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Psychological Factors Influencing Consumer Behaviour

5 min read

Psychological Factors Influencing Consumer Behaviour – Consumer behavior depends on many factors, including environmental and marketing conditions, situation, personal and psychological factors, family and culture. Businesses are trying.

For consumer targeting, it is even more important to be able to reach the people most likely to buy their products in the most cost-effective way. Businesses often try to influence consumer behavior through controllable factors such as website landing page, search engine ranking, store layout, music, product assortment and availability, pricing and advertising. While some effects are temporary and others are long-lasting, a variety of factors can influence buyer behavior. These factors can influence whether you buy, buy more products, or buy nothing at all.

Psychological Factors Influencing Consumer Behaviour

Have you ever walked into IKEA and couldn’t find your way out? Marketing professionals consider physical factors such as store design and layout when designing spaces. The longer you wander around the establishment, the more you can spend. However, Ikea understands that sometimes you want to get in and out quickly, so they’ve added store maps that show your location in the store and shortcuts to help you navigate the store quickly.

Various Factors That Influence Consumer Behaviour

Grocery stores often sell fruits and vegetables and place detergents at opposite ends of the store because people often want both types of products. To purchase both, they must visit the same store, making it more likely that the consumer will see something else they want to purchase. Also consider products placed at the end of the aisles or on separate displays between the main aisles. ‡

Storage locations also affect behavior. Tim Hortons has done a great job of positioning their stores. There are over 4,000 restaurants across Canada, so whether you’re in downtown Toronto or passing through a small town in Springhill, Nova Scotia, you’re bound to pass by a Tim Hortons. You can also buy Tim Hortons coffee at airports or anywhere where a lot of people pass by. ‡

The physical conditions that companies can control include the layout of the store, the music played in the stores, the lighting, the temperature and even the smells you encounter are called atmosphere. You may have visited an apartment building office and noticed how nice it looks and even smells. Not by chance. The building administrators tried to get you to stay for a while and see their facilities. Research shows that “strategic burial” leads shoppers to stay in stores longer, buy more, and have better perceptions of store service and product quality. Another example is a mirror near hotel elevators. Hotel operators have found that when people look at themselves in the mirror, they don’t feel like they have to wait as long for their appointment (Moore, 2008).

However, not all physical conditions are under the company’s control. Rainy weather can be a problem for some companies, such as umbrella manufacturers like Totes, but also for others (Totes-Isotoner, n.d.). Beach resorts, outdoor concert venues and golf courses suffer during heavy rains. Businesses like car dealerships also have fewer customers because many people don’t want to try driving in the rain.

The Importance Of Consumer Behavior In Marketing

Companies often try to combat physical conditions that affect consumer buying behavior, such as bad weather, by offering price discounts or exchange options. For example, many resorts offer consumers discounts on travel to beach areas during hurricanes. During the Covid-19 pandemic, stores moved to a click-and-collect model where customers could not walk into a store and delivery options were needed to get customers to their homes quickly. Customers could order products online and go to the store when the product was ready for pickup. Workers brought goods to buyers. ‡

Overcrowding is another situational factor. Have you ever bought something or left a store because it was too crowded? Some studies show that consumers feel better when retailers try to prevent overcrowding in their stores. However, other studies have shown that a certain level of clutter can positively affect a person’s shopping experience. Herd behavior refers to a type of decision making in which people act as a group rather than as individuals (Gaumer & LaFief, 2005). People are naturally curious. When people line up to buy something, they want to know why. Do you need to stand in line to buy? Black Friday sales are when stores offer one-day specials and open early. ‡

In the past, purchasing individual disposable plastic bottles was considered a healthier and safer way to consume water than drinking tap water. The trend now is to carry reusable water bottles and fill them with tap water. Social norms refer to expectations of what you should say or do in certain situations based on the values ​​of a social group or community. Today, some people judge you negatively for carrying a single-use plastic bottle. Therefore, what others think of you can affect how others in your social group perceive you. ‡

Companies like Pampered Chef, which sell their products at parties, understand that social context matters. If you’re at your friend’s Pampered Chef party, you don’t want to look cheap or disappoint your friend by not buying anything. If you drink too much when you are out with friends because you are concerned about their opinion, your consumption is influenced by the people you are with (Gregory & Munch, 1997).

Consumer Behavior An Overview

The time of day, time of year, and how often consumers feel they need to shop all influence what they buy. Researchers have found that whether a person is a “morning person” or a “night person” affects their purchasing behavior. Have you ever gone to the grocery store when you were hungry or short on money? If you are hungry or have money, you may buy more than you would otherwise. Seven-Eleven is a company that influences time and how it affects shoppers. The company’s point-of-sale systems track what is sold at checkouts and when. The goal is to get products to the shelves when consumers want them. For example, Seven-Eleven Australia offers fresh Krispy Kreme Donuts in the morning. Seven-Eleven Indonesia has free internet, indoor and outdoor seating, and live music. 7-Eleven, Denmark, offers quick snacks and healthy food all day long (Klook Team, 2020). ‡

Companies around the world understand that people are short on time and are finding ways to satisfy them. Some doctor’s offices offer driveway shots for patients who are in a hurry and for elderly patients who have difficulty getting out of the car. During the Covid-19 pandemic, testing and vaccination drives were offered to keep people apart and speed up the process. ‡ For example, on Amazon, if you know what you want to order, simply click “Buy Now” to speed up the ordering process, and Amazon will use the information it stores about you, including your default payment method and shipping address, to complete transactions. . ‡

The reason you shop also affects the amount of time you spend shopping. Making an emergency purchase? Shopping for a gift or special occasion? Are you buying something for a task and need it fast? Consumer drug stores have popped up across Canada in recent years. The single window is one of the main reasons. Shoppers offer a variety of goods and services, from prescription and over-the-counter medications, gifts and cards, and merchandise. This means you can go to one store and get everything you need. Many of these stores are open 24/7 in locations where grocery stores are not. ‡

Buying a gift may not be extraordinary, but you may not spend a lot of time shopping for it. Gift cards are becoming more and more popular because a person does not have to spend time searching for what they want or browsing in a store or online. You can purchase gift cards for online or offline retailers at their store, online, or at your local grocery store or drug store.

Factors Affecting Consumer Behavior. Definition  Consumer Behavior Is The Study Of Individuals, Groups, Or Organizations And The Processes They Use To.

On the other hand, let’s say you need to buy something expensive, like a luxury watch. You can shop online, but you may be shy about doing so. What if the watch is fake? If you don’t like the way it fits your wrist and want to return it

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