Consumer Buying Behavior
Consumers are complicated and convincing them that you are selling what they should buy is the central job of the marketer and advertiser. If consumers bought things based on a select criteria, then it would be easy to convince them to buy your products or services.
The reality is, consumers are influenced in many different ways and there are multiple factors that arise when making the decision to buy or not to buy. If you want to succeed as the solution for the consumers' problems or needs, you will need to understand the psychology that influences buyers behavior. There are four factors that underlie the choices that consumers make when they spend money.
- Beliefs And Attitudes
The needs of the consumer is what motivates their buying behavior. Once their need becomes extremely pressing it will direct them to seek satisfaction of that need. Any given person can have a number of different needs.
People are constantly being influenced by a variety of biological and psychological motivations. Biological needs could be hunger, thirst, or any form of discomfort; where as psychological needs come from a desire for social recognition, belonging, esteem, or political groups. If any one of these motivations becomes strong within a person, it becomes a need. The more basic the need is, the greater priority it will assume in driving that person to fulfill it. You need to convince the consumer that your product or service meets one of their motivating needs. Marketing and advertising can help associate a product with a need fulfillment.
The way consumers determine what they will buy is heavily influenced by their perception of the situation during that time period. Perception is the way in which consumers select, organize, and interpret information. If you want to get the consumers attention, you need to get them to remember your message. Consumers will form their own perceptions through one of these processes:
- Selective Attention: The process in which the consumers tend to screen out most of the information they are being exposed to.
- Selective Distortion: The process in which people tend to interpret information in a way that will help support what they already believe, or what they want to believe.
- Selective Retention: The process that allows the consumer to remember the good points they favor and forget the negative points that have been made about other brands that they do not like.
It is because of these processes that make marketers use large amounts of repetition in their advertising campaigns.
A consumer's buying behavior is partially a learned behavior through drive, cues, responses, and reinforcement. Each builds upon the other. Consumers can gain their decision-making information from advertising. If the consumer makes a purchase and has an immediate positive experience with the product or service, then they will be more likely to consider buying that same product or service in the future. People who have limited experience with a certain product or brand will generally seek out more information about it than people who are familiar and used it before.
Beliefs And Attitudes
The belief that a consumer has about a seller, product or service will affect whether or not they buy from your company. These attitudes can be present even when the situations that produce them can change. Trying to change a consumer's attitude or belief will require a change in their perception and attitudes in other areas of their mind as well. It is sometimes easier to position a product into an already existing attitude than to try and fight against the belief they already posses.
It is important for marketers to understand the beliefs and attitudes of the consumer in order to position their advertising campaign in front of the right target audience.
It is the responsibility of the Marketer to learn as much as they possibly can about their target audience. If you fail to have an understanding of the psychological factors of consumer buyer behavior, your advertising messaging will be wasted. In today's economy reality forces us to do research before starting any creative ad campaigns.
Donovan Digital Solutions can help you with your Marketing Strategy. A marketing strategy will only work when the marketing agency intimately knows a companies business plan, ideal customer, how it uniquely serves its customers and its intended growth goals for the future.
When the advertising agency knows this, it can adapt its Inbound Marketing Strategy to drive the right customers at the right time, so the company can delight its customers so they remain with them for years to come.
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