The main role of the consumption process is the sale and purchase of goods and services. In connection with the laws that govern it, we can distinguish several types of its implementation, as well as analyze various factors affecting consumer behavior.
First of all, you should study the sources on which to rely
consumer making a preliminary choice. That is, how he collects information about the product, its availability, prices. The first category includes external sources. Popular ones include advertising, opinions of friends and acquaintances, information available in the store. Consumers can also consult with more professional sources, such as special reports, reviews, ratings, websites, containing a complete description of the product and its conditions of use. However, such a thorough
collection of information is time-consuming and not always beneficial. Therefore,
marketing research that studies consumer behavior shows that more often preference is given to available sources of product or product data. In addition, with a minimum difference in price, consumers make choices based on other motives. The main types are familiar, spontaneous and carefully thought-out acquisitions.
An important aspect shaping consumer behavior is “skills” or “habits”. According to this concept, consumers have a memory in which previously received information is collected, including the brand and its characteristics. Of great importance in this process is the principle of repetition. It is he who is often used by advertising agencies to develop a campaign aimed at strengthening the brand. In addition, brand attachment is often the result of habit: if for a long time the customer purchases the same product in a permanent place, then the choice is obvious to him. It just acts stereotypically. And it is often used by enterprises of services and trade. To further bind the client and influence his buying behavior, they offer discounts, gifts, bonuses that are designed for regular customers. Lotteries, SMS contests also serve to increase brand and store loyalty. In the West, there is still a tradition of issuing goods "on credit" to regular customers - and this is not about bank loans and not purchasing by installments, but about putting the debtor "in the notebook". Often this strategy is used by small district shops.
Marketers and psychologists have long been studying the laws by which consumer behavior is modeled. If we walk through a large shopping center, we can observe an interesting picture. Each boutique has its own lighting, its own music and even smells. It is worth talking separately about aromas that influence consumer behavior. They have begun to use them quite actively recently, since it has been experimentally proved that the mood and disposition of customers increases significantly if pleasant smells reign in the store. The buyer lingers in such places longer, therefore, it increases the likelihood that he will purchase more goods at a higher price. It is worth paying attention to the musical design of the store hall . Soft, unobtrusive music increases the time spent by customers.
Purchasing behavior is modeled with the help of a special placement of goods. For example, the fact that the products are laid out in the hall, and not in the warehouse, helps the client make more expensive and voluminous acquisitions. In addition, it is no accident, for example, essential goods are often located in the farthest corner. Due to this, the buyer is forced to go around a large area. Consequently, it increases the likelihood that he will put into the basket something that he himself would not remember. A similar principle is used at cash registers. All kinds of sweets, chewing gum, batteries and other little things are located there. This is designed for the effect of "little weakness." When the main purchases are made, you can treat yourself or your children to something that, in general, is not necessary.
They use various methods that influence consumer behavior, and brands that are trying to become leaders. By placing their goods on shelves in the zone of maximum visibility (at eye level) and accessibility, they increase brand awareness and attractiveness. Competitive, albeit cheaper products, remain “in the shade” and are seen less often.