main role of consumption is in the sale and purchase of goods and services.In connection with the laws that govern it, there are several types of its implementation, as well as to analyze the various factors influencing purchasing behavior.
First, we should study the sources relied upon by the user, making a pre-selection.That is the way it gathers information about the product, its availability, prices.The first category includes external sources.Popular may include advertisements, opinions of friends and acquaintances, the information available in the store.Users can also consult with a professional sources, such as special reports, reviews, ratings, web sites containing full description of the product and the conditions for its use.However, such a thorough collection of information is time-consuming and not always profitable.Therefore, market research, study the purchasing behavior show that the most preferred affordable sources of data about the product or commodity.In addition, when the minimum difference in the price consumers make a choice based on other reasons.The main types - a familiar, spontaneous and carefully considered acquisitions.
important aspect shaping purchasing behavior, are the "skills" or "habit."According to this concept, consumers have a memory in which the previously collected information received, 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 to strengthen the brand.In addition, the attachment to the brand is often the result of habit, if a customer purchases a long time, one and the same product in a permanent place, then it is obvious choice.He just acts stereotyped.And it is often used enterprise services and trade.To further tie the customer and influence his purchasing behavior, they offer discounts, gifts, bonuses, which are intended for regular consumers.Lotteries, SMS competitions also serve to increase brand loyalty and store.In the West, there is still a tradition of issuing goods "on credit" regular customers - and it's not about a bank loan or purchase in installments, and on entering the debtor's "notebook".Often, such a strategy using small district shops.
marketers and psychologists have long been studying what happens according to what laws modeling of consumer behavior.If we go through the largest shopping center, we can see an interesting picture.Each boutique "their" lighting, its own music, and even smells.About scents influencing purchasing behavior, is to talk separately.They began to use very active in recent years, as has been proven by experience that the mood and location of customers is significantly increased if the store prevail pleasant smells.Buyer is delayed in such places longer, thus increasing the likelihood that it will become more of a commodity at a higher price.It is worth paying attention to the music hall decoration shop.A soft, unobtrusive music increases the residence time of customers.
consumer behavior is simulated with the help of a special product placement.For example, the fact that the products are laid out in the hall, not in stock, ensures that customer makes a purchase of expensive and bulky.In addition, no accident, for example, essential goods are often located in the farthest corner.Due to this the buyer has to get around a large area.Therefore, increasing the likelihood that it will postpone to cart what he would not have remembered.A similar principle is used and at the box office.It was there that are located all kinds of sweets, chewing gum, batteries and other trifles.Calculated on the effect of this "little weakness."When major purchases are made, and you can treat yourself or a child that, in general, is not necessary.
Use different ways of influencing the purchasing behavior and brand who are trying to become a leader.By placing the goods on the shelves in the area of maximum visibility (eye-level) and availability, they increase the awareness and appeal of the brand.Competitive, though cheaper goods, are as if "in the shadows" and rarely seen.
