What are the main types of consumer buying behavior

The main types of consumer buying behavior should make the following four divisions to better understand the diversity of types.

(a) Divided according to the degree of complexity of consumer buying behavior and the degree of difference in the products purchased:

1. If the consumer belongs to a high degree of participation, and understand the existing brands, varieties and specifications have significant differences between the complex buying behavior. Complex purchasing behavior means that the consumer purchase decision-making process is complete, to go through a large amount of information collection, comprehensive product evaluation, careful purchase decision and serious post-purchase evaluation and other stages.

For complex purchasing behavior, marketers should develop strategies to help buyers master product knowledge, use a variety of ways to publicize the advantages of the brand, to influence the final purchase decision, to simplify the purchase decision process.

2, reduce the sense of dissonance in the purchase behavior. It means that consumers do not collect extensive product information and do not carefully select the brand, the purchase decision process is rapid and simple, but after the purchase of the product will think that they buy some defects or other similar products have more advantages, and then produce a sense of dissonance, doubt the correctness of the original purchase decision.

For this kind of purchasing behavior, marketers should provide perfect after-sales service, through a variety of ways to often provide information on the products in favor of the enterprise, so that customers believe that their own purchase decision is correct.

3, seeking diversified buying behavior. Refers to consumers to buy products have a great deal of arbitrariness, and not in-depth collection of information and evaluation of the comparison on the decision to buy a particular brand, in the consumption of only to assess, but in the next purchase and conversion of other brands. The reasons for switching are boredom with the original flavor or a desire to try a new flavor, and a desire for variety without necessarily being dissatisfied with the product.

The marketing strategies of market leaders and challengers are different for variety-seeking buying behavior. The market leader seeks to encourage habitual purchasing behavior by occupying shelves, avoiding off-sales, and reminding consumers to buy with advertisements. The challenger, on the other hand, encourages consumers to change their habitual buying behavior with lower prices, discounts, coupons, free samples, and advertisements that emphasize trying out new brands.

4, habitual buying behavior. Refers to consumers did not in-depth collection of information and evaluation of the brand, just accustomed to buy their own familiar brand, after the purchase may or may not evaluate the product.

(2) according to the consumer purchase target selected degree of differentiation division

1, all determine type. Refers to consumers in the purchase of goods before, already have a clear goal of purchase, the name of the product, model, specifications, colors, styles, trademarks and even price range have clear requirements. This kind of consumers enter the store, generally are purposeful choice, the initiative of the goods to be purchased, and the specific requirements of the goods to be purchased, when the goods can meet their needs, they will not hesitate to buy the goods.

2, semi-determined type. Refers to consumers in the purchase of goods before, there are broad purchase objectives, but the specific requirements are not clear enough, the final purchase needs to be selected to complete the comparison. Such as the purchase of air-conditioning was originally planned, but the purchase of what brand, specifications, models, styles and so on in mind. This kind of consumers into the store, generally after a long time of analysis, comparison to complete its purchase behavior.

3, uncertainty. Refers to consumers in the purchase of goods before, there is no clear or established purchase goals. This type of consumers into the store is mainly visiting tour, leisure, aimlessly watching the goods or casually understand some of the goods on sale, sometimes feel interested or the right goods occasionally buy, and sometimes after the view to leave.

(C) according to consumer attitudes and requirements for the purchase of division

1, habit type. Refers to the consumer due to a certain commodity or a store's trust, favor and produce frequent, repeated purchases. Due to frequent purchase and use, they are very familiar with these goods, experience deeper, and often no longer spend time to compare and choose when buying again, attention is stable and focused.

2, rational type. Refers to the consumer in each purchase before the purchase of goods, to be more carefully studied and compared. Purchase less emotional color, cool-headed, cautious behavior, strong subjectivity, do not easily believe in advertising, publicity, promises, promotional methods and the salesman's introduction, mainly by the quality of goods, style.

3, economic. Refers to consumers to buy special attention to the price, for the price of the response is particularly sensitive. Purchase whether you choose high-grade goods, or low-grade goods, the first choice is the price, they are "sale", "clearance", "blood sales" and other low-priced promotions are most interested in. Generally speaking, these consumers are related to their own economic situation.

4, impulsive. Refers to the consumer easily by the appearance of goods, packaging, trademarks or other promotional efforts to stimulate the purchase behavior. Purchase is generally based on intuitive feeling, from personal interest or emotion, like novelty, novelty, fashionable products, purchase is not willing to make repeated choice comparison.

5, doubtful type. Refers to consumers with introverted psychological characteristics, careful and skeptical when buying. Purchase is generally slow, time-consuming. Often "think twice before you act", often hesitate to interrupt the purchase, after the purchase will also be suspicious of whether to be deceived.

6, emotional. This type of consumer purchases are mostly emotional response, often with rich associations to measure the significance of the goods, the purchase of attention is easy to shift, easy to change the interest, the appearance of the goods, shape, color and naming are more important to whether to meet their own imagination as the main basis for the purchase.

7, indeterminate. This type of consumer purchase is mostly experimental, its psychological scale has not been stabilized, there is no fixed preference when buying, in the above five types of fluctuation between this type of buyers are mostly young people living independently soon.

(D) according to the consumer purchase frequency division

1, regular purchase behavior. Frequent purchasing behavior is the simplest type of purchasing behavior, referring to the purchase of people's daily needs, fast consumption, frequent purchase, low-priced commodities, such as oil, salt, soy sauce, vinegar and tea, laundry detergent, monosodium glutamate, toothpaste, soap and so on. Purchasers are generally more familiar with the commodities, coupled with low prices, people often do not have to spend a lot of time and energy to collect information and make a choice of commodities.

2, selective buying behavior. This category of consumer goods unit price is higher than daily consumer goods, hiding in the tens of dollars to hundreds of dollars; after the purchase of the use of time is longer, the consumer purchase frequency is not high, the different varieties, specifications, styles, brands between the larger differences, consumers tend to be willing to spend more time to compare the choice of purchases, such as clothing, shoes and hats, small household appliances, watches, bicycles, and so on.

3, examining the purchase behavior. Consumers to buy expensive, long use of high-grade goods belong to this type, such as the purchase of cars, houses, complete sets of high-grade furniture, pianos, computers, high-grade household appliances and so on. Consumers are very careful when buying this type of goods, will spend a lot of time to investigate, compare, choose. Consumers tend to attach great importance to the trademark brand of the goods, most of them recognize the brand to buy;

The evaluation of the goods by consumers who have already purchased has a greater impact on the purchasing decision of consumers who have not purchased; consumers generally buy these goods in large shopping malls or specialty stores.

Consumer buying behavior is also known as consumer behavior. Is the consumer around the purchase of means of living occurred in all consumption-related personal behavior. Including from the formation of demand motivation to the purchase behavior until the post-purchase feelings summarize the purchase or consumption process demonstrated in the psychological activities, physiological activities and other substantive activities.

Expanded Information:

All of a person's behavior is the brain's response to a stimulus, and so is the consumer's purchase of goods, it is the brain is stimulated by a certain kind of stimulus to produce the purchase behavior. And after the stimulus is accepted by the consumer, it has to go through several stages to produce a visible behavioral response or complete a purchase.

1, the "sense of inadequacy" stage

The sense of inadequacy refers to the stimulus after the consumer, there is a lack of what and thus the need for the feeling of this thing (goods or services), that is, the need for consumption. According to Maslow's "five levels of need" theory, the consumer's needs at a certain level of relative satisfaction, will be to a higher level of development, and the pursuit of a higher level of need to become a driving force for consumers to produce the purchase behavior.

2, "the wish for adequate" stage

The wish for adequate refers to the consumer in the sense of insufficiency, the natural formation of meet, to make up for the lack of desire, the emergence of purchase motives, and hope that through the purchase of the product to obtain satisfaction. At the same time, this purchase motive can be induced.

3, "purchase behavior" stage

Purchase behavior refers to the consumer to meet certain needs in the purchase of motivation, driven by the action of money in exchange for goods. Of course, before this, the consumer will be based on the need to understand, collect a variety of relevant information, and the choice of goods for a comprehensive analysis and comparison, and finally make a decision whether to buy.

4, "post-purchase behavior" stage

Post-purchase behavior refers to a series of actions taken by the consumer after using the product, obtaining the corresponding consumer experience and making an evaluation of the purchase. If the consumer experience is good, the consumer will take positive actions, such as re-purchase behavior; if the opposite is true, it will be negative publicity, and even discourage others from buying.

And for this purchase, the product will be rented, lent, put on the shelf, discounted, transferred to others, returned, discarded and other ways of handling. Consumer purchase is a more complex decision-making process, its purchase decision-making process can generally be divided into the following five stages, and develop the corresponding marketing strategy.

When consumers realize that there is a need for a certain commodity, the purchase process begins. Consumer need can be caused by internal factors or external factors. At this stage, enterprises must identify the specific factors that prompt consumers to recognize the need through market research, and marketing activities should be committed to doing two things:

(1) Discovering the consumer driving force;

(2) Planning to stimulate and strengthen the need.

In most cases, consumers also have to consider what brand of goods to buy, how much money to spend on where to buy and other issues, need to seek information, information about the product. The information sought is usually: product quality, function, price, brand name, and the evaluation of those who have already purchased. There are usually four sources of information for consumers:

(1) business sources;

(2) personal sources;

(3) popular sources;

(4) experience sources.

The marketing task of a firm is to design an appropriate marketing mix, especially a product brand advertising strategy, to publicize the quality, features, and price of the product so that the consumer will ultimately choose the firm's brand.

The purpose of comparative evaluation by consumers is to be able to recognize which brand and type of goods are best suited to their needs. The comparative evaluation of goods by consumers is a value judgment on the attributes of goods based on the information collected. Consumers' evaluation of commodity attributes varies from person to person and from time to time and from place to place, with some evaluations focusing on price, some on quality, and some on brand name or style.

Enterprise marketing should first pay attention to understand and strive to improve the visibility of the enterprise's products, so that it is included in the scope of the consumer's comparative evaluation, may be selected as a purchase target. At the same time, it is also necessary to investigate and study the main aspects that people consider when comparing and evaluating certain types of goods, and highlight these aspects of publicity to maximize the impact on consumer purchasing choices.

Consumers form a purchase intent by evaluating the available goods and making a choice. Under normal circumstances, consumers usually buy their favorite brands. However, sometimes the purchase decision is altered by two factors.

(1) attitudes of others;

(2) unexpected events. Consumers who modify, postpone, or cancel a purchase decision are often influenced by perceived risk. The size of the "perceived risk" is determined by the size of the purchase price, the degree of performance of the product, as well as the buyer's self-confidence. Business marketing should try to minimize this risk in order to promote consumer purchases.

Baidu Encyclopedia: Consumer Purchasing Behavior