Key Factors Influencing Consumer Behavior and Purchasing

A. Cultural Factors

Cultural factors encompass the ideas, values, and beliefs that act as a guide in our lives, strongly influencing our buying and eating habits. The merchandiser must organize the point of sale by adding appropriate stimuli to meet current needs.

Social Classes

High, medium, and low social classes each require specific types of businesses, products, and services.

B. Social Factors

• Reference groups:
  • Aspiration group: The person does not belong but identifies with the group, mimics behavior, and buys to feel equal.
  • Membership group: The group to which one belongs (family, friends, work). Purchases are made to fit in with others.
  • Dissociation group: A group to which the person does not belong and rejects.

C. Personal Factors

• Lifestyle: How people live and spend their time and money (activities, interests, and lifestyle).
• Personality: Customer personality influences buying habits (e.g., dominant, shy, outgoing).
• Brand Identification: Buying products that align with one's self-image.
• Shopping Manifestation: How a customer wants to be perceived when shopping at a specific site or carrying a specific brand.

D. Psychological Factors

There are four primary psychological factors:

1. Motivation

People have needs and satisfy them through the purchase of services or products. High needs create tension, which motivates a purchase.

Maslow's Hierarchy of Needs

• Physiological: Basic elements to survive (food, water).
• Security: The need to feel protected and safe.
• Social Acceptance: The search for affection and belonging.
• Esteem: Achieving fame, prestige, or social acceptance.
• Self-Actualization: Establishing one's own values and potential.

Cellular Cart (Buying Motivations)

• Fashion: Desire for renewal.
• Interest: Seeking good value for money.
• Comfort: Wellbeing, tranquility, and ease.
• Love/Affection: Desire for affection and liking others.
• Security: Fear of the unknown and the search for product integrity.
• Pride: The desire to stand out by having what others do not.

2. Perception

• Selective Perception: People focus on stimuli related to their needs.
• Subjective Interpretation: People see what they want and transform stimuli to align with their existing needs, ignoring contradictory information.
• Retention: People tend to retain stimuli that confirm their existing ideas.

3. Learning

Customer satisfaction (in-store) creates a pleasant experience, which encourages repeat purchases.

4. Beliefs and Attitudes

Beliefs are thoughts or ideas about a product or brand. Attitudes are the conduct of a person toward a product based on feelings and beliefs.

Three Components of Attitude

• Cognitive: Reflects knowledge and beliefs about a product.
• Affective: Feelings and appreciation toward the product.
• Behavioral: The way one acts toward the object.