What are the basic types of buying behavior?

The main types of consumer buying behavior should be divided into the following four categories, in order to better understand the diversity of types.

(1) According to the complexity of consumers' purchasing behavior and the differences of products purchased:

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.

For complex purchase behavior, marketers should formulate strategies to help buyers master product knowledge, publicize brand advantages through various channels, influence the final purchase decision, and simplify the purchase decision-making process.

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.

For this kind of purchase behavior, marketers should provide perfect after-sales service and often provide product information beneficial to enterprises through various channels to convince customers that their purchase decisions are correct.

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.

Market leaders and challengers have different marketing strategies 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. On the other hand, challengers use lower prices, discounts, coupons, free samples and advertisements emphasizing the trial of new brands to encourage consumers to change their original habitual buying behavior.

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 purchasing.

(two) according to the degree of consumers' choice of the purchase target.

1, completely deterministic. It means that consumers have a clear purchase goal before buying goods, and have clear requirements for the name, model, specification, color, style, trademark and even price range of goods. After such consumers enter the store, they will generally choose purposefully, offer the goods they want to buy 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-decisive. It means that consumers have a general purchase goal before buying goods, but the specific requirements are not clear enough, and they need to complete the final purchase through selection and comparison. For example, buying air conditioners is planned, but there are countless brands, specifications, models and styles. This kind of consumers usually need a long time to analyze and compare before they can complete their purchase behavior.

3. not sure. Refers to consumers who have no clear or established purchase goals before buying goods. This kind of consumer enters the shop owner mainly for sightseeing and leisure, aimlessly looking at the goods or casually knowing the sales situation of some goods, sometimes occasionally buying goods that he feels interested or suitable, and sometimes leaving after reading them.

(3) According to consumers' purchasing attitude and requirements.

1, habitual. Refers to consumers' frequent repeated purchases because of their trust and preference for a commodity or a store. Because they often buy and use these products, they are very familiar with these products and have a deep understanding. When they buy again, they often don't take the time to compare and choose, and their attention is stable and concentrated.

2. rational type. It means that consumers carefully study and compare the goods they buy before each purchase. Buy with little emotion, keep a cool head, be cautious and subjective, and don't easily believe in advertisements, propaganda, promises, promotion methods and introductions from sales staff, mainly depending on the quality and style of goods.

3. Economical and practical. It means that consumers pay special attention to the price when buying, and are particularly sensitive to the price. Whether buying high-grade goods or low-grade goods, the first choice is price, and I am most interested in low-price promotions such as "big sale", "clearance" and "shopping". Generally speaking, such consumers are related to their own economic situation.

4. Impulse. Refers to the purchase behavior that consumers are easily stimulated by the appearance, packaging, trademark or other promotional efforts of goods. Generally speaking, buying is based on intuition. From personal interests or feelings, I like novel, novel and fashionable products, and I don't want to choose and compare them repeatedly when buying.

5. suspicious. Refers to the introverted psychological characteristics of consumers, who are cautious and suspicious when buying. Buying is usually slow and time-consuming. It is often "think twice before you act", and you often hesitate to stop buying. After buying it, you will wonder if you have been cheated.

6. Emotional. 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 easily diverted and their interests are easily changed. 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 purchase.

7, not shaped. Most of these consumers' purchases are tentative, their psychological scales are not stable, and they have no fixed preferences when buying, hovering 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, regular purchase behavior. Conventional purchase behavior is the simplest kind of purchase behavior, which refers to the purchase of goods that people need in daily life, such as oil, salt, sauce, vinegar, tea, washing powder, monosodium glutamate, toothpaste, soap and so on. Buyers are generally familiar with goods and the prices are low, so people often don't have to spend a lot of time and energy to collect information and select goods.

2. Selective purchase behavior. The unit price of this kind of consumer goods is higher than that of daily consumer goods, hidden between tens of yuan and hundreds of yuan; It takes a long time to use after purchase, and consumers do not buy frequently. Different varieties, specifications, styles and brands vary greatly. Consumers are often willing to spend more time comparing and choosing, such as clothing, shoes and hats, small household appliances, watches, bicycles and so on.

3. Investigate buying behavior. Consumers buy expensive and long-lived high-end goods, such as cars, commercial houses, high-end furniture sets, pianos, computers and high-end home appliances. Consumers are very cautious when buying such goods, and will spend a lot of time to investigate, compare and choose. Consumers often attach great importance to the trademark brand of goods, mostly by identifying the brand to buy;

The evaluation of goods by purchased consumers has 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 consumption behavior. It is all the personal behaviors related to consumption taken by consumers 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 data:

All human behavior is the brain's response to stimuli, and so is the consumer's purchase of goods. Only when the brain is stimulated will there be buying behavior. After the stimulus is accepted by consumers, it takes several stages to produce a visible behavioral response or complete a purchase behavior.

1, "insufficient feeling" stage

Insufficient feeling refers to the feeling that consumers lack something and need it (goods or services) after being stimulated, that is, consumer demand. According to Maslow's "five-level demand" theory, when a consumer's demand at a certain level is relatively satisfied, it will develop to a higher level, and the pursuit of higher-level demand has become the driving force for consumers to buy.

2. The stage of "desiring enough"

Desire for satisfaction means that after consumers feel inadequate, they naturally form the desire to satisfy and make up for this deficiency, and generate the motivation to buy, hoping to be satisfied by buying products. At the same time, it can induce this kind of purchase motivation.

3. The "buying behavior" stage

Buying behavior refers to the behavior that consumers exchange money for goods in order to meet a certain demand driven by buying motivation. Of course, before this, consumers will first understand and collect all kinds of relevant information according to their own needs, and then make a comprehensive analysis and comparison of existing goods before deciding whether to buy them.

4. post-purchase behavior stage

Post-purchase behavior refers to a series of behaviors 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 have repurchase behavior; On the contrary, it will carry out negative publicity and even discourage others from buying.

The products purchased this time will be leased, lent, shelved, discounted, given to others, returned and scrapped. 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 demand for a certain commodity, the buying process begins. Consumer demand can be caused by internal factors or external factors. At this stage, enterprises must determine the specific factors that urge consumers to realize their needs through market research, and marketing activities should focus on two tasks:

(1) Tap the driving force of consumption;

(2) plans to stimulate and strengthen demand.

In most cases, consumers should consider what brand of goods to buy, how much to spend and where to buy them, and need to seek information and understand the information of goods. The information sought generally includes: product quality, function, price, brand number, buyer's evaluation, etc. Consumers usually have the following four sources of information:

(1) Commercial sources;

(2) personal sources;

(3) mass sources;

(4) sources of experience.

The task of enterprise marketing is to design appropriate marketing mix, especially product brand advertising strategy, publicize the quality, function and price of products, and let consumers finally choose their own brands.

The purpose of consumers' comparative evaluation is to determine which brand and type of goods are most suitable for their own needs. Consumers' comparative evaluation of commodities is based on the value judgment of commodity attributes 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 should first pay attention to understand and strive to improve the popularity of its products, so that they can be included in the scope of consumer comparison and evaluation, and then choose them as the purchase object. At the same time, it is 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 and making choices on available commodities. In general, consumers usually buy their favorite brands. But sometimes it will be influenced by two factors and change the purchase decision.

(1) attitude of others;

(2) accidents. Consumers modify, postpone or cancel the purchase decision, which is usually affected by perceived risk. The size of "perceived risk" is determined by the purchase amount, product performance and quality and the buyer's self-confidence. Enterprise marketing should try to reduce this risk and promote consumers to buy as much as possible.

Baidu Encyclopedia: Consumer Purchase Behavior