Customers do shop even when they are not in a mood because they need something, and will fill that need with shopping only. But what makes a customer decide to choose one shirt over another. What makes them take action of buying even they were not thinking of buying it? What was that influencing factor that made them spend a lot of money on not thinking of buying anything?
Here are those influencing factors which affect a customerâ€™s decision of buying or not buying;
Crowding – Crowding is that situational influence factor that can change a customerâ€™s mood of buying into not buying anything at all. There are many instances where a customer went to a shop to buy something but came out buying nothing. The main reason for it is that there were a lot of crowds.
Location – A location of a store plays a very influential role in a consumer buying decision. Good locations of stores give easy access to customers, and it attracts many customers, which increases potential sales.
Layout and Design – These two factors together influence a customer’s decision. A lot of stores design their stores in such a way that customers spend more time wandering around the store. It makes them buy more things which come on their way.
External Situational Factors Affecting Consumer Decision
Some external factors affect a consumerâ€™s buying decision which is given as follows:
Economic – Economic force is a powerful force in the buying decision process of a consumer and sometimes halts the influence of marketing messages.
Communities – Community also plays an important role in influencing a buying decision of a consumer. Two persons with the same community may have a different decision than two persons from different communities. Most of the decisions of people depend upon the community they are coming from. The image above is an example of communities.
Personal Ideology – A personâ€™s ideology is one of the important influencing factors in his decision-making. A personâ€™s beliefs, religious, and political views are divisive forces in society. It is a part of influence marketing strategy.
Ways to Influence the Consumer Buying Decision
It is clear that how situational factors affect the buying decision; now it is important to understand how to influence a customerâ€™s decisions.
Here is the list of ways that influence consumerâ€™s buying decisions:
Social Surroundings – Giving people a social surrounding can influence their buying decision. It is possible only by understanding a consumerâ€™s social behavior. For example, in a coffee shop, most people come to have coffee, other for doing business, and another half for writing. By understanding this social behavior of consumers, a coffee shop can provide them the required environment. The image is depiction different social surroundings.
Time Situation – Understanding a consumerâ€™s shopping time can help a store work on that particular time. For example, some shopping malls are open for the whole day, and other halves are open for a fixed time between a day or night. It completely depends on the timing of a consumerâ€™s shopping. At what time they prefer to go shopping.
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