(1) Classification based on the complexity of consumer purchasing behavior and the degree of difference of purchased products

1. Complex purchasing behavior. If consumers are highly involved and understand the significant differences among existing brands, varieties and specifications, complex purchasing behavior will occur. Complex purchasing behavior refers to the complete purchase decision-making process of consumers, which requires various stages such as extensive information collection, comprehensive product evaluation, careful purchase decision-making, and careful post-purchase evaluation.

For complex purchasing behaviors, marketers should develop strategies to help buyers master product knowledge, use various channels to promote the advantages of the brand, influence the final purchasing decision, and simplify the purchasing decision-making process.

2. Purchase behavior that reduces the sense of dissonance. It means that consumers do not collect product information extensively, do not carefully select brands, and the purchasing decision-making process is quick and simple. However, after purchasing, they will think that the product they bought has certain defects or that other similar products have more advantages, which will lead to Feeling of dissonance and doubting the correctness of the original purchase decision.

For this type of purchasing behavior, marketers should provide complete after-sales service and frequently provide information about the company's products through various channels, so that customers can believe that their purchasing decision is correct.

3. Seek diversified purchasing behavior. It means that consumers are very random in purchasing products. They decide to buy a certain brand without in-depth collection of information and evaluation and comparison. They only evaluate it when they consume it, but switch to other brands the next time they buy. The reason for switching is that you are tired of the original flavor or want to try new flavors. They are looking for product diversity without necessarily being dissatisfied.

The marketing strategies of market leaders and challengers are different when it comes to purchasing behavior seeking variety. Market leaders try to encourage consumers to form habitual buying behavior by occupying shelves, avoiding out-of-stocks and advertising to remind them to buy. Challengers use lower prices, discounts, coupons, free samples, and advertising that emphasizes trying new brands to encourage consumers to change their original buying behavior.

4. Habitual purchasing behavior. It means that consumers do not collect information and evaluate brands in depth, but are just accustomed to buying brands they are familiar with. They may or may not evaluate products after purchase.

The main marketing strategies for habitual purchasing behavior are:

(1) Use price and sales promotion to attract consumers to try.

(2) Carry out a large number of repetitive advertisements to deepen consumer impressions.

(3) Increase purchase participation and brand differentiation.

(2) Divide and divide according to the degree of selection of consumers’ purchasing goals

1. Fully determined. It means that consumers have clear purchasing goals before purchasing goods, and have clear requirements for the name, model, specification, color, style, trademark and even price range of the goods. After entering a store, such consumers generally make purposeful choices, actively propose the goods they want to buy, and make specific requirements for the goods they want to buy. When the goods can meet their needs, they will buy them without hesitation. commodity.

2. Semi-determinate type. It means that before consumers purchase goods, they have a general purchase goal, but the specific requirements are not clear enough, and the final purchase needs to be made through selection and comparison. For example, the purchase of an air conditioner was originally planned, but the brand, specification, model, style, etc. to be purchased are unknown. After such consumers enter the store, they generally have to go through a long period of analysis and comparison before completing their purchasing behavior.

3. Uncertain type. It means that consumers do not have clear or established purchasing goals before purchasing goods. This type of consumer enters the store mainly for sightseeing and leisure, looking at the products aimlessly or casually learning about the sales of some products. Sometimes they feel interested or suitable products and occasionally buy them, and sometimes they leave after viewing.

(3) Classification based on consumer purchasing attitudes and requirements

1. Habitual type. Refers to consumers’ frequent and repeated purchases due to their trust and preference for a certain product or store. Due to frequent purchase and use, they are very familiar with these products and have deep experience with them. When purchasing again, they often no longer spend time comparing and choosing, and their attention is stable and concentrated.

2. Rational type. It means that consumers should conduct more careful research and comparison on the purchased goods before each purchase.

Buying is less emotional, calm-minded, cautious in behavior, and highly subjective. They do not easily believe in advertisements, publicity, promises, promotion methods, and salespersons' introductions. They mainly rely on product quality and style.

3. Economical type. It means that consumers pay special attention to price when purchasing and are particularly sensitive to price. Whether they are choosing high-end products or mid-to-low-end products, their first priority is price. They are most interested in low-price promotions such as "big sales", "clearances" and "cost sales". Generally speaking, this type of consumer is related to their own economic situation.

4. Impulsive type. Refers to the purchasing behavior of consumers who are easily stimulated by the appearance, packaging, trademark or other promotional efforts of the product. Purchasing is generally based on intuitive feelings, starting from personal interests or emotions, and likes novel, novel, and fashionable products, and is unwilling to make repeated choices and comparisons when purchasing.

5. Doubtful type. It refers to the psychological characteristics of consumers who are introverted, and they are cautious and full of doubts when purchasing. Purchasing is generally slow and time-consuming. They often "think twice before leaping", often hesitate and interrupt their purchases, and even wonder whether they have been deceived after purchasing.

6. Emotional type. The purchases of this type of consumers are mostly emotional reactions. They often use rich associations to measure the meaning of the product. When purchasing, 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 the product, and whether it meets the requirements of the product. Your own imagination serves as the main basis for purchasing.

7. Unshaped. Most of the purchases of this type of consumers are tentative, their psychological scale has not yet stabilized, and they have no fixed preferences when purchasing. They wander between the above five types. Most of the buyers of this type are young people who have not been living independently for a long time.

(4) Classification according to consumer purchase frequency

1. Frequent purchasing behavior. Recurring purchasing behavior is the simplest type of purchasing behavior. It refers to the purchase of goods that people need in daily life, are consumed quickly, purchased frequently, and are cheap, such as oil, salt, sauce, vinegar, tea, washing powder, MSG, toothpaste, soap, etc. Buyers are generally familiar with the products, and coupled with the low prices, people often do not need to spend a lot of time and energy collecting information and selecting products.

2. Selective purchasing behavior. The unit price of this type of consumer goods is higher than that of daily consumer goods, ranging from tens to hundreds of yuan; it takes a long time to use after purchase, consumers purchase less frequently, and there are large differences between different varieties, specifications, styles, and brands. Large, consumers are often willing to spend more time comparing and choosing when purchasing, such as clothing, shoes and hats, small household appliances, watches, bicycles, etc.

3. Investigate purchasing behavior. Consumers often buy high-end products that are expensive and have a long service life, such as cars, commercial houses, complete sets of high-end furniture, pianos, computers, high-end household appliances, etc. Consumers are very cautious when purchasing such products and will spend a lot of time investigating, comparing, and choosing. Consumers often attach great importance to the trademark brand of the product, and most of them buy it based on the brand; the evaluation of the product by the consumers who have purchased has a greater impact on the purchasing decisions of the consumers who have not purchased; consumers generally purchase such products in large shopping malls or specialty stores< /p>