Shopping decisions are influenced by beliefs, attitudes and values of customers, as well as various factors in the social environment of customers. The decision process to choose a product is influenced by environmental factors and personal factors in a person or it could be called internal factors and external factors.
External Factors
External factors that influence decision of shopping are:
This is a very important factor that must be considered because people spent most of the time with their family. Thus, it is proper that family is a factor greatly affects a person in the buying process. Especially for products consumed by the family.
You have to understand how a family making purchasing decisions and how other family members influence the decision. Sometimes for certain products, the children who have an important role in a decision, at other times the mother was the one who has such an important role.
As a marketer, you should be able to know what kind of product you sell and who within the family have an important role in taking the decision to buy, so you can focus on marketing activities on these things.
Reference group is one or more people who used by someone as a basis for comparison for the beliefs, feelings, and behaviors.
These groups influence purchasing decisions by offering information, providing awards for specific purchasing behavior, or addition of customer self-image.
As a marketer, you have to get involved actively in the reference group, providing support to them, so that this group would be willing to provide information about your product to others through WoM.
Culture means the values shared by most people in a society. Cultures in this regard include things that can be learned from family, neighbors, friends, teachers, and community leaders.
The simplest example is to donate a gift. Gift-giving plays a far more important to Japanese society compared with American society.
As a marketer whose products are already across the region, make sure you know the local culture so that you can pack your product in accordance with the local culture. So your product can be accepted by society and then it produces very good sales.
Internal Factors
Internal factors are sourced from within oneself. Factors that influence to buy are as follows:
Personal aspect
A customer will have differences with other customers because of different personal factors such as age, occupation, financial condition, lifestyle, and others.
Considerations led to the emergence of a personal aspect in the form of consumer choice, such as the option price than quality, comparison between price and convenience, the price comparison to service, and others.
As a marketer, you must have the interpersonal skills in order to make customer intimacy so that you can offer customized solutions to prospective buyers personally.
Psychological factors that influence a person in the act of buying a product based on the motivations, perceptions, beliefs, behaviors, and others.
Here are some factors that predispose a person to buy the product. Your marketing activities should be associated with the above factors. Based on my experience, if your marketing strategy is closely related to the above factors, then your sales will be getting up. Feel free to try.
See psychology and marketing for further information.
