What are the theoretical models for analyzing consumer behavior

What are the theoretical models for analyzing consumer behavior:

A: AIDMA Model

AIDMA is one of the very mature theoretical models in the field of consumer behavior, which was put forward by the American advertising scientist E.S. Lewis in 1898. According to the theory, consumers go through these five stages from exposure to information to finalizing a purchase:

A: Attention - fancy business cards, embroidered advertising words on bags, and other frequently used methods of attracting attention.

I: Interest - The most common methods used are colorful catalogs, cut and paste newsletters about the product.

D: Desire (arouse desire) - the promotion of tea should always be ready to prepare the tea set, to give customers a cup of fragrant strong tea, the customer a taste of tea to experience the delicious flavor of tea, will produce the desire to buy. Promote the house, to take customers to visit the house. The entrance to the restaurant to display the color and flavor of the refined samples, so that customers feel the charm of the goods, you can arouse his desire to buy.

M: Memory - A successful salesman said: "Every time I promote my company's products, I always take the catalogs of other companies, one by one, to explain in detail to compare.

Because if you always say how good your product is, customers won't believe you. Instead, they want to know more about other companies' products, and if you bring up other companies' products first, they will recognize your own."

A: Action - Throughout the entire sales process, from getting attention to making a purchase, the salesman must always be confident. Overconfidence can also cause customer resentment, thinking you are talking big and bragging. Thus, do not trust your words.

Two, AISAS model

AISAS model is by Dentsu for the Internet and wireless applications in the era of changes in consumer life patterns, and put forward a new consumer behavior analysis model. The marketing approach is gradually evolving from the traditional AIDMA marketing rules (Attention Interest Interest Desire Desire Memory Memory Action Action) to AISAS, which contains network qualities.

1, Attention - to attract attention

2, Interest - to arouse interest

3, Search - to conduct a search

3. -Conduct a search

4, Action - Purchase action

5, Share - Everyone shares

A shift in the AISAS paradigm. In the new marketing law, the emergence of the two network characteristics of the "s" - search (search), share (share), pointing out the importance of the Internet era of search (Search) and share (Share), rather than focusing on the user to the user, the user is not the same as the user, the user is not the same as the user, the user is not the same as the user. Instead of instilling one-way concepts to users, it fully reflects the influence and change of the Internet on people's lifestyles and consumption behaviors.

Expanded Information:

The study of consumer behavior refers to the study of how individuals, groups, and organizations select, purchase, use, and dispose of goods, services, ideas, or experiences to meet their needs and wants. experiences to fulfill their needs and wants.

Consumer behavior research is to study the various consumer psychology and consumer behavior of different consumers, as well as to analyze the various factors affecting consumer psychology and consumer behavior, and to reveal the changing law of consumer behavior.

In other words, the research object of consumer behavior is the law of the emergence and development of consumer behavior of all kinds of consumers.

Three basic issues:

1, consumer spending and spending budget factors affecting the propensity to consume, the trend of change in the propensity to consume;

2, the consumer's consumption structure, the consumer's spending structure plan, the pattern of change in the consumption structure and its influencing factors;

3, the psychology of the purchase of products and the specific behavior.

Three application problems:

1, the enterprise according to the consumer psychology and behavior to develop marketing principles and strategies;

2, consumer spending, consumption structure, the purchase behavior is reasonable and its rationalization of the standard;

3, the national consumer policy.

Consumer behavior refers to consumer response to market location and demand characteristics. Both central place theory and spatial interaction model take consumer group behavior as the research object.

The central place theory assumes that consumers will tend to the nearest center that can provide the desired goods or services, i.e., consumer behavior is considered to be in line with the norms of economic man; the spatial interaction model determines that consumer behavior is closely related to the effects of center attractiveness, the counteraction of distance, and competition from other centers in the system.

Theories of consumer behavior developed on the basis of studies of individual consumer behavior include theoretical, empirical, and epistemological pathways. The theoretical pathway is to generalize the spatial structure of consumer choice by calculating the center attraction index and grouping any particular center into the corresponding location type.

The empirical approach includes studies of trade zones, multi-purpose shopping behavior, factors affecting shopping behavior, constraints on shopping behavior, and characteristics of consumer activity within shopping centers. The epistemic pathway explores the sensing aspect of consumer behavior and argues that the sensing of available selectivity is the most important stimulus for consumer decision making.

Baidu Encyclopedia - Consumer Behavior