Over the past few years, people have become more conscious of their health and beauty, and this has resulted in a boom of such products in the market. This has even resulted in the formation of newer industries. This article talks about the various factors that determine the choice of your health and beauty products.
Age of the consumer
Buying behavior is strongly influenced by the age of the consumer and their social or familial roles like that of an unmarried, young-married, middle-aged, or an older adult. A young person would prefer soap materials that are fragrant and help to maintain his or her youth. However, an older consumer will look for organic ingredients that would not affect his health adversely.
Income level of the consumer
Consumers with a higher level of income tend to buy more luxurious or expensive products. The income level also determines the type of goods that they buy. A consumer will reject even an excellent product if it is out of his purchasing capacity. The price sensitivity of the consumer also varies according to the type of product that he is purchasing. A person will bother more about the price if he is looking for a beauty soap than when he would be looking for multivitamin tablets.
Education, culture, and values of the consumer
An educated consumer generally goes through the ingredient list and rejects or accepts the products on that basis. A less educated or illiterate person would not pay heed to the ingredients due to a lack of knowledge. The culture and values of the customers also influence their choice. A person more sensitive towards animals would prefer vegan products, and someone conscious of the environment would choose more organic ingredients.
Value of the brand
This is undoubtedly the most critical factor influencing the buying behavior of consumers. And this is the reason why companies invest a handsome amount in marketing their products through tv advertisements, social media platforms, billboards, etc. Companies hire star celebrities to recommend their products that adds to their brand value. People like to buy from those companies that they are most familiar with and have an excellent brand value.
Distribution channel
The distribution channel through which the seller markets his products is also essential. They supply products to various supermarkets, retailers, or high-end groceries. All these places have different customer groups, and thus, selling through these points helps them to target groups with different socio-economic statuses and reach their potential customers. Product placement is also prominent because a product kept on the top-front shelf in a store or on the first page on a shopping website is likely to attract more customers than the one kept on the last shelf or the last page.
Product characteristics
Consumers have nowadays become conscious of the contents of the products that they use. They look for natural, organic, and non-toxic ingredients. The product packaging and fragrance also have a significant influence. People prefer products that have a more luxurious look and are creative in their packaging.
