Consumer behavior research is a process of studying individuals or groups to know, choose, buy and use products or services to meet their own needs.
Among them, the consumer's purchase decision is the most direct performance of enterprise product recognition and acceptance. The consumer decides to choose a certain product because he personally thinks that the product can bring him greater utility or value than other competitive brands.
The main factors affecting consumers' purchasing psychology are: the goods themselves, the influence of publicity, the influence of consumer service and the influence of external environment. Studying consumer psychology is of great significance for making full use of marketing mix means, guiding consumption, expanding sales and improving efficiency.
Extended data:
Any purchase activity is always dominated by some kind of motivation, which comes from the intrinsic motivation of consumers and reflects their physiological, psychological and emotional needs.
Individual thoughts and behaviors tend to be consistent with most people because of the guidance or pressure of the group. In many purchasing decisions, consumers tend to follow the crowd. For example, when shopping, I like to go to crowded shops; When choosing brands, they prefer those brands with high market share; When choosing tourist attractions, we prefer popular cities and popular routes.
Consumers' classification of the goods they want will have an impact on the way they obtain commodity information. For example, they divide commodities into daily necessities and special supplies. Daily necessities are subdivided into fruits and kitchen supplies; Special supplies are subdivided into French catering food and picnic supplies.
When buying special-price goods, if consumers are not particularly familiar with such goods, they will be more influenced by in-store promotional information than by memory and experience. If you buy daily necessities, the situation is just the opposite.
Baidu Encyclopedia-Consumer Psychology