What Is the Importance of Consumer Behavior?
Consumer behavior in a narrow sense: only refers to consumer purchasing behavior and actual consumption of consumer materials. In a broad sense: the various actions consumers take to obtain, use, and dispose of consumer goods and the decision-making process that precedes and determines these actions, and even includes a series of complex processes such as the acquisition of consumer income. Consumer behavior is dynamic. It involves the interaction of perception, cognition, behavior, and environmental factors, as well as the transaction process.
- Diversity, Complexity, Inducibility, Comprehensive Development, Applicability
- The so-called consumer behavior research refers to how individuals, groups and organizations choose, purchase, use and dispose of goods, services, ideas or experiences to meet their needs and desires.
- 1. Consumers and consumer behavior
- Consumers in the narrow sense refer to individuals and households who purchase and use various consumer goods or services. The broad consumer is the individual or organization that buys and uses a variety of products and services. This book is mainly from
- Consumer behavior can be viewed as consisting of two parts:
- One is consumer
- The individual and psychological factors that influence consumer behavior are: need and
- In addition to understanding the various factors affecting consumers and consumer buying patterns, business managers and marketers must also understand
- Consumers' evaluation of various products in the collected information is mainly from the following aspects:
- A follow-up study of 100 consumers who claimed to buy A-brand household appliances within the year found that only 44 actually bought the product, while only 30 consumers actually bought A-brand appliances. Therefore, it is not enough for consumers to have a favorable opinion and purchase intention for a certain brand. The actual conversion of purchase intention into purchase action will also be affected by two aspects.
- (1) Attitude of others. Consumers' purchase intentions will be strengthened or weakened by the attitude of others. The strength of the influence of other people's attitudes on consumer intentions depends on the strength of other people's attitudes and their relationship with consumers. Generally speaking, the stronger the attitude of others and the closer they are to consumers, the greater the impact. For example, if the husband wants to buy a large-screen color TV, and the wife resolutely opposes it, the husband is likely to change or abandon the purchase intention.
- (2) Unexpected circumstances. The formation of consumer purchase intentions is always closely related to factors such as expected income, expected price, and expected benefits from the product. But when he wanted to take a purchase, some unexpected things happened, such as reducing income due to unemployment, inability to buy because of rising prices, or other things that needed to be purchased, etc., all of which will change him Or give up the original purchase intention.
- 5) Post-purchase actions.
- After the product is purchased, it enters the post-purchase stage. At this time, the work of the marketing staff is not over.
- After the consumer purchases the product, he or she will be satisfied or dissatisfied with the purchased product to some extent through his own use and the evaluation of others. The buyer's satisfaction (S) with his buying activity is a function of his product expectations (E) and the product's perceived performance (P), that is, S = f (E, P). If E = P, the consumer will be satisfied; if E> P, the consumer will be dissatisfied; if E 1) the meaning that the consumer needs
- Consumer needs refer to the state of physical and psychological deprivation of consumers, that is, to feel that they are lacking, and thus want to obtain their state. Individuals have various needs during their survival and development, such as the need to eat when hungry, the need to drink when thirsty, and the need to be loved and respected in their interactions with others. Wait.
- Needs are closely linked to human activities. People buy products and receive services to meet certain needs. After a need is met, a new need arises. Therefore, human needs will never be fully met and ended. It is the infinite development of needs that determines the long-term and eternal nature of human activities.
- Need is the driving force behind human activities, but it is not always awake. Only when the consumer's sense of deprivation reaches a certain degree of urgency can the need be stimulated and the consumer urged to take action. For example, the vast majority of consumers in China may have the need to live in a more spacious house, but due to economic conditions and other objective factors, this need is mostly lurking in the heart of consumers, not awakened, or fully conscious Here. At this time, the impact of such potential or non-dominant needs on consumer behavior is naturally weak.
- It needs to be awakened to prompt consumers to take action to eliminate feelings of want and imbalance, but it does not have a directional effect on specific behaviors. There are also intermediate variables such as motivation, driving force and incentive between needs and behaviors. For example, when hungry, consumers will be active in search of food, but in the face of many choices such as bread, steamed bread, biscuits, noodles, etc., what kind of food to fill the hunger is not entirely determined by the needs themselves. In other words, the need only corresponds to a large class of alternative products, and it does not provide a sufficient answer for why people buy a specific product or service or a specific brand of product or service.
- 2) Classification required by consumers
- Consumer behavior analysis of imported food
- Today's market segmented demand level presents a trend of diversification, personalization, meticulousness, and fashionable consumption. China has formed a major market for imported food consumption, which accounts for two-thirds of the country's population. The one-child group born in China after the 1980s and even after the 1990s will become the mainstream force in the consumer market in the next ten years. They will definitely change the structure of the domestic consumer market in China under the influence of Western culture and lifestyle. Imported food represented by high-quality and delicious food will usher in a period of rapid development. What's more noteworthy is that China's post-80s population has become the main force of family economic sources. At the same time, it will break the tradition and pay more attention to healthy diet in terms of its own consumption, children's consumption and pensions. The rapid development of the year has established a solid foundation.
- People's consumption grades have been gradually improved and upgraded. Food tastes have gradually changed from the past subsistence and nutrition to nutrition, health, leisure, flavor and experience. Imported food has entered the lives of urbanites. More and more people in China regard delicious and healthy imported food as part of their daily consumption. Whether it is students, office workers, or middle-aged and elderly people, imported food has been loved by more and more people of different age levels.
- There are mainly three types of consumer groups of imported food in China: One is the fashionable young people who accept new things. For example, some students pay a few yuan each to buy the bottle of mineral water sold for 15 yuan. The second category is the real strength consumer group. Generally speaking, those who purchase these imported foods have a monthly income of at least 4,000 yuan or more, and their pursuit of high quality of life and their high incomes may have such consumer demand. The third largest consumer group is foreign friends who buy imported food because they are closer to the taste of their country.
- Since ancient times, China has paid attention to etiquette and exchanges, and has been known as the "state of etiquette", because such a "gift economy" has been growing at a high speed in China forever. According to consumer research, the proportion of imported food choices for gift giving accounted for 23%. The proportion of purchases of imported food for gifts was 19%. Imported food can be regarded as a gift for gifts in all aspects of packaging, taste, variety, grade and so on.
- Consumers' recognition of imported foods is relatively high, with a welcome proportion of 23% and an acceptable proportion of 53%. Concerns about imported foods are mainly unknown products, do not know whether the taste meets their own tastes; in addition, the proportion of concerns about food safety is also relatively high.
- Chocolate, candy, biscuits, chewing gum / throat candy, fruit juice, jelly, coffee / tea, dried fruit, oatmeal and other products are very popular in the market. Imported food is now very popular in China s first and second-tier cities, and it is part of people s fashion life.
- 51 Report Online conducted a survey of consumers. From the perspective of products, consumers' preference for snacks was the highest, accounting for 66.36%, followed by drinks and sweets, which were 59.81% and 52.34%, respectively. In terms of product characteristics, consumers have the highest taste preferences, accounting for 48%, followed by packaging, grades, and safety, which are 22%, 20%, and 10%, respectively. From the perspective of purchase channels, the proportion of imported food specialty stores (including supermarkets and specialty stores) is the highest, accounting for 72%, followed by online purchases of 19%. From the perspective of countries, consumers prefer European and American products, accounting for 48% of the total.
- From the above we can see that there are many factors affecting consumer behavior.