Can the purchasing behaviour of customers be influenced?

Abstract

Considering how self-aware and selective today's consumers are about their purchases, it is critical to com-prehend all the different aspects affecting their purchasing behaviour. It is important to keep in mind that marketing is not the only factor at play; customers' purchasing decisions are also influenced by, for instance, the store environment, social media and peer pressure. The purpose of this report was to analyse and gain understanding about the various viewpoints that a store might use to attract consumers to make purchases and looking at the possibility of influencing the customer’s purchasing behaviour. The research was conducted by searching the literature for various hypotheses and studies that would sup-port the observations the authors had made about customers' purchasing behaviour on a daily basis. The observations and hypotheses were put to the test, for instance, by altering the way product X was presented. Based on the information gained from the research, it was determined that a variety of factors influence con-sumer behaviour and in the decision-making process when customers make purchases, businesses need consider all of them.