Studying consumer behavior, their opinions, attitudes and needs can increase the level of product sales. There are several types of buying behavior that explain the behavior and reactions of buyers. Based on the consumer behavior model, the company chooses the appropriate marketing strategy.
Consumer market
The consumer market includes the totality of consumers of products or services, as well as the relationship between buyers and sellers in the market. The financial stability of an enterprise depends on consumer demand, preferences and opinions of consumers about a product or service.
The consumer market is characterized by spontaneity and unpredictability, because a whole range of factors influence purchasing behavior. Consumer demand is volatile and unstable, and difficult to predict.
Having planned a certain volume of sales of goods in a specific period, the company does not always succeed in implementing the plan. Sales may drop because a competitor has entered the market offering consumers a similar product at a lower price.
The reason for the refusal to buy goods by buyers may be their frugality, negative opinion about the company, the discrepancy between the consumer properties of the goods and needs. Thus, a consumer may refuse to purchase a product because he considers it unreliable or unhealthy.
Various factors influence the opinion of consumers about a product. Unfavorable customer reviews about a product, a company’s dubious reputation in the market and other negative information can shape the attitude of consumers towards a product. Therefore, the company's management pays great attention to the analysis of consumer needs and the study of consumer behavior in the market.
Buying patterns
There are 4 models of buying behavior that describe the attitude of the consumer to the offered product, the degree of need, as well as factors influencing the purchase decision. Complex buying behavior is typical for buyers who want to purchase goods with a high value: real estate, cars, appliances, luxury goods.
As a rule, the consumer makes such purchases not often, therefore, he prefers reliability, guarantees, favorable terms of purchase. He is cautious, checks the necessary information, compares the offers of competitors, consults with close people. This behavior occurs when the purchase of a product is combined with risk, there are various brands of the product on the market, and the buyer himself has a high degree of involvement.
Uncertain buying behavior occurs when a customer chooses a product with a high value, the presence of different brands of this product on the market and a slight price difference between brands. This type of behavior is typical when buying goods that are part of the consumer's image and serve as a means of self-expression.
These goods include: appliances, jewelry, clothing and various accessories. It is difficult for a buyer to make a choice in favor of a particular item of a certain brand due to the fact that there are no clear differences between them. As a rule, goods of different brands have slight differences in value and characteristics, so the consumer has doubts about the decision to make a purchase.
Habitual buying behavior is typical when buying goods with a low cost, the presence of different brands of goods, as well as a slight difference in price between brands. Such goods include everyday products and impulse buying goods. So, the buyer regularly buys food, household chemicals, stationery and other goods.
In this situation, the consumer makes a decision relatively quickly, and in some cases spontaneously. For example, in most cases, when shopping for bread, store visitors immediately put it in the basket. Thus, the seller does not need to persuade or coax them when consumers make a purchase decision.
Search buying behavior is characteristic of the consumer when buying new products or products with strong differences between brands. In this case, the buyer does not give preference to a particular brand and is interested in getting new impressions. The purchase of a product helps the consumer to satisfy his interest.
For example, when choosing confectionery or soft drinks, shoppers make purchasing decisions for a variety of reasons. Some make a choice in favor of a product with bright packaging, while others purchase a product because of its low cost. In this case, promotions and other activities that stimulate customer demand can increase the level of sales.
