Consumer behavior is the study of the actions people take when making purchasing decisions. Factors such as self-image, culture, peer pressure, and education can influence these decisions. Understanding these factors can help companies create successful marketing campaigns.
Consumer behavior consists of the actions consumers take to make decisions about purchasing various goods and services. A study of this phenomenon will often focus on the psychological and other factors that motivate people to either buy a product or reject it in favor of some other option. In order to create a successful marketing campaign, you need to understand these factors and use those behaviors in a way that motivates consumers to make purchases.
One of the key elements influencing consumer behavior is the consumer’s self-image. People who crave admiration to feel good about themselves will often go to great lengths to receive validation from others. This will often lead them to buy the hottest clothing and the newest car full of extras, and being seen in the right places can be hugely important. Conversely, people who are less interested in what other people think are likely to focus on making purchases that they feel are practical and will provide them with the comfort and service they need.
Cultural factors can also play a role in shaping consumer behavior. For example, haggling with a shop owner about the price of an item is common practice in many places around the world. In some cultures, negotiating prices before buying is considered an essential part of the process. In other places, the idea of trying to bargain with a shop owner is considered improper and even rude. People who travel often adjust their consumer behavior to conform to the local standard and thus be perceived as part of the social norm.
Peer pressure is a related factor that has a significant influence on consumer behavior. Consumers may be motivated to purchase specific brands because the people they admire have purchased those same products. The desire to fit into a social circle can influence clothing selection, food selection, the type of home and neighborhood, and any other purchasing decisions. With social pressure, the goal is not to stand out and be admired, but to fit into the group of choice and be recognized as part of that group.
Education also plays an important role in determining consumer behavior. This applies to both formal education and learning in general. As people become more knowledgeable about their purchasing options, products that were once desirable may be pushed aside in favor of other products that the consumer finds more attractive in some way. For example, a consumer may be perfectly happy with a particular brand of canned soup until he or she learns that the product is loaded with sodium. At that point, the consumer locates and begins to favor a brand that includes less sodium while satisfying the consumer’s desire for a flavorful soup.
Consumer behavior is studied both in terms of population sectors and individuals. By understanding what can impact shopping habits, companies are able to create products that could appeal to large numbers of consumers and advertise them in a way that captures the attention of the target market. This process of assessing consumer behavior is ongoing, as consumer tastes and needs change over time. For this reason, companies always evaluate the success of their current efforts and implement changes when needed to maintain it.
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