External Factors Affecting Consumer Behavior

Executive summary Consumers are the true wealth of every organization. There are many factors that may affect consumer purchasing. Each organization will pay close attention to these factors and will always minimize these factors or positively impact consumer purchasing. These factors include social, nonsocial, cultural and religious factors. In this regard, marketers and producers are encouraged to conduct intensive market research to identify various external factors that may affect the decision making process or consumer purchase of a particular product It has been forced.

Consumer behavior is influenced by the social demographic characteristics and marketing campaign of individual consumers (). According to Kotler & Armstrong (2009), there are external factors and internal factors that affect consumer behavior. External factors are cultural and social factors, and internal factors are personal and psychological factors (see figure). Culture is an important determinant of consumer behavior (Wallance, 1965; Jung & Kau, 2004). Culture provides us with knowledge of "reality" and "how things are" (p. 25). They are usually supported by generations and will only change slowly over time. According to Jung & Kau (2004), brand loyalty and decision-making will find differences between different subculture consumers. Food is particularly susceptible to subculture, and there is a possibility that differences may occur depending on the country and the group of countries.

Many factors that influence consumer decision making are cited and it is widely conducive to consumer behavior. These factors are detailed in the literature on consumer behavior. Three major factors that affect consumer behavior include psychological factors such as age, sex, place of residence, ethnicity, the presence or absence of a spouse, demographic factors such as consumer religious beliefs, management points , The importance of important others, pressure of social groups, and preferences. And consistency and environmental factors with preferences and friends. Environmental factors include product information, previous purchase experience, product marketing mix, product closeness, packaging, and recognized value. These factors not only affect consumer behavior of specific products, but also affect goodwill of the product line and organization.