Factors Influencing Consumer Purchasing Decision Behavior: A Case Study of Starbucks

Anqing Normal University, Anqing, China

^* Corresponding author: 18156835075@163.com

Abstract

By analyzing the influencing factors of consumer purchasing decision-making behavior, brand enterprises can gain a deeper understanding of consumers' purchasing needs, thereby better formulating and developing marketing strategies. This article defines consumer purchasing decision behavior and points out that the notification of consumer purchasing behavior under the current new situation includes strong information collection ability, personalized consumption presentation, and high consumer initiative. Taking Starbucks as a case study, the influencing factors of consumer purchasing decision behavior are analyzed. They are economic factors, social factors, organizational factors, and individual factors, and targeted marketing strategies for enterprises under the new situation are proposed, including strengthening brand image construction, improving product personality level, enhancing online marketing capabilities, and cultivating professional marketing teams.