Factors Affecting Consumer Behavior and How to Influence Them

Consumer Behavior

Analyzing consumer behavior has become a crucial technique for comprehending your target audience. Businesses may develop new products, marketing strategies and boost profitability by looking closely at customer behavior and the factors influencing consumer buying behavior. 

This post will investigate the elements that affect consumer behavior and how businesses may influence consumer behavior. Let’s begin by refreshing our memories of the fundamentals of customer behavior and traits. 

What is consumer behavior?

Consumer buying behavior studies consumers’ actions when choosing a product to meet their needs. It investigates how customers behave and what motivates them to purchase and use products.

Consumer buying behavior examines a variety of situations, including what customers purchase, why they are buying it, when they purchase it, how frequently they purchase it, and many other factors. Understanding consumers’ emotional, psychological, and behavioral responses are part of consumer behavior analysis.

The key characteristic of Consumer Behavior is that every individual is unique. Still, they are a combination of various factors that helps to divide them as the target audience for different companies.

Factors Affecting Consumer Behavior 

The following are the top five variables that affect customer behavior: 

1 Psychological Factors

Understanding consumer behavior requires a thorough understanding of human psychology. Psychological influences are difficult to assess, but they have enough sway to affect a buyer’s choice. 

The following are some crucial psychological factors: 

  • Perception

Perception is formed when we gather facts about a product, analyze them, and then build an appropriate mental picture of that product.

  • Motivation

People have various needs, including social, fundamental, security, esteem, and self-actualization. They motivate how and why a consumer purchases goods and services. 

  • Attitudes and Beliefs

Consumers approach a product in a specific way depending on their attitudes and beliefs. This mindset dramatically impacts how a brand or product is perceived.

2 Social Factors

Since humans are social creatures, the society or the individuals they are exposed to impact their purchasing decisions. Humans strive to mimic others and develop a desire to fit in with their peers. As a result, their purchasing decisions are affected by those around them. 

The following are a few of the social factors: 

  • Family

The family has a significant impact on how people behave when they go shopping. When a person is young, their tastes are formed by observing their family purchase particular products. As they get older, consumers continue to purchase the same products.

  • Roles and status

A person’s position in society has an impact on him. If a person holds a high place, his purchasing decisions will be heavily influenced by his status. 

For example, employees of the same company may have varied purchasing habits depending on their position within the organization. The company’s owner may wear a Rolex watch, whereas the regular employees may wear a Titan watch.

  • Reference Groups

A reference group is a collection of persons that a person identifies with. The reference group’s members typically have similar purchasing habits and influence one another.

You Must Read: Simple Steps to Improve Employee Loyalty

3 Personal Factors

Consumers’ life experiences have an impact on what they buy. These individual characteristics range from person to person, leading to diverse views and purchasing patterns. 

Some of the individual factors are: 

  • Age

Individuals’ purchasing decisions are influenced by the age group to which they belong. 

Example: Compared to youth, elderly individuals will show entirely different purchasing habits. 

  • Income

Income affects a person’s purchasing decisions. Consumers with higher incomes have more purchasing power. 

  • Lifestyle

A person’s lifestyle is their mindset and how they continue to be a part of society. The lifestyle of a person has a significant impact on their purchasing habits. 

Example: a person who lives a healthy lifestyle might spend more money on nutritious food options.

  • Occupation

A person usually purchases items that are suitable for their line of work. 

For example: a business professional would often purchase more formal wear, but a gym trainer would buy more athletic clothing. 

4 Economic Factors

A country’s or a market’s economic status significantly impacts consumer purchasing patterns. Strong financial performance results in greater consumer spending power. A weak economy is characterized by higher unemployment and decreased purchasing power. 

The following are some crucial economic factors: 

  • Personal Income

A person’s purchasing power increases as their disposable income goes up. 

  • Family Income

A higher family income encourages members to make additional purchases. Such families can indulge in luxury items rather than just sticking to basic needs.

  • Savings

How much money a consumer wants to save from their salary significantly impacts what they buy. A consumer’s spending on goods reduces if they’re going to save more money.  

  • Consumer Credit

Easy credit options for consumers who want to buy items encourage more significant expenditure. The availability of credit is being facilitated for customers by sellers through the use of credit cards, simple installment plans, etc.

5 Cultural Factors

Individuals are connected to a particular community’s beliefs and ideologies. People from specific communities exhibit behaviors that are heavily affected by their culture. 

For example: chicken has replaced beef at McDonald’s because cows are revered and treated as sacred animals in India.

Ways to Influence Consumer Behavior

1 Identify the needs of Your Potential Consumers 

Companies must understand their target audience’s needs to develop a marketing strategy that will persuade people to buy a product or service.  

2 Online and offline interaction with your audience

Everyone in our digital age is highly connected and uses a variety of platforms and gadgets to access the material. Therefore, it’s crucial to interact with clients in ways that allow them to understand your objectives and message.

By interacting with people offline, businesses can encourage them to promote their goods and services on their behalf.

3 Build Support for Your Product 

Individuals are more likely to follow behaviors that more people show. Other customers are more likely to buy into a brand when it can show that it is well-liked or that its customers are satisfied across a large client base. 

4 Assurance from a Higher Authority 

An expert has a higher chance of being believed than a random person. Therefore, for a brand to attract new customers, consensus and the testimony of an authority on the subject are crucial. 

5 Word associations and imagery

Using word and image associations to promote your business is a terrific strategy. As a result, your target market begins to relate your product to things they already connect with.

For example: if you want to appeal to young people, you could include memes and catchphrases in your marketing. 

6 Building brand loyalty 

People are more inclined to stick with something once they become interested in it. A person is more willing to agree to pay for a good or service after using it once. 


For marketers, understanding customer purchasing behavior is crucial because it helps them recognize what their target market expects from them. Understanding what prompts a consumer to purchase a product is valuable. For businesses to offer products in demand, it is critical to determine the types of things consumers enjoy.

Psychology, biology, geography, economics, and other sciences are incorporated into consumer behavior. Marketers can comprehend what consumers enjoy and dislike so that they may create their marketing strategies accordingly. 

As a result, to affect customer behavior, it is first necessary to understand your target audience.

Survey Point Team
Experience SurveyPoint for Free
No Credit card required
Try our 14 day free trial and get access to our latest features
blog popup form
Experience SurveyPoint for Free
No Credit card required
Try our 14 day free trial and get access to our latest features
blog popup form