Under today’s macroeconomic conditions, the key factor of succeeding is how to quickly adapt to customers’ needs. Companies become more and more customer-oriented.

Most of companies can easily update their new technologies, like smart phones and Internet commerce, such as Apple and Microsoft. But it’s not easy to catch up with the changes of customer’s social behavior. In order to understand the consumers’ behaviors, we should know how the consumers make decisions. Basically the customer’s decision is made based on the social factors. For example, high heels is a symbol of women, every woman desire to have a beautiful high heels, even though they know it’s not comfortable.

So the desire for social proof usually influences our decisions of purchasing items, such as outfits and decorations. Even when we are indecisive on purchasing, we will often turn to the people we know. With the passage of time, customers will make purchasing decision based on the desire of becoming the persons they admire. According to the data what I find, It is claimed that almost 50% of shoppers surveyed admitted to making at least one purchase based on a social media or friend recommendation. Authority principle becomes a major method to attract customers’ eyeball. Famous people always have a big rallying point.

Besides the sections mentioned above, the Reciprocity-“Repaying favors”, Scarcity-“less is more”, and Consistency principle-“being loyal to certain brands” are three large social habits that influence the consumers’ behaviors. So company should focus these seven principles to understand what the customers’ needs and what should we show to the customers.