Knowing where certain consumer attitudes and preferences come from when making a purchase, helps to predict their behavior when wanting to satisfy a need.
Definitely we consumers can feel like kings in this consumer society. Let us remember that it is by and for us, all the strategies that a company uses to sell a product. Companies focus all their efforts on solving a simple problem: our needs. For this reason, everything related to consumer behavior and all the factors that affect it will be studied below.
CULTURAL FACTOR
A religious ceremony in Japan is not the same as another in Iran, or the way of dressing in the US than in Arabia. Culture is the set of values, beliefs, norms, customs, etc., that characterize a society and that is transmitted from generation to generation. This factor is of utmost importance since culture gives parameters to follow, desirable models of behavior and guides a society to solve its own problems.
Likewise, there are subcultures that are cultural groups identified within a society. It is for this reason that Hispanics in the US are clearly differentiated from other groups as are blacks. In most countries there are groups of different religions (Catholics, Protestants, Orthodox, etc.), different ages (young people, senior citizens) and each of these groups has different forms of behavior that will significantly influence the acquisition of a certain asset. or service.
There are also different social classes, a very powerful reason for the decision to buy products. A company manager can change cars every 6 months, while a single, abandoned mother will have to beg on the streets looking for food for her children. Their habits and consumption needs differ from heaven to earth.
Influential factors
- Culture Society Personality Personality
SOCIAL FACTOR
Within this are the groups in which a certain person is. They can be those where there is intimate and permanent treatment such as friends forever, family or work group in a company. There are aspirational and reference groups where people seek to have a place and do what they like, such as political parties, neighborhood councils, soccer bars, etc.
Belonging to any of these groups supposes a control in someone's behavior and this can be informal as in the case of family, friends, etc., or based on rules or regulations as in the aspiration and reference groups.
There are 4 factors that influence the behavior of a consumer. Establishing the characteristics of each one of them is essential for a correct marketing strategy.
PERSONAL FACTOR
The musical taste of a young man of 18 years is not the same as that of an old man of 70. Age substantially defines the preferences or tastes of a consumer. It is the job of marketers to recognize the characteristics of each subgroup and focus them on their sales and promotion programs.
Occupation is also important in the purchasing behaviors of individuals. A worker will not buy the same for his job as a senior executive at a major company. The personality of a person who induces him to tattoo his whole body is not the same as that of a cloistered nun in a convent. This point refers to the image that each person has of himself and that drives him to have different kinds of needs and behaviors.
PSYCHOLOGICAL FACTOR
Here the mind plays a stellar role in wanting to satisfy a need. If the motivation to buy something is high, there will be no second in its acquisition. If you have a good perception of an item or service, your purchase will be imminent and, finally, if you have had a good learning from previous situations, the acquisitions will become more consistent and the choice of products will be better.
As a final conclusion, it can be said that knowing these factors in depth, any company can best direct a promotion and sales program, seeking to satisfy the precise need that any person has depending on where their behavior is derived when purchasing a product. or service.
