By: SEO Mavens

In the current fast-paced competitive market, knowing consumer behavior is key for all the businesses that strive to gain the leadership position. From the purchase of a product on impulse to the meticulous selection of the product, consumer behavior is a wide range of actions that determine the success or failure of marketing strategies. To further deepen into this tangled web, we have brought in experts to discuss the main categories defining consumer behavior and their relevance for marketing strategies.

Rational Decision-Making: The Logic Behind Purchases

“I’ve observed two primary types of purchasing decisions: routine behaviour and impulsive behaviour. Routine behaviour refers to those actions we take without much thought, such as grabbing our morning latte or going to the grocery store for an extra box of cereal. Why not just give a thought to your usual coffee you have at hand every day on your way to work? Is it a routine? As a marketer, interfering in routine behaviour would mean that you should place your product in such a way that people can see it and even buy it easily during ordinary moments.” Muhammad Tariq, Head of Marketing at PCB Portugal

The act of buying a product typically goes through several processes, where each stage is distinguishable from others by the different behaviors and factors that influence decision-making. Following are the essential process steps.

• Recognition of Need or Want: “The process of making a decision as a consumer starts with determining if a service or product is necessary. Whether a need is recognized inwardly or outside, it always leads to the same reaction: a wish. Step two is for customers to gather information after they identify a want so they can figure out how to satisfy it.
• Information Search: Identification of a need comes next when the consumer begins to look for information that will help in the process of choosing a particular option. Such kind of actions can include getting referrals from friends or family, browsing the internet for reviews, comparing product features and costs, or visiting the store for a physical evaluation. Robert, Customer Service Manager
• Evaluation of Alternatives: The next step is to obtain the necessary information. Once gathered, the consumer then assesses the alternatives based on various criteria such as price, quality, features, brand reputation and personal preferences.
• Purchase Decision: After examining the alternatives, the consumer proceeds to a purchase decision by choosing the item or service that corresponds to their needs.
• Purchase Transaction: After the consumer finishes the purchase, they either complete the transaction via online or offline means. The next stage involves order completion where the customer will pay for the goods or services and any logistics such as shipping or delivery will be arranged.
• Post-Purchase Evaluation: The consumer then assesses the product and/or service based on how it performed per the expectations that they had in mind when the purchase was made. The feedback from the evaluation could thus change a customer’s mind and lead to either another purchase or to a constructive comment, which, in turn, may affect their shopping behavior in the future.

Habitual Buying Behavior: The Influence of Routine

“When a customer chooses a product based on their purchasing habits rather than because they are brand loyal. For instance, they frequently choose it over other brands after making a previous purchase and being pleased with it since it eliminates the “need to think” involved in the purchase.” Matt Grammer, Founder of Counseling Now

Johnson, CRM at Resource Workable considers the impact of brand loyalty and convenience on the formation of habitual buying behavior. “The fact that companies like Starbucks, for example, make a profit from habitual consumption is pointed out by her”. “Rewards programs and geographical coverage of Starbucks make the consumers stick to their routines, which may lead them to choose Starbucks over the competitors.” 

Social Influence: The Power of Peer Recommendations

Today, social networking is the mighty power that impacts customers’ decisions to a great extent. Rachel Wilson, a social media marketing expert, shares her viewpoint that “consumers frequently look to their personal networks for validation before they make purchases. Positive reviews, influencer endorsements, and peer recommendations have a great impact on what they buy.”

Wilson stresses that establishing a firm digital presence and engaging with consumers on social media are critical factors. “Marketing which involves the brand, the audience and the community, results in higher levels of trust and loyalty,” she notes. “Glossier for example, is an example of this type of engagement and content creation. They have a cult-like following which is attributed to their authentic engagement and user-generated content.” 

Emotional Decision Making

“Emotions play a pivotal role in many purchases. Consumers are swayed by feelings of desire, excitement, or nostalgia. Marketers tap into emotions through storytelling, branding, and creating experiences that resonate with consumers. For example, a holiday ad evoking cozy family moments can drive purchases of related products like blankets or decorations. 

Consumers often seek guidance and validation from others. They rely on recommendations from friends, online reviews, and influencers. Marketers leverage social influence by fostering word-of-mouth marketing, collaborating with brand ambassadors, and showcasing social proof through testimonials and user-generated content. For instance, a fashion brand partnering with influencers can sway their followers’ purchasing decisions.” Tom Bruzek, CEO of Selling Land Fast 

Navigating the Complexities of Consumer Behavior

People are the most complex beings, and thus, consumer behavior is a complex phenomenon that is influenced by such factors as rationality, emotions, habits, social influence, and impulse. By grasping the main categories that drive consumer behavior, businesses will be able to develop better marketing strategies that will attract and engage the target audience. Tactics such as offering rational appeals, emotional appeals, engaging in consumer habits, social networks and spontaneous buying behaviors will ensure that strategic insights into consumer behavior build a strong base for engagement, loyalty, and market success.

Published by: Holy Minoza