Buyers Characteristics Influence Buying Behavior
Consumer behavior refers to the activities directly involved in obtaining products /services, so it includes the decision-making processes that precede and succeed these actions. Thus, it appears that the advertising message can cause a certain psychological influence that motivates individuals to desire and, consequently, buy a certain product/service (Wertenbroch et al., 2020).
buyers characteristics influence buying behavior
Studies developed by Meena (2018) show that from a young age one begins to have a preference for one product/service over another, as we are confronted with various commercial stimuli that shape our choices. The sales promotion has become one of the most powerful tools to change the perception of buyers and has a significant impact on their purchase decision (Khan et al., 2019). Advertising has a great capacity to influence and persuade, and even the most innocuous, can cause changes in behavior that affect the consumer's purchase intention. Falebita et al. (2020) consider this influence predominantly positive, as shown by about 84.0% of the total number of articles reviewed in the study developed by these authors.
Impulse buying has been studied from several perspectives, namely: (i) rational processes; (ii) emotional resources; (iii) the cognitive currents arising from the theory of social judgment; (iv) persuasive communication; (v) and the effects of advertising on consumer behavior (Malter et al., 2020).
The causes of impulsive behavior are triggered by an irresistible force to buy and an inability to evaluate its consequences. Despite being aware of the negative effects of buying, there is an enormous desire to immediately satisfy your most pressing needs (Meena, 2018).
The importance of impulse buying in consumer behavior has been studied since the 1940's, since it represents between 40.0 and 80.0% of all purchases. This type of purchase obeys non-rational reasons that are characterized by the sudden appearance and the (in) satisfaction between the act of buying and the results obtained (Reisch and Zhao, 2017). Aragoncillo and Orús (2018) also refer that a considerable percentage of sales comes from purchases that are not planned and do not correspond to the intended products before entering the store.
The buying experience increasingly depends on the interaction between the person and the point of sale environment, but it is not just the atmosphere that stimulates the impulsive behavior of the consumer. The sensory and psychological factors associated with the type of products, the knowledge about them and brand loyalty, often end up overlapping the importance attributed to the physical environment (Platania et al., 2016).
The impulse buying causes an emotional lack of control generated by the conflict between the immediate reward and the negative consequences that the purchase can originate, which can trigger compulsive behaviors that can become chronic and pathological (Pandya and Pandya, 2020).
Experts agree that there are four main types of consumer behavior: complex-buying behavior, dissonance-reducing buying behavior, habitual buying behavior, and variety-seeking buying behavior. Studying these behaviors can help marketers understand the types of things that may, and may not, influence a purchasing decision.
Complex buying behavior occurs when an individual buys an expensive and infrequently purchased product, such as a car, new home, or treadmill. Consumers are often highly involved with this type of purchase, and they take time to research the significant differences between various brands. Complex purchases often involve a deep sense of buyer commitment based on their associated costs.
Habitual buying behavior happens when consumers purchase something on a regular basis, but they are not emotionally attached to a brand. The purchase of items such as bread, milk, eggs, and gasoline are possible examples of habitual buying behavior.
Variety seeking buying behavior happens when individuals decide to buy a different product in the same product line, such as a new brand of toothpaste, not because they were dissatisfied with their initial purchase, but because they want to try something new. Other examples may include buyers opting for a new brand of cologne or a new type of hair styling product.
Motivation to do something often influences the buying behaviour of the person. Individuals have different needs such as social needs, basic needs, security needs, esteem needs, and self-actualization needs. Out of all these, the basic needs and security needs take a position above all other needs, and these motivate a consumer to buy products and services.
Humans are social beings, and the society or the people they live around influence their buying behaviour. Human beings try to imitate other humans and nurture a desire to be socially accepted. Hence, their buyingbehaviour is influenced by other people around them. These factors are considered as social factors.
A person is influenced by the role that he holds in the society. If a person is in a high position, his buying behaviour will be influenced largely by his status. A person who is a Chief Executive Officer in a company will buy according to his status while a staff or an employee of the same company will have different buying pattern.
Income influences the buying behaviour of a person. Higher income gives higher purchasing power to consumers. When a consumer has higher disposable income, it gives more opportunity for the consumer to spend on luxurious products. Whereas low-income or middle-income group consumers spend most of their income on basic needs such as groceries and clothes.
Occupation of a consumer influences the buying behaviour. A person tends to buy things that are appropriate to this/her profession. For example, a senior corporate professional would tend to buy formal clothing whereas a creative designer would tend to spend on casual wear.
Lifestyle is an attitude, and a way in which an individual stay in the society. The buying behaviour is highly influenced by the lifestyle of a consumer. Someone who leads a healthy lifestyle would spend more or healthy food alternatives.
A consumer is highly influenced by the amount of savings he/she wishes to set aside from his income. If a consumer decided to save more, then his expenditure on buying reduces. Whereas if a consumer is interested in saving more, then most of his income will go towards buying products.
Understanding consumer buying behavior is critical because it helps businesses understand what factors influence customers. Upon cracking this code, your marketing, sales, service, and product development teams can determine what buyers want and tailor offerings to each customer segment.
The bottom line is that understanding consumer buying behavior means businesses can achieve success in selling their products and services. Although every buyer is an individual with unique personality traits, emotions, and social makeup, there are trends that marketing teams can track.
Understanding how consumers lock into these variables will enable you to be in step with them through their customer journey. Meanwhile, your sales team can respond effectively to the type of behavior your buyers engage in.
Spendthrift buyers are also more likely to research the features and benefits of a product before buying and want to shop with companies that share their values. To win them over, you will need to offer more than just a great product.
No two customers are the same. Each consumer has individual beliefs, values, societal influences, and lifestyles that work together to influence their purchase decisions. Here are some of the top factors that affect buying behavior.
Color influences perceptions and behaviors in surprising ways. Choosing the right colors for your brand, target market and products can affect how much revenue you earn. In the store environment, color is essential for:
We have all experienced the moment when we walk into a store and see something that we just have to have. Retailers spend billions of dollars every year trying to generate that feeling in their customers. Web campaigns, video and print ads, social media campaigns, and branding seem to converge as the consumer finally feels a connection to a product and makes a purchase. So what drives that behavior? And how do you capture and then replicate that lightning-in-a-bottle moment when a potential customer turns into a buyer? This blog will dive into what consumer buying behavior is, what influences it, and what the different types of buyers are.
Consumer Buying Behavior refers to the actions taken (both on and offline) by consumers before buying a product or service. This process may include consulting search engines, engaging with social media posts, or a variety of other actions. It is valuable for businesses to understand this process because it helps them better tailor their marketing initiatives to the marketing efforts that have successfully influenced consumers to buy in the past.
Consumer behavior refers to the selection, purchase and consumption of goods and services for the satisfaction of their wants. ... Consumer s buyer behaviour is influenced by four major factors: 1) Cultural, 2) Social, 3) Personal, 4) Psychological. These factors cause consumers to develop product and brand preferences.
Finally, you will want to highlight which communication channels your buyers use to find solutions. In this example, Mrs. Clark Grimes could be reached if you run campaigns on Instagram, work with certain influencers, and encourage word-of-mouth referrals. This information can be uncovered by analyzing competitors and their marketing strategies, asking your customers directly, as well as by analyzing popular search queries and trending social discussions. 041b061a72