What influences buying behavior?

The main role of the consumption process is to sell and purchase goods and services. In connection with the laws that regulate it, you can identify several types of its implementation, as well as analyze the various factors that affect buying behavior.

First of all, it is necessary to study the sources on which User, making a preliminary choice. That is how he collects information about the product, its availability, prices. The first category includes external sources. Among the popular are advertising, opinions of friends and acquaintances, information available in the store. Consumers can also consult more professional sources, such as special reports, reviews, ratings, websites that contain a complete description of the product and the conditions for its use. However, such a careful collection of information takes a lot of time and is not always beneficial. Therefore, market research, studying consumer behavior, show that preference is given more often to available sources of data on a product or product. In addition, with a minimal price difference, consumers make a choice based on other motives. The main types are usual, spontaneous and carefully thought-out acquisitions.

An important aspect that shapes buying behavior is "skills" or "habits." According to this concept, consumers have a memory in which previously collected information is collected, including the brand and its characteristics. Of great importance in this process is the principle of repetition. It is often used by advertising agencies to develop a campaign aimed at strengthening the brand. In addition, attachment to the brand is often a consequence of the habit: if a customer purchases the same goods in a permanent place for a long time, then the choice is obvious for him. It just acts stereotyped. And this is often used by service and trade enterprises. To further bind the customer and influence his buying behavior, they offer discounts, gifts, bonuses that are intended for regular consumers. Lotteries, SMS-contests also serve to increase loyalty to the brand or store. In the West, there is still a tradition of issuing goods "on credit" to regular customers - and it's not about bank loans and not purchase by installments, but about posting the debtor "in a notebook." Often this strategy is used by small regional shops.

Marketers and psychologists have long been studying the laws by which the modeling of consumer behavior takes place. If we go through a large shopping center, we can observe an interesting picture. Each boutique has its own lighting, its own music and even smells. On the flavors that affect buying behavior, it is worth talking separately. They have become quite active recently, as it has been proved by experience that the mood and the location of clients is significantly increased if the store has pleasant smells. The buyer lingers in such places longer, therefore, the probability that he will acquire more goods at a higher price is increased. It is worth paying attention to the music decoration of the shop. Soft, unobtrusive music increases the time customers stay.

Purchasing behavior is modeled and with the help of special placement of goods. For example, the fact that the products are laid out in the hall, and not in the warehouse, contributes to the fact that the customer makes more expensive and extensive 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 bypass a large area. Consequently, the likelihood that he will postpone in the basket what he himself would not remember. A similar principle is used at cash desks. It is there are all sorts of sweets, chewing gum, batteries and other trifles. This is calculated for the effect of "little weakness". When the main purchases are made, you can also pamper yourself or the children with something that, in general, you do not need.

They use various methods that affect buying behavior, and brands that try to become leaders. By placing their goods on the shelves in the zone of maximum visibility (at eye level) and availability, they enhance the brand recognition and attractiveness. Competitive, albeit cheaper goods, remain as it were "in the shadows" and are seen less often.