What Causes Changes in Consumer Behavior?

Consumer buying behavior is also called consumer behavior. It is all consumer-related personal behaviors that occur around the purchase of consumer materials. It includes the psychological activities, physical activities and other substantive activities shown in the process of purchase or consumption from the formation of demand motivation to the occurrence of purchase behavior to the post-purchase experience. There are generally five stages: (1) Confirmation needs. Consumers do feel a need through their internal physiological activity or some external stimulus. (2) Collect information. Consumers obtain product-related information through relevant mass influence, mass media propaganda, and personal experience. (3) Evaluation options. Analyze and weigh the information obtained and make a preliminary selection. (4) Purchase decision. The ultimate purchase intention expressed by the consumer. (5) Evaluation of post-purchase consumption effects. Including post-purchase satisfaction and attitude towards repurchase. ^[1]

Consumer buying behavior

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All actions of a person are brain pairs

(I) Divided according to the complexity of consumer purchase behavior and the degree of difference in purchased products

1. Complex buying behavior. If consumers are highly engaged and understand the significant differences between existing brands, varieties, and specifications, complex buying behaviors can result. Complex buying behavior refers to

There are many internal factors that influence consumers' purchasing behavior, including individual and psychological factors of consumers. The purchaser's age, gender, economic income, education level and other factors will greatly affect consumer purchases

Related groups are individuals or groups that influence people's views, opinions, interests, and ideas. Researching consumer behavior can be divided into two groups: participating groups and non-belonging groups.

Participating groups refer to the groups in which consumers are placed. There are two types:

(1) Major groups are informal groups that individuals are often affected by, such as families, close friends, colleagues, neighbors, etc.

(2) Secondary groups refer to formal groups, such as trade unions and professional associations, where individuals are not often affected.

Non-affiliated groups refer to groups where consumers are outside, but have an influence on purchases. There are two cases, one is the desired group and the other is the free group. Expectation groups are groups in which individuals wish to become a member or associate with them, and free groups are groups that are rejected or resisted by individuals and strive to draw a line.

Corporate marketing should pay attention to the influence of related groups on consumer purchasing behavior; use the influence of related groups to carry out marketing activities; also pay attention to the different degrees of different products affected by related groups. The stronger the product visibility, the greater the influence of the relevant groups. The more special the product and the lower the frequency of purchase, the greater the influence of relevant groups. The less knowledgeable about a commodity, the more affected it will be by the relevant group.

Social class refers to a society that divides its members into relatively stable different levels according to its social norms. People of different social classes, their economic situation,

Consumer purchase is a more complicated decision-making process. Generally, the purchase decision-making process can be divided into the following five stages, and corresponding marketing strategies are formulated.

The purchase process begins when the consumer realizes that there is a need for a certain product. Consumer needs can be caused by internal or external factors. At this stage, companies must identify specific factors that promote consumers to recognize the needs through market research. Marketing activities should focus on two tasks: (1) exploring consumer driving forces; (2) planning to stimulate and strengthen needs.

In most cases, consumers also need to consider what brand of goods to buy, how much to spend and where to buy, etc., they need to seek information to understand the product information. The information sought is generally: product quality, function, price, brand, evaluation of the purchaser, etc. Consumers' information sources usually have the following four aspects: (1) commercial sources; (2) personal sources; (3) mass sources; (4) experience sources. Corporate marketing tasks are to design an appropriate marketing mix, especially product brand advertising strategies, to promote product quality, functionality, and price, so that consumers ultimately choose their own brand.

The purpose of consumers' comparative evaluation is to be able to identify which brand and type of products are most suitable for their needs. Consumers' comparative evaluation of commodities is based on the collected data and value judgments on the attributes of the commodities. Consumers' evaluation of product attributes varies from person to person and from time to time. Some evaluations focus on price, some focus on quality, and some focus on brand or style. Enterprise marketing must first pay attention to understanding and strive to improve the visibility of its products, so that it is included in the scope of comparative evaluation of consumers before it can be selected as a purchase target. At the same time, we should also investigate the main aspects that people consider when comparing and evaluating certain types of goods, and highlight these aspects of publicity, which will have the greatest impact on consumer purchase choices.

After consumers evaluate the available products and make a choice, they form a purchase intention. Under normal circumstances, consumers usually buy their favorite brands. But sometimes there are two factors that can influence your buying decision.

(1) the attitude of others;

(2) Accidents. Consumers modify, postpone, or cancel a purchase decision, often due to perceived risks. The size of the "perceived risk" is determined by the purchase amount, the degree of product performance, and the strength of the buyer's self-confidence. Corporate marketing should try to minimize this risk to drive consumer purchases.

After the consumer purchases the product, the purchasing decision process continues, and he wants to evaluate the purchased product. Corporate marketing must be given full attention because it is related to the future market of the product and the credibility of the enterprise. There are two theories for judging consumer post-purchase behavior:

1. Expectation satisfaction theory.

2. Understanding the gap theory. Corporate marketing should pay close attention to consumers' post-purchase feelings, and take appropriate measures to eliminate dissatisfaction and improve satisfaction. For example, customers 'opinions are often sought, after-sales services and guarantees are strengthened, marketing work is improved, and consumers' dissatisfaction is minimized.