The article “What drives consumer behaviour in modern marketing?” by Meghana Dalal provides a comprehensive overview of the factors that influence consumer behavior in the digital age.

https://yourstory.com/2023/10/modern-consumer-behaviour-drivers

The article discusses various factors that influence consumer behavior in the modern era. It begins by examining the five stages of the consumer decision-making process, including problem recognition, information search, alternative evaluation, purchase decision, and post-purchase behavior.

Next, the article focuses on psychological factors that impact how consumers perceive and interact with products and brands. It emphasizes the importance of creating a positive perception through effective branding, messaging, and product quality.

The sociocultural factors that shape consumer behavior are then explored. Cultural norms, values, reference groups, social class, and status are highlighted as key influences. The article emphasizes the need for marketers to be culturally sensitive and adapt their strategies to local customs and beliefs.

Economic factors, such as income level and price sensitivity, are identified as significant determinants of consumer purchasing power and decisions. It underlines the importance of understanding the target market’s income segment for pricing and marketing purposes.

Lastly, the article addresses personal factors, such as life stage, which impact consumer needs and preferences. It recognizes that different consumer groups, such as students, young professionals, parents, and retirees, have distinct priorities and requirements.

Overall, the article provides a comprehensive overview of the drivers of modern consumer behavior, highlighting the significance of the decision-making process, psychological factors, sociocultural influences, economic considerations, and personal characteristics.

This article emphasizes the importance of understanding these factors to create effective marketing strategies in the modern digital age

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