To Buy or Not To Buy? : Analysis of Consumer Purchasing Behavior across Different Products in Relation to Psychological Factors

Edina Lendvai; Szintia Fanni Sáfár

doi:10.14232/analecta.2025.3-4.1-14

Authors

Edina Lendvai University of Szeged - Faculty of Engineering https://orcid.org/0000-0003-1689-7492
Szintia Fanni Sáfár University of Szeged - Faculty of Engineering

DOI:

https://doi.org/10.14232/analecta.2025.3-4.1-14

Keywords:

customer behaviour , psychology, online marketing survey

Abstract

As the world evolves, marketing is gaining ground and its role in our lives is becoming more and more crucial. The result is a set of influences on our consumer behaviour, which can change our attitudes and buying habits. In most cases, companies are able to achieve this without our knowledge, with the aim of increasing their purchasing power. In our research, we wanted to achieve our goal by using a quantitative method, i.e. we wanted to get to know the habits of the participating consumers and to obtain information about the behaviour of the respondents. We have used an online questionnaire (by 322 answerers) to investigate the psychological and environmental factors that influence our decisions. The aim of manufacturers is to use promotional tools to manipulate our emotions to create a request in consumers, which creates a demand, and thus a product that is not very useful. In our research we investigated how much the mood of shoppers influences their choices and decisions. We found that even conscious shoppers often make purchases according to their mood, sometimes even for unnecessary products.

Our main achievements:

- Conscious consumers buy far fewer products they do not need than non-conscious consumers

- Using as many emotions as possible in the design of advertising can lead companies to success, because those who can be influenced often rely on their emotions to make decisions.

- The mood of the supermarkets today plays a crucial role in influencing consumers.

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