What factors influence consumer behavior?

Blog post

Every day, millions of purchasing decisions are made around the world. Behind each choice, whether it's for a morning coffee or a new car, lies a complex mechanism influenced by elements that are often unconscious. Why does a consumer choose one brand over another? Why do they let themselves be seduced by an advertisement or a recommendation? What influence does marketing have in all this?

Consumer behavior is shaped by a combination of emotions, needs, social influences and marketing strategies. Understanding these factors is essential for brands wishing to capture their audience's attention and respond effectively to their expectations.

In this article, follow the advice of influencer marketing expert 18h08 to explore the key levers that influence our purchasing decisions. Discover how these elements can be integrated into a marketing strategy to create memorable and lasting experiences.

 

 

1. Psychological factors: what goes on in the consumer's mind

 

Purchasing decisions are often the result of internal processes. These psychological factors play a crucial role in how consumers perceive brands and products.

 

The main psychological levers :

  1. Motivations Basic needs (see Maslow's pyramid) and security are essential to our survival. Once we've satisfied our physiological and security needs, new needs emerge. These include belonging, self-esteem and fulfillment. For example, a clothing brand can satisfy the need to belong by promoting a community or a lifestyle. In other words, people don't just buy clothes, they buy membership of a group, a vision of the world.
  2. Perceptions Each consumer interprets information differently, depending on his or her sensitivity and experience. A visually powerful ad can leave a lasting impression, even if it's simple.
  3. Attitudes Beliefs and values directly influence purchasing preferences. An ecologically aware person will prefer brands committed to sustainable development. So, depending on your persona, you won't have the same vocabulary, nor the same way of approaching things.

 

Case in point A natural cosmetics brand relies on soothing visuals and slogans promoting respect for the planet to meet the expectations of environmentally conscious consumers.

 

Tip: Study your target's deepest motivations to adapt your message and create a strong emotional bond. To find out more about psychological factors, read Influence and Manipulation by Cialdini. It's a classic!

 

 

2. Social factors: the influence of others on purchasing decisions

 

Consumer behavior is also influenced by the people around them. Social interactions, whether physical or digital, play a decisive role in purchasing choices.

 

The main groups of influence :

  1. The family Purchasing decisions are often shared within a household, especially when it comes to mass-market products or major expenses.
  2. Friends: Recommendations from friends and family are among the most reliable sources for consumers. According to this Nielsen study (1), 88% of participants trust recommendations from friends and family.
  3. Influencers On social networks, influencers become models of inspiration, directly impacting the choices of their community. In fact, 49% of consumers say they take influencers' opinions into account before making a purchase(2).

 

 

3. Cultural factors: a powerful lever for influencing purchasing decisions

 

Culture profoundly shapes buying behavior, influencing consumers' beliefs, values and priorities. Each market, with its specific cultural characteristics, requires a tailored approach to optimize the impact of marketing campaigns.

 

Cultural elements to consider :

  1. Dominant values: Some cultures value social status, encouraging consumers to opt for high-end products, or are marked by a desire to show off. Others, on the other hand, emphasize authenticity, sustainability or simplicity.
  2. Subcultures: Within the same region, specific groups - such as millennials, tech enthusiasts or extreme sports fans - have distinct expectations. These subcultures create marketing niches rich in opportunities.
  3. Global influences: Globalization has given rise to universal trends, such as the rise of organic products, the adoption of connected technology and the popularity of certain international brands.

 

Case in point: A sustainable clothing brand adapts its communications. In Scandinavia, it promotes ecology and transparency. In Asia, it promotes well-being and innovation. At the same time, it promotes a minimalist style to appeal to the North American market.

 

Tip: Carry out in-depth research into the cultural specificities of your target markets. Test your messages before launch to avoid cultural clumsiness, such as visuals or slogans that are not well received.

 

 

4. Economic factors: understanding constraints and opportunities

 

Consumers' purchasing power directly influences their buying behavior. Understanding these economic dynamics enables you to better target your offer and adopt a relevant strategy.

 

Key economic elements :

  1. Disposable income: Consumers on a limited budget focus on essential or lower-priced products, while affluent households look for high-end or innovative products. Think about your target, and adapt your offer or product accordingly.
  2. Value for money: More than ever, consumers are comparing prices and evaluating customer reviews before making a purchase. A competitive offer, combined with reliable testimonials, reassures buyers. Always emphasize social proof, as this is what will reassure your prospect.
  3. Times of crisis: Times of economic uncertainty lead to a refocusing on brands perceived as reliable, affordable and resilient.

 

Case in point: A food retailer promotes economical meal baskets with simple, healthy recipes. It targets budget-conscious consumers without sacrificing quality.

 

Tip: Develop offers segmented according to your audience's income. For example, offer a premium range to appeal to the more affluent, while maintaining an accessible line.

 

 

5. Personal factors: deciphering consumer individuality

 

Every consumer has unique personal characteristics that influence their preferences and purchasing decisions. Understanding these characteristics allows you to create personassemi-fictional representations of your ideal customers, to design tailor-made campaigns and boost engagement.

 

Personal variables to be analyzed :

  1. Age:
    Needs evolve with each stage of life.
    • Young adults prefer trendy, connected products.
    • Parents are looking for practical solutions for their families.
    • Seniors value comfort, quality and well-being.
  2. Lifestyle:
    Habits, hobbies and priorities influence purchasing choices.
    • An urban, active consumer will be interested in fast, convenient services.
    • Outdoor enthusiasts will be looking for products that are durable and adapted to their activities.
  3. Personality:
    Character traits also influence preferences.
    • Extroverts like bold brands and visible experiences, often shared on social networks.
    • Introverts prefer more discreet, comfort-oriented solutions.

 

Tip:

Create your personas by combining qualitative data (interviews, focus groups) and quantitative data (surveys, CRM tools). This approach will enable you to segment your campaigns and respond precisely to the expectations of your different audiences.

 

 

6. Technological factors: a revolution in the customer journey

 

Technology has revolutionized the purchasing process. It offers new ways of discovering, comparing and consuming products.

 

Major technological influences :

  1. Online research: Consumers inform themselves by reading blogs, forums or consulting video reviews before making a decision.
  2. Algorithmic recommendations: Platforms like Amazon, Instagram or Spotify directly influence choices with personalized suggestions.
  3. Social networks: Influencers and targeted advertising play a central role in product discovery and conversion.

 

Case in point: A fitness brand uses Instagram to present its new equipment via sports influencers. It reinforces this presence with explanatory videos on YouTube and dynamic ads on Facebook.

 

Tip: Invest in analytics tools to track your customers' digital behaviors. Optimize your digital strategy by integrating interactive and engaging formats, such as stories or online tests.

 

 

Conclusion

 

Consumer behavior is influenced by a multitude of psychological, social, cultural, economic, personal and technological factors. By mastering these different levers, you can adapt your strategy to meet your audience's expectations and optimize the impact of your campaigns.

At 18h08, we help you analyze these behaviors and build customized campaigns aligned with your consumers' needs.

If you're ready to work with an influencer marketing agency, contact us. We're France's number 1 influencer marketing strategy agency. We'll work with you to identify your needs and create a tailor-made strategy. We've already worked with Burger King, Booking, Oysho, Décathlon... So why not you?

See you soon to perfect your influencer marketing strategy!

 

Sources : 

  1. https://www.nielsen.com/wp-content/uploads/sites/2/2021/11/2021-Nielsen-Trust-In-Advertising-Sell-Sheet.pdf
  2. https://www.meltwater.com/fr/blog/chiffres-marketing-influence