Pattern analysis of purchasing behavior

Consumer purchase behavior refers to the behavior of consumers buying and using goods to meet their own needs.

On the basis of in-depth research, some western scholars have revealed some regularity or regularity in consumers' buying behavior, and summarized and described it in a mode. Among them, EKB model and Howard-Shays model are the most famous.

Length Engel-Collart-Blackwell model

The EKB model emphasizes the purchasing decision-making process of buyers. This process begins with the determination of the problem and ends with its solution. In this model, consumer psychology becomes a "central controller", and external stimulus information (including intangible factors such as product physical characteristics and social pressure) is input into the "central controller"; In the "controller", the input content is combined with "insert variables" (attitude, experience and personality, etc.). ), and the output of the "central controller"-get a purchase decision, so as to complete a purchase behavior.

Specifically, the EKB model describes a complete process of consumers' buying behavior: under the influence of tangible and intangible factors such as external stimulus and social pressure, a certain commodity is exposed, which causes consumers' perception, attention and memory, and information and experience are stored, thus forming consumers' initial cognition of the commodity. With the participation of motivation, personality and lifestyle, consumers' understanding of the problem gradually became clear, and they began to look for buyers who met their wishes. Supported by evaluation criteria, beliefs, attitudes and purchase intentions, this kind of search is moving towards purchase results. After product brand evaluation, consumers enter the stage of alternative evaluation, make decisions on the basis of selection evaluation, and then implement purchase and get output results, that is, goods and services. Finally, experience the results after purchase, draw a conclusion of satisfaction or not, and start the next consumption process.

2. Howard-Shays model

Howard and Shane believe that the main factors that affect the consumer decision-making process are: input variables. Perception process, learning process, output variables, exogenous variables, etc. The input variables (stimulus factors) in the model include stimulus, symbolic stimulus and social stimulus. Stimulation refers to the stimulation produced by the goods and trademarks themselves; Symbolic stimulus refers to the stimulus generated by the language, words and pictures spread by salesmen, advertising media and trademark catalogues. Social stimulation refers to the stimulation generated by consumers in their interaction with others, which is generally related to providing relevant purchase information. Consumers selectively accept and respond to these stimuli.

Perception process is the process of completing information processing related to purchase decision; The learning process is the process of forming concepts. Both the process of perception and learning are completed in the "black box", and variables are output to the outside world through the "black box" psychological activities.

The process of the above factors' continuous action is: after consumers are stimulated by uncertain external objects, they explore, attract attention, produce perceptual tendency, and then stimulate motivation. At the same time, through the generation of selection criteria and the understanding of commodity brands and trademarks, a certain purchase attitude is formed, thus strengthening the purchase intention and promoting the purchase behavior.

The results of the purchase will be fed back to consumers, and consumers' satisfaction with the goods will further affect their understanding and attitude towards the brand of goods.

External variables are not directly involved in the decision-making process. Some important exogenous variables, such as the importance of purchase, the limitation of consumers' personality quality and economic situation, the infection of social class and the role of cultural subculture, will have a great impact on consumers.

3. Differences between the two modes

Howard-Shays model has many similarities with the above EKB model, but there are also many differences. The main difference between the two models lies in the different emphasis. The EKB model emphasizes the process between attitude formation and purchase intention, and considers information collection and evaluation as very important aspects. Howard Shays model emphasizes the early stage of the purchase process: the process of perception, the process of learning and the formation of attitude. At the same time, it also points out that the relationship between various factors affecting consumers' buying behavior is complex. Only by grasping the relationship and contact methods between various factors can we reveal the general law of consumers' buying behavior.

Although EKB model and Howard model are complex and have many variables, they provide a clear reference for marketing enterprises to understand the emergence, development trend and regularity of consumer buying behavior, which is convenient for enterprises to accurately grasp its regularity in the ever-changing consumer buying behavior and make correct judgments and best marketing decisions.