What is consumer behavior?

Consumer behavior is closely related to the exchange of products or services. Under the condition of modern market economy, enterprises study consumer behavior in order to establish and develop long-term exchange relations with consumers. Therefore, it is necessary to understand not only how consumers get products and services, but also how consumers consume products and how to dispose of them after they run out.

Because of consumers' consumption experience, the way and feelings of consumers dealing with old products will affect consumers' next round of purchase, which will have a direct effect on the long-term exchange relationship between enterprises and consumers. Traditionally, the research on consumer behavior has always focused on the acquisition of products and services, while the research on product consumption and disposal is relatively easy to be ignored.

With the in-depth study of consumer behavior, people have more and more deeply realized that consumer behavior is a whole and a process, and acquisition or purchase is only a stage in this process.

Extended data:

Purchase decision:

After tracking 100 consumers who claimed to have bought a certain brand of household appliances during the year, it was found that only 44 people actually bought the product, while only 30 people actually bought a certain brand of household appliances. Therefore, it is not enough to let consumers have a good impression and purchase intention on a certain brand. During this period, if the purchase intention really turns into a purchase action, it will be affected by two aspects.

(1) The attitude of others. Consumers' willingness to buy will be enhanced or weakened by the attitude of others. The influence of others' attitude on consumption intention depends on the strength of others' attitude and his relationship with consumers.

Generally speaking, the tougher the attitude of others, the closer their relationship with consumers, and the greater their influence. For example, if the husband wants to buy a big-screen color TV, and the wife resolutely opposes it, it is very likely that the husband will change or give up his purchase intention.

(2) unexpected circumstances. The formation of consumers' purchasing intention is always closely related to factors such as expected income, expected price and expected income from products.

However, when he wanted to take the purchase action, some unexpected things happened, such as the loss of income caused by unemployment, the inability to buy products due to the price increase, or other things that needed to be bought more. All these will make him change or give up his original purchase intention.

Baidu Encyclopedia-Consumer Behavior