3.3 : 消費者の意思決定プロセスに影響を与える要因 - 概要

Consumer decision-making is influenced by cultural, social, personal, psychological, marketing mix, and situational factors.

These factors alter a product's perceived benefits and costs, impacting its desirability.

Cultural factors, like values, beliefs, and customs, shape perceived product benefits. An example would be the red packaging used for good luck in Chinese culture.

Social factors involve opinions and approval from peer groups and social networks. They influence choices, like a teen's clothing selection.

Personal factors like age, lifestyle, personality, and economic status influence individual preferences and needs. For example, older individuals may prioritize comfort in a car, while young adults may focus on style and technology.

Psychological factors like motivation, perception, and attitudes guide buying decisions, such as choosing luxury products for status.

The marketing mix, including product design, pricing, and promotion, impacts purchase decisions, like impulse buying triggered by discounts.

Situational factors, such as mood and specific occasions, affect buying decisions, like purchasing a raincoat on a rainy day.