Everyone sometimes wonders after purchasing a product, why did I buy this again? What were the motivations that made me decide to purchase this product. This is an interesting phenomenon, especially in the economic society in which we live, which is why the concept of ,consumer behavior, is explained in more detail here.
What is consumer behavior?
Consumer behavior is of course very simply the behavior of the consumer. But it is also a study that studies why a consumer behaves in a certain way and how a consumer can be influenced. We will discuss this last meaning of the term here.
Researchers have found that there is a difference in the way of thinking when the problem to be thought about differs in complexity. A simple decision is made better if it is consciously thought about. With such a decision, the pros and cons must first be considered and then the decision must be made. However, this research has also shown that a complex decision is made better if it is NOT consciously thought about. This is a decision that was made unconsciously, automatically and without thinking. How is this possible? With a complex decision, a person generally does not have the clear overview to make a rational decision by looking at all the pros and cons of the different options.
An example. When choosing between two types of sandwich fillings, pasta and peanut butter, it is better to think about it consciously and rationally to make the best choice. After all, with a simple decision like this we are still able to list and assess all the pros and cons. However, if we have to choose from 8 different cars, it is no longer possible for us as humans to list all the pros and cons and make the right decision. Purely because our brains cannot handle such a large task. So it is better to make a choice unconsciously without really thinking about it.
Different types of consumer behavior
If we look at the behavior of consumers when they want to purchase a product, there are actually 3 types of behavior.
- A routine decision. These are products that people don’t really think about and that are purchased more often. People don’t specifically look for it and they don’t put any effort into making the best decision. Moreover, they are often low-priced items.
- A limited decision. The product is purchased regularly, but not very often. People do think a bit about what choice they should make to purchase the best product. The price may be a bit higher here, but they will not be very expensive items. New brands have a greater chance of being bought here, to try them out.
- A comprehensive decision. People are very involved in the decision to purchase an item. They think about it consciously and they spend a lot of time finding the right item and making the right choice. This often concerns products with a high price that are not often purchased.
Why do we make that decision?
A decision regarding purchasing an item is influenced by our perception. This is a process in which certain feelings are noticed, organized and then interpreted. There are actually three stages that a person goes through that can influence the purchase of an item.
- noticing stimuli through our five senses: sight, smell, sound, touch and taste.
- But we will only really do something with these incentives when we become aware that they are there. We can notice them, but we also have to think about them consciously before they can have an effect. So this is the stage of awareness.
- Interpretation: Give meaning to the stimuli that have been consciously noticed.
For example, these internships must be completed if you see an offer. You can see the offer (stage 1) but then you also have to become aware of it (stage 2) and then you have to give a meaning to that offer and that meaning can result in the decision do I buy that particular product or not?
The marketing aspect
Marketing companies do a lot of research into consumer behavior. As you have read above, people can be very influenced when making a purchasing decision. Marketers want to respond to this as best as possible and that is why they conduct research to understand human behavior so that they can benefit from it.