The main role of the consumption process is tosale and purchase of goods and services. In connection with the laws that regulate it, we can distinguish several types of its implementation, as well as analyze various factors that affect buying behavior.
First of all it is necessary to study the sources on which
An important aspect forming the purchasingbehavior, are "skills" or "habits." According to this concept, consumers have a memory in which previously collected information is collected, 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 aimed at strengthening the brand. In addition, attachment to the brand is often a consequence of the habit: if a customer purchases the same goods in a permanent place for a long time, then the choice is obvious for him. It just acts stereotyped. And this is often used by service and trade enterprises. To further bind the client and influence his buying behavior, they offer discounts, gifts, bonuses that are intended for regular consumers. Lotteries, SMS-contests also serve to increase loyalty to the brand or store. In the West, there is still a tradition of issuing goods "on credit" to regular customers - and it's not about bank loans and not purchase by installments, but about posting the debtor "in a notebook". Often this strategy is used by small regional shops.
Marketers and psychologists have long been studying whatwhat are the laws of modeling of consumer behavior. If we go through a large shopping center, we can observe an interesting picture. Each boutique has its own lighting, its own music and even smells. About the flavors that affect buying behavior, it is worth talking separately. They have become quite active recently, as it has been proven by experience that the mood and the location of clients are significantly increased if the store smells pleasant. The buyer lingers in such places longer, therefore, the probability that he will acquire more goods at a higher price increases. It is worth paying attention to the music decoration of the shop. Soft, unobtrusive music increases the time customers stay.
Purchasing behavior is modeled and with the help ofspecial placement of goods. For example, the fact that the products are laid out in the hall, rather than in the warehouse, contributes to the fact that the customer makes more expensive and bulk purchases. In addition, it is no accident, for example, essential goods are often located in the farthest corner. Due to this, the buyer is forced to bypass a large area. Consequently, the likelihood that he will postpone in a basket what he himself would not remember. A similar principle is used at cash desks. It is there are all sorts of sweets, chewing gum, batteries and other trifles. This is calculated for the effect of "little weakness". When the main purchases are made, you can also pamper yourself or the children with something that, in general, you do not need.
Various methods are used that affectconsumer behavior, and brands that are trying to emerge as leaders. By placing their goods on the shelves in the zone of maximum visibility (at eye level) and availability, they raise the brand recognition and attractiveness. Competitive, albeit cheaper goods, remain, as it were, "in the shadows" and are seen less often.</ p>