Consumer behavior in marketing – Patterns, Types and Importance

Consumer behavior in marketing—Patterns, Types and Importance

Consumer Behavior

How often do you make choices in the morning? What outfit should I put on today? What scent should I wear? What should I take for lunch?

If you consider it, we make several purchasing decisions every day, without thinking about them.

However insignificant as they may appear to marketers, the decisions of these customers keep them awake late at night. 

Decoding the process behind customer choices means we can use the information to boost sales.

What is the meaning of consumer behavior?

The study of consumer behavior is the research of the behavior of consumers and the methods they employ to decide, purchase (consume), and dispose of items and services. This includes the consumers' mental, emotional, and behavioral responses.

Consumer behavior is a blend of concepts from various disciplines, including psychology and biology, chemistry, and economics.

In this article, we'll review the different aspects and aspects of consumer behavior. In addition, we'll look at the most effective forms of segmentation of customers.

1. According to Engel, Blackwell, and Mansard, ‘consumer behaviour is the actions and decision processes of people who purchase goods and services for personal consumption’.

2. According to Louden and Bitta, ‘consumer behaviour is the decision process and physical activity, which individuals engage in when evaluating, acquiring, using or disposing of goods and services’. 

Why is consumer behavior necessary?

It is vital to study consumer behavior as it allows marketers to understand the factors that influence consumers' purchasing decision-making.

When they understand the way consumers decide about the product, they will help fill the gaps in the market and determine the items that are required and those that are no longer needed.

Understanding consumer behavior helps marketers determine how to show their goods to create the most impact for customers. Understanding how consumers buy is essential in connecting with your customers and convincing them to buy from you.

An analysis of consumer behavior should provide:

  • What consumers think and what they feel about various options (brands and products, etc. );
  • What factors influence consumers to select from a range of choices;
  • Consumers' behavior when conducting research and shopping
  • How the environment of consumers (friends, relatives, media, etc.).) influences their choices.

A variety of elements usually influence consumer behavior. Marketers should research consumer purchasing patterns and determine patterns in buyer behavior.

In most cases, brands influence consumers by influencing only the aspects they control. Think about how IKEA can push customers to spend more than they expected each time you enter the shop.

What are the elements that cause consumers to accept the offer? There are three types of factors that influence consumers' behavior:

  • Personal aspects: demographics (age, gender, culture, etc affect an individual's views and interests.).
  • Psychological aspects: an individual's reaction to a commercial will be based on their beliefs and attitudes.
  • Social factors such as friends, family educational level, social media, and income all affect the behavior of consumers.

Types of consumer behavior

 There are four primary kinds of consumer behavior:

 1. Complex purchasing behavior

This kind of behavior is seen when customers purchase an expensive, seldom-purchased product. 

It involved them in the buying process and the consumer's research before making a significant investment. Think about buying a house or a car. These are examples of complicated buying behavior.

2. Reduced buying behaviors due to dissonance

The buyer is heavily involved in the buying process. However, they cannot discern the difference between different brands. "Dissonance" can arise when a consumer fears that they'll regret the decision they made.

Imagine purchasing a lawnmower. You'll choose one based on cost and convenience. However, after making the purchase, you'll be looking for confirmation that you made the correct choice.

 3. Habitual buying habits

This is characterized by the reality that the buyer has minimal involvement with the category of product or brand. Imagine shopping for groceries: you visit the supermarket and buy the type you like of bread. You're displaying a regular pattern, not strong brand loyalty.

4. The desire to be different

In this case, consumers purchase an alternative product not because they were unhappy with their previous product but rather because they want different flavors. For instance, when you try new scents for your shower.

Knowing the kinds of customers you're attracting to your online store will give you an idea of categorizing customer kinds.

What factors influence the behavior of consumers?

A variety of factors can influence consumer behavior. However, the most frequently mentioned elements that influence the behavior of consumers are:

 1. Marketing campaigns

Marketing campaigns affect purchasing choices a lot. If they are done correctly and consistently with the correct message, they may even influence consumers to switch brands or select higher-priced alternatives.

Marketing campaigns, like ads on Facebook for eCommerce, could remind customers of items or services that must be bought frequently. However, they aren't always at the forefront of customers' list of priorities (like insurance, for instance). A persuasive marketing message could make people buy something on impulse.

2. Economic conditions

For expensive products, mainly (like automobiles or homes), economic conditions play an essential factor. A positive economic climate is well-known to make people more comfortable and more willing to make purchases regardless of the financial burdens.

 The decision-making process takes longer when it comes to expensive purchases and can be affected by personal aspects simultaneously.

 3. Personal preferences

The behavior of consumers is also determined by personal characteristics: preferences, dislikes, values, morals, and values. In the fashion and food industries, for instance, food, individual opinions can be highly influential.

Naturally, advertisements will influence behavior, but ultimately, people's choices are strongly influenced by their tastes. For those who are vegans, no the number of joint hamburger ads you've seen, but you're not going to start eating meat as a result of those ads.

4. Influence of the group

Peer pressure is also a factor in the behavior of consumers. The opinions of our family members, classmates, and immediate family members, neighbors, and friends are thinking or doing can play an essential role in our choices.

The impact of social psychology on consumer behavior. Deciding to buy fast food instead of cooked meals at home, for example, is one of the scenarios. The level of education and social factors can influence.

5. Purchasing power

Not least, our buying ability plays an essential role in influencing our behavior. If you're not an incredibly wealthy person, you must consider your budget before making a purchase.

The product could be fantastic, and the marketing may be spot-on; however, when you don't have the cash to buy it, you'll never purchase it.

The segmentation of consumers based on their purchasing capacity can assist marketers in determining the most eligible customers and get more efficient outcomes.

Customer behavior patterns

Patterns of buying behavior aren't associated with purchasing habits. Inclinations towards action form habits, and then they change over time to become more spontaneous, and prints reveal a consistent mental structure.

 Every customer has their unique purchasing patterns, but the ways of buying are collective and provide marketers with an individual perspective. The designs of customer behavior can be classified into:

 1. The place of purchase

A majority of people will spread their purchases across different stores, even though the items are all available at the same place. Consider your local supermarket where you'll buy shoes and clothes there too. You are likely buying them from clothing companies that sell them.

If a consumer can buy the same items in multiple stores, they're not always loyal to a store unless it's the only one they can access. Analyzing customer behavior by way of preference of location will assist marketers in finding the critical areas of stores.

2. Items bought

An analysis of a shopping cart could provide marketers with a wealth of information about the products bought and how each item was accepted. Essential items can be purchased in large quantities, while luxury items tend to be purchased less often and in smaller amounts.

 The price of every product purchased is influenced based on the perishability of the product and the buying capacity of the buyer, the unit of sale, the price, the number of customers to whom the product is intended, and so on.

3. The purchase time and frequency

Customers will shop according to their convenience and expect to receive service at the most inconvenient times, particularly in this age of e-commerce, where everything is just one click away.

It's the store's responsibility to fulfill these requirements by identifying patterns in purchases and adjusting its services according to the timing and frequency of the assets.

A thing to bear in mind is that seasonal variations and regional variations need to be considered.

4. The method of purchase

Customers can go into a shop and purchase an item when they enter or place a purchase online and pay by credit card or via delivery.

The way you purchase may increase the buyer's spending (for online shopping, there is the possibility of being assessed a shipping charge as an example).

The way that a buyer decides to purchase an item also tells something about the kind of customer. The collection of information on their buying patterns will help you discover new ways to get customers to purchase more frequently, often, and at higher prices.

 Take a look at all the information you've already gathered about your customers. The buying patterns are hidden in the analytics of your online store, and you can search for information on your own or use tools to your eCommerce platform for you to obtain an automated analysis of patterns in behavior.

 Frequently asked questions

1. What exactly is the behavior of consumers?

The study of consumer behavior is of the way people make purchases to satisfy their wants, needs, or wants, and how their mental, emotional, and behavior responses affect the purchasing decision. To study consumer behavior, people use concepts and theories from various disciplines like economics, psychology, biology, and the study of chemistry.

2. What are the four kinds of purchasing behavior of a customer?

There are four kinds of behaviors that customers engage with: routine buying behavior, variety-seeking behavior, and dissonance-reducing behavior—complicated buying behavior. The types of behavior that consumers exhibit are determined by the kind of product the consumer requires, the degree of engagement, and the distinct characteristics present between brands.

3. Which is an instance of the consumer's behavior?

Let's consider an excursion to the city planned for two to illustrate consumer behavior. For those who are just beginning dating, it may require an extensive decision-making process; however, for a couple who has been five years or more together. Another example of the behavior of consumers can be seen when making reservations for a meal. Suppose you are planning a night out with friends out. In that case, it's an investment of only a few minutes when making reservations for an anniversary or a proposal can be a more complex decision-making process.

4. How can you determine the behavior of consumers?

An analysis of consumer behavior helps you understand what your customers are looking for when they purchase the products or services. To understand their preferences, you will require a mixture of quantitative and qualitative data from surveys of customers, customer interviews, and the information obtained from their online and in-store behavior.

5. What are the main characteristics of the behavior of consumers?

Four elements determine the character of consumer behavior: personal-psychological and social. Each of these factors has a significant influence on a consumer's behavior, and the traits that define a person's character will alter as their life changes.

Now, that is all from my side if you like this post please share with your friends on Facebook, Twitter, Telegram or Whatsapp or forward the same as it is. 

Happy Reading!!

Nadeem Khan
M.Com, MBA.
Email id - 

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