And what are these factors that influence consumer behavior? How can we use them to help your brand grow? Below, we have compiled what are considered the main influencing factors that can change consumer behavior, even if only temporarily, leading them to make a purchase. Read on:
1. Influencers
Known by the English term “Influencers”, they have emerged on the web worldwide since the early years of Instagram, and have become even stronger in the last 5 years. They are not people with huge fame, but rather experts in the niche in which they operate, and, therefore, they have the respect and admiration of many consumers.
Brands in general can use an influencer's image to encourage a customer to buy their product. It's a type of partnership, in which you pay the influencer to directly or indirectly advertise your product or service, talking about your brand. Some influencers work directly with fees, while others prefer to exchange fees.
The return rate is very high, precisely because influencers have a very segmented and engaged audience, thanks to the long-term content marketing work they have carried out in the past and continue to do in the present, but certainly at a lower frequency.
2. Culture
Culture is a set of everything that involves a person's daily life. From the language they speak to the customs they have in their daily lives. Throughout the world, it tends to be the main influencer on consumers.
An upper-class person, for example, certainly has consumer behavior that takes into account more expensive products, while the opposite is also true.
We don't need to limit ourselves to social class, but also to location. The culture of the South of Brazil, for example, is completely different from that of those who live in the North or Northeast. The same example is true when we take into account other regional cultures.
Therefore, one of the ways to influence consumer behavior is to phone number library make your product fit into the culture that your target audience has. Otherwise, it will be difficult to convert your results into sales, as culture is the primary factor in behavior. Take this into account when creating an advertising campaign .
3. Social class / Purchasing power
Remember when we mentioned that your customer's social class is also part of your culture? In a practical example, if you own a SmartFit franchise, there is no reason to advertise your gym to customers who already attend BodyTech. These are audiences from different social classes. People who go to BodyTech pay almost 4x the monthly fee of SmartFit, so trying to prospect this type of customer is not interesting.
As for social class as a means of influence, you need to understand what level your product is in. What is its market value and what type of audience has access to it? After that, culture comes into play, because the way the brand will communicate with its end customer can also change drastically depending on the social class in which they are configured.
In practical terms, cheaper products aimed at lower classes need to be popular and pleasant, with affordable prices, while products and services aimed at higher classes must have the quality of exclusivity, as this is what this public seeks, for the most part.
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