The presentation by Dr. Nancy Agnes explores key factors influencing customer purchasing behavior, categorized into cultural, social, personal, and psychological factors, which impact consumer decisions. It identifies four types of purchasers: analytical, amiable, driver, and expressive, highlighting their distinct motivations for buying. Additionally, the consumer purchasing process comprises five stages: recognizing a problem, gathering information, finding solutions, making a purchase, and reviewing the transaction.

1. KEY FACTORS INFLUENCING
CUSTOMER PURCHASING
BEHAVIOR
An Academic presentation by
Dr. Nancy Agnes, Head, Technical Operations,
Phdassistance
Group www.phdassistance.com
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2. Introduction
What are the key factors influencing
customer purchasing behaviour?
What are the four types of purchasers?
Consumer Purchasing Process has Five
Stages
Today's Discussion

3. Introduction
All of us have been in the situation where we enter a store and
immediately notice something we must have. Retailers invest
enormous sums of money each year in an effort to give their
customers that sense.
As a consumer eventually connects with a product and makes a buy,
branding, web marketing, video and print commercials, social media
efforts, and so on all seem to come together.
This blog will explore the many sorts of purchasers as well as the
factors that affect and shape consumer purchasing behavior (Ali &
Anwar, 2021)
contd...

4. Consumer purchasing behavior describes the steps consumers take
before purchasing a good or service, both online and offline.
Search engine research, participation in social media discussions, and a
range of other activities could be part of this process.
Understanding this process is beneficial for organizations because it
enables them to better match their marketing attempts to those that have
previously been successful in persuading customers to make purchases.
This kind of behavior is influenced by many things.

5. What are the key factors influencing
customer purchasing behaviour?
The process of consumer purchase intention is influenced by a
number of elements, including cultural, social, personal, and
psychological considerations.
If viewed independently, they might not encourage a purchase. The
more components that make up a brand, the more likely it is that a
consumer would identify with it and buy from it (Xu et al., 2020).
Below are the 4 common factors involved:
1. Cultural Factors - People's nationalities do not always
contd...

6. determine their culture. Additionally, it might be characterized by their
affiliations, their religious convictions, or even their geographic location.
2. Social Factors - elements in a person's environment that affect how
they view products.
3. Personal Factors - Age, marital position, financial situation, as well as
one's own personal convictions, morality, and values, are a few examples.
4. Psychological Factors - The way a person is feeling when they are
presented with a product will frequently affect how they feel about both
the product and the brand as a whole.

7. What are the four types of
purchasers?
The analytical, the affable, the driven, and the expressive customer are
the four main categories of purchasers.
Based on what drives each individual to purchase, they are different.
1. The Analytical purchaser - This logical and knowledgeable
consumer would consider all the information on rival brands and
items before making a selection.
contd...

8. 2. The Amiable purchaser - This purchaser is friendly and genuinely
wants to make everyone happy. The impression of a win/lose conclusion
causes them to frequently become frozen when faced with important
decisions (Bastos, 2020).
3. The Driver purchaser - Most significant to drivers is how other people
see them and whether they are being followed. Drivers are the
trendsetters in the industry, and they are more focused in how they
appear than the relationships that are built via transactions.
contd...

9. It's challenging to categorize anything as complex as consumer
purchasing behavior into four orderly groups.
The majority of people will discover that they exhibit a mix of these
kinds of consumer purchasing behavior.
It's critical to comprehend the steps involved in the customer
purchasing process in order to better comprehend this behavior.
4. The Expressive purchaser - For the Expressive Buyer, relationships
are essential. They are unable to tolerate being ignored or feeling
alone throughout a transaction. They prefer to feel like your most
valuable asset, nevertheless.

10. Consumer Purchasing
Process has Five Stages
Find a Problem - In this stage, the customer becomes aware
of problems they want to solve for the first time. It might be
anything from needing a new outfit for a planned occasion to
having a leaky pipe in their home repaired.
Gather Information - Consumers will then want to
investigate the potential causes of their issue and potential
solutions.
contd...
Consumer purchases go through five stages: identifying a problem,
obtaining data, identifying solutions, making a purchase, and
reviewing the transaction.

11. They might use the internet to look for advice or more details about
what might be the root of their issue.
For our hypothetical scenarios, the shopper might look at the best
materials to wear to an outdoor wedding when choosing a new
clothing. In order to determine if they can solve the issue on their
own, the individual who has a leaking pipe may research what
causes leaky pipes (L z roiu et al., 2020).
Find Solutions - The consumer will seek out further specifics on how to
address their issue once they have gathered all the necessary facts.
To aid in their decision-making, they will start contrasting brands and
reading customer reviews.
contd...

12. If someone is shopping, they could search for stores that offer the
most elegant formal clothes at the best costs. If a pipe is leaking, the
owner may search online reviews for the top local plumbers.
Make a Purchase - The purchaser will choose and purchase a
solution at this point. That would include investing in new clothing and
hiring a plumber for our instances (Hanaysha et al., 2021).
Review the Purchase - On business website, some customers might
leave reviews, while others might not. In each scenario, the customer
will assess the good or service they got and decide if they would use it
again or recommend the chosen company to others.
contd...

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