Try to use fcb box to explain how consumers make different purchase decisions when buying different types of products.

Try to use fcb box to explain how consumers make different purchase decisions when buying different types of products. Introduction is as follows:

Model content

FCB squares are formed according to the buyers' two dimensions of "high involvement-low involvement" and "thinking (cognition)-feeling (emotion)", and the products distributed in each square have different purchase decision-making behavior characteristics.

Box 1: The consumer type is thinker. Characterized by high intervention and rationality; Buy cars, houses, furniture and other products. The purchase decision-making model is: learning-feeling-doing. Advertising should attach importance to rational appeal and support, and encourage comparison.

Box 2: The consumer type is an antenna. It has the characteristics of high intervention and sensitivity; Buy perfume, fashion and other products. The decision-making mode is: feel-do-learn. Advertising should attach importance to emotional appeal.

Box 3: The consumer type is doer. Characterized by low intervention and rationality; The products purchased are all daily-use products with low involvement, mostly for convenience and habitual purchase. The decision-making mode is: doing-learning-feeling. Advertising should pay attention to the recognition after purchase.

Box 4: The consumer type is reactor. Characterized by low intervention and sensitivity. Buy products mainly to meet personal special hobbies, such as cigars and movies. The decision-making mode is: doing-feeling-learning. Advertising should attach importance to consumers' experience and self-feeling.

Model characteristics

By introducing the "involvement" factor, this model promotes the traditional one-dimensional explanation of consumer decision-making process, and has good application in reality. However, the defect of this theory is that consumers are artificially divided into four categories, which is suspected of being separated.