Consumer Behavior: Understanding the Factors that Influence Purchasing Decisions

Consumer Behavior (CB) represents a dynamic field of research that seeks to explain how individuals make decisions regarding the acquisition of goods and services. Understanding the factors that influence Purchasing Decisions (PD) is crucial for businesses, marketers, and policymakers aiming to effectively respond to consumer needs. This paper examines the multidimensional aspects of CB, including psychological, cultural, social, and economic determinants. Psychological factors such as perception, motivation, and attitudes significantly shape preferences and PD. Cultural and social dimensions, including traditions, peer influence, and family dynamics, further impact decision-making processes. Additionally, economic considerations like income level, price sensitivity, and market conditions play an essential role in shaping consumer choices. The paper also highlights the growing influence of Digital Marketing (DM) and technological advancements, which have redefined the ways consumers evaluate products and make PD. By integrating these perspectives, the study provides a comprehensive understanding of the interplay between various determinants. The insights gained from this analysis can assist businesses in developing strategies that align with consumer expectations, enhance Customer Satisfaction (CS), and strengthen brand loyalty. Ultimately, recognizing the complexity of CB contributes to more effective marketing approaches and sustainable business growth.

کلیدواژه ها:

Consumer Behavior ، Purchasing Decisions ، Psychological Factors ، Cultural and Social Influences ، Digital Marketing ، Customer Satisfaction