The main types of consumer buying behavior should be divided into the following four categories, so as to better understand the diversity of types.
(1) According to the complexity of consumers' buying behavior and the difference of products purchased, it is divided into:
1. Complex buying behavior. If consumers are highly involved and understand the significant differences among existing brands, varieties and specifications, complex buying behavior will occur. Complex purchase behavior means that the consumer's purchase decision-making process is complete, and it has to go through a lot of information collection, comprehensive product evaluation, prudent purchase decision-making and serious post-purchase evaluation.
for complex purchase behaviors, marketers should formulate strategies to help buyers master product knowledge, publicize the advantages of the brand through various channels, influence the final purchase decision and simplify the purchase decision-making process.
2. reduce the purchase behavior of imbalance. It means that consumers don't collect product information extensively and choose brands carefully, and the purchase decision-making process is quick and simple, but after buying, they will think that the products they buy have some defects or other similar products have more advantages, and then they will have a sense of imbalance and doubt the correctness of the original purchase decision.
for this kind of purchase behavior, the marketer should provide perfect after-sales service, and often provide information about products that are beneficial to the enterprise through various channels to convince customers that their purchase decision is correct.
3. Seek diversified buying behaviors. It means that consumers buy products at random, decide to buy a brand without in-depth information collection, evaluation and comparison, evaluate it at the time of consumption, but switch to other brands at the next purchase. The reason for the conversion is that I am tired of the original taste or want to try a new taste, and I am looking for the diversity of products without necessarily being dissatisfied.
The marketing strategies of market leaders and challengers are different for diversified buying behaviors. Market leaders try to encourage consumers to form habitual buying behavior by occupying shelves, avoiding out-of-stock advertisements and reminding them to buy. Challengers, on the other hand, encourage consumers to change their original habitual buying behavior with lower prices, discounts, coupons, free samples and advertisements emphasizing the trial of new brands.
4. Habitual buying behavior. It means that consumers do not collect information and evaluate brands in depth, but are used to buying brands they are familiar with, and may or may not evaluate products after purchase.
(2) According to the selected degree of consumers' purchase targets, it is divided into
1. Fully determined types. It means that consumers have a clear purchase goal before buying goods, and have clear requirements on the name, model, specification, color, style, trademark and even price range of goods. After entering the store, such consumers generally choose purposefully, put forward the goods they want to buy on their own initiative, and put forward specific requirements for the goods they want to buy. When the goods can meet their needs, they will not hesitate to buy the goods.
2, semi-deterministic type. Refers to the consumer before buying goods, has a general purchase goal, but the specific requirements are not clear enough, and the final purchase needs to be completed through selection and comparison. For example, the purchase of air conditioners was originally planned, but there are countless brands, specifications, models and styles to buy. After such consumers enter the store, it usually takes a long time to analyze and compare before they can complete their purchase behavior.
3. indefinite type. Refers to consumers who have no clear or established purchase goal before buying goods. This kind of consumers enter the store mainly for sightseeing and leisure, watching the goods aimlessly or casually knowing the sales of some goods, sometimes buying the goods that they feel interested or suitable occasionally, and sometimes leaving after watching them.
(3) According to consumers' purchasing attitude and requirements, it is divided into
1. Habitual type. Refers to consumers' frequent and repeated purchases due to their trust and preference for a certain commodity or a certain store. Because they often buy and use these products, they are very familiar with them and have a deep experience. When they buy again, they often don't spend time comparing and choosing, and their attention is stable and concentrated.
2. rational type. Refers to the consumer's careful study and comparison of the purchased goods before each purchase. Buying is less emotional, calm-headed, cautious and subjective, and it is not easy to believe in advertisements, propaganda, promises, promotion methods and salespeople's introductions, mainly relying on the quality and style of goods.
3, economical. It means that consumers pay special attention to the price when buying, and they are particularly sensitive to the price. Whether buying high-grade goods or low-grade goods, the first choice is price, and they are most interested in low-price promotions such as "big sale", "clearance" and "blood sale". Generally speaking, such consumers are related to their own economic situation.
4, impulsive. Refers to the purchase behavior that consumers are easily stimulated by the appearance, packaging, trademark or other promotional efforts of goods. Purchase is generally based on intuitive feelings, starting from personal interests or emotions, like novelty, novelty and fashion products, and are unwilling to make repeated choices and comparisons when purchasing.
5. Doubtful. Refers to the introversion psychological characteristics of consumers, who are cautious and suspicious when buying. Buying is generally slow and time-consuming. It is often "think twice before you act", often hesitating to stop buying, and after buying, you will wonder if you are cheated.
6. Emotional type. Most of these consumers' purchases are emotional reactions, and they often measure the meaning of goods with rich associative power. When buying, their attention is easy to shift and their interests are easy to change. They pay more attention to the appearance, shape, color and naming of goods, and take whether they meet their own imagination as the main basis for buying.
7, amorphous. Most of these consumers' purchases are tentative, their psychological scale is not stable, they have no fixed preference when buying, and they wander between the above five types. Most of these buyers are young people who have lived independently for a short time.
(4) according to the frequency of consumer purchases
1. Frequent purchases. Regular purchase behavior is the simplest kind of purchase behavior, which refers to the purchase of goods that people need in daily life, which are fast-consuming, frequent and low-priced, such as oil, salt, sauce, vinegar, tea, washing powder, monosodium glutamate, toothpaste and soap. Buyers are generally familiar with goods, and the price is low, so people often don't have to spend a lot of time and energy to collect information and choose goods.
2. selective purchase behavior. The unit price of this kind of consumer goods is higher than that of daily consumer goods, hiding between tens of yuan and hundreds of yuan; It takes a long time to use it after purchase, and the frequency of consumers' purchase is not high. There are great differences between different varieties, specifications, styles and brands. Consumers are often willing to spend more time comparing and choosing when buying, such as clothing, shoes and hats, small household appliances, watches, bicycles and so on.
3. exploratory buying behavior. Consumers buy expensive and long-lived high-end goods, such as cars, commercial houses, complete sets of high-end furniture, pianos, computers and high-end household appliances. Consumers are very cautious when buying this kind of goods, and will spend a lot of time to investigate, compare and choose. Consumers often attach great importance to the trademark brand of goods, and most of them buy by recognizing the brand;
The evaluation of goods by purchased consumers has a great influence on the purchase decision of unsold consumers; Consumers usually buy such goods in big shopping malls or specialty stores.
consumer buying behavior is also called consumer behavior. It is all the personal behaviors related to consumption that consumers take around purchasing means of subsistence. It includes psychological activities, physiological activities and other substantive activities from the formation of demand motivation to the occurrence of purchase behavior to the summary of post-purchase feelings.
Extended information:
All a person's behaviors are the brain's response to stimuli, and so are consumers' purchases of goods. It is only when the brain is stimulated that buying behavior occurs. After the stimulus is accepted by consumers, it takes several stages to produce a visible behavioral response or complete a purchase behavior.
1. The "sense of inadequacy" stage
The sense of inadequacy refers to the feeling that consumers lack something and need this thing (goods or services) after being stimulated, that is, consumer needs. According to Maslow's "Five Levels of Needs" theory, when consumers' needs at a certain level are relatively satisfied, they will develop to a higher level, and the pursuit of a higher level of needs has become the driving force for consumers to purchase.
2. The stage of "Desire for Sufficiency"
Desire for Sufficiency refers to that consumers naturally form the desire to satisfy and make up for this deficiency after they feel inadequate, and they have the motivation to buy, and hope to get satisfaction by buying products. At the same time, this purchase motivation can be induced.
3. "buying behavior" stage
buying behavior refers to the action that consumers exchange money for goods to meet certain needs driven by buying motives. Of course, before this, consumers will first understand and collect all kinds of relevant information according to their needs, and make a comprehensive analysis and comparison of the available goods before making a decision on whether to buy or not.
4. "post-purchase behavior" stage
post-purchase behavior refers to a series of actions taken by consumers after using products, gaining corresponding consumption experience and evaluating this purchase. If consumers have a good consumption experience, they will take positive actions and appear repurchase behavior; On the contrary, it will carry out negative publicity and even discourage others from buying.
the products purchased this time will be rented, lent, shelved, discounted, given to others, returned and discarded. Consumer purchase is a complicated decision-making process, which can be generally divided into the following five stages, and corresponding marketing strategies are formulated.
when consumers realize that there is a need for a certain commodity, the purchase process begins. Consumer needs can be caused by internal factors or external factors. At this stage, enterprises must identify the specific factors that make consumers realize their needs through market research, and marketing activities should focus on two tasks:
(1) to explore the driving force of consumption;
(2) planning to stimulate and strengthen needs.
in most cases, consumers have to consider what brand of goods to buy, how much to spend and where to buy them, and they need to seek information and know about the goods. The information sought generally includes: product quality, function, price, brand number, evaluation of buyers, etc. Consumers' information sources usually include the following four aspects:
(1) commercial sources;
(2) personal sources;
(3) mass sources;
(4) sources of experience.
The marketing task of an enterprise is to design an appropriate marketing mix, especially the product brand advertising strategy, and publicize the quality, function and price of the product, so that consumers can finally choose their own brand.
The purpose of consumers' comparative evaluation is to identify which brand and type of goods are most suitable for their own needs. Consumers' comparative evaluation of commodities is a value judgment of commodity attributes based on collected data. Consumers' evaluation of commodity attributes varies from person to person and from place to place. Some evaluations focus on price, some on quality, and some on brand or style.
enterprise marketing must first pay attention to understanding and strive to improve the visibility of its products, so that they can be included in the scope of consumer comparison and evaluation, and then they can be selected as purchase targets. At the same time, it is also necessary to investigate and study the main aspects that people consider when comparing and evaluating a certain kind of goods, and highlight these aspects for publicity, which will have the greatest impact on consumers' purchase choices.
consumers' purchase intention is formed after evaluating the available commodities and making a choice. Under normal circumstances, consumers usually buy their favorite brands. But sometimes it will be influenced by two factors to change the purchase decision.
(1) attitude of others;
(2) unexpected events. Consumers modify, postpone or cancel a purchase decision, which is often influenced by perceived risks. The size of "perceived risk" is determined by the purchase amount, the quality of product performance and the buyer's self-confidence. Enterprise marketing should try to reduce this risk as much as possible to promote consumers to buy.
Baidu encyclopedia: consumer buying behavior