Main factors affecting consumer purchasing behavior:

1. Internal factors:

1. Motivation: Need causes motivation, and need is people’s desire for something requirements or desires. As far as consumers are concerned, needs are manifested in the acquisition of various material needs and spiritual needs. Maslow's "five levels of needs" theory, namely physiological needs, safety needs, social needs, esteem needs and self-actualization needs.

Needs generate motivation, and consumer purchasing motivation is formed by the combination of consumers' internal needs and external stimuli to create a motivation for the subject.

2. Feelings: How consumers act when purchasing depends on their reaction to external stimuli or situations. This is the impact of feelings on consumer purchasing behavior. Feelings refer to people's feelings and perceptions.

3. Attitude: Attitude usually refers to a person's evaluation of whether he likes or dislikes something, his emotional feelings and action tendencies. As a consumer, attitude has a great impact on consumer purchasing behavior. Corporate marketers should focus on research on consumer attitudes.

4. Learning: Learning refers to changes in personal behavior caused by experience. That is, in the practice of purchasing and using goods, consumers gradually gain and accumulate experience, and adjust their purchasing behavior based on experience. Learning occurs through the interaction of drives, stimuli, cues, responses, and reinforcements.

2. External factors:

Corporate marketing should pay attention to the influence of relevant groups on consumer purchasing behavior; use the influence of relevant groups to carry out marketing activities; also pay attention to different products The degree of influence of relevant groups varies. The stronger the visibility of the product, the greater the influence it will have on relevant groups. The more special the product is and the lower the purchase frequency, the greater the influence of relevant groups. The less knowledge you have about a product, the greater the impact you will have on relevant groups.

Social class refers to a society that divides its members into relatively stable different levels according to its social norms. People from different social classes have different economic status, values, hobbies, lifestyles, consumption characteristics, leisure activities, and acceptance of mass media. These will directly affect their understanding of products, brands, stores, purchasing habits and purchasing methods.

Corporate marketing should pay attention to the division of social classes in the country, and provide appropriate products and services through appropriate information dissemination methods and appropriate sales methods at appropriate locations according to the hobbies and requirements of different social classes. .

Extended information:

The four stages of consumer purchasing behavior:

1. The "feeling of inadequacy" stage: The feeling of inadequacy refers to the consumer's After being stimulated, there is a feeling of lacking something and thus needing something (goods or services), that is, consumption need. 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 higher-level needs becomes what drives consumers to purchase. power.

2. The "Wish for Satisfaction" stage: The "Wish for Satisfaction" refers to the fact that after consumers feel a sense of inadequacy, they naturally form a desire to satisfy and make up for this insufficiency, develop purchasing motivations, and hope to purchase through Buy products to get satisfaction. At the same time, this purchasing motivation can be induced.

3. "Purchasing behavior" stage: Purchasing behavior refers to the action of consumers exchanging money for goods driven by purchasing motivation to satisfy certain needs. Of course, before doing this, consumers will first understand and collect various relevant information according to their needs, and conduct a comprehensive analysis and comparison of available products before making a decision on whether to purchase.

4. "Post-purchase behavior" stage: Post-purchase behavior refers to a series of actions taken after consumers use the product, obtain the corresponding consumption experience, and evaluate the purchase. If consumers have a good consumption experience, they will take positive actions and engage in re-purchase behavior; if not, they will carry out negative publicity and even discourage others from purchasing.

The products purchased this time will be rented, lent, shelved, discounted, given to others, returned, discarded, etc.

Baidu Encyclopedia-Consumer Purchasing Behavior

Baidu Encyclopedia-Purchasing Behavior