Buying behavior of consumers. Buying Behavior of Consumers (2) - Abstract Model of Buying Behavior of Consumers

Consumer behavior has a certain specificity. It can change drastically in accordance with the products that the customer intends to purchase.

It is worth noting that the more complex the decision to purchase is made, the more cautious the consumer will behave.

The choice of strategic marketing models directly depends on behavioral models. Buyer behavior can be divided into the following four types:

Complicated. This type prevails when purchasing expensive goods with a significant difference in brand characteristics, for example computer technology. Buying in this case is always associated with certain risks.
Search. This model is typical for a low degree of customer involvement and, at the same time, a significant difference between similar products of different trademarks. For example, search behavior can be observed when choosing sweets.
Uncertain. When there is little difference between similar products of different brands, and the degree of involvement is high enough, then this is a type of insecure behavior. A striking example of this behavioral type is the purchase of an expensive carpet.
Habitual. Habitual behavior can be observed, for example, when buying salt. This type is characterized by low involvement and minimal difference between different brands.

1. Complex behavior

With complex consumer behavior, the client should form own assessment and opinion about a particular product. The main task of the marketer is to take into account the features of this behavioral model when informing the buyer about the product properties and brand differences. In this case, it is necessary to highlight the advantages of each brand, explaining in detail why you should use the product or service of a particular company.

For complex buying behavior choose an appropriate marketing strategy, which is as follows:

Informing the client about the merits of each brand.
Assistance in drawing up the final opinion of the consumer about each brand.
Providing information to convince the client that he made the right choice.

2. Search behavior

A feature of this type is a fairly frequent change of priority brands for the buyer. It is worth noting that the constant purchase of similar products from various companies is carried out not because of dissatisfaction with the quality, but because of the huge assortment range. In this case, buyers seek variety, as well as buying new products.

This type uses different:

For companies that are leaders in the market segment, encouragement of the habitual type of behavior is recommended. It is also necessary to ensure that the goods occupy best places on the trade shelves. Reminder advertising is also another effective marketing tool.
For those firms that only claim to be in the lead, you need to encourage search consumer behavior through the introduction of lower prices, various discounts and promotions, as well as free trial products. main goal advertising should be a persuasion to try new products.

3. Insecure behavior

In this case, the consumer quickly makes a purchase decision by quickly comparing the characteristics of similar products. Own subjective opinion is a key factor in choosing a brand.

Due to the lack of clear differences between products of different brands belonging to the same category, a person may experience dissatisfaction with the purchase, resulting from the discovery of any shortcomings in the selected product or positive reviews about another brand, the products of which the client could purchase. In this case, the main marketing strategy is to provide all the information that will confirm that the consumer has done best choice.

4. Habitual behavior

The habitual type of behavior is characterized by a minimum waste of time for a purchase. The customer simply goes to the store and picks up the first product that catches their eye. Among the variety of brands representing similar products, the buyer does not care which brand to give preference to. By purchasing the products of the same company, the consumer simply forms a habit. This does not mean at all that he is an adherent of a particular company.

Marketing strategy for habitual behavior includes:

Stimulation of demand by reducing the cost of goods and organizing various sales.
Repetitive advertising for passive absorption. In this case, television advertising is more effective than print advertising. It is worth noting that when advertising products, you need to use various images and visual symbols in order to create an easy-to-remember association with the company.

The consumer and his purchasing behavior is the object of the closest attention of the commodity producer, working on the basis of the principles and methods of marketing. Since the consumer, expressing his likes and dislikes, purchasing preferences, can decide the fate of the manufacturer as a seller, the company seeks to maximize all its possibilities for a comprehensive and in-depth study of the consumer (potential buyer), including the issues of motivation for consumer notification of consumers, decision-making purchase, the formation of consumer preferences, brand loyalty, etc. (Fig. 6.5, 6.6, Table 6.3, 6.4).

The most difficult task associated with studying the purchasing behavior of consumers is to identify their implicit, non-obvious needs that will become apparent after a certain period of time, to anticipate, anticipate emerging needs and identify the process of dying out of existing needs.

The task of the company is not only to anticipate the nature of the change in the needs of the consumer, but also to offer the latter products and services in a timely manner, created on the basis of such foresight. This is the key to the current and future success of the company in the market.

As the American manager and consultant John F. Little emphasizes, “the more you know about what the consumer really needs, the more successful your business will be ... If you listen to the consumer long enough and carefully enough and if you ask the right questions and correctly analyze the answers, a miracle will happen. You will discover information that will be so valuable and important that it can transform your business. This is the nugget that every organization is always looking for but rarely finds, the nugget that leads to the gold mine.”

In the process of deciding on a purchase, consumer behavior can be divided into five stages: awareness of the need to purchase; search for information; evaluation of alternatives; purchase decision; post-purchase behavior. At each stage, the consumer acts as an active decision maker.

It is important not to reduce the concept of a good or a good only to physical objects, because everything that can provide satisfaction can be called a good, including people, organizations, ideas, services, etc.

According to the theory, consumption is an activity within which the choice of goods is carried out with the aim of "creating" services that provide utility. From this point of view, the benefits are considered as a set of properties (attributes), and the consumer - as the creator of the final satisfaction.

As Professor J.-J. Lamben, the concept of a product, considered as a collection or set of properties, is very important for marketing. The basic ideas of such a model, although very simple, are very fruitful; it is they who are theoretical basis for benefit-based segmentation and positioning, and for related product policies.

According to one of the basic ideas of marketing, the buyer is looking not for a product, but for a service or solution to a problem that the product can provide. This simple idea has an impact on commodity policy, which can be seen when establishing the practical range of application of the concept of "goods - solution", based on the following assumptions:

different goods can satisfy the same need;
each product is a certain set of properties;
the same product can meet different needs.

The strategy of "segmentation by benefits" (or functional segmentation) is a constant search for new sets of properties (attributes) that do not have a competitive offer on the market, but meet the expectations of a certain group of consumers. So, a market segmentation strategy starts with identifying the benefits sought by different groups of buyers, then comes the development of the concept of products focused on meeting specific requirements or expectations. target group potential buyers.

Fundamentally important for producers in their practical activities is knowledge and enforcement of consumer rights (Fig. 6.12). First of all, it is giving consumers the right to choose the options to meet their needs.

The world practice recognizes the sovereignty of the consumer, i.e. his right and real opportunity, within the limits of his means, to acquire everything he considers necessary for consumption, under conditions of free choice of place, time, seller, product (service), and other conditions of consumption. First formulated in the USA in 1961, consumer rights were expanded and specified, and in 1985 they were approved by the UN.

Protection of fundamental consumer rights in Russia is provided by the Law of the Russian Federation "On Protection of Consumer Rights", adopted in 1992, and is supported by the activities of the State Standard of the Russian Federation, the State Committee of the Russian Federation for Antimonopoly Policy, the Federation of Consumer Societies of Russia, and the International Confederation of Consumer Societies.

The law gave consumers the right, when buying a product, to know its manufacturer, standard, certificate of conformity to quality, list of basic consumer properties. on goods, consumer properties which may deteriorate over time, the expiration date and date of manufacture are indicated.

Mandatory certification is subject to food products, household chemicals, cosmetics, perfumes, goods for children, mineral fertilizers, pesticides, mechanical engineering and household appliances.

Rice. 6.5.

Rice. 6.6.

The main stages and channels for disseminating information about new products: dissemination by the enterprise of information about a new product, advertising of new goods and services in brochures and catalogs;

information about goods in the media; the judgment of an expert whom the consumer knows and trusts, or the opinion of an acquaintance.

Stages of the process of perception and approval by the consumer of innovation: providing the consumer with information about the state of the market and the place that the new product occupies on the market;

manifestation by the consumer of interest in a new product, the desire to get a complete picture of its nature;

evaluation by the consumer of a new product (having collected, in his opinion, a sufficient amount of information, he turns to an expert for advice - usually to one of his friends, relatives, acquaintances, whom he trusts most);

making a conclusion regarding the advantages and (or) disadvantages of the product;

approval or rejection of a new product, i.e. making a final decision on the possibility of using a new product in specific conditions.

Of course, the consumer in the market can reject the novelty at any of the considered stages.

Orientation of consumers of copiers in Novosibirsk region to sources of information

I - based on the results of a telephone survey,

II - according to a survey of visitors to the exhibition of copying equipment as a percentage of the total number of respondents.

Approximate set of motivations when choosing goods (based on the priority of motivation)

Table 6.3

Durable Goods	Goods of textile and light industry
1. Level of consumer properties
	2. Matching fashion
3. Popularity of the brand (model)
	4. The quality of the material (fabric)
5. Reliability level	5. Tailoring quality
6. Dimensions	6. Compliance with the features of the figure
7. Ease of placement in residential and industrial premises	7. Composition of raw materials
	8. Quality of fittings (finishing)
9. Power consumption level
10. Security	10. Lot size

Note. The data of a social survey conducted in 13 industrial cities in 1992 are given.

Classification of buyers according to their willingness to perceive

new product

Table 6.5

Aspects marketing	Consumers
Aspects marketing	Organizations	End-user
Acquisition	1. For use in subsequent production or for resale	For personal, home or family use
	2. Equipment, raw materials, semi-finished products are bought regularly, and in significant quantities	Usually buys finished products rather than equipment or raw materials
	3. Buy products based on technical specifications	Buys goods, guided by fashion, his own predilection, the advice of friends
	4. They usually make collective purchasing decisions after analyzing prices, quality, suppliers	Often rents premises, living space
Market Differences	1. Their demand is derived from the demand of end consumers	Demand is determined by the consumer
	2. Geographically more concentrated	Geographically more scattered and numerous
	3. Usually use specialized supply services	Less likely to use specialized supply services
	4. Distribution channels are short	Distribution channels are longer

Consumer experience when buying a product and possible options marketing activities of the enterprise-producer

Consumer experience	Consumer		Commodity producer
Consumer experience	customer reaction	result	the most appropriate marketing actions	grounds
Single positive experience	Satisfaction requests	Eagerness to repurchase	Providing free product samples, shipping coupons by mail	Improving the image of the company
Repeated positive experience	Repeated satisfaction	Formation of the image of the product		strengthening prestige enterprises
Single negative experience	Dissatisfaction requests	Desire to change brands	Maintenance, replacement of goods, explanation of the reason for dissatisfaction with the goods	Try to regain prestige
Repeated negative experience	Repeated dissatisfaction	The desire to no longer buy a product	Refund, offering the market better analogues	Start releasing new products

Model of consumer purchasing behavior from different segments of the Russian market

Segments market	Family INCOME (USD/month)	Only foreign products	Foreign and Russian goods	Only Russian products
(low income)
(low income)			46 15%
medium low			424 92%
Middle segment
medium high			23 15%
(highly profitable)

Note.

Consumers in high and low income segments are loyal to a particular product group.

Consumers in the middle segment are more likely to experiment with different product brands.

Rice. 6.

Rice. 6.8.

Rice. 6.9.

Rice. 6.10.

Rice. 6.11.

Rice. 6.12.

Lambin J.-J. Strategic Marketing. - M., 1996.

Lecture 7 Analysis of buying behavior

Summary

Buyer behavior and intentions form an important section marketing activities. The analysis of buying behavior and buying intentions is the study of actions that lead to either the purchase of a product or the rejection of it, as well as the motivation for this process. Marketing research examines satisfaction/dissatisfaction with a purchase and trade service. The attitude of actual and potential buyers to the product, its quality and the level of trading service is revealed. Buyer intentions are predicted and psychographic modeling of buying behavior is carried out. The roles of participants in the purchasing process are determined and its strategy is modeled, the degree of urgency and priority of purchases, their attractiveness is studied.

In the analysis of consumer behavior, a typological assessment of goods and purchases is given. The main factors of consumer behavior are considered and characterized. A model of the correspondence of consumer expectations to the actual requirements of consumers is being built and considered. Buying behavior is manifested in the presentation of certain requirements and wishes. Customer surveys are conducted to identify customer needs and concerns. The process of recognition of a new product is considered.

An independent direction in the analysis of consumer behavior is the use of computer technology and the possibilities of the Internet in trading activities.

Buying behavior

For development marketing strategy and tactics, the implementation of specific marketing actions, it is necessary to provide analysis of modeling buying behavior(English) consumer buying) in order to identify the opinions and preferences of consumers, motivate and predict purchases. This is a necessary prerequisite for the formation and stimulation of demand, quality control of goods and trade services.

The analysis of buyers' behavior includes assessments of their actions and intentions aimed at choosing the most attractive and effective ways sales and types of products/brands, as well as the identification of satisfaction / dissatisfaction with the purchase or trade service.

Modern concept marketing is focused on the interests of the buyer, so the analysis of consumer behavior and purchasing decisions must determine what advantages and benefits the appropriate market orientation provides. The question arises: what is meant by buying behavior? Under evaluation own desires and needs, the buyer makes a decision to buy the product, to refuse the purchase or to postpone it to a later date. His actions and intentions are the content of buying behavior.

reckless behavior on a number of factors, for example, on the attitude of the buyer to possible purchases, on the nature of purchases, their complexity and their frequency. To some extent, it depends on the income of the buyer, the price of the goods and even on the capacity of the refrigerator.

The behavior of the buyer must have a certain incentive, without which the buyer leaves the market zone and enters the sphere of non-commodity consumption (gift, non-commodity consumption, criminal methods of obtaining benefits, etc.).

It should be noted that, according to the data of a sample survey of household budgets, the value of in-kind food receipts, including subsidies and benefits, in 2000 accounted for almost 12% of the total expenditure on final consumption (on average per household member).

The criterion of purchasing behavior may be the receipt / non-receipt of any material, social, spiritual or other benefits. The goal of the buyer when buying a product is to find certain benefits for himself. These benefits are measured by: a) customer satisfaction, i.e. the very fact of receiving the goods that were the object of the search; b) the quality of the purchased goods (high, low, etc.); c) the quality of service at the time of purchase (good, bad, etc.); d) the price of the purchased goods (corresponding / inconsistent with the desire of the buyer). The benefit of the buyer is also estimated by saving time spent on:

q search for the desired product and store;

q selection and evaluation of goods;

q test (sample) of the goods;

q making a purchase, including its registration and payment for the goods.

Rice. 7.1. Model of purchasing behavior according to the benefit criterion

The following tasks can be put forward for the analysis of consumer behavior:

q characteristic of satisfaction with purchase and trade service;

q determination of the attitude of buyers to the product and service;

q selection of groups of buyers by the time of recognition of a new product;

q analysis of the frequency and frequency of purchases;

q study of buyers' intentions;

q psychographic modeling of consumers;

q evaluation of the profitability of the buyer.

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Buying behavior of consumers. Buying Behavior of Consumers (2) - Abstract Model of Buying Behavior of Consumers

1. Complex behavior

2. Search behavior

3. Insecure behavior

4. Habitual behavior

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