What Are the Best Tips for Consumer Behavior Analysis?

Consumer behavior analysis is mainly to conduct specific user portraits of consumer groups, including behavioral orientation, preference trajectories, etc., to conduct consumer behavior analysis, mainly to study consumer needs preferences, so that product decisions and operational ideas provide specific directions and Ideas.

Consumer Behavior Analysis Survey Report

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Consumer behavior analysis is mainly to conduct specific user portraits of consumer groups, including behavioral orientation, preference trajectories, etc., to conduct consumer behavior analysis, mainly to study consumer needs preferences, so that product decisions and operational ideas provide specific directions and Ideas.

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Consumer Behavior Analysis Survey Report

Consumer Behavior Analysis Survey Report

The main factors affecting consumers 'purchasing behavior are consumers' own factors, social factors, corporate and product factors. Analyzing the factors that influence consumer purchasing behavior is extremely important for companies to properly grasp consumer behavior and carry out targeted marketing activities.

1. Consumer's own factors Consumers 'purchasing behavior is first affected by their own factors. These factors mainly include: First, the economic status of consumers, that is, consumers' income, deposits and assets, and borrowing capacity. The economic status of consumers will strongly affect their consumption level and consumption range, and determine the level of consumer demand and purchasing power. Consumers with better economic conditions may generate higher levels of demand, purchase higher-grade goods, and enjoy higher-level consumption. On the contrary, consumers have a poor economic situation and usually can only give priority to meeting basic living needs such as clothing, food, shelter and transportation. The second is the occupation and status of consumers. Consumers of different professions often have different needs and hobbies for goods. A consumer who engages in the profession of teachers generally purchases cultural goods such as books, magazines, and magazines. For fashion models, beautiful clothing and elegant cosmetics are more needed. Consumers' different status also affects their purchases of goods. High-level consumers will purchase higher-level goods that can show their identity and status. The third is the age and gender of consumers. Consumer demand for products will change with age, and at different stages in the life cycle, a variety of different products are needed. For example, in early childhood, baby food and toys are needed; in old age, health care and longevity products are more needed. Consumers of different genders also have very different purchasing behaviors. Tobacco and alcohol products are mostly bought by male consumers, while female consumers like to buy fashion, jewelry and cosmetics. The fourth is the personality and self-concept of consumers. Personality refers to a person's unique psychological qualities, usually described as strong or weak, enthusiastic or withdrawn, outgoing or introverted, creative or conservative. Different personalities have different buying behaviors. Strong consumers show boldness and confidence in their purchases, while weak consumers tend to shrink back when choosing products.

2. Social factors People live in society, so consumers' purchasing behavior will be affected by many social factors. First, the influence of social and cultural factors on consumer purchasing behavior. Culture usually refers to the values, ethics, and other codes of conduct and lifestyles established by humans in long-term life practices. Failure to research and understand the cultural background of consumers often leads to failure of marketing activities. Any culture also contains some smaller groups or so-called subcultures. They associate members with specific identities and influences so that they hold specific values, lifestyles and behaviors. There are many different types of subcultures, among which the most significant ones that influence purchase behavior are: First, ethnic subcultures. For example, in addition to the Han nationality, which has the majority of the population, there are dozens of ethnic groups in China. They still retain many traditional tastes and preferences of their respective nationalities in terms of food, clothing and entertainment. The second is religious subcultures. For our country, Islam, Buddhism, Catholicism, etc. exist at the same time. Their unique beliefs, preferences, and taboos show many characteristics in purchase behavior and purchase types. The third is geographical subcultures. For example, in South China and Northwest China, or in coastal areas and remote areas in the Mainland, there are different lifestyles and fashions, so the purchase of goods is very different. Second, the impact of socially relevant groups on consumer purchasing behavior. Related groups are organizations, groups, and groups that have a direct or indirect impact on consumer attitudes and purchasing behavior. As a member of society, consumers often have various contacts with families, schools, work units, neighbors and social groups in daily life. The family is the most basic related group of consumers. Therefore, the influence of family members on consumer purchasing behavior is obviously the strongest. Most marketers now pay attention to the role and influence of different family members, such as husbands, wives, and children, in the purchase of goods. Generally speaking, the degree of participation of couples in purchasing is mostly different due to different products. Housewives are usually buyers of a family, especially in food, housewares, and daily groceries. Traditionally, it is more the wife's responsibility. However, with the increase of women s entrepreneurial ambitions and the gradual rise of men s participation in household and domestic chores, companies that produce basic consumer goods now still consider women to be the sole or major buyers of their products, which will be used in marketing decisions. Cause great mistakes. Of course, in family purchases, the decision is not always made by the husband or wife unilaterally. In fact, some expensive or infrequently purchased products are often made by both husband and wife, including grown-up children. Purchase decision. Relatives, friends, classmates, colleagues, neighbors, etc. are also important related groups that influence consumer purchasing behavior. These related groups are people who are in frequent contact with consumers and are more closely related. Because they often study, work, and chat together, consumers are often affected by these people's evaluation of the products, and sometimes even decisive. In addition, the social factors that influence consumer purchasing behavior include certain socio-political, legal, military, and economic factors. The main factors affecting consumer purchasing behavior include consumer and social factors, as well as corporate and product factors, such as product quality, price, packaging, trademarks, and corporate promotional work. Consumer purchase decision process People's purchase of a product does not happen suddenly. Before the purchase, the purchaser will have thought activities or behaviors to ensure that the future purchase of the product can satisfy itself. Even after a consumer buys a product at home, he will further study the product he bought to see how it performs, how it tastes, and so on. In this way, what is related to consumer purchase behavior is a complete consumer purchase process. As a company involved in marketing, it is important to understand the entire consumer purchase decision process, because during the consumer purchase process, the company can formulate some strategies to help consumers meet their needs. ^[1]

First, the consumer's purchasing decision process The consumer's purchasing decision process can be clearly divided into five stages, which are: awareness needs, information search, evaluation choices, purchase decisions and post-purchase evaluation. 1. Recognition needs Consumers must first realize that they need the function of a certain product before choosing and buying. Therefore, recognizing needs is the first stage in the consumer purchase decision process. At this stage, consumers recognize the gap between their instant status and their ideal state, so they want to close this gap. Many factors can make people realize their needs. When people see that the refrigerator is empty, they will buy vegetables, fruits, drinks, etc. to supplement it. Even empty soy sauce bottles and vinegar bottles will cause people to realize the need for a new bottle of soy sauce and a bottle of vinegar. It is precisely because many factors can stimulate people to understand the needs, so marketing companies can stimulate people's need for new products through advertising, so that they give up those old products or products that are no longer competitive in the market. 2. Information search When consumers realize their needs, they will automatically enter another stage in the purchase decision process ?? Information search, of course, for goods that are repeatedly purchased, consumers will pass the information search stage because of the need It is self-evident that the information has been held by consumers through past searches. In addition, for a consumer, the more expensive the product, the more the consumer can focus on information search. There are many external sources of information. (1) Personal sources: Relatives and friends are typical sources of external information. In the conversation with relatives and friends, people will get knowledge and information about products, and a considerable number of consumers like to accept suggestions and shopping guides from others. Although the knowledge or source of the person introducing the product is sometimes not very accurate. (2) Public sources: A wide range of public sources can be the awards of governments or other organizations, the reviews and introductions of products in newspapers or magazines, or the programs of related products organized by radio or television stations. (3) Commodity sources: Commodity sources include product advertisements, salesman's introductions, store displays or product packaging instructions, but the information in these channels sometimes has a congenital deviation for consumers. Consumers can agree Or believe, you can also ask questions or make other comments based on your own experience. 3. Evaluation selection (1) Brand subset The so-called brand subset refers to the product brands within a limited range made by consumers according to certain standards. The selection of the evaluation is only performed on the consumer's brand subset, which does not include all brands of the product. (2) The decisive factor In the criteria for consumer evaluation and selection, there is usually one of the main factors that contribute to consumer decision-making. This factor is called the determinant. The decisive factors vary according to the type of the product and the consumer's feelings, lifestyle, attitude, needs and many other factors. For example, when a senior employee of a company wants to buy a watch commensurate with his status, he usually buys OMEGA. At this time, the brand is the decisive factor in his evaluation and choice. If a chili-savvy consumer buys snacks, then spicy food is his first choice, so he will buy spicy rice or shrimp sticks. As for the brand, it is not his main point. Sometimes more than one decisive factor can be two equally important factors. For enterprises, making a certain product with unique characteristics is not the whole job. What is important is that this characteristic must be combined with the decisive factors in the eyes of consumers in order to attract consumers and meet their urgent needs. In fact, this kind of thinking has been used by many enterprises, and the function of catering to the determinants of consumers is constantly promoted in advertisements. Detergent detergency, anti-leakage of sanitary napkins, convenience of a TV recorder, and non-sleepiness of anti-allergic drugs are examples of this. 4. Purchase decision Consumers will make a purchase decision after searching and evaluating the product. Of course, consumers may also postpone or cancel the purchase decision because of problems in the evaluation and selection process. At this time, the consumer purchase decision process is at a standstill. It is impossible for a participating company to do any work on the consumer's purchasing decision, because once the consumer makes a purchasing decision, the rest is only to complete the transaction at the store or elsewhere, that is, payment, pick-up or arrangement of delivery place. 5. Post-purchase evaluation After buying the goods home, the consumer's purchasing decision process has not ended, because during the initial use of the goods, consumers will use the pre-purchase expectations as a standard to check and measure the goods they bought back. In order to see if there are any problems or dissatisfaction. The difference between consumers' expectations and what they buy is called a two-way difference. The correction of the two-way difference is mainly performed by the marketing company, such as checking whether the product description gives the consumer the correct guidance, whether the advertising content has surreal aspects, and whether there are still defects in the product manufacturing. On the other hand, for products with high technical requirements, it is very important for enterprises to provide special guidance and training to consumers. This practice has been adopted by many computer companies and software companies. Purchasing motivation is to guide the customer's purchase activity to a certain goal to meet the needs and impulse of purchase. This kind of purchase intention and impulse are very complicated and elusive psychological activities. From its performance, consumers' purchase motivation can be classified into two categories: rational motivation and emotional motivation. (1) Intellectual motivation It includes: 1. Applicable, that is, realistic psychology, is the basic point of intellectual motivation, which is based on the most basic utility of goods. Driven by applicable motivation, customers place emphasis on the technical performance of the product, while their appearance, price, and brand considerations are secondary. 2. Economy Economics is the psychology of seeking for good. Under other conditions, the price is often the key factor that influences customers to choose a certain commodity. The reason that discount coupons and big auctions can affect the hearts of millions of people is because of the "pursuit of integrity" mentality. 3. Reliable customers always hope that the goods can exert their use value normally within the specified time. Reliability is essentially an extension of "economic". Brand-name products have an advantage in the fierce market competition because of their superior quality. Therefore, visionary companies always open up products for sale under the premise of ensuring quality. 4. Safety With the popularization of scientific knowledge and the improvement of economic conditions, customers' awareness of self-protection and environmental protection has increased. The consideration of product safety has increasingly become the motivation for customers to purchase a certain product. "Green products" have a very broad prospect that is suitable for this purchase motivation to promote sales. 5, beauty and beauty, everyone has it, beauty performance is also one of the product's use value. Businesses are investing more and more in product design because the consumer s aesthetic motivation is getting heavier and heavier. 6, easy to use and save effort is undoubtedly a natural demand of people. Commodities, especially those with technical complexity, are quick and easy to use and will be more popular with consumers. A TV with a remote control, a one-click "fool" camera, and a lot of disposable goods hit the market, just to cater to this consumer motivation. 7. Convenience of buying Today, the pace of social life is accelerating. People value time more. For products that are not very selective, buy them nearby. The reason why an all-in-one supermarket is booming, the rise of various shopping methods such as mail order, telephone shopping, and TV shopping, etc., is exactly this consumer motivation for buying. 8. The quality of after-sales service products is good, which is an overall phenomenon. For most consumers, spending a lot of money to buy high-end durable consumer goods, even the world-renowned brand-name products can not completely eliminate the psychological tension. Therefore, the availability of good after-sales service often becomes a weight that influences the customer's purchasing behavior. To this end, providing detailed instructions, conducting on-site guidance, providing free maintenance in a timely manner, and implementing product quality insurance have all become means for companies to compete for customers. (2) Emotional motivation Emotional motivation cannot simply be understood as irrational motivation. It is mainly the purchase intention and impulse generated by social and psychological factors. Emotional motivation is difficult to have an objective standard, but generally comes from the following psychology. 1. Curiosity. Curiosity is a common social phenomenon. There is no difference between them, only the degree. Some people specialize in novelty and fashion, and always act as pioneer consumers. As to whether it is economical or not, it is generally not considered. Cater to this psychology. 2. Alienation psychology is more common in young people. They do not want to go with the world and always want to be different from others. In the second half of 1994, China s consumer behavior of dyeing black hair into yellow and red hair from south to north gradually reflected their desire to make a difference. 3. Psychology of bragging rights is more common in high-income earners who are well-known and well-received, and also in a few other income earners. In their opinion, shopping is not only applicable and moderate, but also shows personal financial strength and appreciation. They are cutting-edge consumer groups among consumers. The purchase of cars that tend to be high-end, expensive, retro, hundreds of thousands or even millions of dollars, and the production of tens of thousands of dollars of watches are catering to this psychology. 4. Psychological comparison, sociologists call it "contrast group behavior." Those who behave in this way copy the habits and lifestyle of the social group in which he wants to be included. People have large-screen color TVs, video cameras, and gold jewelry. If they do nt have one, they will feel uncomfortable. Whether they need it or not, it s cost-effective and they have to buy it. 5. Herd psychology As a social person, people always live in a certain social circle. There is a tendency that they want to keep pace with the circles to which they belong, and they do not want to stand out or fall behind. Consumers dominated by this mentality constitute a follow-up consumer group. This is a fairly large customer base. Studies have shown that when the household ownership rate of a certain durable consumer product reaches 40%, there will be a consumption boom for that consumer product. 6, Chongwai psychology Some modern people blindly worship foreign goods, as long as they are imported, buy. Some household electrical appliance manufacturers, although most or even all of them use domestic parts, still use imported brands assembled in domestic sales. Some companies use all foreign languages in their products or packaging, or use only Pinyin letters instead of a Chinese character to sell in the country and engage in unfair competition. 7. Respecting psychological customers is the object of competition for enterprises and should be regarded as "God" by enterprises. If the service quality is poor, even if the product itself is of good quality, customers tend to ignore it because no one wants to spend money on it. Therefore, the company and its merchandisers, salespersons, and maintenance staff sincerely respect the economic power of customers. Sometimes, although the price of the product is higher, or the quality is not satisfactory, the customer feels distressed, but is also willing to buy, and even regenerates. Patronage motivation.

According to observations, the psychological differences among customers of different ages are very different.

1. The performance of elderly customers is:

(1) like to buy things that are used to, and often skeptical about new products;

(2) Purchase habits are stable and not easily affected by advertising

(3) I hope it is convenient and comfortable to buy

(4) Responsive to the attitude of salespersons

(5) More interested in health products.

2. The performance of middle-aged customers is:

(1) Most of them are rational purchases and are more confident

(2) Pay attention to economy and practicality

(3) like to buy excellent products with proven high practical value

3. The performance of young customers is:

(1) Sensitive to consumer fashion, like to buy novel and fashionable goods

(2) The purchase has obvious impulse

(3) Purchase motivation is susceptible to external factors, and price factors are not considered

(4) Be the first purchasers of new products

Analysis of psychological differences in purchases of different gender customers

1. The performance of male customers is:

(1) Purchase motivation is often passive

(2) often purposeful purchase and rational purchase

(3) The quality of products is mainly selected, and the price is not taken into consideration.

(4) I am more confident and do not like the chattering introduction of the salesperson.

(5) I hope to complete the transaction quickly and lack patience for the phenomenon of waiting in line

2. The performance of female customers is:

(1) Impulsiveness and flexibility in purchasing motivation

(2) Choose the product very carefully

(3) Psychological instability in purchases, susceptible to external factors

(4) Buying behavior is greatly affected by emotions

(5) Pay attention to appearance, quality and price when choosing products

Third, the analysis of customers' psychological differences in purchasing with different personalities

1. Reasonable buyers behave as:

(1) Purchase decisions are based on commodities and knowledge

(2) like to collect information about products, think independently, and do not want others to intervene

(3) Good at comparative selection, not eager to make decisions

(4) Stay calm during the purchase process

2. Impulsive buyers are:

(1) The individual's psychological response is quick and susceptible to external stimuli

(2) the purchase purpose is not obvious, often improvisation

(3) Select products based on intuition and appearance impression

(4) Ability to make purchase decisions quickly

(5) Like to buy new products

3. Emotional buyers are:

(1) Purchase behavior is usually dominated by personal emotions and emotions, and there is no obvious purchase purpose

(2) Rich imagination

(3) Emotional fluctuations in purchases

4. The habitual buyers are:

(1) Purchase based on past habits and experience

(2) Not easily affected by advertising or others

(3) Usually purposeful purchase, the purchase process is fast

(4) Indifference to new products

5. Doubtful buyers are:

(1) Introverted personality, cautious action, slow response, subtle observation

(2) Lack of self-confidence, trust in salesperson, and doubts about purchase

(3) Slow motion when purchasing goods, repeated selection, which takes more time

(4) Hesitant in buying, regret later

6, random buyers performance is:

(1) Lack of purchasing experience, often overwhelmed during purchase

(2) Trust the sales clerk and be willing to listen to the suggestions of the sales clerk, hoping for help

(3) Not too picky about goods

Everyone in life, especially women, no matter what job she is engaged in, there is always an emotional line that runs through her life. This may be family, maybe friendship, maybe love, maybe ...

In short, the faster the pace of life, the more complicated the interpersonal relationship, and the stronger the business atmosphere, the more people need emotional nourishment and spiritual comfort.

This requires our service personnel not only to introduce products to customers to meet their physical needs, but also to give them psychological satisfaction. To truly achieve emotional sales, this requires using your expertise to serve your customers in good faith.