Discover 10 factors that influence consumer behavior and see 5 trends! – WAU
Influencing the purchase decision is what every marketer wants, isn’t it? Find out how in our article on consumer behavior!
Having a structured sales process is essential for any business, and that planning largely depends on understanding the consumer.
Much more than having superficial information about him – like average age and region where he lives – it is necessary understand how he thinks.
Having this deep knowledge is what differentiates profitable companies, which do not depend on chance to sell.
But, after all, how do you know what determines consumer behavior and use those factors to your advantage?
See some of the main factors that influence customers’ thinking, and learn how to adapt to them to sell more!
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10 factors that influence consumer behavior
The human being is quite complex, and adapts to the most different conditions, in addition to being highly influenced by the people and situations around them.
This is reflected in everything we do, including our purchasing decisions, and should be taken into account by any company that really wants to know its audience.
For this reason, we have separated 10 aspects of life that affect every consumer’s way of thinking. Look:
Culture is one of the factors that most influence consumer behavior. But what is involved in this?
We can say that culture is a set of everything we experience, and shapes our way of thinking and acting.
It is determined by the location in which each person lives, the situations they experience – both good and bad -, who is around them, among other things.
And when we talk about culture, we are not just referring to a broad level, like the customs of an entire country.
It is necessary to take into account even the local culture, acquired from living in a certain city or neighborhood, for example.
2. Social class
Social class is another important point in determining how the consumer will position himself in relation to certain products and services.
The trend is that the lower the financial condition, the more restricted will be the consumer’s view of what is necessary to buy.
As this condition improves, new possibilities open up and even services and products considered Premium start to enter the consumer’s radar.
And it’s not just the price that makes a difference in this case, but the whole approach of the company serves to convince the public of a certain social class that that offer is good for them.
Thus, products aimed at lower social classes must have popular appeal, while those aimed at the upper classes may abuse the sense of exclusivity, for example.
Influencers are mainly present on TV and the Internet, and have a greater role in shaping the opinion of the current consumer than at any other time.
This goes from the housewife who trusts the advertisement of Sílvio Santos or Faustão to the young man who is attuned to what the Youtubers of the moment recommend.
But it’s good to remember that influencers are not necessarily celebrities, just need to be recognized in the niche in which they operate.
To adapt to this, it is worth joining influencers who reach a target audience like yours.
With good planning, this is certainly an investment that will pay off.
4. Family and friends
Perhaps the group that most influences a consumer’s decisions is the one closest to them, composed of family and friends.
Especially due to the increase in online shopping, it has become almost a consumption rule to seek opinions from other customers before spending even a penny.
But consumers hope to find reliable opinions, preferably from people they already know and respect. And who better known and respected than a close relative or friend?
So whenever possible, explore the benefits of the solution you are offering in a way that the persona’s family and friends are also attracted.
5. Age and stage of life
As people get older, they gradually change their way of thinking and acting, which includes buying habits.
This makes it clear that the approach that will convince a young person is not the same for the more experienced consumer, nor will the products be the same.
In fact, the difference in interests, demands and priorities increases along with the age gap between the younger and older generations.
This makes it essential to know the average age of your audience, since practically everything – from branding to customer service – will have to adapt to this factor.
Each person’s personality is also unique, and ignoring this detail as a determining factor in purchasing decisions would be a big mistake!
After all, personality influences practically everything in our lives – such as the choice of profession, friendships, interests, fears and anxieties – don’t you agree?
Because of this, a model called Social Styles, or social types, was even developed, which helps to better understand how the consumer’s personality affects his way of buying.
This model divides all possible personalities into just 4 behavior profiles.
It is up to you to identify which of these profiles fits each customer and act accordingly to close the sale.
Lifestyle, which understands how a person spends his time, is another aspect that defines consumer behavior.
Depending on what interests, concerns, daily habits, future aspirations and circle of friends are, each person will have different ways of looking at products and services.
For example, while for some people consumption is frequent, others try to spend only on essentials and lead a more relaxed life in this sense.
Lifestyle explains why most consumers are willing to spend high prices on certain types of products, even if they are not classified as consumers, who buy out of compulsion.
8. Personal motivation
Personal motivation is a strong influence on consumer behavior.
Whether it involves life goals, such as buying a car or owning a home, or current goals – such as losing weight to go to a wedding – motivation has a big impact.
The fact is when we define something as being important, we do everything possible to achieve it, and this is often related to the acquisition of some good.
Even if your niche market does not directly involve some personal goal of your persona, it can do it indirectly, and if well explored this concept can be very profitable.
9. Principles and beliefs
Like personal motivation, a person’s principles and beliefs are part of a set of values that are closely linked to who he is.
This means that there is no point in running marketing campaigns or using any other tactic that goes against the principles of your audience.
On the other hand, invest in the causes and values that are important to customers it is an approach that has a high chance of success.
The main question is to understand what is important to your persona: what they like, what they don’t like, what they consider essential or unacceptable in a brand.
All of this will be valuable when it comes to promoting engagement and getting closer to that audience in order to convert them into customers later.
10. Previous experiences
The customer’s previous experiences with a particular brand, product or even category of products have a great influence on their future purchasing decisions.
From the research process to the amount you are willing to invest, as well as the requirements to close a deal, everything changes depending on the customer’s history.
In this case, it is good to take into account the cases in which the previous experiences are good for reinforcing that this time will be no different.
If you find someone who has had negative experiences in the past, show them why your brand is ready to prevent this from recurring and erase the bad impression that was left.
5 consumer trends you should take into account
As already mentioned, influencing factors include the opinions of friends, family and market references.
Given this, it is natural that from time to time consumption trends emerge, that is, patterns that are adopted by most consumers as important purchasing criteria.
An important detail: Remember that it is always worth valuing trends that do not change. As well?
An example: Nobody is going to wake up in 10 years and say “Wow, how I wish the service of companies was worse”.
People will always want good service, quality products, safe shopping, these are trends that never change!
See what are some of the main current trends, and which should not go away anytime soon:
1. Authentic brands
The level of competitiveness among brands today is so great that it is no use simply investing in quality products and good service.
You need to differentiate yourself in a way that gains consumer attention and trust, and one of the best ways to do that today is by showing authenticity.
Since the modern consumer expects a closer relationship with the brands he consumes, you need to become accessible to him personally.
Thus, in addition to standing out from everything that is already done out there by the competition, an authentic brand gets closer to buyers.
2. Personal communication with customers
Another evolution in consumption habits is due to the constant evolution of the means of communication between the customer and the company.
If in the past contact was restricted to the telephone only – with extremely plastered calls – or at most by email, today SAC 2.0 is here to stay.
Adding this to the success of Whatsapp and other popular messaging apps, it is quite clear that one of the following trends is to bet on personal communication with customers.
Instead of talking to the consumer with only that formal and even robotic language, these new tools facilitate the chat between friends, which is what the customer wants most.
3. Mobility is the rule
It’s been a long time since we hit this button, but there’s no way to have a successful digital marketing strategy without preparing your channels – website, blog, etc. – for mobile devices.
Whether creating an app or developing a website with responsive design, it is simply essential that you take into account the mobile audience.
As the speed of broadband increases in London, more people have access to data plans and the technology of the devices evolves, leaving these devices aside is a huge mistake!
4. More content, and always multimedia
Content production is a trend that has only been gaining momentum in recent years, and it will certainly continue to do so.
The ROI of content marketing is too high for companies to ignore, and the public’s demand for reliable information is also growing.
But, it’s not just blog articles that we’re talking about. The trend is for content to be more diverse, especially with the use of videos.
The options are vast, and whoever is better prepared to vary in the production of quality materials will do very well to meet this demand.
5. Integrated and flexible services
Finally, we have seen a considerable increase in the integration of services, as well as a change in the way of closing deals. As well?
Long, restrictive contracts are lagging behind, giving way to options that are much more flexible and favorable to the consumer’s desire.
Service integration serves to allow customers to assemble their desired service packages without brands losing competitiveness and maintaining high profits.
Undoubtedly, taking time to understand consumer behavior is one of the best actions you can take in favor of your business. From there, you can use consumer trends quickly and efficiently, achieving more expressive sales results.
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