Consumer Buying Behavior
What Makes People Buy What They Buy
There are a lot of factors that influence what people buy, when they buy and how often they buy. Knowing this type of information about your target demographic can help you to create marketing campaigns that take advantage of consumer buying sprees. Some of the buying behaviors that you need to learn about when developing a marketing campaign for your products or services include: why buyers buy the products you offer, how they make their buying decisions and what the buyer is actually looking for.
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Internal Influences
There are several factors that influence what buyers buy, when they buy and what they look for in products and services. Many of these factors are internal influences, or influences that deal with the consumer's mental processes, personality and value system. The first internal influence is the perceptual filter. This filter identifies characteristics that the buyer feels is important or attractive.
The next internal influence is the buyer's knowledge and attitude. For example, an engineer may pass over a chair because its design is either ergonomically incorrect or the design is flimsy, while a high school student may buy the chair because it looks cool.
The third internal influence factor is the buyer's personality and lifestyle. Personality and lifestyle influence what a person buys by creating a prioritized list of characteristics based on what the person needs for their lifestyle. For example, an avid outdoorsman may select products that can be used inside or outside, while a person that is more comfortable indoors may select products that are designed exclusively for indoor use.
External Influences
External influences also play an important role in what people buy. External influences include things like culture, peer pressure and product availability. Purchase situation also influences what people buy. For example, time constraints can make people select items that are easy to see and get to, as opposed to their normal product selection that may be located on a higher shelf or at another store.
Five Points of Buyer's Behavior
There are five steps in the buying process. These steps include:
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In order to promote long term customer loyalty and to minimize returns, marketers and manufacturers need to focus on making each of these steps easy for the consumer to complete and they need to work on ensuring that the product satisfies the consumer's buying expectations.
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