People's consumption behavior and purchase decision are greatly influenced by cultural, social, personal and psychological factors. 1. Cultural factors Culture is the general name of human knowledge, belief, art, morality, law, aesthetics, customs, language and other abilities and habits acquired by people as members of society. Culture is formed in people's social practice and is the precipitation of a historical phenomenon. At the same time, culture is dynamic and constantly changing. Culture generally consists of two parts. First, all members of society have the same basic core culture. Second, subcultures with different values, lifestyles and customs. (1) Values Values refer to people's attitudes and views on various things in social life. People's values vary greatly with different cultural backgrounds. The popular trend of the market will be influenced by values. When making promotion strategies, enterprises should link products with cultural traditions, especially the values of the target market. For example, Americans want to get the maximum personal freedom and pursue advanced enjoyment. When people buy houses, cars, etc. They can pay by installments or borrow money from the bank. In China, people are used to saving money to buy things, and people often buy goods within the scope of monetary payment. (2) Material culture Material culture is composed of technology and economy, which affects the level of demand, the quality, types and styles of products, and the production and sales methods of these products. The material culture of a country has many meanings to marketing. For example, electric shavers, multifunctional food processors and other small appliances have been fully accepted in developed countries, but in some poor countries, they are not only invisible or unnecessary, but also often regarded as a luxury and waste. (3) aesthetic standards aesthetic standards usually refer to people's evaluation criteria for things, such as good or bad, beautiful or ugly, good or evil. Because aesthetic standards play a great role in understanding the symbolic meaning of different forms of expression, color and beauty standards of art in a particular culture, marketers should especially grasp and attach importance to aesthetic standards. Without a correct cultural understanding of a social aesthetic standard, product design and advertising creativity will be difficult to succeed. If you feel that the aesthetic standards are too naive, not only will the product style and packaging have no effect, but it will also offend potential consumers or cause a bad impression. (4) There are great differences among cultures in the subculture group. In the same culture, people's values, customs and aesthetic standards will show different characteristics due to the influence of many factors such as nationality and religion. Sub-cultures are usually divided according to the standards of nationality, religion, race, geography, occupation, gender, age, language, culture and education level. People in the same sub-cultural group must have some similar characteristics to distinguish them from other sub-cultural groups. Being familiar with the sub-cultural characteristics of the target market is helpful for enterprises to formulate corresponding marketing strategies. Enterprises and marketers must strengthen the study of culture, because culture permeates the whole marketing activities such as product design, pricing, quality, style, type and packaging. The activities of marketers have actually become an organic part of the cultural structure. Therefore, they must constantly adjust their activities to meet the cultural needs of the international market. Cultural exchange, infiltration, reference and even cultural changes between countries require marketers to have the ability to understand and identify the characteristics of different cultures and the subtle differences between different cultural models, and conduct cross-cultural analysis of consumer behavior, so as to truly grasp the development trend of consumer needs and behaviors under different cultural backgrounds. Second, social factors Consumer behavior is also influenced by social factors, including consumers' families, reference groups and social classes. (1) Family is the most basic group to which consumers belong. A person learns a lot from his parents about daily consumption behavior. Even after growing up and leaving home, parents' teaching still has obvious influence. Husband and wife's purchasing role, family life cycle and consumer behavior are deeply influenced by family life cycle. Each life cycle stage has different purchase or behavior patterns. Sellers can sometimes define their target market through life cycle stages and formulate different marketing strategies for different life cycle stages. (2) Reference Groups A person's consumption behavior is influenced by many reference groups. The groups directly affected are called member groups, including large groups such as family, friends, neighbors and colleagues, as well as sub-groups such as religious organizations, professional organizations and trade unions. The worship group is another reference group. Some products and brands are deeply influenced by reference groups, while others are rarely influenced by reference groups. For those products and brands that are deeply influenced by reference groups, consumers must try their best to contact the opinion leaders of relevant references and try their best to convey relevant information to them. (III) Social stratum Social stratum refers to the division of social members into several social strata according to certain social standards, such as income, education level, occupation, social status and fame. People of the same social class often have the same values, lifestyles, ways of thinking and life goals, which affect their buying behavior. W·l· Warner, an American marketer and sociologist, divided American society into six classes from the perspective of commodity marketing. Because every society has different strata, its needs also have corresponding levels. Even if people with the same income level belong to different classes, there are obvious differences in living habits, ways of thinking, purchase motives and consumption behaviors (see table 1). Therefore, enterprises and marketers can segment the market according to social class, and then choose their own target market. Third, consumers' personal factors Consumers' buying behavior is first influenced by their own factors, mainly including: (1) consumers' economic situation, that is, consumers' income, deposits and assets, borrowing ability, etc. The economic situation of consumers will strongly affect their consumption level and scope, and determine their demand level and purchasing power. When the economic situation is better, consumers may have a higher level of demand, buy higher-grade goods and enjoy higher consumption. On the contrary, consumers' economic situation is poor, and usually they can only give priority to meeting basic living needs such as food, clothing, housing and transportation. (2) the occupation and status of consumers. Consumers in different occupations often have different needs and hobbies for goods. A consumer who is engaged in the teaching profession will generally buy more books, newspapers, magazines and other stationery; For fashion models, beautiful clothes and elegant cosmetics are more needed. The different status of consumers also affects their purchase of goods. Consumers with high status will buy higher-level goods that can better show their identity and status. (3) It is the age and gender of consumers. Consumers' demand for products will change with the growth of age, and at different stages of the life cycle, they need different commodities accordingly. For example, in infancy, you need baby food, toys and so on. In old age, health care and life-prolonging products are even more needed. Consumers of different sexes also have great differences in purchasing behavior. Tobacco and alcohol products are mostly purchased by male consumers, while female consumers like to buy fashion, jewelry and cosmetics. (4) is the consumer's personality and self-concept. Personality refers to a person's unique psychological quality, which is usually described as strong or weak, enthusiastic or withdrawn, extroverted or introverted, creative or conservative. Consumers with different personalities have different buying behaviors. Strong consumers are bold and confident when buying, while weak consumers are often timid when choosing goods. Fourth, psychological factors Consumers' buying behavior will also be influenced by major psychological factors such as motivation, perception, learning, attitude and belief. (1) Motivation and need 1. Motivation is the driving force to push individuals to carry out various activities. Motivation is the direct cause of behavior, which urges individuals to take certain actions and point out the direction of behavior. 2. Motivation comes from need. Consumers' buying behavior is the behavior of consumers to solve their needs. Different people have different needs, so people's material and spiritual needs are extensive and diverse. Everyone's specific situation is different, and the order of solving the need problem is naturally different, so there is a "need hierarchy". Demand that needs to be met urgently will stimulate a strong buying motivation. Once the demand is met, it will lose the incentive effect on behavior, that is, there will be no motivation to trigger behavior. (2) Perceived consumers are ready to act at any time after being inspired by the initiator. However, it is somewhat influenced by his views on the relevant situation. 1. Perception refers to the process in which individuals choose, organize and interpret input information to create meaningful personal world images. Perception depends not only on the characteristics of the stimulus, but also on the relationship between the stimulus and the surrounding environment and the personal situation. 2, the characteristics of perception-selective (1) selective attention-people feel stimulation, only a few attract attention, form consciousness, and most of them will be selectively ignored. Generally speaking, the following situations are easy to attract attention and form consciousness: a. things related to recent needs; B. waiting for information; C is greater than normal and unexpected changes. (2) selective misinterpretation-people often like to explain what they notice according to their own experiences, preferences, emotions and situations at that time. This explanation may be consistent with the enterprise's ideas and intentions, or it may be quite different. (3) Selective memory-people tend to forget most of the information, but they can always remember things that are consistent with their attitudes and beliefs. Whether the information of the enterprise can stay in the memory of customers has a great influence on their purchase decision. (3) Learn 1. Learning, also known as "acquisition", means that people will consciously or unconsciously gain acquired experience from various channels and through various means. In the process of consumers' learning, we need to pay special attention to the following points: (1) Strengthening: Being very satisfied after buying will strengthen our beliefs and even repeat buying. (2) Reservation: If you are satisfied or very dissatisfied, you will never forget it. (3) Summary: If you are satisfied, you will love me, love my dog, and have a good impression on everything; Instead, it will hurt the fish in the pool. (4) Discrimination: Once a preference is formed, it will be sought by all means if necessary. 2. Learning will cause personal behavior changes. (IV) Attitudes and Beliefs Through practice and study, people acquire their own beliefs and attitudes, which in turn affect people's buying behavior. 1. Attitude is people's consistent evaluation and response to things, including three interrelated components: belief, emotion and tendency. 2. The formation of attitude is gradual, resulting from the contact with products and enterprises, the influence of other consumers, personal life experience and family environment. Once an attitude is formed, it will not change easily. 3. Belief is a certain point of view recognized by a person. Beliefs can be built on different foundations. Such as: "smoking is good for health" and belief based on "knowledge"; "The smaller the car, the more fuel-efficient" may be based on "opinions"; A preference is likely to come from "trust". Consumers are more likely to act according to "opinions" and "trust". ：

The first kind of consumption is planned, and it is planned according to the actual situation of family income and the life goals of husband and wife. Consumption is generally carried out according to the plan, which is very rational, and there are few cases of blind surprise consumption. Second, the casual type, such people consume completely according to their personal preferences and temporary interests, with little consideration given to the overall consumption efficiency. The so-called "Qian Duoduo flower" and "less money and less spending" are the outstanding characteristics of such people, and they are more prone to blind and wasteful consumption. Third, be thrifty, be cautious in consumption, be economical and be good at using renewable consumption. This type of consumption can gradually make families rich, but the sense of being too frugal may sometimes lead to a backlog of consumption due to excessive purchase of cheap goods. These three consumption patterns have their own advantages and disadvantages. If you spend too much as planned, you may miss good products when you encounter temporary consumption. Most young couples like to spend at will, but unplanned consumption may lead to living beyond their means and affect their feelings; Thrift consumption is mostly the choice of the elderly, but it is also suitable for young families. Appropriate frugality can bring considerable benefits.