Buyer Behavior Concepts & Marketing Strategy
Understanding what customers do can help your business customize what you have to offer and increase sales. Customers react to situations in different ways, and there are several marketing strategies that could work depending on what your target market is and what you are trying to accomplish as a company.
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Complex Purchases
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One type of buying behavior is referred to as a complex buying process. With this type of buying behavior, the consumer is typically purchasing a high-end product. The consumer has to do a great deal of research to make sure that he is buying the best product he can find. If you are selling this type of high-end product, making information available to the consumer is critical. You can create a website or a flier that allows your consumer to find out more information about your products.
Routine Behavior
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Another type of buying behavior is referred to as routine buying. With this kind of buying, a customer gets in the habit of purchasing a particular brand or product on a regular basis. The consumer puts little thought into the purchase and simply buys the product when she needs more. Household items are commonly purchased in this manner. For example, when a consumer wants a drink, she goes out and buys a soda that she is familiar with. If you sell this type of product, coming up with a catchy name and recognizable image is important.
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Limited Knowledge
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Another type of consumer buying behavior occurs when a consumer has a limited amount of knowledge about a particular product. In this situation, the consumer knows something about the product, but is hesitant to make a decision without doing a little more research. An example of this type of purchase would be a video game. The consumer has heard about the game and it looks interesting, but he wants to do a little more research before making the purchase.
Impulse
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Impulse buying is another type of consumer behavior that commonly occurs with low-end items. While it can occur with higher-priced items, it is more common with entry-level products. With this type of purchase, the consumer does not put any thought into the purchase and simply buys a product on impulse. If you sell this type of product, it is important to have eye-catching packaging that will get the attention of consumers. Pricing the product appropriately is also important so that the consumer does not have to even think about the monetary outlay.
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