ANALYSIS OF FACTORS THAT INFLUENCE THE PURCHASE DECISION FOR THE PRODUCT/BRAND

Understanding the consumer decision-making process has become a major concern for both researchers and marketing practitioners in a modern economy, profoundly shaped by competition, technology, and constant changes in consumption behavior. The complex interactions between psychological, social, cultural, financial, and technological factors determine how consumers choose a product. Under these circumstances, the analysis of the purchasing decision becomes highly significant, as it is essential for anticipating and influencing consumer behavior in order to create effective and sustainable commercial strategies. From the awareness of a need and the search for information to the evaluation of alternatives, the final purchase decision, and post-purchase behavior – all these are components of the buying process. The consumer may act consciously or unconsciously, rationally or emotionally, in each of these stages. Consequently, research into the factors that influence buying behavior requires a deep understanding of attitudes, motivations, values, and the social context in which decisions are made, rather than merely tracking the choices themselves. The purpose of this paper is to present both a theoretical and practical approach to the purchasing decision, starting from fundamental concepts and culminating with a specific case study referring to a particular product or brand. Firstly, the well-known theoretical models of the consumer decision-making process are presented. Paper also discusses ways in which these models can be improved by incorporating modern trends such as digitalization, personalized offers, the influence of social media, and corporate social responsibility. In addition, the role that experience plays when people make purchasing decisions and become loyal customers is examined. Secondly, the elements influencing purchasing decisions are classified and analyzed in detail. These fall into three main categories: internal factors (personal, psychological, motivational), external factors (social, cultural, economic, technological), and product- or brand-specific factors (price, quality, packaging, design, brand awareness, etc.). The analysis is then applied to a specific case, such as a current market brand or product, to highlight how these factors manifest in reality and how they influence consumers’ actual choices. Finally, there are examined how these elements affect marketing strategies. It explores how companies can adapt their marketing mix to align with consumer expectations and preferences, as well as positioning and differentiation strategies based on the target audience profile. Current trends are also analyzed, such as influencer marketing, the use of AI for personalized advertising, and the creation of automated promotion tools. Paper aims to emphasize how an in-depth understanding of the consumer enables companies to optimize their commercial efforts and build an authentic and lasting relationship with their audience. The purpose of this research is not only to achieve a theoretical understanding of the consumer decision-making process but also to demonstrate how crucial it is to understand buying behavior in the commercial strategies of brands. Consequently, the paper contributes to developing a modern and applied vision of marketing, consumer-oriented and grounded in research, adaptation, and innovation.

KEYWORDS / КЉУЧНЕ РЕЧИ: 

Decision making, product purchase, brand purchase

ACKNOWLEDGEMENT / ПРОЈЕКАТ:

Research was partially conducted as a result of the Erasmus+ mobility of Mihalache Georgiana, Marin-Zainea Răzvan-Gabriel, Tudorache Alexandra-Elena at the Institute of Agricultural Economics, Belgrade, The mobility took place from April 6, 2025, to April 12, 2025.

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