The first influence is physical surroundings. These come into play a lot at stores when people see signs displaying "SALE" or "50% OFF." I believe that even if the prices of these products are already jacked up, the consumer will believe that they are getting a good deal and are more likely to buy that product. Another influence is the customer's social surroundings. The people that are around a consumer when they are looking to buy a product can play a big role. For example, if you were at a restaurant and almost always ordered a huge cheeseburger, fries, and a dessert, you may want to reconsider ordering all that food if you were on a first date. Ordering all that food and wolfing it down may not be attractive to the date, and as a result may lengthen the amount of time the consumer spends on making their purchase.
Time perspective plays a significant role in a consumer's decision making process. If a person is in a rush at the supermarket, they may not pay much attention to price or brand, but rather will just grab whatever product is closest to them and that they can grab the quickest, which shortens the amount of time spent on the purchase. Another influence is the reason for the purchase, which is also a significant factor at a supermarket. Many times a customer will pick up something at the register as an impulse buy and will not think about what they are purchasing, they only pick it up because it looks appealing at the moment. This severely shortens the amount of time a customer spends on buying a product, while a larger more expensive product is more likely to be researched and not bought as an impulse.
These factors can play a large role in a consumer's decision about a purchase. Do you believe that any one factor plays a larger role than another? Do these factors have influence in your life?
No comments:
Post a Comment