It has been observed that there is a common trend in that the consumers can become affected by the environment and then makes a decision accordingly. Consumers have also been known to affect the environment and so marketers need to take into account the preferences of that particular consumer when it comes to establishing effective marketing campaigns. There are many psychological, social, as well as external factors that can influence a consumer while they are trying to make a decision on whether to use a service or purchase a product. Due to these types of influence the targeted consumer may be dissuaded to purchase a product if their social network has something negative to imply about said products.

Outside perceptions, attitudes, reviews and opinions brought out via family members and of the key demographic play a vital role when it comes to influencing the consumer. The motives of a consumer could also be brought about based on personal goals for which the individual has set e.g., purchasing a home by the age of 35. Every factor mentioned above also culminates to influence a consumer one way or the other in the final decision to purchase a product in order to achieve set goals. If the product is available and within the consumers purchasing market and then presented in a way that depicts the products use as helping the consumer reach their goal; they are more likely to make a buy.

The attitude or current mood of a consumer can also play a vital role when it comes to selecting a product to purchase. If the consumer is a conservative individual and takes more an interest to the social and cultural values standing behind the product, then it becomes the marketers task to emphasize a resounding statement that does not undermine the morals of that individual. To further drive this point home marketing strategies of that particular product need to also include mission statements which focus on the cultural beliefs which would be appealing for that core demographic. If the product is good, and the company behind it has a strong sense and implementation of values and culture, it allows the consumer to purchase with confidence.

The perception of a product can be that of one single image, emotion, or feeling that has been formulated by the consumer based on knowledge or assumptions towards the reliability and effectiveness of that product. A company which makes products that have spanned generations of consumers and have a rich cultural history will have a much easier time influencing the purchasing power of said consumer. The opposite applies to newer startup companies and brands, offering products which have not been in the market for a long period of time. In cases like this it is imperative then that the product be well made, and is receiving of positive reviews. A new company who portrays products backed by strong cultural beliefs can then have a near equal chance of that of a long lasting brand when influencing a consumer’s habits and trends.

The trending attitudes of the products target market plays a major role when it comes to executing a marketing strategy to effectively promote that product. The features of the product should be showcased using exuberant and aggressive means if the marketers intend to promote the product in a region where the majority of consumers comprises of similarly aggressive individuals. The opposite should apply if the consumers are introverted and place more value in traditions and culture. In this scenario the product is best introduced into that market using more personable means for which that consumer can relate to. Marketers need to to be able to adapt to any kind of consumer situation. They need to understand social trends and be able to promote products that can be effectively marketed to a multitude of different demographics. If the marketing team is doing its job correctly by keeping consumers engaged using relevant means of reaching them, then they are more likely not only to sell a product, but keep consumers engaged making future sales of different products from the same brand a lot easier.

Family influence is another strong factor in attempting to achieve marketing success for a product. If products by certain brands has been used in the family for some time, it is likely to carry over to other generations within the family. However this can have an adverse effect in that if a family member has a poor experience with a particular product and voices their opinion to other family members, it makes it highly likely that the product will not be used by other members in that family. Social media as well as reference groups share a significant role when it comes to influencing consumer’s perception related to a product. Reference groups refers to vocal social media types who can influence many consumers around them. They typically have an invested interest in the products they are discussing or reviewing and realize that their analysis of the quality of the brand or product can directly impact the choices that consumers make. Marketing teams are away of these influencers; they operate independently and outside the brands company. This is why companies will spend money for sponsored blog reviews, as well as sometimes packaging products meant for these reference groups as variants intended to appeal to the reference group, therefore increasing the likelihood of positive review.

Besides the product itself other factors such as political and technological can influence a consumer’s purchasing prowess. If a CEO adopts a certain political view and that opinion becomes public knowledge it can have both a negative and a positive effect on their products. Not only are political views a factor, but also ensuring that the companies products are manufactured, marketed and sold within the boundaries and regulations that the law provides. If a business is making popular products that a lot of consumers are enjoying, but then is revealed to be manufactured illegally, then the impact would in all likelihood be detrimental to the brand.

In closing, it is important that marketing teams for products make sure that they are promoting products through legal and viable means. Marketing ads should not be slanderous, or incite negative connotations towards any social groups, cultures or societies. Not only do they need to adhere to global regulations, inoffensive towards any social caste, but they also need to ensure that technology is working with the consumer, not against. It should not be difficult for the consumer to locate, purchase, review, or contact support for the product. In short, market analysts for products have a difficult task when marketing products to consumers. There are numerous factors from ease of purchase, quality of product, the brands cultural stance, and legality of the sales of the products; which can all influence a potential buyer at any given time.