July 24


Influencing Buyer Behavior

By Hanson Cheng

July 24, 2023

  • minute read
  • Last Updated on July 24, 2023 by Hanson Cheng

    Influencing buyer behavior refers to the myriad of tactics and strategies that businesses and marketers use to influence how, when, and why potential customers decide to make a purchase.

    When organizations understand what motivates their target audience, they can develop marketing campaigns that appeal to their desires and decision-making processes. In today’s highly competitive marketplace, the ability to influence buyer behavior can make a significant difference in a company’s bottom line. Therefore, it is crucial to understand the various factors that can drive customer decisions, such as emotional triggers, societal pressures, and product features, among others.


    Definition of Buyer Behavior

    Buyer behavior is the process that consumers go through when making a purchasing decision. Understanding buyer behavior is essential for businesses looking to market and sell products and services effectively. It involves the analysis of the various factors that influence buyers’ decision-making processes, including psychological, social, and cultural factors.

    Consumer behavior is driven by factors such as perception, motivation, learning, and attitudes. Perceptions are the way in which consumers interpret and make sense of their environment, and they can be influenced by advertising, branding, and packaging. Motivation relates to the underlying reasons why consumers purchase products, and it can be linked to needs, desires, and aspirations.

    Learning is the process by which consumers acquire new information and develop new behaviors, while attitudes refer to the positive or negative evaluations that consumers hold about products and services.

    Buyer behavior can also be influenced by social and cultural factors, such as family, reference groups, and culture. The family unit, for example, can have a significant impact on purchasing decisions, with different members of the family often holding different attitudes and behaviors towards products and services.

    Reference groups, such as friends, colleagues, and online communities, can also influence buyer behavior through social norms and peer pressure. Culture is another critical factor, with consumers from different cultural backgrounds having different values, beliefs, and attitudes toward products and services.

    This can lead to increased customer satisfaction, higher sales, and stronger brand loyalty. Additionally, understanding buyer behavior can help businesses to identify new market opportunities and develop new products and services that meet customers’ evolving needs and preferences.

    Importance of Understanding Buyer Behavior

    Understanding buyer behavior is crucial for businesses as it allows them to make informed decisions when creating products or services that cater to their customer’s needs. Buyer behavior refers to the actions and decisions made by individuals or groups when purchasing goods and services. It encompasses everything from the initial research phase to the final purchase and post-purchase evaluation.

    Additionally, understanding buyer behavior helps businesses adjust their pricing, product features, and other marketing tactics to better align with their target market’s needs. In today’s competitive business environment, it is no longer enough to simply offer a high-quality product or service. Companies must also understand their customer’s behavior to thrive in the market.

    Factors Influencing Buyer Behavior

    Psychological Factors

    Psychological Factors play a significant role in influencing buyer behavior. Motivation, perception, learning, attitudes, and personality are the five key factors that need to be considered to ensure that marketers effectively influence customers’ decisions.

    Motivation refers to the driving force behind a customer’s decision to purchase a product or service. Marketers can appeal to a customer’s basic needs, such as security, love, self-esteem, and self-actualization, to influence their behavior.

    Perception is the process by which customers select, organize, and interpret information from their environment. Marketers need to ensure that they understand their target audience’s perspective to help them create campaigns that are likely to influence behavior positively.

    Learning is the process by which behavior is modified through experience. Marketers can use various stimuli, including rewards, punishments, and positive reinforcement, to influence customers’ behavior.

    Social Factors

    The social factors that influence buyer behavior are crucial to consider when developing a marketing strategy. These factors include reference groups, family, social class, and culture. Reference groups are social groups that consumers compare themselves to and use their opinions and behaviors as a basis for making decisions.

    Family dynamics also play a role, as the decision-making process may be influenced by the opinions of family members. Social class is another critical factor, as individuals may aspire to belong to a certain social class or may seek to differentiate themselves from a particular class.

    Culture is another element that shapes buyer behavior, and it encompasses the shared beliefs, customs, and values of a particular group. The role of these social factors can be significant, as they affect the consumer’s perception of the product/service and their likelihood of purchasing it. This understanding of social factors can be used to develop strategies that target specific consumer segments and resonate with them.

    It allows marketers to comprehend the complexities of consumer behavior, providing a roadmap for crafting compelling advertising campaigns, promotions, and other marketing tactics. A comprehensive understanding of social factors can inspire marketers to develop a marketing mix that resonates with the target audience, leading to increased sales and profit margins.

    Personal Factors

    The personal factors that influence buyer behavior are crucial for marketers to understand in order to effectively target and appeal to their audience. These factors include age and life-cycle stage, occupation, economic situation, lifestyle, personality, and self-concept.

    Age and life-cycle stages can significantly impact consumer behavior as individuals have different needs and want at different stages in their lives. For example, a young adult may prioritize purchasing trendy clothing while an older adult may prioritize purchasing healthcare products.

    Lifestyle is another personal factor that influences buyer behavior. Consumers with an active lifestyle may be more likely to purchase fitness gear and healthy food options, while those with a more sedentary lifestyle may prioritize comfort and convenience in their purchases.

    Personality and self-concept are also important factors to consider when analyzing buyer behavior. Consumers with particular personality traits may be drawn to certain products and brands while avoiding others. Self-concept can also impact consumer behavior as individuals may be more inclined to purchase products that align with their self-image.

    Marketing Mix

    The Marketing Mix is a concept that helps businesses devise a successful marketing strategy. It comprises four Ps – Product, Price, Place, and Promotion. Product refers to what the business is selling, and it includes features, design, packaging, and branding. The price is what the customer pays for the product, and it should be based on the product’s value, customer demand, and competition.

    Place refers to where and how the product is sold, and it involves distribution channels and inventory management. Promotion refers to how the product is promoted to its potential customers, and it includes advertising, sales promotion, public relations, and personal selling. In influencing buyer behavior, the marketing mix plays a crucial role in persuading customers to make a purchase.

    Types of Buyer Behavior

    Complex Buying Behavior

    Complex buying behavior refers to the decision-making process that buyers go through when purchasing high-involvement and expensive products or services. This type of buying behavior involves a thorough and extensive evaluation of the product or service, and it is common among customers who are buying products for the first time.

    Complex buying behavior is characterized by five stages which include problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation. In the problem recognition stage, buyers realize that they have a need that must be satisfied. They become aware of a need, which could arise from an internal stimulus such as thirst or hunger, or an external stimulus, such as an advertisement.

    This stage involves comparing the different attributes of each option and placing value on each attribute based on its importance to the buyer. The purchase decision stage involves making the final decision on which option to select. After the purchase, buyers evaluate their decision and seek reassurance that the product or service they chose was the best option. It is at this stage that the post-purchase evaluation takes place. Complex buying behavior is essential for marketers who are selling high-involvement and expensive products as it provides insights into how customers make decisions, and how they can be influenced to purchase the product or service being offered.

    Dissonance-Reducing Buying Behavior

    Dissonance-reducing buying behavior occurs when a consumer experiences psychological dissonance after making a purchase. This type of buying behavior is often seen in high-involvement purchases, where the consumer has made a significant financial investment or has a high emotional attachment to the product or brand.

    The discomfort caused by the dissonance can lead the consumer to seek out information that supports their decision and confirms their beliefs about the product. As a result, marketers can use several tactics to reduce dissonance and encourage repeat purchases. One approach is to provide after-sale communication and support, such as providing post-purchase customer service or sending follow-up emails to ensure customer satisfaction.

    Another tactic is to offer rewards or incentives for repeat purchases, which can increase consumer loyalty and reduce the likelihood of dissonance. Additionally, marketers can use social proof, such as customer reviews or testimonials, to strengthen the consumer’s belief in their purchase decision. By understanding dissonance-reducing buying behavior, marketers can develop strategies to improve customer satisfaction and loyalty, ultimately leading to long-term success for their brand or product.

    Habitual Buying Behavior

    Habitual Buying Behavior refers to the type of buying behavior in which a consumer tends to buy the same product or service repeatedly over time without much thought or effort. These consumers form a habit and become loyal to a particular brand or company. Such behavior is usually seen in products that are low in involvement, such as daily-use items like toiletries, groceries, or snacks. Consumers who exhibit habitual buying behavior often do not consider other options or alternatives, and they are more likely to repurchase the same product in the future.

    Habitual buying behavior results from a combination of factors, such as brand loyalty, convenience, and satisfaction with the product’s quality. In this context, companies should focus on building strong brands that can evoke positive emotions and experiences among customers. Brands that effectively satisfy consumer needs and provide a consistent and reliable product or service will likely succeed in capturing repeat purchases and cultivating loyal customers.

    Furthermore, marketers can also use advertising or promotions to reinforce a customer’s habit of a particular product. Creating exclusive offers and promotions that are only available to loyal customers can help companies maximize their profits and maintain a long-term competitive advantage. Companies should be careful to manage their reputation and brand image carefully to maintain customer loyalty and avoid losing customers to competing brands.

    Variety-Seeking Buying Behavior

    Variety-Seeking Buying Behavior is a type of consumer behavior that involves a customer switching from one brand or product to another in order to break the monotony of purchasing the same item repeatedly. This behavior is more prevalent in situations where a product category offers a multitude of brands and options, such as soft drinks or snack foods.

    The Variety-Seeking Buying Behavior is characterized by the consumer’s desire to try new things, either to test or satisfy their curiosity or to experience the thrill of exploring different products. This type of consumer behavior can be observed in situations where there is minimal involvement in the decision-making process and low risk associated with the purchase.

    Consumers who exhibit Variety-Seeking Buying Behavior are often influenced by the availability and accessibility of new or alternative brands, as well as price promotions, product packaging, and other marketing stimuli. Marketers who target consumers with this behavior must ensure that their brand offers a point of difference that will capture the attention of these consumers.

    Brands that target the Variety-Seeking Buying Behavior should focus on creating unique and innovative products that differentiate their brand from competitors’ products, as well as promoting their products in visually appealing packaging and price promotions to encourage trial.

    Overall, Variety-Seeking Buying Behavior is an important element of consumer behavior that highlights how customers make decisions based on curiosity and a desire for new experiences. Marketers who understand this behavior can design effective strategies that cater to customers’ needs and encourage them to try new products, leading to increased sales and brand loyalty over time.

    Stages of the Buying Process

    Problem Recognition

    Problem recognition is the first stage in the buyer decision-making process, typically triggered by an imbalance between the consumer’s current and preferred states. It is the point at which a consumer recognizes that there is a gap between their current situation and their desired situation. The consumer may be experiencing a problem or need, or may simply have a desire for a particular product or service.

    The recognition of a problem can stem from a variety of sources, including internal stimuli such as physiological needs, psychological needs, or personal values, or external stimuli such as advertisements, product displays, or word-of-mouth recommendations. Often, the problem recognition stage is the result of a combination of internal and external factors.

    One important factor affecting problem recognition is the consumer’s motivation level. The motivation to solve a particular problem or satisfy a particular need is a crucial predictor of whether a consumer will take action to resolve the issue. Additionally, the perceived severity of the problem also affects problem recognition, as a high severity level may compel the consumer to take immediate action.

    Another important factor influencing problem recognition is the consumer’s level of knowledge and experience with the product or service category. Consumers who are familiar with a particular product or service category are more likely to recognize problems or needs, while those who are not may require more information to identify their needs.

    Information Search

    Information search is a crucial stage in the buyer decision-making process. This is the stage where the consumer looks for information to help them make an informed decision. Information search can be internal, where a consumer retrieves information from their memory, or external, where they seek information from external sources such as friends, family, or the internet. Internal search is often used for low-involvement products, while an external search is used for high-involvement products. The internet has become a popular source of information for consumers, with many consumers relying on online reviews, blogs, and forums to gather information about products.

    The factors that influence information search behavior include the perceived risk associated with the purchase, the level of involvement with the product, the consumer’s level of knowledge about the product, and the availability of information. Consumers who perceive a higher risk associated with a purchase are more likely to engage in extensive information searches.

    Similarly, consumers who have a high level of involvement with a product or have a high level of knowledge about the product are more likely to engage in extensive information searches. On the other hand, if the information is not readily available, consumers may not engage in information searches or may rely on limited information sources.

    Marketers can influence information search behavior in several ways. They can provide information to consumers through advertising, sales promotions, and packaging. Marketers can also use search engine optimization (SEO) techniques to ensure that their products appear at the top of search engine results in pages.

    Evaluation of Alternatives

    Evaluation of alternatives is a crucial step in the buyer behavior process, where a customer assesses the available product options based on several criteria. Consumers compare the attributes of different products against their needs and preferences to make the most informed decision. The evaluation process is influenced by internal, external, and situational factors.

    Internal factors include attitudes, beliefs, values, and lifestyle, while external factors comprise of family, friends, social class, and culture. Situational factors refer to the immediate context, such as time, place, and circumstances surrounding the purchase.

    Consumers may use different evaluation models such as compensatory, non-compensatory, and conjunctive to evaluate alternatives. The two most common evaluation models used by customers are the multi-attribute model and the conjunctive model.

    Multi-attribute models allow the customer to compare different attributes of products and assign weights to each attribute based on their importance. In contrast, the conjunctive model has minimum acceptable criteria that must be met before the product is considered to be an acceptable option.

    Brand loyalty and previous experience can also influence the evaluation process. Customers may choose to evaluate only products from their preferred brands or limit their options based on their past experiences. Marketers can use various tactics such as social proof, product quality, and price promotions to influence the evaluation process positively. For example, highlighting positive feedback from other customers on the product can persuade potential customers to consider the product. Offering discounts or promotions can create a perception of better value and increase the likelihood of the product being selected.

    Purchase Decision

    During the Purchase Decision stage of the consumer decision-making process, a consumer evaluates the alternatives and makes a final decision to purchase a product. This stage is critical because it acts as the linking pin between the previous stages of the decision-making process and the subsequent stages. 

    A consumer evaluates viable alternatives based on various factors such as product price, quality, product features, durability, and other attributes. Brand perception, personal preference, and social influence also play an essential role in the purchase decision. In some cases, the decision also depends on the consumer’s budget and the perceived value of the product.

    The Purchase Decision phase is where a consumer goes from considering options to making a commitment to purchase. Marketers can influence the purchase decision by providing information that promotes the value of their product compared to other similar products in the market. Effective marketing communications at this stage can create a sense of urgency and need for the product in the prospect’s mind, driving the customer to complete the purchase.

    Post-Purchase Evaluation

    Post-purchase evaluation is an essential stage in the decision-making process, where customers reflect on their purchase and determine whether it satisfies their needs, wants, and expectations. This stage involves comparing the actual product performance to the promised performance, assessing the value of the product, and forming an opinion about the overall satisfaction with the purchase.

    One way to influence post-purchase evaluation is through customer support and after-sales services. Providing excellent customer support and addressing any issues or concerns quickly can turn a negative post-purchase evaluation into a positive one and increase the likelihood of customer loyalty. Additionally, providing customers with a platform to share their opinions and feedback can influence their post-purchase evaluation positively and improve the overall image of the brand.

    Influencing Buyer Behavior

    Marketing Strategies

    Marketing Strategies are crucial in influencing Buyer Behavior. Companies use a range of tactics to attract, retain and boost customer loyalty. Segmentation, Targeting, Positioning, Differentiation, Brand Image, Advertising, Sales Promotion, Personal Selling, and Public Relations are all part of Marketing Strategies aimed at achieving continuous growth. Segmentation assists in identifying customer needs and behaviors which helps in crafting marketing campaigns that are relevant to specific groups.

    Targeting ensures that a company’s marketing efforts are not wasted on customers who are not interested in their product. Positioning creates a unique image for a company that sets it apart from its competitors. Differentiation focuses on the features of a product that differentiate it from other similar ones in the market. Brand Image is vital in creating brand recognition, boosting sales, and building a loyal customer base.

    Advertising is a key marketing strategy that helps companies to reach and persuade customers to buy their products. Sales Promotion refers to a set of marketing activities that increase demand for the products in the short run. Personal Selling is a face-to-face interaction with customers that creates a personal relationship and builds trust. Public Relations creates awareness and understanding of a company’s products and services while Direct Marketing involves reaching customers directly without intermediaries.

    Consumer Behavior Research

    This type of research is useful for gaining insights into consumer perceptions of a specific product or service. Quantitative research, on the other hand, uses statistical methods to analyze large datasets and provide statistical inferences about consumer behavior. It is useful for identifying patterns and trends in consumer preferences and behaviors.


    Summary of Key Points

    The key takeaway from this article is that influencing buyer behavior requires a multi-faceted approach that takes into account the various factors that influence consumer decision-making. First and foremost, it is essential to understand the importance of consumer psychology and the role that emotions, perceptions, and attitudes play in shaping buyer behavior. Other key factors include social influence, personal factors, and the decision-making process itself.

    Marketers must also be aware of the importance of effective communication, including the use of language, imagery, and other sensory cues that can influence the way consumers perceive a product or service. Retailers can also leverage technology and data analysis to gain insights into consumer behavior and tailor their marketing strategies accordingly. Finally, it is important for marketers to stay up-to-date on the latest research in the field, as well as best practices and emerging trends.

    Additionally, it is important to be aware of emerging trends and best practices in the field to stay ahead of the curve. Ultimately, by taking a comprehensive approach to influencing buyer behavior, marketers can increase their chances of success and achieve their business objectives.

    Implications for Marketers

    Implications for Marketers:

    As we have discussed, influencing buyer behavior is crucial for achieving business success. Marketers must understand the psychology behind consumer behavior and develop appropriate marketing strategies accordingly. One of the most important takeaways from this discussion is that consumers are not rational decision-makers; their decisions are often influenced by emotions and social factors.

    Therefore, marketers should focus on creating a positive emotional connection between the consumer and the brand. This can be achieved through various means, such as telling a compelling brand story that resonates with the customer, creating a personal relationship with the consumer through social media engagement, and using emotional appeals in advertising.

    Moreover, marketers should leverage the power of social influence to drive consumer behavior. This can be done by highlighting consumer reviews and ratings, showcasing social proof through the number of likes and shares a product has received, and partnering with influencers who have a large following in the target market. In addition, providing social incentives such as rewards for sharing a product with friends and family can also be an effective technique to influence buyer behavior.

    Another important point for marketers is to make the buying process as easy and convenient as possible. This can be achieved through various means, such as providing multiple payment options, offering a seamless checkout process, and simplifying product descriptions and features. Finally, marketers should not underestimate the impact of price on consumer behavior. While emotional factors and social influence can play a significant role in buyer behavior, price is often a crucial factor in the decision-making process.

    Future Research Directions

    Future research on influencing buyer behavior should focus on exploring the impact of new technologies on consumer decision-making. With the rapid growth of e-commerce and the increasing prevalence of social media, marketers need to understand how these platforms influence consumer behavior.

    In particular, research should examine how different types of social media content affect purchasing decisions, as well as the role of online consumer reviews in shaping perceptions of products and brands. Additionally, studies could explore how virtual and augmented reality technologies impact consumer behavior, including their ability to try on and visualize products before purchasing.

    Another area of future research could be the role of environmental and social responsibility in influencing consumer behavior. As sustainability becomes an increasingly important concern for consumers, understanding the impact of eco-friendly and socially responsible practices on purchasing decisions could be a key differentiator for marketers. Research could investigate the effectiveness of different types of sustainability messaging, as well as the impact of sustainable packaging and other environmentally friendly practices on consumer behavior.

    Influencing Buyer Behaviour-FAQs

    1. What is influencing buyer behavior?

    Influencing buyer behavior refers to the act of persuading or motivating consumers to buy a product or service. It involves understanding consumer preferences, beliefs, values, and attitudes to create marketing strategies that appeal to them.

    2. What are the factors that influence buyer behavior?

    Several factors can influence buyer behavior, including personal, psychological, and social factors. Personal factors include age, gender, income, and lifestyle, while psychological factors involve perception, beliefs, attitudes, and motivation. Social factors include family, culture, reference groups, and social class.

    3. How does marketing influence buyer behavior?

    Marketing strategies can influence buyer behavior by creating brand awareness, shaping consumer attitudes, motivating purchase decisions, and fostering customer loyalty. Effective marketing campaigns target consumer needs, emotions, and values to build brand equity and increase sales.

    4. What is the role of social media in influencing buyer behavior?

    Social media has revolutionized the way companies market their products and services. Platforms like Facebook, Twitter, and Instagram create opportunities for businesses to engage with consumers in real time, gather feedback, and create buzz around their offerings. Social media also enables word-of-mouth marketing, which can be a powerful tool in influencing consumer behavior.

    5. How does advertising influence buyer behavior?

    Advertising is a form of marketing that aims to inform, persuade, and remind consumers about a product or service. It can influence buyer behavior by creating brand awareness, highlighting product features and benefits, appealing to consumer emotions, and providing social proof. Effective advertising campaigns build trust and credibility, which can influence consumer purchase decisions.

    6. How can businesses use consumer behavior research to influence buyer behavior?

    Consumer behavior research involves gathering and analyzing data on consumer preferences, attitudes, and behaviors. This data can help businesses understand their target audience better and create marketing campaigns that resonate with them. Using consumer behavior research, businesses can identify consumer pain points, highlight competitive advantages, and tailor marketing efforts to drive sales.

    Thanks For Reading!

    You can get more actionable ideas in my newsletter.

     I'll give you info on actionable ideas to grow and cool things that are getting me excited.  Enter your email and join us!

    Hanson Cheng

    About the author

    Living in Portugal with my wife and puppies.
    Scaling online businesses and sharing lessons learned on this website and in our email newsletter.

    Always happy to hear from you, so find me on Instagram if you want to say hi!

    {"email":"Email address invalid","url":"Website address invalid","required":"Required field missing"}