How to analyze the main factors affecting consumers' buying behavior from the perspective of Double Eleven?

How to analyze the main factors affecting consumers' buying behavior from the perspective of double eleven principle one: incentive theory.

From an economic point of view, motivation is something that leads a person to do something, such as the expectation of punishment or reward.

Because rational people make decisions by comparing costs and benefits, they will respond to incentives.

Using festivals to promote sales is actually an old-fashioned marketing method. On New Year's Day, Mid-Autumn Festival, National Day and Christmas, as long as it is a holiday, we can see all kinds of discounts and promotions in the shopping mall. However, the reason why the "Double Eleven" promotion is more successful than any festival promotion in history is that e-commerce not only uses traditional price incentives, but also uses psychological incentives very skillfully.

First of all, don't forget that165438+1October 1 1 originally meant Singles' Day. And this meaning has also been applied to the promotion concept by marketers who are proficient in psychology. "Singles Day, what else can we do besides shopping?" "Buy yourself a decent dress with dating money" and "abuse your wallet before the other half". Many single men and women are not attracted by the price, but are drawn into the shopping army of Singles Day by this kind of speech with strong mutual appreciation.

In addition, most people have herd mentality when deciding their own behavior, that is, they are consciously or unconsciously consistent with most people under the invisible pressure of social groups. Originally, e-commerce had a large group of loyal consumers. Even if there is no so-called "shopping carnival", they are used to online shopping. All of a sudden, they discounted all the goods they often bought on weekdays, which made them the first group to be inspired. Under the influence of their crazy behavior, many people around them who didn't know about this activity before or even never shopped online unconsciously opened the webpage to see if they could really "get rich".

More importantly, many consumers (especially women) will lose the restraint of rational consumption under this strong incentive, resulting in a large number of excessive consumption. "My wife's crazy consumption on Singles Day led to a marriage crisis", "A woman spent more than 10,000 yuan on Singles Day and used up all her savings". After the festival, such news emerged one after another. These cases seem a bit extreme, but they also prove that,

Encouraged by national consumption, many people spend more than their budget on Singles Day.

Principle 2: Price elasticity of demand

The demand theorem shows that the decline in the price of an article will increase its demand.

The price elasticity of demand is a measure of the reaction degree of demand change to price change. If the demand of a commodity is very sensitive to price changes, then the demand of this commodity is elastic.

1 1 On that day, many online stores offered discounts as low as 50%, 30% or even 10%. We may wonder: Can they really make money? Or do you want to follow the trend and promote at a loss? When using the tool of demand price elasticity for analysis, we will find that in this promotion war, the income of most sellers far exceeds their daily income.

We can easily infer that, unlike rice and salt, which are inflexible necessities of life, the demand for clothing and jewelry is often easily affected by prices. When the price changes, the proportion of demand change of this kind of goods will be greater than the proportion of price change, that is, the price elasticity of demand is greater than 1. For these commodities with elastic demand, adopting moderate price reduction means will help to increase sales and income. This also explains why clothes, accessories, cosmetics, furniture and other goods that are easily affected by price are also the most discounted goods on the day of "Double Eleven".

abstract

Many things in life seem difficult to understand and can't figure out, but they can be easily explained by the principles of economics.

Just like the online shopping miracle created by e-commerce this time, it deeply embodies the incentive theory and demand price elasticity theory in economics. In turn, these most basic theories in economics also provide theoretical support for the success of e-commerce marketing strategy this time.

The main factor affecting the purchase behavior of automobile consumers is that the price war in the automobile market fluctuates too much.

All the major automobile manufacturers in China have fought guerrilla warfare.

Your home is an SUV, and mine is better than yours, and it is still atmospheric. Such examples abound.

Excessive pricing leads to the phenomenon that new models begin to reduce prices as soon as they are listed.

However, this may also be the intention of manufacturers in order to achieve their own high pricing purposes.

Let the masses feel that they are satisfied with the price after the high-priced listing and price reduction.

This is the ultimate goal of the manufacturer.

What are the main factors that affect consumers' buying behavior? The main factors affecting consumers' buying behavior are consumers' own factors, social factors, enterprises and products. Analyzing the factors that affect consumers' buying behavior is of great significance for enterprises to correctly grasp consumers' behavior and carry out targeted marketing activities.

1. Consumer's own factors

Consumers' purchase behavior is first influenced by their own factors, mainly including:

First, the economic situation of consumers, that is, consumers' income, deposits and assets, lending capacity and so on.

The economic situation of consumers will strongly affect their consumption level and scope, and determine their demand level and purchasing power. When consumers' economic situation is better, they may have higher-level demand, buy higher-level goods and enjoy higher-level consumption. On the contrary, consumers' economic situation is poor, and usually they can only give priority to meeting basic living needs such as food, clothing, housing and transportation.

The second is the occupation and status of consumers.

Consumers in different occupations often have different needs and hobbies for goods. A consumer who is engaged in the teaching profession will generally buy more books, newspapers, magazines and other stationery; For fashion models, beautiful clothes and elegant cosmetics are more needed. The different status of consumers also affects their purchase of goods. Consumers with high status will buy more advanced goods that can show their identity and status.

The third is the age and gender of consumers.

Consumers' demand for products will change with the growth of age, and at different stages of the life cycle, they need different commodities accordingly. For example, in infancy, you need baby food, toys and so on. In old age, health care and life-prolonging products are even more needed. Consumers of different sexes also have great differences in purchasing behavior. Alcohol and tobacco products are mostly bought by male consumers, while female consumers like to buy fashion, jewelry and cosmetics.

The fourth is the personality and self-concept of consumers.

Personality refers to a person's unique psychological quality, which is usually described as strong or weak, enthusiastic or withdrawn, extroverted or introverted, creative or conservative. Consumers with different personalities have different buying behaviors. Strong consumers show boldness and confidence when buying, while weak consumers are often timid when choosing goods.

2. Social factors

People live in society, so consumers' buying behavior will be influenced by many social factors.

First, the influence of social and cultural factors on consumers' buying behavior. Culture usually refers to the values, moral concepts and other codes of conduct and customs established by human beings in their long-term life practice. Failure to study and understand the cultural background of consumers will often lead to the failure of marketing activities. Any culture also contains some smaller groups or so-called subculture groups. They associate their members with specific identities and influences, so they hold specific values, lifestyles and behaviors. There are many different types of this subculture group, among which the most important ones that affect the purchase behavior are:

The first is the national subculture group. For example, in addition to the Han nationality, which accounts for the majority of the population, there are dozens of ethnic groups in China, and they still retain many traditional tastes and preferences of their respective ethnic groups in terms of food, clothing, housing, transportation and entertainment.

The second is the religious subculture group. In China, there are Islam, Buddhism and Catholicism. Their unique beliefs, preferences and taboos show many characteristics in purchasing behavior and types.

Third, regional sub-cultural groups. For example, South China and Northwest China, or inland coastal and remote areas, all have different lifestyles and fashions, so buying goods is also very different.

Secondly, the influence of social related groups on consumers' buying behavior. Related groups refer to organizations, groups and people who have direct or indirect influence on consumers' attitudes and buying behaviors. As a member of society, consumers often have various contacts with their families, schools, work units, neighbors and social groups in their daily lives.

Family is the most basic related group of consumers, so family members obviously have the strongest influence on consumers' buying behavior. At present, most marketers pay great attention to studying the role and influence of different family members, such as husband, wife and children, in the purchase of goods. Generally speaking, the degree of husband and wife's participation in procurement is mostly different due to different products. Housewives are usually the buyers of a family, especially in the purchase of food, household clothes and daily necessities, which are traditionally mainly borne by their wives. However, with the enhancement of intellectual women's enterprising spirit and the gradual rise of men's participation in family and housework, if the enterprises that produce basic consumer goods still think that women are the only or main buyers of their products, it will cause great mistakes in marketing decision-making. Of course, in the family buying activities, the decision is not always made unilaterally by the husband or wife. In fact, some expensive or infrequently purchased products are often made by both husband and wife, including adult children.

Relatives, friends, classmates, colleagues and neighbors are also important related groups that affect consumers' buying behavior. These related groups are people that consumers often contact and have close relationship with. Because they often study, work and chat together, consumers are often influenced by these people's evaluation of goods when they buy goods, sometimes even decisive. In addition, the social factors that affect consumers' buying behavior also include certain social, political, legal, military and economic factors. The main factors that affect consumers' buying behavior are not only consumers' own factors and social factors, but also enterprise and product factors, such as product quality, price, packaging, trademark, promotion of enterprises and so on.

Consumer's purchase decision-making process People's purchase of a commodity does not happen suddenly. Before buying, buyers will have thinking activities or behaviors to ensure that the goods they buy later can satisfy themselves. Even after a consumer buys a product at home, he will further study the product he bought to see how it works, how it tastes and so on. In this way, what is related to consumer buying behavior is a complete consumer buying process. As a marketing enterprise, it is very important to understand the whole process of consumers' purchase decision, because in the process of consumers' purchase, enterprises can formulate some strategies to help consumers meet their own needs.

1. The consumer's purchase decision-making process can be clearly divided into five stages, namely: understanding demand, information search, evaluation and selection, purchase decision-making and post-purchase evaluation.

1. Knowing the demand, consumers will choose to buy a product only after they realize that they need the function of a product. Therefore, understanding the demand is the first step in the process of consumers' purchase decision. At this stage, consumers realize the gap between their instant state and their ideal state, so they want to eliminate this gap. Many factors can make people aware of their needs. When people see that the refrigerator is empty, they will buy vegetables, fruits and drinks to supplement it. Even empty soy sauce bottles and vinegar bottles will make people realize that they need a new bottle of soy sauce and vinegar. It is precisely because many factors can stimulate people's demand awareness, so marketing companies can stimulate people's demand for new products through advertisements, so that they can give up those old products or products that are no longer competitive in the market.

2. information search consumers will automatically enter another stage of the purchase decision-making process after realizing their own needs? Information search, of course, consumers will go beyond the information search stage for repeated purchases, because the required information has been mastered by consumers through past searches, which is self-evident. In addition, for a consumer, the more expensive the product, the more consumers can pay attention to information search. There are many external sources of information.

(1) Personal sources: Relatives and friends are typical external sources of information. In chatting with relatives and friends, people will get knowledge and information about goods, and a considerable number of consumers like to accept suggestions and shopping guides from others, although the knowledge or information sources of people who introduce goods are sometimes not very accurate.

(2) Public sources: There are a wide range of public sources, which can be awards from * * * or other organizations, comments and introductions on products in newspapers or magazines, and programs on commodities organized by radio or television stations.

(3) Source of supply: Source of supply includes product advertisement, salesman introduction, store display or instructions on product packaging, etc. However, the information in these channels sometimes has congenital deviation for consumers, and consumers can agree or believe that they can ask questions or make other comments according to their own experience.

3. Assessment and selection

(1) brand subset The so-called brand subset refers to the limited range of commodity brands made by consumers according to certain standards. Evaluation and selection are only carried out in a subset of consumer brands, not including all brands of such products.

(2) Determinants In the standards of consumer evaluation and choice, there is usually a major factor that helps consumers make decisions, which is called the decisive factor. The decisive factors vary according to the types of goods and consumers' feelings, lifestyles, attitudes and needs. For example, a senior employee of a company who wants to buy a watch commensurate with his position usually buys Omega, and the brand is the decisive factor in his evaluation and choice. If a consumer who loves Chili peppers buys snacks, spicy food is his first choice, so he will buy crispy rice or spicy shrimp strips. As for the brand, it is not the point he cares about. Sometimes there is more than one decisive factor, or it can be two equally important factors.

For enterprises, it is not the whole job to make a commodity have unique functions. It is important that this feature must be combined with the decisive factors in the eyes of consumers in order to attract consumers and meet their urgent needs. In fact, this idea has been adopted by many enterprises, and the function of products to cater to consumer determinants is constantly promoted in advertisements. The decontamination ability of detergents, the side leakage prevention of sanitary napkins, the convenience of all-in-one TV video recorders, and the non-drowsiness of anti-allergic drugs are all examples in this regard.

4. Consumers will make a purchase decision after searching information to evaluate and select products. Of course, consumers may also postpone or cancel the purchase decision because of problems in the evaluation and selection process, and the decision-making process of consumers' purchase is at a standstill. It is impossible for enterprises involved in marketing to do any work on consumers' purchase decision, because once consumers make a purchase decision, the rest is to complete the transaction in the store or elsewhere, that is, pay, pick up the goods or arrange the delivery place.

5. Post-purchase evaluation After buying the goods back home, the consumer's purchase decision-making process has not been terminated, because in the initial process of using the goods, consumers will check and measure the purchased goods based on their pre-purchase expectations to see if there are any problems or dissatisfaction.

The difference between consumers' expectations and the products they buy is called two-way difference. The correction of two-way differences is mainly carried out by marketing enterprises, such as checking whether the product description gives correct guidance to consumers, whether the advertising content is surreal, whether there are still defects in product manufacturing and so on. On the other hand, for products with high technical requirements, it is very important for enterprises to provide special guidance and training to consumers, which has been adopted by many computer companies and software companies.

What are the main factors that affect consumers' buying behavior? I learned in school that consumption behavior is determined by the purpose of consumption.

Personal factors: (1) the economic situation of consumers, that is, their income, deposits and assets, borrowing ability, etc.

(2) the occupation and status of consumers.

(3) The age and gender of consumers.

(4) Consumer's personality and self-concept.

Cultural factors: culture usually refers to the values, moral concepts and other behavioral norms and customs established by human beings in long-term life practice.

Psychological factors: including feeling, perception, memory, thinking, imagination, emotion, will and other factors.

Social factors:

(1) lifestyle changes.

(2) Busy green life.

(3) conformity.

Introduction:

Consumer, English is consumer. Scientifically defined as a link in the food chain, it represents an organism that cannot produce and can only survive by consuming other organisms.

Although China's "Protection Law" does not directly define consumers, Article 2 defines the behavior of "buying, using goods or receiving services for the needs of daily consumption" as consumer behavior. According to this regulation, the so-called consumer refers to an individual who buys, uses goods or receives services to meet the needs of life, whose dominant position is confirmed by special state laws and whose consumption rights and interests are protected.

This definition is not only in line with the legislative principle of the Consumer Protection Law to protect the weak, but also in line with the nature of "social groups to protect the legitimate rights and interests of consumers" (some units buy goods for the daily consumption of employees and will eventually be used by individual members of society). At the same time, it is consistent with the methods of relevant international organizations and countries. The International Organization for Standardization (ISO) believes that consumers are individual members of society who buy and use goods and services for personal consumption.

What are the main factors that affect consumers' buying behavior?

(1) Cultural factors Culture, subculture, social class and other cultural factors have the most extensive and far-reaching influence on consumer behavior. Culture is the most basic determinant of human desire and behavior. (2) Social factors Consumer behavior is also influenced by a series of social factors such as reference groups, families, social roles and status. (3) Personal factors Consumers' buying behavior is also influenced by their age, life cycle stage, occupation, economic situation, personality and self-concept. (4) Psychological factors Consumers' buying behavior should be influenced by their personal motives, perceptions, learning, beliefs and attitudes.

Analysis of Factors Affecting Consumers' Purchase Behavior of Mobile Phones "Journal of Party School of Harbin Municipal Committee, 0 1, 2002" was added to obtain the latest analysis of factors influencing consumers' purchase behavior.

abstract:

Author: * * Lecturer Group of Harbin Municipal Committee

Keywords: Influencing factors of consumer buying behavior

Classification number: F7 13.5

DOI:CNKI:SUN:bswd . 0.2002-0 1-0 10

Text snapshot:

Studying consumers' buying behavior is an important task of marketing management. Under the condition of market economy, especially in the current buyer's market, what to consume, how much to consume and how to consume are all personal behaviors that individuals choose independently, and different people have different choices. However, it is impossible for consumers to make their own purchase decisions in a vacuum, and their purchase decisions are largely influenced by the text.

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Analysis of cultural factors affecting consumers' buying behavior: 1. National subculture. For example, in addition to the Han nationality, which accounts for the majority of the population, there are dozens of ethnic groups in China, and they still retain many traditional tastes and preferences of their respective ethnic groups in terms of food, clothing, housing, transportation and entertainment.

The second is the religious subculture group. In China, there are Islam, Buddhism and Catholicism. Their unique beliefs, preferences and taboos show many characteristics in purchasing behavior and types.

For a product, comprehensively analyze the main factors that affect consumers' buying behavior and the process of consumers' buying decision! The main factors affecting consumers' buying behavior are as follows:

1. Consumer's own factors

First, the economic situation of consumers, that is, consumers' income, deposits and assets, lending capacity and so on.

The second is the occupation and status of consumers.

The third is the age and gender of consumers.

The fourth is the personality and self-concept of consumers.

2. Social factors

First, the influence of social and cultural factors on consumers' buying behavior.

Secondly, the influence of social related groups on consumers' buying behavior.

The consumer's purchase decision-making process can be clearly divided into five stages, namely: understanding demand, information search, evaluation and selection, purchase decision-making and post-purchase evaluation.