Consumer Behavior: What You Need To Know

What motivates people to buy? It’s a question that has long puzzled marketers and psychologists alike. But understanding customer behavior is essential to developing successful marketing campaigns. 

What is consumer behavior?

In order to make sound marketing decisions, businesses must first understand customer behavior. Consumer behavior is the way consumers react to and select from different marketing stimuli. This includes initial awareness of a product or service to post-purchase satisfaction (or lack thereof).

There are many factors that influence customer behavior, including but not limited to: psychological factors (i.e., motivation, perception, learning, beliefs), personal factors (i.e., age, gender, income, occupation), and social factors (i.e., family, reference groups). A thorough understanding of customer behavior is essential for any business looking to succeed in today’s competitive marketplace.

The different types of customer behavior

There are four different types of customer behavior:

1. Pre-purchase behavior – This is the stage where consumers are researching products and services before making a purchase. They’re looking for pricing, quality, features, and more information.

2. Purchase behavior – This is the stage where consumers actually make a purchase. They may buy online, in-store, or through another channel.

3. Post-purchase behavior – This is the stage where consumers use and dispose of the product or service they purchased. They may also evaluate their purchase and decide whether they’re satisfied.

4. Non-purchase behavior – This is the stage where consumers don’t make a purchase even though they’re interested in a product or service. There could be many reasons why they don’t buy, such as price, lack of availability, or poor quality.

Each of these stages is important to understand when marketing products and services to consumers. By understanding how consumers behave at each stage, businesses can tailor their marketing messages and strategies to increase the likelihood of a sale.

The factors that influence Customer behavior

Several factors may influence customer behavior. The most important factor is the consumer’s motivation, which can be either positive or negative. Positive motivation is called “approach behavior,” whereby the consumer approaches a product or service with the intention of purchasing it. Negative motivation, on the other hand, results in “avoidance behavior,” where the consumer avoids a product or service because they do not want to purchase it.

Other important factors that influence customer behavior include perceived risks and benefits, perceived needs and wants, past experiences, and social influences. Perceived risks and benefits refer to how the consumer perceives the risks and benefits associated with a particular product or service. Perceived needs and wants refer to the consumer’s perceptions of their needs and wants. Past experiences refer to any previous interactions that the consumer has had with similar products or services. Social influences refer to any family, friends, or peer groups that may influence the consumer’s decision-making process.

How to use customer behavior to your advantage

By understanding how consumers think, feel, and behave when making purchasing decisions, you can better tailor your marketing efforts to their needs and wants.

Below are a few tips on how you can use client behavior to your advantage:

1. Understand the consumer decision-making process.

It’s essential to understand the different stages of the consumer decision-making process. This includes factors like perceived risks and benefits, perceived needs, and purchase intentions. By understanding these factors, you can more effectively market to consumers.

2. Identify your target market.

You can only successfully market to some, so you must identify your target market. This involves segmenting your audience by age, gender, income level, etc. Once you have identified the target market, you can create marketing messages that will resonate with them.

3. Use psychological principles in your marketing efforts.

There are various psychological principles that can be used to influence customer behavior, such as the principle of social proof (i.e., people are likely to do something if they see others doing it) and the principle of authority (i.e., people are more likely to do something if they perceive an authority figure as telling them to do it). By leveraging these principles in your marketing campaigns, you can increase the likelihood of influencing customer behavior.

4. Conduct market research.

Conducting market research is a great way to gain insights into customer behavior. This can be done via surveys, focus groups, interviews, and other methods. By understanding how consumers think and feel about your product or service, you can better tailor your marketing efforts to their needs.

5. Keep up with industry trends.

Keeping up with industry trends is essential in adjusting marketing plans accordingly. This might involve tracking changes in shopper behavior or identifying new marketing channels that are gaining popularity. By staying up-to-date on industry trends, you can ensure that your marketing efforts are always relevant to consumers.

Use these tips to help you better understand and leverage shopper behavior in your marketing efforts.


Consumer behavior is a complex topic that can be difficult to understand. However, it is essential to have a basic understanding of consumer behavior in order to make informed decisions about marketing and sales strategies.