Introduction……………………………………………………………..………………………….3

1. Consumer purchasing behavior…………………………………….5

1.1. Types of purchasing behavior………………………..…………...5

1.2. Model of purchasing behavior………….……………………….8

1.3. Psychological aspects purchasing behavior …………..12

1.4. Methods of influencing the consumer……………………………15

2. Research of consumer attitudes………………………………….....19

2.1. Attitude and its components…………………………………………...19

2.2. Research methods for cognitive, affective and

behavioral components of consumer attitudes…. …….……….22

3. Characteristics of the private enterprise “Hummingbird”……..…………………..…………..……....25

3.1. Analysis of the marketing situation in the private enterprise “Hummingbird” ……………........25

Conclusion…………………………………………………………………………………34

References………………..…………………………………….….36

Applications (1,2,3)

Introduction

The object of study is the private enterprise "Hummingbird" as well as the theoretical foundations of consumer behavior.

The purpose of writing this course work is to study the purchasing behavior of consumers.

Consumer behavior is influenced by various factors, primarily environmental factors. Important factors of individual differences in consumers acquire: income, motivation, level of knowledge, passions and hobbies, demographic characteristics, etc. A special place in the formation of consumer behavior in the market has the so-called psychological process that characterizes consumer responses.

The social legitimacy of consumer rights serves as a guarantee of comprehensive satisfaction of consumer needs. Deception, poor quality of goods, lack of response to legitimate claims, insults and other actions constitute nothing more than a violation of legal rights and must be punished.

A private enterprise will not be able to achieve market success if it ignores consumer requests.

The most important task is to use the retail space to strengthen the relationship between the brand and customers, which is only possible as a result of studying consumer behavior during the purchase process, directly at the point of sale.

It often turns out that a correct change in the location of products within a category without increasing the volume of display, grouping products of the same line, or a slight change in packaging characteristics based on the characteristics of the display, lead to fantastic results, and move products from the category of ordinary to stellar.

Traditionally, when allocating space for each product, it is based on:

1) the expected sales volume of a given group or type of product;

2) participation of a product group or department in generating the enterprise’s profit;

3) the size of the expected inventory of each group;

4) maintaining the desired direction of consumer flows;

5) number of floors of trading floors, location of escalators and interfloor stairs, main entrances and exits;

6) the influence of a number of other factors.

Currently, not a single enterprise engaged in trade in the system of market relations can function normally without developing marketing strategies for the best functioning of its activities.

The specificity of the goods market is that these markets are divided into numerous segments that have certain categories of buyers with their own requirements, tastes, requests, traditions, cultural characteristics, and limits of effective demand. In practical marketing, consumers are divided into two groups: final consumers and consumer organizations.

Relationships with consumers have become the most important area of ​​activity for organizations in developed countries. Often this is the area of ​​activity that takes the most time and effort of trading companies. Good relationships with consumers allow you to sell products and services more successfully.

Consumer satisfaction with a product/service is a priority in the activities of the manufacturer in the buyer's market.

It is the consumer who, by deciding what and where to buy, determines what goods to produce and what business will be successful. The freedom of choice of goods by the buyer has now especially increased due to his mobility and better awareness through advertising, means mass media, Internet networks. Market researchers study the influence of numerous factors on buyer behavior when making purchasing decisions.

Consumption is the final stage of the reproduction process, which comes down to using the produced product to satisfy certain needs.

The combination of these circumstances determines the relevance of the chosen topic of the course work.

IN course work The first part discusses the following issues: types of purchasing behavior, model of purchasing behavior, psychological aspects of purchasing behavior, ways of influencing the consumer before and after making a purchase.

In the second practical part of the course work, a characteristic of the private enterprise “Hummingbird” is given, an analysis of the marketing situation in the store is made, and approximate directions for studying the behavior of the buyer and seller in the store are considered.

Consumer purchasing behavior

1.1. Types of purchasing behavior.

There are 4 types of purchasing behavior based on the degree of buyer involvement in the purchasing process and awareness of the differences between product brands.

1) Complex purchasing behavior.
Complex purchasing behavior is said to occur when the consumer is highly involved in the purchasing process and is aware of significant differences between brands. This usually applies to rare purchases of expensive goods. Most often, the buyer does not have sufficient information about the product category and needs additional information. For example, a person buying a computer may not know what these symbols mean. specifications, such as “32 MB RAM”, “monitor resolution”, “hard disk capacity”. Such details mean nothing to the buyer until he understands them himself.
Complex purchasing behavior is a three-step process. First, the buyer forms a certain belief in relation to the product. Then he develops an attitude towards it and finally, after careful consideration, the person makes a purchase.
Manufacturers of products whose purchase requires a high degree of consumer involvement must be aware of how seriously the consumer will collect information about the proposed purchase and evaluate it. Marketers need to develop strategies to help consumers understand the relative importance of product attributes and to educate consumers about the differences between one brand and another using printed media mass media.

2) Buying behavior that smooths out dissonance.
Sometimes the purchasing process occurs with a high degree of involvement of the consumer, who does not always notice small differences between similar products from different manufacturers.
A high degree of involvement is based on the fact that the purchase itself is risky, occurs very rarely, and the cost of the product is high. In this case, the buyer will try to go around all the stores to compare the products on offer, but he will make the purchase quite quickly, based mainly on the level of price and service in the store. For example, buying a carpet involves a high degree of consumer involvement, since it is an expensive purchase, and also reflects the buyer’s taste. On the other hand, most carpets from different manufacturers, but at approximately the same price, may seem very similar to each other to the consumer. After the purchase, the consumer may experience a feeling of some dissonance, noticing some shortcomings in the carpet or hearing favorable reviews from colleagues about other carpets. But he will listen very carefully to information confirming the correctness of his choice.
In this example, the consumer first makes a purchase, then develops a new belief, and then an attitude. That's why marketing policy should be aimed at providing the consumer with information that would help him remain satisfied with the purchase.

3) Habitual purchasing behavior.
Typically, purchasing products involves a low degree of consumer involvement in the purchasing process and there are no significant differences between brands.
Let's consider the process of buying salt. Here the degree of consumer involvement is low. What could be easier than going to the store and buying a pack of salt? If someone is used to buying salt of a certain brand, then such consumer loyalty in this case is rather an exception.
So, when buying cheap everyday goods, the degree of consumer involvement is very low. When purchasing a product that does not require a high degree of consumer involvement, his behavior does not fit into the usual “belief-attitude-behavior” pattern.
There is no need to actively search for information about different brands, evaluate their characteristics and carefully consider the purchasing decision.

In this case, the consumer passively perceives the information from commercials and newspaper advertisements.
Repeated repetition of the names of the same brand in advertising leads to the fact that the consumer only gets acquainted with it, and is not convinced of the need to buy it.
Buyers do not develop a stable relationship with a particular brand; they choose her, most likely, because they are familiar with her. After the purchase, they cannot evaluate their choice due to low involvement in the process.
Thus, the purchasing process with a low degree of consumer involvement begins with the formation of beliefs towards the brand through passive assimilation of information. Buying behavior is then formed. This may be followed by an assessment.
Manufacturers of these types of goods with slight differences between brands effectively use the practice of discounts and sales to increase sales, since buyers do not attach much importance to a particular brand. Advertising should describe only the most basic features of the product and use only easily memorable visual or figurative symbols associated with a specific brand of product. An advertising campaign should be aimed at repeated short messages. In this sense, television is more effective than print advertising

4) Choice-oriented purchasing behavior

prod.
Some purchases are characterized by low consumer involvement but significant differences between brands. In this case, the consumer ceases to focus on any particular brand.

Consider the example of buying cookies. The consumer has formed certain beliefs about this product; without much hesitation, he chooses a brand and evaluates it during consumption. But next time, out of a desire to try something new or just out of curiosity, he buys a different type of cookie. Switching from one brand to another is caused by a wide range of products, and not by dissatisfaction with a particular brand.
In this situation, the strategies of market leaders and other market participants differ. Leaders will strive to maintain habitual purchasing behavior by increasing the share of their products on store shelves and investing in regular intensive advertising.
Competitors will encourage customers to switch brands by offering special prices, coupons, free samples, and advertising to try something new.
To increase consumer involvement in the purchase of a particular product, manufacturers use four strategies:
1. They associate product use with solving a problem—for example, Colgate toothpaste and preventing tooth decay.
2. The product is tied to a certain personal situation - for example, a coffee advertisement uses the story that the aroma of morning coffee helps the consumer shake off the remnants of sleep.
3. An advertising campaign is developed that evokes a strong emotional reaction to the themes of personal values ​​or protection of the consumer’s “I” raised in it.
4. Products are being improved (for example, a fortified drink is added to a simple soft drink).
But each of these strategies, at best, increases the degree of buyer involvement in the buying process - from low to medium (but not to high).

Buying behavior model

In the past, market leaders learned to understand their customers through their day-to-day interactions with them. However, the growth in the size of firms and markets has deprived many marketing executives of direct contact with their customers. They are spending more now than ever before on consumer research, trying to figure out who is buying and why they are buying.

The key question is: How exactly do consumers respond to the various marketing incentives that a firm can employ? A company that truly understands how consumers react to various product characteristics, prices, advertising arguments, etc. will have a huge advantage over its competitors. This is why both firms and academics spend so much effort researching the relationships between marketing incentives and consumer responses. Starting point all these efforts is a simple model presented in Fig. 1. It shows that marketing incentives and other stimuli penetrate the “black box” of the buyer’s mind and cause certain responses.

Rice. 1 Model of purchasing behavior.

In Fig. 2 the same model is presented in a more expanded form. In the left rectangle there are two types of motivating factors. Marketing incentives include four factors: product, price, distribution and promotion methods. Other stimuli consist of the main forces and events in the buyer's environment; economic, scientific, technical, political and cultural environment. Having passed through the “black box” of the buyer’s mind, all these stimuli trigger a series of observable consumer reactions represented in the right rectangle: product choice, brand choice, dealer choice, purchase timing, purchase quantity selection.

Rice. 2. Detailed model of purchasing behavior

The Marketer's Task- understand what happens in the “black box” of the consumer’s consciousness between the arrival of stimuli and the appearance of responses to them.

The “black box” itself consists of two parts. The first is the characteristics of the buyer, which have a major influence on how a person perceives and reacts to stimuli. The second part is the process of making a purchasing decision, on which the result depends.

Buyer characteristics.

Purchases made are greatly influenced by cultural, social, personal and psychological factors (Fig. 3). For the most part, these are factors beyond the control of market actors. But they should definitely be taken into account.

Rice. 3. Factors influencing purchasing behavior.

Cultural factors

Culture- the main root cause that determines human needs. Human behavior is largely a learned thing. From childhood, a person acquires a basic set of values, perceptions, preferences, manners and actions that are characteristic of his family and the main institutions of society.

Subculture. Any culture includes smaller components, or subcultures, which provide its members with the opportunity for more specific identification and generalization with their own kind. In large communities there are groups of people of the same nationality and religious groups. In each individual case, geographical areas also have their own distinct subcultures with their own specific way of life.

Social status. In almost every society there are various social classes, which can be defined as relatively stable groups within society, arranged in a hierarchical order and characterized by the presence of similar values, interests and behavior among their members.

Factors of social order

Reference groups- groups of people that have a direct (i.e., through personal contact) or indirect influence on a person’s relationships or behavior. This could be friends, family, neighbors, work colleagues, etc.

Roles and statuses. An individual is a member of many social groups. His position in each of them can be characterized in terms of role and status. A role is a set of actions that are expected of an individual by those around him. Each role is assigned a certain status, reflecting the degree of positive assessment of it by society.

Personal factors

Age and stage of the family life cycle. With age, changes occur in the range and range of goods and services purchased by people, so in the first years a person needs products for baby food. During the years of growing up and maturity, he eats a wide variety of foods, and in old age - special dietary foods. Over the years, his tastes in clothing, furniture, recreation and entertainment also change.

Occupation. The type of goods and services a person purchases has a certain influence on his occupation. The market operator seeks to identify groups by occupation whose members show increased interest in his goods and services. A firm may even specialize in the production of goods needed by a specific group.

The economic situation of an individual greatly affects his product selection. It is determined by the size of savings and assets, creditworthiness and views on spending versus saving.

A person’s lifestyle paints a “comprehensive portrait” of a person in his relationship with the environment. When developing a marketing strategy for a product, the marketer will seek to uncover the relationship between the product and a certain lifestyle.

Personality type and self-image. Each person has a very specific personality type that influences his purchasing behavior. Personality type is a set of distinctive psychological characteristics of a person that ensure the relative consistency and constancy of his responsible reactions to the environment. Knowledge of personality type can be useful in analyzing consumer behavior when there is a certain connection between personality types and the choice of products and brands.

1.3. Psychological aspects of purchasing behavior

Psychological factors determining consumer behavior.

The marketing system aims to determine the entire complex of motivating factors that guide consumers when choosing a product. For example, marketing mix factors are a powerful stimulus influencing the purchase decision, but are not sufficient for the consumer to make his choice. It is also influenced by psychological, socio-cultural and situational factors.

Psychological factors include: motivation, personality type, perception, values, belief, attitude and lifestyle.

There are different views on the nature of different ways of human behavior. From the standpoint of the psychoanalytic approach, a person’s mental life in general, his behavior in the market in particular, is built mainly on irrational, unconscious motives. According to Western advertising psychologists, a person is strongly influenced by the motives of fear of death and subconscious complexes. This is widely used when advertising individual products. It is not surprising that the feeling of fear is used in advertising campaigns, especially by those companies that sell medicines, medical supplies, and patient care items.

Motivational consumer psychology is supported by Freud's theory of subconscious complexes. Understanding purchasing behavior from the point of view of S. Freud is facilitated by turning to the human unconscious - the most powerful part of a person’s psychological nature. The psychoanalytic model focuses on people's attitudes towards things and, accordingly, recommends influencing or changing this attitude in such a way as to motivate the purchase of a product or service.

A distinctive feature of most psychoanalytic approaches is that one unconscious basic need is taken as the basis for human behavior. For A. Adler, this is compensation for shortcomings; for K. Horney, it is the need to avoid feelings of fear and achieve security.

Managing purchasing behavior, according to D. Skinner, also means influencing the behavior of a potential buyer.

D. Skinner's method is based on the conscious in the psychological nature of a person, which in itself is no less strong, but easier to activate. Here, effective techniques are those that depend on the seller’s ability to talk about the product, show it, and encourage the buyer to act as the seller wants. It gently encourages the buyer to call, compare, try and ultimately buy the product offered.

A person who is driven by motive is ready for action. The nature of this action depends on his perception of the situation.

Perception- the process of selection, organization and interpretation by an individual of incoming information and the creation of a meaningful picture of the world. Perception depends not only on physical stimuli, but also on their relationship to the environment and on the characteristics of the individual. The key word in defining the concept of perception is “individual”. People perceive the same situation differently. This is explained by the fact that the processes of perception occur in the form of selective attention, selective distortion and selective memorization. As a result, the consumer does not always see or hear the signals that manufacturers send to him. Therefore, when developing a marketing campaign, it is necessary to consider all three perception processes.

Beliefs and the individual's attitudes are formed through actions and learning and influence consumer behavior. A belief is a mental characteristic of something. Of course, manufacturers are very interested in consumer beliefs about products and services that create images of products and brands. People take actions based on their beliefs. If some beliefs are incorrect and prevent a purchase from being made, marketers need to campaign to correct them. Of particular importance to manufacturers is the fact that certain consumer beliefs about brands and products depend largely on the country in which they were produced.

Attitude- a stable positive or negative assessment by an individual of an object or idea, the feelings experienced towards them and the direction of possible actions in relation to them.

People have attitudes towards everything: religion, politics, clothing, music, food, etc. An attitude towards an object makes people love it or hate it, move closer to it or move away from it. The formed stable assessment determines approximately the same attitude of a person towards similar objects, because in this case there is no need to react in a new way to each individual stimulus. Relationships save the physical and mental energy of the individual and that is why they are very stable. Human relationships are a logically connected chain in which a change in one link will require transformation of other links. Therefore, when developing new products, it is advisable to take into account existing customer attitudes without trying to change them. But we should not forget about exceptions when a change in attitude justifies itself.

The study of this mechanism involves the analysis of human actions determined by his purchasing behavior under the influence of advertising. The behavioral component includes both conscious behavior and behavior at an unconscious, unconscious level. At a conscious level, the motivations, needs, and will of a person are manifested and reflected in purchasing behavior. At the unconscious level - a person’s attitudes and intuition. Consumers generally do not want to admit that their actions are part of

consumer behavior is the result of influence in one form or another, including even targeted programming. It seems to them that they had a need for the product long before they learned about it from advertising. Very rarely do buyers admit to themselves or other people that they have actually been “exploited” by imposing on them a need that did not exist before, and forced to buy something, deprived of the opportunity to make a conscious choice. Although in fact this is the purest truth. Effective advertising is aimed at both the unconscious and the conscious, that is, at thoughts, feelings, relationships, and human behavior. This approach changes attitudes by changing behavior. He influences the buyer from all sides - he convinces, forces, attracts, compels, orders to fulfill the wishes of the seller.

Sometimes people think, especially in their youth, that they are independent, free to act, that society cannot influence their decisions or their behavior. As soon as such a person is asked to perform actions that do not correspond to his social status or social role, he experiences a very unpleasant feeling of shame, which is one of the most powerful regulators of behavior.

The greatest control of consumer behavior occurs when famous television announcers handle advertising. The image of such people is perceived in association with the psychological attitudes that Soviet people received from the party and government through the media. This phenomenon is very well fixed in the brain at the reflex level.

Advertising– this is precisely the psychological programming of people. The paradox of human thinking lies precisely in the fact that he perceives better and trusts more not the advertising that is clearly trying to influence him, but the one that, it would seem, only informs.

Advertising works executed at a high creative level can have great artistic value and aesthetic expressiveness. Often they develop into symbolic images that influence the spiritual and emotional world of a person and influence the formation of his beliefs, value orientations of aesthetic images. The expressiveness and semantic richness of an advertising work influences a person’s consciousness, forcing him not only to become familiar with the advertising message, but also to accept the advertising idea as a guide to action.

1.4. Ways to influence the consumer before and after committing

purchases

The study of all factors influencing consumer behavior, purchasing motives, and product perceptions help marketers model the purchase decision-making process. The following steps are considered: awareness of the need, searching for information, evaluating alternatives, making purchasing decisions, and post-purchase behavior. The purchase process model assumes a sequential passage of its stages. In practice, their order may be violated, especially when it comes to a product that requires a low degree of buyer involvement in the purchasing process. The user may omit or interchange process steps.

The buying process begins with the buyer's awareness of a problem or need, when he perceives the difference between the present and the desired state. His need can be caused by an external or internal stimulus. One of the usual human needs is hunger and thirst.

Marketers must determine under what circumstances a particular human need arises. By receiving information from consumers, manufacturers can determine the most common irritants that arouse interest in a particular product category. Based on this data, they develop a marketing strategy designed to generate consumer interest in certain products. Most often, a consumer who is interested in a product begins to look for additional information about the product. Either these are personal sources, or commercial, public ones. Obviously, the company must develop a marketing strategy that would ensure the presence of this product. In addition, the manufacturer needs to determine what other products are included in the consumer choice set, identify consumers' information sources, and establish their relative value. It is necessary to conduct a survey of buyers and find out when they first heard about the product, what information they have about it and how they evaluate various information sources. Their answers to questions will help the company maintain effective communication with the target market.

Analysis of consumer assessment of information about alternative brands is based on several basic principles. Firstly, the consumer seeks to satisfy his need, secondly, he seeks a certain benefit by choosing a specific brand, thirdly, each product is considered as a set of properties necessary to satisfy his need. Each product has certain properties that interest the consumer. Consumers identify those properties that are important to them and determine the weight of each of them. The greatest attention is paid to characteristics that can bring the desired benefit. Therefore, the market for a particular product can always be segmented according to its properties that are of paramount importance to different consumer groups.

The buyer’s desire to change or postpone the purchase decision largely depends on the risks he perceives. The magnitude of the risks is influenced by the amount of money required for the purchase, the doubts that the buyer has regarding the properties of the product, and the degree of his self-confidence. In order to reduce the risks associated with the purchase, consumers postpone it until better times, and in the meantime collect additional information, focusing on the country of origin and the guarantees provided. Marketers must be aware of the factors that make a purchase seem risky and proactively provide consumers with information that reduces their perceived risk of a purchase.

Having purchased a product, the consumer will experience either a feeling of satisfaction or a feeling of dissatisfaction. Once the consumer purchases the product, the work of the manufacturer does not end; it continues into the after-sales period. The marketer must study the degree of consumer satisfaction with the purchase, his reaction after purchasing the product and the future fate of the product. After purchasing a product, the consumer may stumble upon some previously undetected defect. Some will refuse to deal with a defective item, others will remain indifferent to its shortcomings, and still others may consider that the existing flaw only increases the value of the item. For example, if the first edition of a book by a famous writer contains a page printed upside down, over time it becomes a bibliographic rarity that can be sold for many times its original cost. On the other hand, some defects pose a real danger to the user. Companies producing cars, toys, and medicines must urgently withdraw from sale any product that could cause even the slightest harm to the consumer. Satisfaction with a purchase is the relationship between the buyer's expectations and the actual performance characteristics of the product. If purchases do not meet the consumer's expectations, he remains disappointed, and if the buyer's expectations are met, he feels satisfied. When the characteristics of a product exceed the consumer's expectations, the latter experiences a feeling of admiration. The buyer’s level of satisfaction determines his decision to repurchase and reviews of it among friends and acquaintances. In order for the buyer to be satisfied with the purchase, the manufacturer’s advertising must reliably reflect the real and probable characteristics of the product. Some sellers may even lower them to some extent so that the buyer receives guaranteed satisfaction from the purchase. The consumer's satisfaction or disappointment determines his subsequent actions. If he is satisfied with the purchase, then, most likely, he will buy this product again. For example, research results on consumers' choice of brands when buying a car indicate that there is a direct relationship between customer satisfaction and his desire to purchase the same product. A dissatisfied customer reacts very differently. He may refuse to use the product by returning it to the store, or begin searching for information that would confirm the value of the product. In addition, he can write a complaint to the company that produces this product, seek help from a lawyer or government bodies. The buyer can simply stop buying this product and warn his friends and acquaintances. Manufacturers must minimize consumer dissatisfaction with the purchase. IN Lately As a result of increased post-sale communication with customers, returns to stores and order cancellations have decreased. The manufacturer should also be interested in the following question: how the buyer uses his product, what he ultimately does with it. If the buyer keeps it in a closet, they may not be very happy with the purchase. If he sells or exchanges the disappointing product for something more useful, sales of new products will decrease. If customers find a new use for a product, manufacturers should use it in their advertising. Someday the buyer will have to part with the product, and the manufacturer must ensure that what is left of his product does not harm the environment.

2. Consumer attitude research

2.1. Attitude and its components

What motivates consumers? What are his motives for consuming a particular product or service? Why do consumers line up for some goods and refuse to consume others that are not inferior to the first in basic physical parameters? What factors influence the purchase of a particular product? The fourth generation of marketing specialists is already struggling to answer these questions.

One of the most common opinions related to marketing is that the main role in consumer behavior is played by the potential buyer’s attitude towards a product, company or brand, and there is a reason for this. Marketers tend to emphasize the importance of this relationship, since it determines not only the consumer's individual choice, but also his overall loyalty to the company.

The consumer's attitude can be considered as an intermediate state between stimulating information, on the one hand, and consumer behavior in the process of market choice, on the other.

Attitude has a direct impact on purchasing decisions, and these decisions, in turn, themselves influence the formation and change of consumer attitudes. Therefore, the consumer's attitude is not, apparently, some kind of innate feeling, but arises through the learning process (including habits, experience, cognitive and operational learning). This suggests that analysis of consumer attitudes can serve as initial information both for diagnosing consumer behavior and for constructing its forecast, which is the methodological basis for developing a strategy for managing consumer decisions about purchasing a product.

The concept of attitude requires, first of all, an analysis of the essence of this concept, its properties, components, methods that are used to measure consumer attitudes towards goods, services, and enterprises. The classic definition of attitude was given in the 1930s. G. Allporg: “The mental process by which a person—on the basis of previous experience and stored information—organizes his perceptions, assumptions, and feelings about a particular object and directs his future behavior.”

According to this definition, attitude consists of three components: cognitive (opinion), emotional (feelings), volitional (intention), which corresponds to the definitions of attitude in the West (J. Lambin, G. Assel, F. Kotler, etc.) and domestic (I Aleshina, E. Golubkov and others) researchers.

It should be noted that D. Angel, R. Blackwell and P. Miniard have a special view of attitude; according to them, a relation exists independently of its components, while each component is associated with the relation.

Rice. 1. A modern view of attitude formation.

This approach allows us to better understand both the process of attitude formation and the mechanism of its influence on the buyer’s behavior, which is important for the latter to take control.

Attitude depends in a certain way on previous mental and emotional acts. In other words, volitional actions are determined by the attitude of consumers, and this attitude itself is formed due to opinions and feelings. This explains why it is difficult to change attitudes as well as directly influence behavioral intentions. The most effective way to do this is to use attitude components such as knowledge and evaluation. Therefore, the study of consumer attitudes towards a product, service, or enterprise is determined, first of all, by determining their opinions and feelings.

For analytical purposes, the authors of many studies of consumer behavior consider attitudes from the point of view of certain properties: direction, intensity, resistance to change, resistance to destruction, and consumer confidence in the correctness of his attitude. These properties give an idea of ​​the types of relationships and directions of its study. Thus, the components and properties of the attitude determine the composition of the information necessary to control consumer behavior in the process of market choice.

Relationship concept- one of the most common in Western countries.

Attitude shows a predisposition to act, but does not guarantee that such behavior will actually occur. It simply demonstrates that there is a willingness to respond to an object in a certain way. Something must be done to trigger this response.

Relationships are permanent and stable over time. They can change, of course, but major changes in attitude require significant intervention.

There is a correspondence between attitude and behavior, and people act in ways that maintain this correspondence.

Attitudes result in preference and evaluation of an idea or object. They manifest as positive, neutral or negative feelings towards an idea or object. All this indicates that consumer attitudes can determine both the success and failure of an enterprise, which, in turn, determines the need to find effective means of measuring it.

Thus, we can say that an attitude is the feeling that some object is from environment we like it or don't like it. An attitude has three components:

The cognitive component reflects an assessment of the characteristics of an object;

The emotional component is the feeling of favorability or unfavorability resulting from the evaluation;

A component that represents the resulting intention or disposition to act.

From a marketing perspective, consumers have attitudes towards products, brands, places retail sales, sellers and advertising. Clearly, marketers are interested in creating a certain attitude among consumers.

It is important for them to remember that an attitude can only be formed after the consumer learns about the existence of the product and what properties it has (cognitive component). The emotional component of an attitude is formed through the perception of information about an object and through the evaluation of this information. And consumer attitudes towards products such as wine coolers will only develop once awareness has increased – and so far consumers have not adopted them. The consumer's attitude towards a product arises from an assessment of the product's ability to meet evaluation criteria. When we like a product, we tend to see only its good sides; we selectively reject information about its shortcomings. Therefore, while our attitude influences our behavior, our behavior (in this case, purchasing a product and using it) also influences our attitude.

Marketers are concerned with consumer attitudes because favorable attitudes lead to favorable exchange behavior. But in addition, they must care about the intentions of consumers. If a consumer develops a favorable attitude, he will develop a purchase intention, and this intention will lead to an actual purchase. In many cases, however, certain barriers arise between attitude and behavior that can cancel out the influence of the attitude. For example, a person may have a favorable attitude towards that same BMW Z3 sports car, but he may not buy it. The reason is simple: this car is too expensive for him. Or a person may feel that it is unwise to spend so much money on a car.

Much of what marketers do is aimed at creating favorable consumer attitudes. Attitude is formed in stages; nothing can be sold or bought until the consumer goes through this process, step by step. The ultimate goal of marketing can thus be seen as ensuring that the consumer moves through the stages of the process. And integral to this effort is looking inside the black box of human behavior.

2.2. Methods for studying the cognitive, affective and behavioral components of consumer attitudes

Let's consider some methods used to measure buyer attitudes towards goods, services, and enterprises. Since attitude is a central concept in social psychology, methods for measuring attitudes of various types have been developed.

The literature offers various methods aimed at collecting and analyzing information about the opinions, feelings, significance of the object of evaluation, as well as the buyer’s intentions (Table 1).

Methods for measuring relationships.

Table 1

The self-report method is probably the most widely used in attitudinal marketing research because it is simpler than the others. However, this method, which involves collecting information about subjective opinions, feelings, and intentions, requires the use of a variety of scales. The most effective of them are the total rating scale and the semantic differential scale. The first, used to identify the degree of agreement or disagreement with each of a number of proposed statements, was developed by R. Likert. The semantic differential scale, proposed by Charles Osgood, is considered today perhaps the most popular technique for measuring attitudes in marketing research. The popularity of both of these scales can probably be explained by the ease with which they are created, the clarity with which they produce results, and the fact that they allow respondents to clearly express the intensity of their opinions and feelings.

Of course, not all methods are listed here. The characteristics of a product, service or enterprise vary in degree of importance for the consumer, so obtaining more objective information about attitudes requires the use of rating scales. In marketing research, graphic, dotted and comparative scales are most often used, which make it possible to rank the characteristics of the object of relationship according to the degree of their importance for the consumer and assign them a certain weight (significance coefficient). These scales differ in the subtlety of the differences that allow them to be measured.

Since any attitude object can be described as a set of various properties (attributes), multifactor attitude models are of greatest interest to a marketer. A variant of this model is used more often than others. It assumes that the attitude towards a given object is the sum of the products of opinions about its characteristics and the estimated value of these characteristics. Information is collected using the methods discussed above. However, for the measurement of some attributes, the use of characteristics such as “more-less” can be considered suitable only to a certain extent, and further expansion of their use reduces the quality of the analysis. In such a situation, a certain “ideal point” is introduced into the multifactor model. A unique and very important feature of the model is that it allows one to obtain information both about the “ideal brand” and about consumers’ views on actually existing brands. Multifactor models make it possible to create perceptual maps that give managers meaningful ideas about how their businesses, products, and services look in comparison to other competing businesses, products, and services. The advantage of multi-attribute models and perception maps is that they allow us to better understand what a consumer’s attitude is based on, which, in turn, makes it easier to assess the current and potential marketing activities of an enterprise.

The choice of method depends on the nature of the problem, the characteristics of the respondents, their attitude to the task at hand, their experience and ability to answer questions, and the level of qualifications of the personnel.

3. Characteristics of the private enterprise "Hummingbird"

Private enterprise "Kolibri" has been on the market for about 5-6 years. The store consists of six departments: perfume and cosmetics department, food department, stationery department, household goods department, chemistry department, photocopy department. The owner of each department, having received it for rent from the direct owner of the entire retail space, hires staff to work. The salesperson's working day is from 10 am to 6 pm with lunch. The number of staff is twelve people. “Hummingbird is a private enterprise. The store should be classified as a universal type of store, since it houses a wide variety of products sold, consisting of many product groups. “Kolibri” operates on the product principle of constructing an organizational structure, in which the activities of store sellers are concentrated on a specific group of goods. This trading enterprise does not have a marketer or manager who must deal with such types of work as marketing research and advertising events.

The location of the store on the corner of the house is quite advantageous, especially since the store is located near a bus stop. "Hummingbird" is clearly visible, and the fairly spacious premises are very convenient for sale. It is very important that there are good access roads and parking for cars.

There is a tough competitive situation in this area, there are shops at every turn. But the contingent of consumers that the store targets is relatively wide and belongs to the middle-income group of the population.

3.1. Analysis of the marketing situation inPrivate enterprise "Kolibri"

Store layout is one of the main elements. When developing it, methods are thought out to stimulate the promotion of buyers through trading floor so that they buy more goods than they previously planned. Stimulating promotion activities are external diversity - placement commercial equipment, its views, showcases, lighting, smells, sound background, etc. The atmosphere of the store corresponds to its image and overall strategy, and the design contributes to the purchase decision. First of all, you need to identify your target customer and develop a store concept that meets their needs.

The Kolibri store is a department store with an average number of product items. Sales method is only through the counter. Average equipment of the trading floor. The floor is light tiles. Lighting is a combination of natural and artificial lighting. Two combined inputs and outputs. The distance between all departments is different. The store is constantly full of customers, as it is located in a house, near a bus stop, in a place with a fairly large crowd of people.

Free-form layout, as in "Kolibri" is the most expensive, used in small stores, as well as in boutiques within large shopping centers. The atmosphere here is relaxed and encourages shopping. The directions of movement of buyers are not limited in any way; people can freely move from one section of the hall to another, approach the racks, counters, display cases, and inspect the goods in any order. Most shoppers like the open layout because they prefer to feel at ease in the store. Proper stocking of shelves with goods is of great importance. It is important to remember that the principle “the more the merrier” is true up to a certain point. If you endlessly increase the display in a store, this will inevitably lead to a clutter of goods and price tags, which will be difficult for the buyer to understand (the area of ​​the shelves remains constant). In some cases, it is even necessary to reduce the nomenclature. The reduction occurs due to the goods that are present for the assortment. It is not always easy to calculate such groups offhand. To do this, it is necessary to analyze the turnover, shelf life and demand for positions scheduled for “liquidation”. In this example of the Kolibri store, the shelves are evenly filled with goods, all goods are comprehensively laid out and take their place, and all of them, without exception, are important for the consumer.

Comprehensive display of goods- a powerful means of stimulating impulse purchases. In one place you can place the entire range of products for similar purposes. For example, if a customer goes to the shaving cream aisle in the chemicals department and sees that the department also offers soap, shampoo, gels and hair styling foams, then he may remember that he needs more than just cream.

Next impact factor- appearance of the offered product. This includes the name of the brand, the shape and color of the packaging, the inscriptions on it, etc. Bright and beautiful packaging is used to attract attention to the product, touches a thin chord in every consumer, which psychologists call “the child living inside us,” so that he wants to reach out and pick up something beautiful and bright, and then try it. For example, a colorful stationery department in a store stops an interested buyer at any time of the year, not necessarily during the school period. Artfully designed display cases are filled with notebooks, pens, pencils, notepads and other educational supplies. But still, it is the store employees who have the main influence on the visitor. The image of a retail establishment and its ability to retain customers largely depend on the knowledge and experience, friendliness, and appearance of its employees. Today the store is experiencing great difficulties with staff. On the one hand, employees of most stores are not ready for effective sales. On the other hand, they often do not attach much importance to training and motivating their salespeople; it is not profitable to train them, because The sales staff of most stores changes very often. At the same time, well-trained and motivated staff is one of the important components of the success of any retail outlet.

An advertisement for the Hummingbird store can be heard on the radio, but the best advertising for a store is not radio messages, promotions, billboards and bright color posters in magazines. The best advertising is a satisfied customer who will recommend your store to dozens of their friends, relatives, and acquaintances. Conversely, there is nothing worse than an unhappy or deceived customer. For the store, this is a walking anti-advertising. Live communication is more meaningful for people than “official” media reports. Therefore, advertising influence on a person is carried out not directly, but through authoritative people who are significant to him, familiar to him - transmitters of opinions and rumors. Opinions on each issue (from the simple - where and what kind of washing powder to buy, to the complex - who to vote for) are formed and approved under the influence of certain authorities (opinion leaders): parents, spouses, friends, just acquaintances who are considered experts in some sphere.

Consumer research has the main goal of understanding their needs to ensure their fullest satisfaction.

To most fully satisfy needs, it is necessary to identify and deeply analyze already existing needs, study the patterns of their development and the formation of new needs.

Studying the value system of consumers and the level of satisfaction of their Requests.

Consumers, based on their value system, choose alternative products, evaluating them according to a set of attributes and thus determining the product they will buy. It is usually not easy for a consumer to formulate his value system. So instead of forcing consumers to think about each individual attribute, a special analysis called conjugate analysis forces consumers to make judgments about products as a whole. To do this, consumers need to rank products that have different sets of attributes. Then, based on mathematical analysis, determine the value system underlying their choice. At the same time, it is also possible to assess the extent to which the consumer is willing to “sacrifice” a certain value of one attribute to obtain a higher value of another, i.e. establish his value system. As a result, a significant difference is revealed between what the manufacturer thinks the consumer expects and what he actually wants, i.e. between consumer demands that exist, according to the manufacturer, and their real demands. Consumers base their expectations on information they receive from sellers, friends, and other sources. If the seller exaggerates the characteristics of the product, then the consumer's expectations are not met, and he experiences disappointment and dissatisfaction.

In general, it should be expected that achieving a high value for an indicator that is more important to the consumer is valued more highly by the consumer. If the deviation is the worst side is too large, the product is considered unsatisfactory by the consumer.

The results of such marketing research, with a small degree of transformation, can also be used to segment the market based on the benefits that consumers are looking for when purchasing goods.

To do this, the following data is required:

1. a list of properties or benefits associated with the product category being studied; assessments of the relative importance that consumers assign to each attribute;

2. grouping of consumers who give the same assessments of the properties in question;

3. assessment of the number of consumers and the profile of their reaction to the proposed product and individual elements of the marketing mix for each identified segment.

For example, in the chemistry department, an analysis of dental hygiene products revealed that customers were attracted to the following benefits: white teeth, fresh breath, good taste, prevention of tooth decay, protection of gums, low price. If you ask a buyer which of these six properties they are looking for, the answer usually given is that they are all. If you ask him to distribute 100 points between these properties based on their value to him, the differences that allow the formation of market segments become obvious.

Therefore, it is so important to take an active position in this matter: regularly measure the degree of satisfaction/dissatisfaction of the clientele and identify the causes of dissatisfaction. Keep in mind that in many businesses where demand is not growing, 80 to 90% of revenue may come from existing customers. It is easy to understand how important it is to maintain their satisfaction with the organization as a whole, its products and services.

A very significant procedure is the division of all consumers of certain products into categories according to the degree of their loyalty to these products. It is advisable to then subdivide these categories into a number of subgroups depending on the volume of consumption (for example, regular and heavy coffee drinkers and occasional coffee drinkers). Data from such studies make it possible to more clearly outline the circle of potential consumers and develop a program for expanding the circle of loyal consumers.

Studying consumer intentions and behavior. It is advisable to study consumer intentions and behavior by linking it to a certain stage of the consumer’s purchase decision. The purchasing decision process includes several stages:

1. obtaining initial information about the product (awareness);

2. emergence of interest; deciding whether to try a product;

3. possible testing of the product;

4. product acceptance, when the consumer decides to regularly buy this product. Studying how quickly and on the basis of what information and arguments the consumer makes a purchase decision helps the marketer develop measures to help the consumer move through these stages in a direction beneficial to the marketer.

The abundance of goods especially attracts buyers. When a person sees a large amount of goods, he always wants to choose something from this colorful, beautiful mass - the instinct of consumption and elementary greed are triggered. Therefore, you need to place tempting products in a visible place and in large quantities, which is called bulk. For example, in the cosmetics and perfumery department of the Kolibri store, sets of various budget items are piled on shelves at eye level. It attracts the attention of visitors. In general, the most “impulse” places are the shelves located at the buyer’s eye level. From the point of view of classic merchandising, they are the most convenient to perceive and provide the lion's share of sales of any store. These shelves, the most profitable from a psychological point of view, are usually occupied by goods that need to be sold urgently, or goods that have a good turnover. But as for the postcards available in the department, on the contrary, they are located too high, on the very top shelf, so it is very difficult for the buyer to notice them.

The department also has a large selection of elastic bands, combs, varnishes, perfumes, various gift sets, and hair dyes, which have a relatively high turnover. As a result of observing the behavior of buyers focused on a wide selection of products when purchasing hair dyes, the following conclusions were drawn: firstly, the majority of buyers are women, and secondly, if a customer came to the department with the intention of buying hair dye, then even if not If it's the brand she usually uses, she's more likely to buy a different brand of paint than go elsewhere. The seller just needs to skillfully present other options for hair coloring products. Thirdly, there is no limited age category when selling paint. The leading positions in the market of hair coloring products are occupied by foreign companies: Wellaton, Garnier, Palette. These Western companies operate in the middle and upper price segments and are distinguished by high advertising activity. The Rocolor company leads mainly due to the low price segment. In terms of the level of recognition of the company's paint, Garnier is the leader. Information about the purchasing behavior of different categories of consumers, as well as the behavior of consumers after the purchase, is useful for correctly interpreting sales data and assessing the results of product positioning. In addition, it is much more difficult to attract new customers than to retain existing ones.

As can be seen from the previous sections, the store does not have a marketing department, but gradually in practice there comes an awareness of the need to plan the activities of the marketing service. Planning encourages management to constantly think about the future, makes them more clearly define their goals and policies, leads to better consistency in work and provides objective measures of performance. In retail trade, all marketing usually comes down to measures to promote a product, which are carried out spontaneously, depending on its receipt, overstocking, or on the eve of a holiday. This is not to say that they do not bring a certain increase in trade turnover. However, in the event of spontaneity, it is difficult to plan a budget; actual costs may far exceed those planned.

It is necessary to create a marketing department in the store, or hire a marketer whose goals are: to understand the motivations and needs of customers; understand the role of various product categories in store strategy; manage assortment in competition; understand the economic levers in category management; be able to build an assortment strategy and implement it; turn the approach to assortment formation into a strategic and operational management tool. The formation of a marketing activity plan is carried out by the entire marketing service or the established creative team of the enterprise. For example, for the department “Perfumes and cosmetics”, the following proposals are put forward.

By the summer season, you need to create a complex of household goods, including mosquito bite repellents and shopping bags on wheels.

It is proposed to create an additional specialized department, which will accommodate all the goods necessary for recreation and travel - these are travel bags and belt bags for storing cash and documents; all tanning products, gels, shower sponges, etc.; haberdashery – soap dishes, toothbrushes, massage brushes, etc.; various souvenirs for those traveling abroad and CIS countries.

During the holidays, you can use all types of promotion: advertising, sales promotion, propaganda, consulting sellers; but only they must be better than those of competitors, since in these cases the buyer goes to the stores to buy goods, but only he is faced with a choice: which store to go to, therefore, you need to help him make a choice.

It is necessary to add more bright colors to the interior of the store: blue, red, yellow. Color has a physiological effect on a person, causing bad or good health, increasing or decreasing the effectiveness of advertising.

After conducting analytical and creative work, it is necessary to immediately begin drawing up a marketing action plan, which consists of the following sections:

1. overview of the marketing plan - provides the main points of the proposed plan for a quick review by management;

2. current state of the market - provides basic information about the market, products, competitors and distribution of products;

3. threats and opportunities – describes the main threats and opportunities that may affect the goods;

4. objectives and problems – briefly formulates the company’s objectives by product (group, category), including issues of sales, market share, profit, as well as problems that the company may encounter when performing these objectives;

5. marketing strategy - represents the overall marketing approach that will be used to achieve planned goals;

6. action program - determine what, by whom, when it will be done and how much it will cost.

Also important is the behavior of the seller. They must understand the comparative features of the goods presented in the hall. They must communicate with customers and recommend that they make this or that purchase, and must be able to talk about the advantages of this or that product. The seller's friendliness evokes a feeling of sympathy for him. Many buyers use these signs to judge the seller’s ability to provide good, quick service. Neat, energetic, friendly sellers always enjoy the authority of buyers. The seller must remember all this and be aware that, as a rule, no little thing escapes the critical eye of the buyer. The greeting addressed to the buyer largely determines his first impression of the store. This impression should be positive, then a pleasant atmosphere is created that promotes trust. The buyer's response will be favorable if he is clearly convinced that the seller is attentive to his interests. This gives the buyer a feeling of sympathy and he becomes more sociable. « Good morning, afternoon, evening » - much the best option greetings than dry and neutral « Hello».

The buyer’s mood and his decision to purchase largely depend on what product the seller showed him.

For example, a situation where a buyer cannot choose one product from several, it is necessary to some extent make a choice for him. You need to prove to him that all the goods in the store are of high quality. An involuntary reduction of one product in favor of another cannot be allowed. Answer pattern: “Both products are good, but in your situation it is better to take this one... because....” For example, the buyer is considering two lamps, blue and green, and does not know which one to choose. In this case, the seller should advise: “Take the green one: you They said you have curtains in greenish tones - one will go well with the other." The seller must be able to take into account the age, appearance of the buyer, possible profession and a number of other factors. It is advisable for a regular buyer not to ask many questions about the product: he will be pleased that his tastes they know and care about him.The liveliness and specificity of the seller’s speech are extremely important.

It is very important to show the product in action. The statement is absolutely true: showing correctly is the same as selling half. When handing over the purchase, the seller should thank the buyer and offer to visit the store in the future. It is very important to emphasize the advantages of the item purchased by the buyer.

The art of communicating with the buyer requires that every seller must ensure that the impression he makes on others is good. This impression is determined primarily appearance seller. The Kolibri store does not have special workwear, so measures need to be taken to introduce it. For food department sellers, the best example of workwear is a dress, overalls or robe made of light-colored fabrics and a headdress to match the dress. In non-food departments, the choice of work clothes is much wider. For women - dresses, suits, skirts with a blouse, for men - suits or trousers with a shirt and tie. The basic rule: work clothes should be the same for all employees of a given retail enterprise so that the staff stands out among customers. Its desirable addition is a patch with the store’s emblem and a mandatory one is a tag or badge with the seller’s name and surname. Customers should always be able to know who served them well or poorly. Such clothing, as practice shows, strengthens the discipline and corporate culture of staff.

Conclusion

Summarizing the above, we will draw the main conclusions and conclusions on the work.

Buying behavior has changed dramatically over last years. With the expansion of the assortment, the volume of requests has increased. Big box stores and trade groups have increased their influence over consumers; A number of new forms of trade have emerged, such as consumer stores and self-service department stores. The variety of forms is an expression of different marketing concepts used by enterprises to solve their problems. We are talking about the desire to take into account the interests of consumers and at the same time stand out from the competition.

Marketers are concerned with consumer attitudes because favorable attitudes lead to favorable exchange behavior. But in addition, they must care about the intentions of consumers. If a consumer develops a favorable attitude, he will develop a purchase intention, and this intention will lead to an actual purchase. In many cases, however, certain barriers arise between attitude and behavior that can cancel out the influence of the attitude.

The study of all factors influencing consumer behavior, purchasing motives, and product perceptions help marketers model the purchase decision-making process.

This way, with the help of internal architecture, a special atmosphere is created that keeps customers in the store. It is clear that with length of stay, the number of eye contacts with products and the likelihood of further impulse purchases increase. At the same level is the assumption that the sales area - the contact area allocated for the product - increases the chances of purchase.

Placing products on shelves is a common form of presentation. Double and special placement are used to draw the attention of buyers to a specific product. The offer of goods in the form of a pile refers to the diverse possibilities of activating latent needs with the help of optical stimuli, which, in combination with lower prices, leads to an increase in sales of up to 800%.

High brand loyalty and relatively low store loyalty can be explained in terms of consumer psychology. The lack of a product in trade or its irregular sale leads to a revaluation of the blocked alternative and additional efforts to still obtain this product. A prerequisite for this is the perception of the lack of goods as a significant limitation on freedom of choice.

Changing a proven brand to a well-known one represents a certain risk factor for the buyer. It can be assumed that changing the familiar atmosphere of your permanent store is also not particularly pleasant for the buyer.

Changes in the main economic factors, such as income level, cost of living, interest rates, household savings and credit availability, have a significant impact on store performance.

Research shows that when deciding on the preference for a particular place of purchase (store, supermarket, hypermarket, etc.), the most significant influence is the quality of the service provided (49% of the total number of respondents), the next factor is the level of service (26, 5%), then the speed of service provision (13%), taking into account individual characteristics (8%), and only 3.5% included the cost of the service among the most significant factors.

In modern conditions, marketing must be treated as a global management function on which all other activities depend. It is necessary to create at each enterprise such marketing services that would help stores influence the purchasing behavior of consumers in order to carry out their activities effectively, increase profits and create conditions for their further progressive development.

Bibliography

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http://www. aup. ru/books/m99/

Buyer's behavior consumers company products Abstract >> Marketing

On consumer behavior consumers company products. (discipline Marketing) Introduction 3 1. Factors determining behavior consumers 5 ...to define a strategy behavior consumer behavior you need to have an in-depth understanding...

Introduction

The main object in the marketing system is the buyer (or consumer) of goods. It could be individual person or whole organization. It is important to know the degree of involvement of certain consumer groups in making decisions about the purchase of certain goods.

In the marketing system, the key point is to understand the mechanism for forming the purchase decision, which may have its own characteristics depending on the socio-psychological characteristics of the buyer or the nature of the product being purchased. So, in accordance with one of the buyer behavior models, this mechanism includes: awareness, interest, desire, action. It is very important to know how and when a buyer begins to show interest in a product, under the influence of what factors his desire to purchase a product is formed, and how to direct this desire to purchase a particular product.

An enterprise (firm) cannot succeed if it ignores consumer requests. Therefore, it is no coincidence that within the framework of marketing, research is conducted on consumer behavior; in the broadest sense, consumer behavior is defined as actions directly related to the receipt, consumption and disposal of goods and services, including the decision-making processes that precede and follow them.

Let us consider the processes of consumers’ awareness of the need for a product and the essence of information search

buyer product marketing management behavior

What is purchasing behavior?

Buying behavior is woven into the fabric of our lives every day. This happens in different ways. At the same time, each of us is faced with many serious problems that require us to make certain decisions. Whether we are deciding what major to pursue, what food to eat, what clothes to wear, we are taking actions that are the subject of consumer behavior research.

Buyer behavior is a set of forms, principles, methods of decision-making and actions aimed at evaluating, purchasing and using goods and services, as well as meeting needs and requirements, taking into account changing tastes and preferences. K. Ganderova, Magazine “RISK: Resources, Information, Supply, Competition” No. 3/2009

The definition of consumer behavior includes three basic types of actions - acquisition, consumption and disposal.

• *Purchasing is the action that leads to a purchase and involves purchasing or ordering a product. Some of these activities include searching for information regarding product features and choices, evaluating alternative products or brands, and making the actual purchase. Consumer behavior analysts study these types of behavior, including how consumers shop—whether they visit specialty stores, shopping centers or use the Internet? Other questions may include how consumers pay for groceries (cash or credit card), whether they pick up their groceries themselves or use a delivery service, where they obtain information about products and alternative stores, and how trade marks influence product choice.
• * Consumption is how, where, when and under what circumstances consumers use products. For example, is the entire product used before the release stage, or is some of it never used?
• * Disposal is how consumers get rid of the product and packaging. Analysts can examine consumer behavior from an environmental perspective: How do consumers dispose of packaging or leftover product? Are the products biodegradable? can they be recycled? It is also possible that consumers will want to extend the life of some products by giving them to children, donating them to charity shops or selling them online.

The consumer and his purchasing behavior are the object of the closest attention of the commodity producer, working on the basis of the principles and methods of marketing. Since the consumer, expressing his likes and dislikes, purchasing preferences, can decide the fate of the manufacturing company as a seller, the firm strives to use to the maximum extent all its capabilities for a comprehensive and in-depth study of the consumer (potential buyer), including issues of motivation for purchasing notifications to consumers, making decisions on purchase, formation of consumer preferences, brand loyalty, etc. (Fig. 6.5, 6.6, Table 6.3, 6.4).

The most difficult task associated with studying the purchasing behavior of consumers is identifying their implicit, non-obvious needs, which will become obvious after some period of time, foresight, anticipating emerging needs and identifying the process of dying out of existing needs.

The company's task is not only to foresee the nature of changes in consumer needs, but also to timely offer the latter products and services created on the basis of such foresight. This is the key to the company’s current and future success in the market.

As American manager and consultant John F. Little emphasizes, “The more you know about what the customer really needs, the more successful your business will be... If you listen long enough and carefully enough to the customer, and if you ask the right questions and If you analyze the answers correctly, a miracle will happen. You will discover information that will be so valuable and important that it can transform your business. This is the nugget that every organization is always looking for but rarely finds, the nugget that leads to a gold mine.”

In the process of deciding on a purchase, consumer behavior can be divided into five stages: awareness of the need to purchase; search for information; evaluation of alternatives; purchase decision; post-purchase behavior. At each stage, the consumer acts as an active decision maker.

It is important not to reduce the concept of a good or a product only to physical objects, because everything that can provide satisfaction can be called a good, including people, organizations, ideas, services, etc.

According to the theory, consumption is an activity within which goods are selected in order to “create” services that provide utility. From this point of view, goods are considered as a set of properties (attributes), and the consumer is considered as the creator of final satisfaction.

As Professor J.-J. emphasizes. Lamben, the concept of a product considered as a collection or set of properties, is very important for marketing. The basic ideas of such a model, although very simple, are very fruitful; they are theoretical basis for benefit-based segmentation and positioning, as well as appropriate product policies.

According to one of the basic ideas of marketing, the buyer is not looking for a product, but for a service or solution to a problem that the product can provide. This simple idea has an impact on product policy, which is visible when establishing the practical range of application of the concept “product - solution”, based on the following premises:

• miscellaneous goods can satisfy the same need;
• each product represents a certain set of properties;
• the same product can satisfy different needs.

The strategy of “benefit segmentation” (or functional segmentation) is a constant search for new sets of properties (attributes) that do not have a competitive offer on the market, but meet the expectations of a certain group of consumers. So, a market segmentation strategy begins with identifying the benefits that different groups of buyers are looking for, then developing product concepts aimed at meeting specific requirements or expectations. target group potential buyers.

Fundamentally important for commodity producers in their practical activities is knowledge and enforcement of consumer rights (Fig. 6.12). First of all, it is providing consumers with the right to choose options to meet their needs.

In world practice, consumer sovereignty is recognized, i.e. his right and real opportunity, within the means available to him, to acquire everything that he considers necessary for consumption, in conditions of free choice of place, time, seller, product (service), and other conditions of consumption. First formulated in the USA in 1961, consumer rights were expanded and specified, and in 1985 they were approved by the UN.

The protection of fundamental consumer rights in Russia is ensured by the Law of the Russian Federation “On the Protection of Consumer Rights,” adopted in 1992, and is supported by the activities of the State Standard of the Russian Federation, the State Committee of the Russian Federation for Antimonopoly Policy, the Federation of Consumer Societies of Russia, and the International Confederation of Consumer Societies.

The law gave consumers the right, when purchasing a product, to know its manufacturer, standard, quality certificate, and a list of basic consumer properties. Products whose consumer properties may deteriorate over time are indicated with an expiration date and production date.

Food products and goods are subject to mandatory certification household chemicals, cosmetics, perfumes, products for children, mineral fertilizers, pesticides, engineering and instrument making products for household use.

Rice. 6.5.

Rice. 6.6.

The main stages and channels for disseminating information about new products: dissemination by the enterprise of information about a new product, advertising of new goods and services in prospectuses and catalogues;

information about products in the media; the judgment of an expert whom the consumer knows and trusts, or the opinion of an acquaintance.

Stages of the process of consumer perception and approval of innovation: providing the consumer with information about the state of the market and the place that the new product occupies in the market;

the consumer’s expression of interest in a new product, the desire to gain a complete understanding of its character;

the consumer's assessment of a new product (having, in his opinion, collected a sufficient amount of information, he turns to an expert for advice - usually one of his friends, relatives, acquaintances whom he trusts most);

making a conclusion regarding the advantages and (or) disadvantages of the product;

approval or rejection of a new product, i.e. making a final decision on the possibility of using a new product in specific conditions.

Of course, a consumer on the market can reject a new product at any of the stages considered.

Consumer targeting copying equipment V Novosibirsk region on sources of information

I - based on the results of a telephone survey,

II - according to a survey of visitors to the exhibition of copying equipment as a percentage of the total number of respondents.

An approximate set of motivations when choosing goods (based on the priority of motivation)

Table 6.3

Note. Data from a social survey conducted in 13 industrial cities in 1992 are presented.

Classification of buyers according to their willingness to accept

new product

Table 6.5

Consumer experience when purchasing a product and possible options marketing activities manufacturing enterprise

Model of purchasing behavior of consumers from different segments of the Russian market

Note.

Consumers in high- and low-income segments are loyal to a specific product group.

Consumers in the middle segment are more likely to experiment with different brands of products.

Rice. 6.

Rice. 6.8.

Rice. 6.9.

Rice. 6.10.

Rice. 6.11.

Rice. 6.12.

• Lambin J.-J. Strategic Marketing. - M., 1996.