27 May 2019
Understanding the importance of consumer behavior in the era of consumerism
By Hananiel Menoverdi G.

What is the definition of consumer behavior?

- Behavior carried out by consumers in purchasing, using, and evaluating goods and services that will satisfy their needs.

How do consumers react? What are the motivations and aspirations that guide him? What factors influence him? Why would he choose another product or brand?

This time, let's focus on the factors that influence consumer behavior: who are they? How do they work? We will discuss 4 main types of factors that influence consumer behavior: cultural factors, social factors, personal factors and psychological factors.

Factor I. Culture

cultural factors that come from various components related to the culture or cultural environment from which consumers are located.

an individual will be influenced by his family, friends, cultural or community environment that will "teach" him the values, preferences and general behavior of his own culture.

II. social factors

Social factors are one of the factors that influence consumer behavior significantly. They fall into three categories: reference groups, families and social roles and status.

More generally, reference groups are defined as those that provide individuals with more or less direct comparison points about consumer behavior, lifestyle, desires or habits. They influence the image that the individual has and his behavior. Whether it is a membership group or a non-member group.

III. Personal factor

Age and way of life: A consumer does not buy the same product or service at the age of 20 or 70 years. For example, during his lifetime, consumers could change their diet from unhealthy products (fast food, ready food, etc ...) to healthy diets, during mid-life with family before needing to follow a little later low cholesterol diet to avoid health problems.

The factors that influence the purchasing decision process can also change. For example, the "social value" of a brand generally plays a more important role in decisions for consumers in 25 than 65 years.

IV. psychological factors

Among the factors that influence consumer behavior, psychological factors can be divided into 4 categories: motivation, perception, learning and beliefs and attitudes.

Motivation is what will encourage consumers to develop buying behavior. This is an expression of need, which is enough to pressure consumers to satisfy it. This usually works at the subconscious level and is often difficult to measure.

Perception is a process in which an individual selects, arranges and interprets the information he receives to do something that makes sense. Perception of the situation at a certain time can decide whether and how the person will act.


As we have seen, many factors, specificity and characteristics affect individuals in the decision making process, shopping habits, buying behavior, what brands are bought.

A purchasing decision is the result of each of these factors. An individual and consumer is led by his culture, subculture, social class, group membership, family, personality, psychological factors, etc ... and is influenced by cultural trends and social and community environment.