Abstract: The study of consumers' buying behavior is one of the homework that marketers must do. By studying the types of consumers' buying behavior, it is of great significance for marketers to accurately analyze the factors affecting consumers' buying behavior and then formulate appropriate marketing strategies.
Keywords: purchase type, marketing strategy, purchase behavior and purchase decision.
First, what is consumer buying behavior?
Consumer's purchase behavior refers to the decision-making process of purchasing goods taken by consumers to satisfy their personal or family life. Consumer's buying behavior is complex, and its buying behavior is influenced by the mutual promotion and interaction of its internal and external factors. Through the study of consumers' buying behavior, enterprise marketing can grasp the law of their buying behavior, thus making effective marketing strategies and realizing enterprise marketing goals.
Second, the types of consumer purchases and their marketing strategies.
According to consumer participation and product brand differences, asare is divided into the following four types:
1, the purchase behavior is complicated. If consumers are highly involved and understand the significant differences between existing brands, varieties and specifications, complex buying behaviors will occur. Complex purchase behavior means that the consumer's purchase decision-making process is complete, and it needs to go through a lot of information collection, comprehensive product evaluation, prudent purchase decision-making and serious post-purchase evaluation.
Marketing strategy:
(1), make product manuals to help consumers fully understand product knowledge, product advantages and other similar products in time, and enhance consumers' confidence in their products.
(2) Implement flexible pricing strategy.
(3) Intensify advertising to create brand-name products.
(4), the use of personnel to promote, hire well-trained, professional knowledge of salesmen to promote products, simplify the purchase process.
(5) Implement after-sales tracking service strategy to increase the affinity between enterprises and consumers.
2. Reduce the unbalanced purchase behavior. It means that consumers don't collect product information extensively and choose brands carefully, and the purchase decision-making process is quick and simple. However, after purchasing, they will think that their products have some defects or other similar products have advantages, and then they will feel unbalanced and doubt the correctness of the original purchase decision.
Marketing strategy:
(1), reasonable price, sincere service, creating a famous brand and establishing a good corporate image.
(2) Choose the best sales place. That is, being in the same place with competitors is convenient for consumers to choose.
(3) Introduce the advantages of products to consumers in time, resolve the doubts in consumers' hearts, and eliminate consumers' sense of loss.
3. Seek diversified buying behaviors. It means that consumers buy products at will, 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 seek the diversity of products without necessarily being dissatisfied.
Marketing strategy:
(1), adopt a multi-brand strategy to highlight the advantages of each brand. Multi-brand decision-making means that an enterprise designs two or more competing brand decisions for a product in the same product category at the same time. This strategy was initiated by Procter & Gamble. Today, Procter & Gamble has many brands of shampoo products, such as Rejoice, Head & Shoulders and Pan Ting. The outstanding advantage of Rejoice is soft hair, the outstanding advantage of Head & Shoulders is dandruff removal, and Pan Ting is to care and nourish hair. With its strong enterprise strength and multi-directional advertising, P&G has made its brand deeply rooted in the hearts of consumers and created impressive achievements. ：
(2), the price opened the grade.
(3), occupy a favorable shelf position, expand the shelf area of the products of this enterprise, and ensure the supply.
(4) Increase advertising investment, establish brand image, and make consumers form habitual buying behavior.
4. Habitual buying behavior. It means that consumers don't 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 buying.
Marketing strategy:
(1), product improvement, highlighting the brand effect. That is to add new uses and functions of products, ensure quality and quantity, and create famous brands.
(2) Price concessions.
(3) Set up sales outlets in residential areas and areas with large population mobility for consumers to buy anytime and anywhere.
(4) Increase sales promotion. Attract new customers with promotions and repay old customers; Advertising strives to be concise and lively, highlighting visual symbols and visual images. For example, enterprises that produce green tea can reduce weight for consumers, supplement the psychological characteristics of trace elements, highlight the weight loss effect of green tea in advertisements, and publicize green tea.
Third, the internal factors that affect consumers' buying behavior.
There are many internal factors that affect consumers' buying behavior. This paper mainly analyzes the psychological factors that affect consumers' purchase. Consumer psychology is the ideology of consumers when they meet their needs, which dominates consumers' buying behavior. The psychological factors that affect consumers' purchase are motivation, feeling, attitude and study.
(1) motivation
1, need to cause power. Demand is people's demand or desire for something. As far as consumers are concerned, demand is manifested in obtaining various material needs and spiritual needs. Maslow's "five-level needs" theory, namely, physiological needs, security needs, social needs, respect needs and self-realization needs. Need generates motivation, and consumers' purchasing motivation is formed by the combination of consumers' internal needs and external stimuli to make the subject generate a motivation.
2. Types of purchase motives
Motivation is a kind of motivation and impulse to meet personal needs. Consumers' purchasing motivation refers to consumers' desire and thoughts to buy goods in order to meet a certain demand. Motivation to buy can be divided into two categories:
(1) physiological purchasing motivation. Physiological purchase motivation refers to the purchase motivation caused by people's physiological needs, such as the desire for food, the desire for drinks and the coldness of clothes, which is also called instinctive motivation. Including:
① Motivation to sustain life;
② Protecting life force;
③ The motive force of continuing and developing life.
Physiological motivation has the characteristics of regularity, habit and stability.
(2) Psychological purchase motivation. Psychological purchase motivation refers to people's purchase motivation caused by psychological needs. According to the understanding of people's psychological activities and the research on the process of psychological activities such as emotion and will, psychological motives can be summarized into the following three categories:
① Emotional motivation. Refers to the purchase motivation caused by personal emotions and emotional psychological factors. According to the different feelings, it can be divided into three kinds of consumer psychological tendencies: seeking novelty, seeking beauty and seeking glory.
(2) Rational incentives. Refers to the establishment of an objective understanding of goods, fully
Analysis and comparison of purchase motives. Rational motivation is objective and thorough. Show the psychology of seeking truth, honesty and safety in the purchase.
③ Sponsorship motivation. It refers to the purchase motivation of habitual repeated patronage formed by special trust and preference for a specific commodity or a specific store. This kind of motivation has the characteristics of regularity and habit, which is manifested in hobby psychology.
People's buying motives are different, and their buying behaviors are bound to be diverse and changeable. Enterprise marketing is required to deeply and carefully analyze consumers' needs and motives, design different products and services according to different demand levels and purchase motives, and formulate effective marketing strategies in order to achieve marketing success.
(2) Feeling
How a consumer behaves in buying depends on his reaction to external stimuli or situations, that is, the influence of feelings on consumers' buying behavior. Feeling refers to people's feelings and perceptions.
The so-called feeling is the reaction or impression of people to external stimuli or situations through their senses. With the deepening of feeling, all kinds of perceived information are linked in the mind for preliminary analysis and synthesis, forming an overall reflection of stimulus or situation, which is perception. Perception has a great influence on consumers' purchasing decisions and behaviors. Under the same stimulus or situation, consumers' perceptions are different, and their purchase decisions and behaviors are completely different. Because consumer perception is a selective psychological process. (1) selective attention. (2) selective misinterpretation. (3) selective memory.
The purpose of analyzing the influence of feelings on consumers' purchase is to require enterprise marketing to master this law, make full use of enterprise marketing strategies, attract consumers' attention, deepen consumers' memory, correctly understand advertisements and influence their purchase.
(3) Attitude
Attitude usually refers to an individual's evaluation, emotional feeling and action tendency. The attitude of consumers has a great influence on consumers' buying behavior. Enterprise marketers should attach importance to the study of consumers' attitudes.
The attitude of consumers comes from:
(1) Direct contact with commodities;
(two) directly or indirectly accept the influence of others;
(3) Family education and personal experience. Consumer attitudes include beliefs, emotions and intentions, which all have their own influences on purchasing behavior.
1, faith Refers to what people think is certain and true. In real life, consumers are not based on knowledge, but often based on opinions and trust as the basis of their purchases.
2. Emotion. Refers to the emotional reaction of goods and services to consumers, such as liking or hating goods or advertisements. Emotion is often influenced by consumers' psychological characteristics and social norms.
3. intention. Refers to the tendency of consumers to take certain actions, whether they are inclined to take purchase actions or refuse to buy. Consumer attitude is finally implemented in the purchase intention.
The purpose of studying consumers' attitudes is to make full use of marketing strategies, let consumers know about their products, help them establish correct beliefs about enterprises, cultivate their feelings about products and services, make their products and services adapt to consumers' intentions as much as possible, and change their attitudes towards enterprises.
(4) learning
Learning refers to the change of personal behavior caused by experience. That is, consumers gradually gain and accumulate experience in the practice of buying and using goods, and adjust their buying behavior according to the experience. Learning is carried out through the interaction and influence of driving force, stimulation, enlightenment, reaction and reinforcement.
"Driving force" is the internal stimulating force to induce people to act. For example, a consumer values status, and respecting demand is a driving force. When this driving force is led to some kind of stimulus-high-end brand-name suits, the driving force becomes the driving force. Under the control of motivation, consumers need to make a response to buying brand-name suits. However, the purchase behavior often depends on the surrounding "tips" and new stimuli, such as watching related TV advertisements and merchandise displays. He will complete the purchase. If he is satisfied with his clothes, his reaction to this product will be strengthened. If he encounters the same incentive again in the future, he will have the same reaction, that is, he will take the purchase behavior. If the reaction is repeatedly strengthened, it will become a buying habit over time. This is the learning process of consumers.
Enterprise marketing should attach importance to the role of "learning" in consumers' buying behavior, and provide information to consumers through repeated advertisements and other channels, with the aim of strengthening incentives, stimulating driving force and stimulating people's driving force to the point of immediate action. At the same time, the products and services provided by enterprises should always be of high quality, so that consumers can establish their preference for corporate brands through learning and form their own habit of buying products.
Fourth, the external factors that affect consumers' purchase.
(1) related groups
Related groups refer to those individuals or groups that influence people's views, opinions, interests and concepts. When studying consumer behavior, related groups can be divided into two categories: participatory groups and non-affiliated groups.
Participating groups refer to groups that come into contact with consumers, and there are two types:
(1) Major groups refer to informal groups whose individuals are often affected, such as family, close friends, colleagues and neighbors.
(2) Secondary groups refer to formal groups that individuals are not often influenced by, such as trade unions and professional associations.
Unrelated group refers to the group that consumers stay out of the way, but have an influence on the purchase. There are two situations, one is the expected group and the other is the free group. The expected group is the group that the individual wants to be a member or associate with, while the separated group is the group that is rejected or resisted by the individual and tries to draw a clear line.
(2) Social stratum
Social stratum means that a society divides its members into relatively stable different levels according to its social norms. People of different social classes have different economic conditions, values, hobbies, lifestyles, consumption characteristics, leisure activities and acceptance of mass media. These will directly affect their buying habits and ways of goods, brands and shops.
Enterprise marketing should pay attention to the division of social strata in China, and provide appropriate products and services in appropriate places through appropriate information dissemination methods and appropriate sales methods according to the requirements of different social strata.
(3) Family status
There are about 244 million families in China, so we should pay attention to the important influence of families on buying behavior in enterprise marketing. Studying the role of different purchasing roles in the family can make use of effective marketing strategies to attract the attention of buyers, arouse the interest of marketing subjects, make decision makers understand the goods, relieve their worries, establish purchasing confidence and facilitate buyers to buy. Studying the influence of family life cycle on consumers' purchase, enterprise marketing can develop products and provide services according to the actual needs of different family life cycle stages.
(4) Social and cultural conditions
Every consumer is a member of society, and his buying behavior is inevitably influenced by social and cultural factors, which sometimes play a decisive role in consumers' buying behavior. We must pay full attention to enterprise marketing.
Conclusion: Consumer market is the starting point and destination of marketing activities of consumer goods production and operation enterprises, and also ultimately determines the market demand level of industrial products production and operation enterprises. All kinds of enterprises, especially those engaged in the production and operation of consumer goods, must deeply study the regularity of consumer market and consumer purchase behavior, so as to fully meet the needs of consumers, improve marketing efficiency, realize the vision of enterprise development, and make market segmentation and target market selection accordingly, and formulate targeted marketing mix strategies.