(A), cultural factors

When a person grows up in society, he is subtly influenced by family, environment and society, learns a set of basic values, customs and aesthetics, and forms certain preferences and behavior patterns.

Values: attitudes and views on various things in social life.

1, customs and habits: people have long been formed under certain social and material production conditions according to their own life content, lifestyle and natural environment, and passed down from generation to generation, which has become the norm that restricts people's thinking and behavior. In terms of diet, clothing, housing, weddings and funerals,

2. Belief, festivals and interpersonal communication all show unique psychological characteristics, which affect the purchase behavior.

3. Aesthetics: usually refers to people's evaluation of things, beauty, ugliness, good and evil, influenced by public opinion, ideas, etc., which restricts the desire and demand orientation.

4. Religious belief: Different religions have different cultural tendencies and precepts, which affect people's ways of understanding things, attitudes towards objective life, codes of conduct and values, thus affecting consumption behavior. Every religion has its main popular areas and distinctive features.

(2) Social stratum.

1, social stratum is a relatively homogeneous and persistent group. Rank, members of each class have similar values, hobbies and behaviors.

2. A person's social class is usually the result of many factors such as occupation, income, education and values.

People from the same social class behave more similarly than people from two social classes. Therefore, social class is not only an important factor affecting consumer behavior, but also an important basis for subdividing the consumer market.

(C), social factors

In social life, people form various relationships, which have great influence on people's consumption behavior.

1, reference group. Reference group is a group of people who can influence personal attitudes, opinions and values. Family and its members are the main reference groups with the greatest influence.

2. Related groups: individuals do not belong to this group, but their attitudes and behaviors are influenced by it. For example, movie stars, singers and stars have a large number of admirers and followers behind them.

(D), personal factors

1, age and family life cycle. Consumers' desires and behaviors change with age. Family life cycle is the whole process of family life represented by parents. At different stages, the purchasing power, interests and preferences of the same consumer and family may even be very different.

2. Lifestyle and personality. Lifestyle is the overall pattern of a person's activities, interests and opinions expressed in his life. It affects the brand's views and preferences. Marketers can often understand the changing values of consumers and their influence on consumer behavior through lifestyle. A person's unique psychological characteristics lead to a relatively consistent and sustained response to the environment. Through self-confidence, dominance, autonomy, obedience, communication, conservatism and adaptation and other personality characteristics.

Personality, in order to adapt to consumers. (3) Self-image, occupation, gender and economic status

3. Gender. For a long time, gender has always been an important factor affecting people's purchase of clothing, shoes, hats and cosmetics.

4. Economic conditions. People's economic conditions include income (income level, stability and time form), savings and property, borrowing ability and attitude towards spending money and saving.

(E), psychological factors

Consumers' buying behavior will also be influenced by major psychological factors such as motivation, perception, learning, attitude and belief.

1, motivation and need. Motivation is the driving force to push individuals to carry out various activities. Motivation is the direct cause of behavior, which urges individuals to take certain actions and specify the direction of behavior. Power comes from demand. The consumer's buying behavior is the consumer's behavior to solve the demand.

2. Perception refers to the process that individuals select, organize and interpret input information in order to create meaningful personal world images. Perception depends not only on the characteristics of stimulus, but also on the relationship between stimulus and surrounding environment and the individual's situation.

(6) learning

1, learning is also called "acquisition", which means that people will consciously or unconsciously gain acquired experience from many channels and in various ways.

In the process of consumer learning, the following points need special attention:

(1) Strengthening: Very satisfied purchase will strengthen belief and even repeat purchase.

(2) Reservation: If you are satisfied or very dissatisfied, you will never forget it.

(3) Summary: If you are satisfied, you will love me, love my dog, and have a good impression on everything; Instead, it will hurt the fish in the pool.

(4) Discrimination: Once the preference is formed, it will be sought when necessary.

2. Learning will cause changes in personal behavior.

(7) Attitude and belief

Through practice and study, people acquire their own beliefs and attitudes, and then influence people's buying behavior.

1, attitude is a persistent and consistent evaluation and response of people to things, including three interrelated components: belief, emotion and tendency.

2. The formation of attitude is gradual, resulting from the influence of contact with products, enterprises, other consumers, personal life experience and family environment. Once an attitude is formed, it will not change easily.

3. Faith is an opinion that one can believe. Beliefs can be based on different foundations, such as:

"Smoking is healthy" and belief based on "knowledge"; "The smaller the car, the more fuel-efficient" may be based on "opinions"; Some preference probably comes from "trust".

The behavior of consumers is influenced by many factors, both from consumers themselves and from the external environment. To thoroughly grasp consumer behavior and effectively carry out marketing activities, we must analyze the relevant factors of consumer behavior!