What are the main types of consumption? What is the content?

According to the complexity of consumers' buying behavior and the difference of buying products.

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 means, 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.