Consumer behavior is being studied by scientists in many universities it is a separate discipline.Just recently there was an urgent need for this subject, which is formed on the edge of several sciences: economics, psychology, marketing and management.
for economic development is important knowledge about what the psychology of consumer behavior: it allows you to increase sales and to advertise the goods effectively.
To better display, what is at stake, let us note that the model - a simplified representation of reality.Thus, consumption patterns - a stereotyped views on how to respond to the buyer goods that he makes to shop and what product he chooses in the end.
model of consumer behavior "common carriage»
This model is implemented when a person tends to be like the others."Herd instinct" is still driven by humanity, and the basis of it, you can create the effect of "mass" purchases to increase sales.Numerous examples demonstrate this advertising their characters: such products targeted for sale middle social groups, often touted by people who are similar to the middle class.Camera platform for video advertising settling as a small, but cozy cottage or a room without too much luxury, the characters are dressed inconspicuously and often the story boils down to is that one offers to try any product to another, and for the latter it is an open, he is grateful to his friend forwhat he eased his life.
In 2004-2009 often on television advertising could be seen a Russian cosmetics for women with this format: the heroine tells how difficult it was to reconcile with age skin problems, and that she discovered such a brand,which transformed her appearance.Then there is the other, "do not know" the heroine of the same problems, and the first shared her miraculous experience of transfiguration with her, and then handed a jar of cream.The video ended with a happy expression on his face was transfigured (made up brightly, neatly combed and dressed in a beautiful dress) heroine, now also uses this cream.
Naturally, spectators "buy" on this trick, because the screen was the heroine, which are similar to their own, with the same problems, but not perfect photo model, which is already okay with the skin.When advertising a character that conveys something else - a clear sign of playing model "common carriage" and their apparent social status shows on whom oriented goods.
Consumer behavior "snob»
This model is the opposite of the previous one, becauseIt draws attention to the fact that the person purchasing any commodity, becomes special and stands out from the "gray mass."This often occurs in the advertising of cars and goods among the youth, which uses youth psychology.Number of youth subcultures suggests that the problem of preserving the uniqueness and individuality is very important for young people, and therefore increase sales of these products are accompanied by the words "unique", "special", "best", "different", etc.
demonstrative consumer behavior
It is based on the fact that people choose goods at a price: the higher it is, the better the product.If the price threshold is increased, the demand for it increases.The scheme works, and vice versa: the lower the price of the product, the smaller the number of people with such manner of consumption are ready to buy it.
Consumer behavior "price-quality»
This notion of purchases means that not all the expensive products are of high quality, so consumers tend to pay more attention to the composition of materials, product ingredients, estimating thus its quality.
Model "brand loyalty»
In this case, customers choose brands that they trust and are willing to buy her unusual products or new items of typical products.
