5 KEY FACTORS AFFECTING CONSUMER BUYING DECISION 1
Long
back, consumers were largely dependent on traditional advertisements and
recommendations before making a purchase. Though these methods are effective
today, technological innovations have proved to transform the means for the
interaction of brands and consumers. Now, there are a large number of factors
that affect the decision of a buyer.
Over
the years, consumer behavior has changed. As a result of the rise of different
digital channels, including social media and review platforms, consumers not
only want to make a purchase but also look forward to building a relationship
with the brand. If you want to swap your marketing and sales campaign, the
first thing is to learn about the factors or
external influences on consumer
behavior
. Before going further, let’s study the
way modern consumer purchases products.

HOW DO CONSUMERS DECIDE?

Whenever
any individual wants to make a purchase, they undergo a consumer decision
journey. Here follows its brief breakdown: 

AWARENESS

Once
your ads are exposed to people, they get to know about your business. For
instance, if you deal with insurance, seeing the name of your brand on
television, across billboards, or on other paid advertisements, they will
consider your firm as the option while looking for an insurance policy.

EVALUATION 

The
buyer will gather opinions and think of all important factors to evaluate each
of them thoroughly. Once your ads have gained their interest and attention,
they would search for more details about the business. This is exactly the
place where social media platforms and review sites will come into use.

PURCHASING 

After
they consider all the factors, the customer finally chooses to convert. These
days, consumers expect a wide range in purchasing options, mainly if business
is operated in the retail industry. Making the best use of an app or site and
having consumer service lines will lay the foundation for the smooth process.

EXPERIENCE

Once
you start offering services, this is the point where consumers begin to form
opinions and impressions.
If
you provide them a remarkable experience, you will get the outcome you had
desired.

ADVOCACY

You
have the effective campaigns arranged, however, word-of-mouth marketing is
still the most effective method. In reality, 92% of consumers are going to
believe the suggestions than any other thing.
Once
you have successfully completed what consumer needs, chances are they will
promote the brand. Instead of focusing on the reputation establishment, you can
look forward to building customer loyalty and convincing them to shop again.

FACTORS THAT INFLUENCE THE PURCHASING DECISION
OF MODERN CONSUMER

After
the consumer’s journey, let’s study the factors that influence the purchasing
decision of the person.

CONSUMER REVIEWS

As
businesses and brands are constantly stepping into digital space, people are
more exposed to a wide range of options. Now, as they look for something new,
they significantly rely on experiences past customers have had. As such the
service standards have become higher than they were earlier, you will have to
maintain a positive reputation. Almost 90% of consumers prefer to read brand
reviews to find out more about the business, thus, it has turned out to be
important to optimize conversions. If you want to see yourself as a trusted
figure, you must encourage positive experiences to establish brand loyalty.

RECOMMENDATION TAKEN FROM DIFFERENT
CHANNELS

Word-of-mouth
marketing is the major factor that influences the buying behavior of the
customer. However, it is still important to find out other methods by which the
audience can collect information related to the brand.
Social
media platforms provide the opportunity to check and involve customers. Brand’s
behavior at social media platforms heavily influences the consumer. Platforms
including Instagram and Facebook help you to boost the online presence. If you
have your website, include a particular section or make a landing page for
their testimonials. This can provide your leads a clue of what to expect from
you.

SOCIAL AND CULTURAL INFLUENCES

We
humans have our natural need to belong, that’s why we naturally follow some
social norms. When it comes to making a purchase, social and cultural
influences play a specific role too. Thus, the opinions of family, friends, and
other social group can have an impact no matter if it is related to consumers’
small purchase or a big life-changing investment.
Also,
the cultural norms of people in a specific area or community might determine
the things consumed by them. For example, if you operate in the food industry
and deal with meat-based products, setting up the shop in the area of the
vegetarian community won’t drive your sales.
Due
to these influences, people are easily tempted to follow the trends. In case,
if any person observes that other people are enjoying a particular product,
they are somewhere going to have a desire subconsciously to own one. Though
people have separate psychological and practical motivations when it is about
buying a product, still, the herd mentality can leave an emotional influence on
the consumer.

INDIVIDUAL PURCHASING CAPABILITIES

Studying
consumer statistics is a component of market research. Apart from noting down
the characteristics of the audience including gender, age, and locations,
acknowledging their social status will help you to build correct buyer
personas. The financial status of a person will, at last, define what they can
purchase. 
Your
products might be the best, but if they are not priced considering the
purchasing capabilities of the buyers, you cannot expect favorable results. Instead
of individual capacity, consider the economic status of the place where the
potential consumers are located, this will play a great role in impacting their
financial behaviors.

PERSONAL PREFERENCES

In the end, it comes down to a person’s specific preferences. The behavior of the
customers is greatly influenced by their likes or dislikes, lifestyle choices,
beliefs, and inventive preferences. This is the major reason for the importance
of branding and targeted ads. On comparing with ads created for average people,
54% of buyers find that personalized ads are more engaging. At the same time,
branding that suits the taste and preferences of the audience will make it easy
to remember you when they want your service.

CONCLUSION

Businesses
who know about their audience never fail to stay a step ahead of others. Understanding
their journey and other elements affecting their buying decision can help to
improve the impact of sales and marketing strategies.

In
the age that has greatly turned digital, fighting for conversions and leads
will only become hard. If you want to remain relevant, getting more leads with
multi-channel marketing will be the way out to success.