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What are the Different Types of Influences on Consumer Behavior?

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  • Written By: Ron Marr
  • Edited By: Bronwyn Harris
  • Last Modified Date: 31 October 2016
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Influences on consumer behavior would be simply defined in a logical and pragmatic world. A person requires a certain item, identifies his budget, seeks out the best price, and makes a purchase. Much to the joy of manufacturers, marketers, and advertising firms, a logical and pragmatic world is virtually non-existent. Influences on consumer behavior include peer pressure, product name recognition, social acceptance, and the desire for immediate gratification. Actual need is a factor, but often it falls at the low end of the purchasing scale.

Influences on consumer behavior can probably be broken down into the categories or internal, external, and marketing. Within each of these broad categories exist countless sub-categories. In the end result — at the point where money changes hands in return for goods or services — consumer behavior revolves around perception, need, desire, self image, or any possible combination thereof.

Advertising probably plays the greatest role in determining the influences on consumer behavior. A consumer’s choices are greatly affected by a product’s presentation, and in media-driven cultures such presentations are inescapable. In countries where advertising and media is not a constant companion, consumers often haggle with merchants and shopkeepers over products and price. Need and affordability takes precedence over the impression created by advertising. In contrast, the buyer inundated with advertising images of a product frequently buys because he wishes to view himself as a part of that image.

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Internal factors that dictate influences of consumer behavior are sometimes based not on the individual’s financial assets, but on the perception of an economy as a whole. In good times, people have a tendency to spend; in bad times, people lean toward savings. Internal influences can also be attributed to regional and ethnic differences.

If the majority of individuals in a region or neighborhood have traditionally purchased a specific brand of beer or spaghetti sauce, sales of the product will typically remain constant. This is not because the brands are necessarily better, cheaper, or healthier. It is because purchasing the same items as his peer group makes a person feel he is part of the surrounding culture or social fabric. People like the security of a group, and even the simplest actions can add to such a feeling of belonging.

External influences on consumer behavior frequently revolve around marketing and name recognition. In reality, the ingredients in name-brand products are virtually indistinguishable from the ingredients in generic products. This is especially true in regard to over-the-counter pharmaceuticals, a product line in which ingredients must meet certain legal standards. Even if a person realizes this fact, he will usually purchase the brand whose name is most familiar.

That the price of painkiller A is double that of the identically formed painkiller B makes little difference. A person tends to purchase that which he knows or trusts, even when the the alternative is just as safe or effective. This same decision-making process can be applied to products ranging from cars to televisions to jeans to bananas.

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ZipLine
Post 3

@SarahGen-- I'm not an expert on this topic but I think that there are many different reasons. It depends on the advertisement and its message.

For example, if an advertisement, leaves the impression that "everyone is buying one, why aren't you?," then the reason for buying it may be to fit in and to be accepted. Other times, the uniqueness of the product is emphasized and those who consider themselves to be different and unique may be inclined to buy it. At other times, it's just about desire. I think that food advertisements work for this reason. They show food close up and delicious and cause us to desire it.

SarahGen
Post 2

What are the reasons that product and service advertisements and commercials are so effective?

SteamLouis
Post 1

Sometimes I can't believe what a big role social acceptance plays on consumer behavior. I go to a school where most of the students come from wealthy, prominent families. The funny part is that almost everyone dresses the same. They wear the same brands and often reject those who don't dress or look the same way. There is so much pressure to fit in and part of fitting in is looking the part.

Only the rebels seem to dress differently, and that may be because their intention is not to fit in.

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