The same goes for purchasing decisions, which, no matter how insignificant they may seem, keep marketers awake at night.
Decoding the processes behind purchasing ethiopia email address decisions means obtaining information that helps us better understand the consumer and plan personalization strategies.
A report by Photoslurp shows an analysis of Mexican consumer behavior as a result of COVID-19.
The results indicate that:
Men spent 12.4% more than women. Each woman spent approximately $3,622 pesos on online purchases; while each man spent $4,072;
74% of Mexican consumers who made online purchases did so in the “food” category.
Companies conduct this type of consumer behavior analysis to thoroughly explore how their customers buy, how they pay, what they think about a product, etc., and then use this information to create strategies, loyalty plans , and facilities based on consumer preferences.
You may be interested in reading: New consumer habits generated by the coronavirus: How to prepare your company?
Do you want to know how to do a consumer behavior analysis?
Below we will explain what this process consists of.
What is consumer behavior analysis?
Consumer behavior analysis is the study of the factors that influence the decisions customers make when purchasing products or services.
It is an interdisciplinary study, which involves concepts and methodological tools from different areas of knowledge, such as: psychology, economics, sociology, cultural anthropology, among others.
This analysis applies both individually and as a group, and lists all acquisition, consumption and disposal activities, including the decision process that follows these actions.
The objective is to understand how, when, where and why the consumer makes a certain purchasing decision, and from there, convert this data into commercial , marketing, sales and after-sales strategies .
Consumer behavior analysis represents one of the most complex and enigmatic areas of marketing, and the search for its understanding stimulates more and more research in this field.
Consumer behavior analysis helps you answer the following questions:
How do consumers feel about alternatives to their preferred brands?
How do consumers choose between different options in the market?
What factors influence purchasing decisions?
How does the immediate environment influence consumer behavior?
As a result, the company discovers, for example, how to improve marketing campaigns to more effectively influence customer behavior and how to improve the consumer shopping experience .
What factors influence consumer behavior?
When making purchasing decisions, we are always influenced by some aspect; be it an advertising campaign, opinions of friends, comments on social networks, etc.; and this set of interferences directs our decisions.
These are some of the components that are part of the analysis of consumer behavior. Understanding what factors influence
In purchasing decisions , it helps to identify which aspects contribute to consumer motivation and brand loyalty .
4 factors that influence consumer behavior
1. Cultural
Cultural factors are related to the environment in which the person is inserted. They are subdivided into culture , subculture and social class .
Culture – broadly speaking – is about life in society. It is the set of knowledge acquired over time that results in the way we think, the languages we speak, the food we eat, the music we listen to, among countless other aspects .
It can be said that culture is the factor that most influences consumer behavior. This is because from a very young age we are impacted by ideals of values and perceptions transmitted to us by our parents, school, friends, work, etc.; and all this information is assimilated before making decisions, including purchasing decisions.
Subcultures are subdivided by specific characteristics. For example: religion, traditions or region where the person lives .
We can see the power of this influence in marketing campaigns that are targeted to reach different niches with certain beliefs, as opposed to generic and traditional campaigns.
Social class has to do with socioeconomic level, demographic aspects, geographic location, etc. This aspect plays an important role in how the consumer behaves in relation to a certain product or service.
2. Social
Social connections – such as family and peer groups – also determine consumer behavior, as well as the role and status each person has within these groups.
Membership groups influence individuals' attitudes and self-image, propagating a lifestyle that directly or indirectly affects consumer behavior.
