence individuals’ buying behavior, since by coming to understand what motivates them to choose goods, services, ideas and/or experiences to satisfy their needs and desires, a product can be positioned in the consumer’s mind.
Today, understanding consumer behavior is extremely important within a company and can be somewhat complex. That is why, from Altavoz Comunicaciones, we share some factors that, according to Philip Kotler, can influence your customers when choosing a product or service:
Culture:
Studying the consumer based on their habits, values, desires or behavior gives us all the tools to craft solutions based on what they are looking for. Is it about making their life easier? Yes. Because if your good or service focuses on solving a problem or lack with a “personalized” tone, then you are on the right track.
Social:
It is important to know our consumer, their social environment, age, places they frequent, tastes, social status and socioeconomic level. That way, we can offer them the right products, with the accessibility they are looking for, and we will manage to meet their needs.
Psychological:
The consumer’s decision-making is based on emotions, motivation, desire, etc. How will we manage to please our customer? Know their main needs. Create emotional campaigns that subtly reflect your brand, use colors and insights; only in this way will we make our brand a character and position ourselves in our consumer’s mind.
Accordingly, the factors that influence the consumer are diverse, which is why each company needs to carry out proper segmentation to focus on its target audience, in order to generate attraction in the consumer and come to influence their purchase decision, as happened with Alejandra. That is, the more we know the factors that influence consumer behavior, the more effective and efficient we are.
