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There are some marketers who believe that a customers past behavior is one of the most...

There are some marketers who believe that a customers past behavior is one of the most meaningful and useful data elements in preparing marketing campaigns. What do you think? What other factors influence consumers in their buying decisions?

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Answer #1

It is true up to the certain extent, that consumers' past buying behavior can show the indications that can be used, by the marketers to customize their messages and attract their customers in best possible ways. It helps marketer know the buying tendencies, nature of product, trade-off between price and quality along with the seasonality factors in buying decisions . Accordingly, marketers also give inputs to the manufacturers and help doing cross selling and up selling in the market.

But, there are other factors that affect the consumers in their buying decisions. The first factor is the behavioral factor such as emotions and sentiments, influence of the colleagues and seniors and past experience with a particular brand. It changes the buying pattern. The second factor is the technological breakthroughs and destructive technologies. It makes trending of new products that can affect the buying behavior and people can go for the new and latest product designs and technologies. It will be completely different to what was purchased in the past. The third factor is the influence of the family members. With the changing profile of the family members, then demand also changes and it makes consumers to change the buying pattern.

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