9 factors shaping consumer behavior


Trust us, if we knew the exact behavior of consumers in each segment and market, the amount of our profit would go to sky with no limitation. This means that we cannot predict things exactly, but by knowing what influences and shapes the behavior of our customers, we can get closer to their preferences and their needs.

Let's define consumer behavior to get on the same page firstly:

"It's about consumers' feelings regarding different choices and alternatives to their preferred brands while shopping. Basically, how the atmosphere influences their mind and how marketing campaigns can convince them are two external items to be considered."

Now the factors that shape this behavior and the items that we can analyze should help us to differentiate people, markets and the segments better to understand our real consumers.

1. Decision maker: Who decides to buy something? For example, IKEA campaigns are targeting ladies since usually they decide about decoration, colors and set up of the house. So, it's better to focus on ladies as decision-makers of home decoration while for selling technical advancements in cars these are the men who decide. Except for the color of ladies' cars which is simply red! (Just kidding. No offense!)

2. Time to buy: Regarding the above example, most of the time people need new furniture when they move to a new house or when they relocate to a new city or country.

3. Place of shopping: Online shopping and the behavior around it is very different than shopping in department stores where you can see the product in reality. Usually in online ads, the seller is focusing on explaining reviews, standards, size, and quality as a competitive advantage.

4. Beliefs and lifestyle: People who love hiking and outdoor sports have less time to spend in shopping malls. They pick online shopping as long as they are sure about size and quality.

5. Consumers' opinion: If someone drives Mercedes or Rolls-Royce she/he believes in brand value. It is easier to sell some high-end value clothes with good quality too. This is not about affordability. It's about opinion.

6. Reason for shopping: If you would like to set up a small room as your office inside your house you may choose completely different products than your office at work. Home-office chairs can be less comfortable or in any color, if you don't sit for a long time or if you don't have any clients.

7. Target audience: Are you selling a toy to a grandmother who loves her grandchild or you are selling the toy directly to the kid who is saving money out of his pocket money? Or both?

8. Brand differentiation: Why should the consumer pick your offer? Cheaper, better quality, or any other competitive advantage?

9. Age, culture, and nationality: These items affect the belief of consumers about your brand and product.

The above items help you to analyze the behavior of the consumer. Obviously, the better you know them the better you can analyze them.