The decisions taken by the consumer can consist of searching for the product, engaging with advertisements, browsing on a particular website etc. The decisions taken by the customer are based on the following factors
The environment in which the consumer is impacts the way the customer looks at the product. The company should be able to understand the customerâ€™s social viewpoint of the product and present it in such a way that the customer feels comfortable and interested in buying the particular product.
A customerâ€™s reactions can also be based on their personal and religious beliefs; the culture the consumer belongs to. The company should not offend any beliefs of the consumer.
The customerâ€™s interest in buying a product can also depend on their personal factors such as the age, budget, marital status etc. Targeting the right audience as per the product is necessary to make the product successful. The behavior of the consumer can also vary as per these factors.
The state of mind or the thinking with which the consumer views the product and makes the decision to purchase is an important factor in depicting the behavior of the customer.
Types of consumer behavior
The behavior of the consumer depends on various factors discussed above and can be of the following types
Habitual buying behavior
When a customer is accustomed to buy a product on a regular basis, the customer does not need to carry out an extensive research or give the purchase of the product a lot of thought such type of behavior is known as habitual buying behavior. The customer does not see much difference between the brands and hence, chooses the brand or the product which is used regularly. This behavior is affected by promotions such as television, radio etc. which form a habit of buying the product from the same brand over and over again.
When the purchase of the product is based on factors such as budget, quality, features because of less number of choices the behavior depicted by the customer is dissonance-reducing behavior. The decision-making process involves a lot of engagement from the customer and the purchase is well-thought by the customer.
Complex buying behavior
When a consumer is purchasing an expensive product, this type of behavior comes into play such that a detailed research is carried out by the customer. The customer may also consult family, friends and other people before making the purchase.
Variety seeking buying behavior
When the customer decides to go for a different product just because of curiosity to try out new products, the behavior depicted by the customer is variety seeking buying behavior. The customer with time gets bored of using the same products over and over again hence, they look for a variety in the products.
The purchasing process of a consumer
Every customer carries out a number of processes before purchasing a product or a service. The processes are
Realizing the need of the product
The marketer has to make sure that the consumer realizes why he/she needs the product and how will that product be useful to him/her.
Searching for information
When the consumer realizes there is a need, he/she will start looking for your product so as to fulfill his/her need. The marketer should make sure that the consumer can reach the information of the product easily.
Looking for alternatives
The consumer may look for alternatives and view similar products while making the final decision. The marketer should point out how the his/her product is better than the other product in the market.
The consumer will then decide whether or not to purchase which depends on the factors influencing the purchase such as personal, cultural, psychological etc. The marketer needs to make sure that the product appears suitable as per all the factors.
The consumer after making the decision to purchase will carry out the final process and will purchase the product. The seller should ensure that the process of purchasing is carried out with ease.
Evaluation of the product post-purchase
The product will be evaluated even after the purchase, when the customer uses the product and realizes how good the product is. The seller needs to make sure the product is of good quality and provide after sale benefits as well.
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