Marketing factors that influence consumer behaviour, purchasing decision , consumer decision-making
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2 سال پیش
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Marketing factors, such as advertising
Marketing factors, such as advertising and branding, can influence consumer behaviour.
A company has a strong brand and positive reputation. In that case, consumers may be more likely to trust the company and buy its products.
Advertising can influence consumer behaviour by creating a need or desire for a product.
A company advertises a new and improved version of a product. Consumers may be more likely to buy it, even if they are satisfied with the old performance.
Overall, many different factors can influence consumer behaviour. Businesses try to understand and exploit these factors to reach out to the people who are most likely to buy their products in the most cost-effective way possible.
The video was developed by Professor Americo Cunha. Please share with your friends and subscribe to our channel, Americo e-Learning.
You will be supporting us in producing educational videos for University and College students.
This presentation is based on the book Principles of marketing from the open textbook initiative by the University of Minnesota.
Visit the link in the description to access the book.
https://open.lib.umn.edu/principlesma...
Also, if you have comments and messages, remember to send them. I will be happy to read and answer them.
Many factors can influence a consumer's buying behaviour.
Personal factors, such as age, income, and lifestyle, can all play a role in their decisions. For example, a younger consumer with a high income and an active lifestyle might be more likely to purchase athletic apparel and equipment.
Meanwhile, an older consumer with a lower income and a more sedentary lifestyle might be more inclined to buy basic necessities like food and household items.
Psychological factors, such as consumer attitudes and values, influence consumer buying behaviour. For instance, a consumer who values sustainability and environmental protection may be more likely to purchase products that are made from recycled materials or have a minimal impact on the environment.
And social factors, like family and peer groups, can influence consumer buying. Social factors, such as a consumer's family and peer groups, can also affect their buying behaviour. For example, a consumer whom their friends heavily influence may be more likely to purchase products that are popular among their social circle.
The factors influencing a consumer's buying behaviour can vary and may change as a consumer's personal, psychological, and social circumstances evolve. Understanding these factors can help businesses better target their products and marketing efforts.
The consumer decision-making process is the process consumers go through when they consider purchasing a product or service. This process typically involves the following five steps:
1. Problem recognition: The consumer first identifies a need or problem they would like to solve. For example, they might realize that their smartphone is running out of storage or need a new laptop for school.
2. Information search: The consumer then searches for information about potential products or services to help them solve their problem. They might look online for reviews, compare prices, or talk to friends and family for recommendations.
3. Evaluation of alternatives: Next, the consumer evaluates the choices that they have found in terms of their features, price, and other factors. They consider which option is the best fit for their needs and budget.
4. Purchase decision: The consumer then makes a purchase decision, choosing the product or service they believe is the best option. They might buy it online, visit a store, or hire a service provider.
5. Post-purchase behaviour: Finally, the consumer evaluates their satisfaction with the product or service and decides whether they would like to continue using it or look for a different solution. They might leave a review, share their experience with others, or return the product if unsatisfied.
A company has a strong brand and positive reputation. In that case, consumers may be more likely to trust the company and buy its products.
Advertising can influence consumer behaviour by creating a need or desire for a product.
A company advertises a new and improved version of a product. Consumers may be more likely to buy it, even if they are satisfied with the old performance.
Overall, many different factors can influence consumer behaviour. Businesses try to understand and exploit these factors to reach out to the people who are most likely to buy their products in the most cost-effective way possible.
The video was developed by Professor Americo Cunha. Please share with your friends and subscribe to our channel, Americo e-Learning.
You will be supporting us in producing educational videos for University and College students.
This presentation is based on the book Principles of marketing from the open textbook initiative by the University of Minnesota.
Visit the link in the description to access the book.
https://open.lib.umn.edu/principlesma...
Also, if you have comments and messages, remember to send them. I will be happy to read and answer them.
Many factors can influence a consumer's buying behaviour.
Personal factors, such as age, income, and lifestyle, can all play a role in their decisions. For example, a younger consumer with a high income and an active lifestyle might be more likely to purchase athletic apparel and equipment.
Meanwhile, an older consumer with a lower income and a more sedentary lifestyle might be more inclined to buy basic necessities like food and household items.
Psychological factors, such as consumer attitudes and values, influence consumer buying behaviour. For instance, a consumer who values sustainability and environmental protection may be more likely to purchase products that are made from recycled materials or have a minimal impact on the environment.
And social factors, like family and peer groups, can influence consumer buying. Social factors, such as a consumer's family and peer groups, can also affect their buying behaviour. For example, a consumer whom their friends heavily influence may be more likely to purchase products that are popular among their social circle.
The factors influencing a consumer's buying behaviour can vary and may change as a consumer's personal, psychological, and social circumstances evolve. Understanding these factors can help businesses better target their products and marketing efforts.
The consumer decision-making process is the process consumers go through when they consider purchasing a product or service. This process typically involves the following five steps:
1. Problem recognition: The consumer first identifies a need or problem they would like to solve. For example, they might realize that their smartphone is running out of storage or need a new laptop for school.
2. Information search: The consumer then searches for information about potential products or services to help them solve their problem. They might look online for reviews, compare prices, or talk to friends and family for recommendations.
3. Evaluation of alternatives: Next, the consumer evaluates the choices that they have found in terms of their features, price, and other factors. They consider which option is the best fit for their needs and budget.
4. Purchase decision: The consumer then makes a purchase decision, choosing the product or service they believe is the best option. They might buy it online, visit a store, or hire a service provider.
5. Post-purchase behaviour: Finally, the consumer evaluates their satisfaction with the product or service and decides whether they would like to continue using it or look for a different solution. They might leave a review, share their experience with others, or return the product if unsatisfied.
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در تاریخ 1401/09/29 منتشر شده
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