Consumer behavior: what it is and factors that influence it

How are you using consumer behavior in your marketing strategy?

Beyond having a well-structured sales process, you need to understand how your customer thinks and acts.

There is something that motivates him that leads him to seek solutions to his problems.

In this sense, the question to ask is: What factors influence consumer behavior?

With that starting point, the challenge began.

The next step is to know how to take advantage of that information to find the element that can differentiate you from the competition.

So how do you identify consumer behavior and use it to your advantage?

In this article, I’m going to help you figure out what your audience expects of you, both in terms of the offer and the way it is presented.

What is consumer behavior?

What is consumer behavior?

Consumer behavior is the study that addresses the perception that people have of a brand.

Also, the motivations that lead them to relate to her, when buying products or hiring services.

It is a multidisciplinary study based on various fields of knowledge such as psychology, sociology, economics and social anthropology.

Its objective is to understand how, when, where and why the consumer chooses, both from an individual and collective perspective.

Why should a company know consumer behavior?

Why should a company know consumer behavior?

How is the decision-making process in your company? Is it based on surveys and research, or on mere intuition?

The second option is far from ideal.

Managing your businesses based on properly conducted studies creates more development conditions.

For this reason, the importance of investing in surveys in order to know and analyze consumer behavior.

When you are aware of the motivations behind shopping, it is easier to anticipate trends.

But not only that.

The benefits extend to what is known as customer attraction and retention.

How does this happen?

How to understand consumer behavior?

The process takes into consideration some factors.

However, it is much less complex than it may seem.

First, you need to think about the buyer’s journey.

Next, identify and understand all the aspects that influence that journey.

I’m going to talk to you about this now.

Factors influencing consumer behavior

Factors influencing consumer behavior

As consumers, we are constantly being influenced to make decisions.

There are many advertising campaigns, opinions of friends and family, comments on social networks, videos and more.

You may not be able to notice the weight that all this has when consuming.

When you set out to understand consumer behavior, you have to take into account all the influencing factors.

I present them to you.


Its impact on the consumer is significant and undeniable.


It can be said that culture is the factor that most influences consumer behavior.

From childhood we are bombarded with ideals of values ​​and perceptions.

As children, such impressions are transmitted by our parents, by the family.

As we grow, they instill in us values ​​in educational environments, in living with friends and having contact with different institutions.


Factors influencing consumer behavior

Subculture is as if it were an extension of culture. But it takes into account more specific elements such as racial groups, religion, and nationality.

We can see the strength of this influence in more recent marketing campaigns, which try to represent different niches and beliefs, leaving aside the generic and traditional campaigns.

Social class

Social class plays an important role in the way the consumer behaves in front of a product or service.

In addition to the price, we can note the direct influence when it comes to the commercial approach.

Products intended for the lower classes have a popular treatment. Contrary to the upper classes, in which the idea of ​​exclusivity prevails.

Social environment

It refers to the influence of the consumer’s social environment and how it affects their motivation.

Reference groups

Factors influencing consumer behavior

By being part of a social group, be it family, friends or a professional circle, people tend to like the group to which they belong.

This happens because these groups tend to influence the attitudes and self-image of individuals, propagating a lifestyle that somehow affects their behavior as a consumer.


The family is the social group that most interferes in the decisions of a consumer.

People often seek opinions about products or services from those they know and trust the most.

As the family is commonly the group closest to the consumer, therefore, their opinion is very valuable.

Role and social position

People seek to purchase products and services that affirm both their role and the status that consumption provides them.

This is a factor that greatly influences their behavior.

It is expected that by assuming a certain role, the consumer will have a position according to their consumption status.


Factors influencing consumer behavior

In internet times, the ability of digital influencers to form opinions is impressive.

A current example is the so-called you tubers.

It is worth remembering that influencers are not necessarily celebrities, but people who are recognized and have a certain authority in the segment they act.

Even with good planning, it is possible to sign agreements with influencers who work in the same niche as you.


The particular characteristics of the consumer must also be considered. His way of acting and thinking.

Age and life cycle stages

Factors influencing consumer behavior

As we progress through the stages of life, our interests and needs differ from the time when we were young.

Obviously, that impacts our shopping habits.

Products that are attractive to young people may not be attractive to older people.

Therefore, it is essential to know the average age of your audience, since the entire marketing and sales approach will adapt to that factor.


As I mentioned, social class has a great impact on consumer behavior. This effect is directly associated with their occupation.

Your position (and consequently, your salary) will define your consumption habits.

Economic situation

The financial situation is related to the occupation.

It is what is known as purchasing power.

If a consumer cannot buy a piece of clothing that costs $ 200, why bombard him with offers of that value?


Factors influencing consumer behavior

In short, lifestyle is everything that encompasses what the individual does and the relationships he maintains. That is, your preferences, interests, habits, circle of friends, among others.

This explains why some consumers are willing to spend large amounts on certain products, while others prefer to buy the essential, rather than the superfluous.


Our personality is present when we choose the profession and the people we want to be around. It also manifests itself in future aspirations and in almost everything in life.

For this reason, it is a determining factor in everyone’s purchasing decisions and should not be lost sight of.

There are different profiles of consumer behavior. It is up to you to identify them within your audience in order to establish a profitable link with each one.

Previous experiences

All purchasing process changes according to the experience that the client has had.

If a consumer had a positive experience when purchasing your brand or product, they are likely to buy again.

Now, if there were negative situations in the past, it will be more difficult to regain your confidence and interest.


Factors influencing consumer behavior

There are also levels of subjectivity when it comes to consumer behavior.

However, it is not a measurable factor, that is, it cannot be translated into numbers.


Consumer psychology tries to understand what happens in the human subconscious, in order to influence the buying process.

And motivation appears as an element of great impact on consumer behavior.

When we determine that a certain goal is important, we feel incentivized to do everything in our power to achieve the desired result.

Many times the motivation is related to the acquisition of some material good, a palpable goal.

Even if your niche does not directly include any specific aim of your person, you may do so indirectly.

And if you work it well, it can bring you good profits.


Perception is the process in which someone selects, organizes and interprets situations to build their own vision of the world.

This can change according to each person, since individual experiences affect differently.

The processes of selective attention, selective retention and selective distortion help well understand the change.

Selective attention, as its name implies, is the natural tendency that we have to pay attention to certain stimuli more than others.

What happens is that our brain cannot process the large amount of information that we receive all the time.

On the other hand, selective distortion is caused by a previous perception of a brand.

Positive or negative experiences count a lot in this case.

Selective hold works in a similar way to distortion.

We forget what we see, but we remind ourselves of what resembles our beliefs and attitudes.


Factors influencing consumer behavior

You must already be familiar with Newton’s Law which says that “every action generates a reaction.”

In the world of consumption, it is no different: every action leads to an experience, which in turn becomes learning.

And that learning directly influences consumer behavior.

For example, if your previous experience with using powdered soap was negative, you are probably going to switch brands on your next purchase.

It should be remembered that to learn, the consumer does not necessarily need to go through the purchase process, since they can obtain information and opinions from other people who have already purchased the product.

Beliefs and attitudes

As well as personal motivation, principles and beliefs are part of a set of values ​​that constitute people.

In other words, your company must invest in what is important to consumers and not in contrary beliefs.

Make sure you know what they like, what they don’t like, what they consider essential or unacceptable in a brand.

How do new technologies influence consumer behavior?

With the development of new technologies, the number of elements that influence the purchasing process grew notably.

Thus, companies must be aware of the opportunities that this reality can offer.

Marketing channels and platforms diversified.

With the advancement of social media, the interaction between the customer and the company changed dramatically.

Today, consumers have an active voice, giving a new face to word of mouth marketing.

In this scenario, people have more access to information about the products and services they consume, consequently, they are more demanding in the purchase process.

Therefore, there is no other way.

Understanding consumer behavior is essential to give them what they want and in the way they want.

In short, meet your needs, demands and desires.

Consumer decision process

Consumer decision process

Your company must be aware of the aforementioned factors and also of the incessant changes in society.

Therefore, I am going to explain a model that clarifies the entire purchase decision process.

It is simple and is divided into 5 main levels:

1. Recognition of the problem

It all starts with the premise that a problem needs to be solved and that the solution can be found in a product or service.

2. Information search

Consumer decision process

For low-value products, the search is done internally, in the fields of learning and memory.

For high-value products, the information that is considered most reliable is from other consumers (reviews, social networks).

3. Evaluation of alternatives

With the information in hand, it is time to evaluate the options on the market.

This can happen logically or intuitively.

Remember that consumers pay attention to benefits.

4. Purchase decision

At this stage, the consumer is determined to buy.

However, you need to make the decision of which brand to choose, where to buy and how to pay.

In the current economic scenario, it is common for people to prioritize the economy and not convenience, or luxury.

5. Post purchase behavior

Consumer decision process

Post-purchase behavior depends on the relationship between the consumer’s expectation and the performance of the product or service.

If it was low, it generated dissatisfaction.

In the event that you have exceeded what was expected, there will be future purchases.

It is important to note that not all consumers go through the five levels.

It is possible to alternate, skip or return to the stages, without compromising the effectiveness of the model, which illustrates very well the behavior of the consumer in the sales funnel.

Principles of consumer behavior

Principles of consumer behavior

When it comes to consumer behavior, there are some basic principles for success in organizations

Although they seem clichés, there are still companies that ignore them.

This being the case, it is always good to remember them.

Let’s see.

The last word is up to the customer

He has the power to accept or reject products and services, depending on his perception. Whether or not it is relevant to your needs and lifestyle.

The consumer is global

In the age of the internet, information circulates very quickly among consumers around the world.

Then, companies can reach a larger number of customers and purchase products from different countries, especially online.

Different and at the same time similar consumers

Principles of consumer behavior

In the same way that marketing segmentation focuses on similarities, it also recognizes that there are certain differences between consumers in the same niche.

The consumer has rights

There are instruments that were created in each country, according to their local laws, which serve to demand ethical and moral conduct on the part of companies.

This is an advantage that takes place in the long term, since compliance with legally established standards increases the credibility of the business with the public.

Companies need to know and understand their consumers

In this process, marketing surveys play an important role.

Hearing from consumers and learning with them is elementary.

Start capturing leads with Klickpages today

Start capturing leads with Klickpages today

Although I am talking about the behavioral characteristics of the consumer, there is a concern that your company must have before that.

Or rather, much earlier.

The task of conversing with your audience, making yourself seen, awakening interest in what you offer, is not easy.

When this happens, driving it through the buying journey requires concrete actions.

Fortunately, digital strategies make this mission less difficult.

If you still don’t use your site or blog to capture leads, you are missing a great opportunity.

While you are talking with the consumer through articles, or when presenting promotions, do not miss the chance to obtain their contact information so that you can communicate with them in a more direct and productive way

It can be an invitation to subscribe to a newsletter, receive news by email, download an e-book or enroll in a free course.

Whatever the action, work on creating a great landing page as it increases your chances of conversion.

And to create it, Klickpages is the ideal tool.

You have to take just three basic steps:

  1. Choose your model or: know the high conversion alternatives demonstrated by tests.
  2. Customize the page: edit the texts, colors and images, as well as hide the elements that are not useful.
  3. Publish: finally, you only need to publish your own domain, without additional hosting costs.

Did you see how I make things easier for you?


Conclusion Consumer Behavior

It is clear that social, psychological, cultural and personal factors affect consumer behavior, both directly and indirectly.

Despite not being able to control them, much less direct them, make sure you understand how your customer thinks.

Only in this way will it be possible to dialogue with more meaning.

Without a shadow of a doubt, dedicating yourself to knowing consumer behavior in detail is one of the best actions you can take in favor of your business.

Ultimately, every goal is focused on the consumer.