Factors that Affect Buyer Behaviour

In business such as the mobile phone market, sellers should consider the motivations and emotions that encourage consumers’ buying patterns, the purchase decision process of the customers, and benefits derived by the customers. There are three factors that determine how customers rate different products: personal, psychological and social factors.

Personal Factors

Personal factors that affect buyer behaviour include age, education, health status, marital status, and gender. For example, ladies may prefer different colours of mobile phones than men. In terms of age, young people prefer mobile phones that have entertainment apps while older people prefer more professional apps.

Psychological Factors

Psychological factors affecting buyers’ behavior include personality, attitudes, lifestyles, and interests. These are used mainly for B2C buyers because psychological factors are different for different individuals. For example, when selling a mobile phone the seller should consider the attitude of the buyer towards certain types of applications.

Social Factors

Social factors such as friends, families, values, culture, and role models influence the buying decisions of both B2C buyers and B2B buyers. The culture within an organization determines what suppliers can sell to them. For example, a company that is characterized with continuous communication across all departments requires effective and efficient internet and collaborative tools for its mobile phones.

Benefits of the Product

The most important factor that consumers are concerned about is the benefits derived from the product; especially for B2B buyers. Buyers of mobile phones are not motivated by the looks of mobile phones but by the purpose they serve, that is why leading manufacturers such as Samsung have come up with applications that benefit consumers e.g. the health application.

Other Factors

The buying decisions of the consumer may also be influenced by the urgency, riskiness, regularity, affordability, and importance of the purchase.

The Urgency of Purchase

The urgency of purchase influences both B2C’s and B2B’s buying decisions. However, the urgency of using mobile phones is higher for B2B than B2C because businesses may have urgent dealings with customers which may affect the businesses if they are not handled urgently (Du & Rousseau, 2003). If the current phones in the company are out of order, mobile phones are the most suitable in case of such urgency. If the purchase of a mobile phone is urgent, for example when a previous one has been stolen and an individual is waiting for an urgent business call, the individual will be motivated to purchase a new mobile phone.

Buying Risk

In terms of risk, mobile phones may be more risky to individual consumers than businesses; hence risk is an important factor in determining the buying decisions of buyers in B2C than B2B. For example, some mobile phones may be risky because they may be fragile and can be destroyed easily. In such a case, the buyer will not be in a rush to make a purchase decision.

Regularity of Purchase

Furthermore, purchase is more regular for B2Cs than B2Bs; hence regularity of purchase affects individual customers than businesses in their buying decisions. If the mobile phone has been bought regularly in the past, the customer will not have making a purchase decision.


B2C’s buying decisions are more influenced by availability of funds than B2B’s buying decisions because businesses can secure funds more easily than individual consumers.

Importance of Purchase

The importance of a product also matters a lot when making a buying decision. For example, if a customer wants to buy a second mobile phone, the importance of buying it is low. In this case, the buyer will not give great attention to the purchase decision.

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