Buying behavior of buyers. What is Buying Behavior? External and internal factors of purchasing behavior

Consumer behavior has a certain specificity. It can change drastically in accordance with the products that the customer intends to purchase.

It is worth noting that the more complex the decision to purchase is made, the more cautious the consumer will behave.

The choice of strategic marketing models directly depends on behavioral models. Buyer behavior can be divided into the following four types:

• Complicated. This type prevails when purchasing expensive goods with a significant difference in brand characteristics, for example computer technology. Buying in this case is always associated with certain risks.
• Search. This model is typical for a low degree of customer involvement and, at the same time, a significant difference between similar products of different trademarks. For example, search behavior can be observed when choosing sweets.
• Uncertain. When there is little difference between similar products of different brands, and the degree of involvement is high enough, then this is a type of insecure behavior. A striking example of this behavioral type is the purchase of an expensive carpet.
• Habitual. Habitual behavior can be observed, for example, when buying salt. This type is characterized by low involvement and minimal difference between different brands.

1. Complex behavior

With complex consumer behavior, the client should form own assessment and opinion about a particular product. The main task of the marketer is to take into account the features of this behavioral model when informing the buyer about the product properties and brand differences. In this case, it is necessary to highlight the advantages of each brand, explaining in detail why you should use the product or service of a particular company.

For complex shopping behavior, you should choose the appropriate marketing strategy, which is as follows:

• Informing the client about the merits of each brand.
• Assistance in drawing up the final opinion of the consumer about each brand.
• Providing information to convince the client that he made the right choice.

2. Search behavior

A feature of this type is a fairly frequent change of priority brands for the buyer. It is worth noting that the constant purchase of similar products from various companies is carried out not because of dissatisfaction with the quality, but because of the huge assortment range. In this case, buyers seek variety, as well as buying new products.

This type uses different:

• For companies that are leaders in the market segment, encouragement of the habitual type of behavior is recommended. It is also necessary to ensure that the goods occupy the best places on the sales shelves. Reminder advertising is also another effective marketing tool.
• For those firms that only claim to be in the lead, you need to encourage search consumer behavior through the introduction of lower prices, various discounts and promotions, as well as free trial products. The main goal of advertising should be to convince people to try new products.

3. Insecure behavior

In this case, the consumer quickly makes a purchase decision by quickly comparing the characteristics of similar products. own subjective opinion is key factor when choosing a brand.

Due to the lack of clear differences between products of different brands belonging to the same category, a person may experience dissatisfaction with the purchase, resulting from the discovery of any shortcomings in the selected product or positive reviews about another brand, the products of which the client could purchase. In this case, the main marketing strategy is to provide all the information that will confirm that the consumer has done best choice.

4. Habitual behavior

The habitual type of behavior is characterized by a minimum waste of time for a purchase. The customer simply goes to the store and picks up the first product that catches their eye. Among the variety of brands representing similar products, the buyer does not care which brand to give preference to. By purchasing the products of the same company, the consumer simply forms a habit. This does not mean at all that he is an adherent of a particular company.

Marketing strategy for habitual behavior includes:

• Stimulation of demand by reducing the cost of goods and organizing various sales.
• Repetitive advertising for passive absorption. In this case, television advertising is more effective than print advertising. It is worth noting that when advertising products, you need to use various images and visual symbols in order to create an easy-to-remember association with the company.

The study of consumer behavior will provide answers to a number of important questions.

1. What have target audience needs and expectations?
2. What financial possibilities do consumers have?
3. How much are potential and existing customers willing to spend on the proposed goods or services?
4. What should be taken into account when developing a development strategy aimed at increasing consumer activity?

Professional research helps companies solve the following problems.

• Determination of the socio-demographic portrait of buyers. This is necessary for effective targeted marketing promotions. The study allows you to optimize costs and launch advertising addressed to a specific target audience or its segment.
• Studying the capabilities and needs of existing and potential customers. This information is needed for optimization trade offers and creating an attractive service.
• launch effective advertising with geographic targeting. The study will identify places where the target audience is concentrated.
• Definition of criteria and factors influencing the activity of buyers. This data is needed to prepare the most relevant offers and increase loyalty through effective BTL and ATL events.

Study of consumer purchasing behavior

Buying behavior it is extremely difficult to analyze consumers, since in the course of work it is necessary to determine the motivation for choosing a place of purchase, to study the factors (external and internal) that affect the purchase of a product or service, and the process of making a decision to conclude a transaction. This can be done with well-planned qualitative market research. Quantitative methods for this problem are practically used only in combination with qualitative ones.

A professional study of the purchasing behavior of potential and existing consumers involves:

• compiling a detailed portrait of the target audience or its individual segments;
• study of customer behavior;
• dividing the target audience into groups according to various signs and the 5W technique;
• assessment of the financial capacity of the segments;
• analysis of consumer sensitivity to price dynamics;
• identifying the needs of the target audience (including according to the Kano method);
• determination of media preferences of the target audience;
• evaluation of TRP and GRP.

In the process of research, experts use three main methods.

1. observation. Allows you to understand what choice is based on, how it happens, and what pushes consumers to make a purchase. Based on the collected data, forecasts and hypotheses are built.
2. Measurements and surveys. At this stage, the proposed assumptions are tested.
3. In depth interviews. They are carried out in conditions of complex consumer choice.

As practice shows, the application of the results of professional consumer behavior research helps companies increase sales of goods and services by 15-20% in a short time.

Expanded model of buying behavior

Buying behavior is a series of patterns. The same factors cause similar reactions in consumers.

The buying behavior model consists of:

• incentive marketing motives, these include the product, its cost, methods of product promotion and sales promotion.
• economic, social, political, scientific, technical and cultural irritants;
• personal characteristics of consumers;
• features of the process of making a purchasing decision;
• customer responses (selection of a specific product, time and place of purchase).

External and internal factors of purchasing behavior

Consumer behavior is influenced by various factors. External include:

• cultural (social class, culture, subcultural affiliation);
• social (reference group, status and role, family).

Internal factors are divided into personal and psychological. The first group includes:

• age;
• personality type;
• self-esteem;
• Work;
• economic conditions;
• character traits;
• style and lifestyle.

Psychological includes needs, attitudes, perceptions and motives.

People choose specific goods or services as a result of all of the above factors. The degree of their influence is different. The strongest influence on consumer behavior is exerted by status and family, culture is less significant.

Main types of buying behavior

Building a model involves determining the type of consumer behavior. It can be:

• insecure, most often manifested in the case of high cost products / services and if there are offers on the market with similar characteristics;
• search, is formed if there are products of the same category on sale that differ significantly from each other; people want to try something new;
• habitual, observed when purchasing consumer goods;
• difficult, manifested when making a decision to purchase an expensive product; customers are fully involved in the selection process and are looking for Additional information about goods/services and brand.

Stages of studying purchasing behavior

The process of forming the purchasing behavior of potential consumers consists of the following stages.

1. Impact on important selection factors. Under the influence of internal and external factors, potential buyers have a need to buy a product or order a service.
2. Search stage. Interested consumers are looking for the most suitable offers. Various commercial, personal and public sources of information are used.
3. Formation of attitude towards the brand and the brand. At this stage, consumers study in detail the products of the selected company. Effective marketing campaigns improve brand awareness and loyalty.
4. Closing a deal or buying. The potential customer makes the final decision to make a purchase. At this stage, the behavior of the buyer is also influenced by external factors.

After the purchase / transaction, it is important to determine the reaction of the consumer. Satisfaction is a sign of repeat referrals. Negative attitude is a bounce rate.

Managing consumer reactions is difficult, but possible. When choosing a new product, buyers pay Special attention to the following factors:

• Benefits;
• the degree of compliance with existing experience and preferences;
• communication visibility;
• complexity of operation.

Perception is also affected by:

• public approval;
• degree of uncertainty;
• possible risks;
• product cost.

Properly conducted marketing research will help the company in its daily work with consumer behavior, as well as in competent forecasting of changes in customer preferences.

INTRODUCTION

1. Consumer market in the marketing system

1.1 Consumer and buyer. Typology of consumers

1.2 Consumer stratification

2. Buying behavior: factors, phases, types

2.1 Buying behavior model

2.2 Factors affecting consumer behavior

2.3 Consumer decision process

2.4 Types of consumer behavior when making a purchase decision

Conclusion

List of sources used

Introduction

In the process of development of market relations, there was a change in the market, in which the dominant place was occupied by the manufacturer, by the buyer's market. The traditional marketing policy (to sell what they could produce) is changing qualitatively different - to produce what can be sold. The starting point in business organization is the study of market needs and the development of plans to meet them. key view management activities commercial organization becomes marketing.

"Marketing is a planned system for organizing and managing the production, marketing and trading activities of enterprises, focused on market demand."

Philip Kotler gave a different definition: “Marketing is a type of human activity aimed at satisfying needs and requirements through the medium of exchange.

There are other definitions of marketing, there are more than a thousand of them.

The goal of marketing, according to one of the leading management theorists, Peter Drucker, is “to make marketing efforts unnecessary. Its goal is to know and understand the customer so well that the product or service will fit the customer exactly and sell itself.”

For the best promotion of goods on the market, a thorough study is necessary. this market and factors influencing consumer behavior. To this end, a number of concepts and principles have been created in marketing science, such as the consumer market, consumer behavior, market segmentation, product positioning, etc.

This control work is the study of the above categories, namely, much attention is paid to models, factors, types of consumer behavior.

1. Consumer market in the marketing system

1.1 consumer and buyer. Typology of consumers

The word "buyer" impresses more than "consumer". After all, for market economy the one who can buy is important first of all. The difference in these seemingly close concepts is obvious: everyone can be a consumer, and only those who are able to pay can be buyers. Of course, in a developed economy, these two categories overlap in many ways.

When a person spends their own money to satisfy their own needs, the tasks of a marketer are quite simple: to study, understand and predict these needs and satisfy them through a product or service. In other words, the consumer (the person who satisfies the need) and the buyer (the one who makes the purchase decision and spends money) have merged into one person. And yet, for marketers, the real picture is far from simple in many cases.

So, consumers of goods, services, ideas are people, groups of people, organizations of various sizes and profiles of activity that use goods, services, ideas.

For marketing purposes, to develop a product, position it in a profitable market segment, and conduct a competent product promotion strategy, it is very important to identify the most significant, large target groups of consumers that differ from each other, but have intra-group similarities in terms of essential signs of consumption and consumer behavior.

There are five types of consumers that differ significantly in their behavioral strategies in the markets:

1.Individual consumers, that is, those who purchase goods exclusively for their own personal use. So do lonely and separated from the family living citizens. Their share in Russia is ≈1/5 of the total adult population.

As a rule, clothes, shoes, personal items are purchased individually. First of all, individual consumers are interested in the consumer qualities of the product: usefulness, relative price, external data, packaging. In Russia, this market is narrow. In the US, these are the wealthiest consumers.

2.Family or household - the main type of consumer of food and non-food products, with the exception of clothing and personal items. Decisions are made either by the spouses jointly or by the head of the family.

3. Intermediaries carry out purchases not for consumption, but for subsequent resale. They deal in both consumer goods and industrial goods. They are mainly interested not in consumer qualities of goods, but in profitability, circulation speed, transport packaging, shelf life, etc. They are more professional buyers than families and individuals. The range of goods for which they demand can be both wide and narrow.

4. Suppliers or representatives of firms make decisions on the purchase of industrial goods. These are, as a rule, high professionals of a narrow profile, who know the product as well as, and perhaps even better than, the manufacturers themselves. The buying process, from the recognition of the problem to the evaluation of the performance of the supplier, is subject to a clear formalization. This takes into account everything that can only be taken into account: the price, the quality characteristics of each product, the promptness of deliveries, transportation costs, the completeness of the assortment, the reputation of the manufacturer, the qualifications of the staff, consultations and reference literature, the speed of response to the wishes of the client, the possibility of obtaining a loan or installment payment .

1.2 Consumer stratification

social stratification- implies perceived hierarchies in which consumers evaluate each other as having a higher or lower status (economic concept).

There are four main dimensions of stratification - income, power, education, prestige. Income is measured in rubles or dollars, which an individual receives during a certain period of time. Education is measured by the number of years of study at a public or private school or university. Power is the ability to impose your will or decision on other people, regardless of their desire. Prestige is respect for status public opinion. Four main types of stratification are known - slavery, castes, estates and classes. The first three characterize closed societies, and the last type characterizes open ones. A closed society is one where social movements from the lower strata ( social layer people with similar objective indicators on the four scales of stratification) to the highest are either completely prohibited or significantly limited. An open society is a society where movement from one stratum to another is not officially restricted in any way. Slavery is an economic, social and legal form of enslavement of people, bordering on complete lack of rights and an extreme degree of inequality. A caste is a social group, membership in which a person owes solely to his birth. Estates - social group possessing inherited rights and obligations fixed by custom or legal law. AT modern society such a system of inequality is expressed in the unequal treatment of people, which is manifested in the media, in professional sports and in some organizations. The latter include trade unions, political parties, government agencies.

Social class is defined as a relatively stable and homogeneous social entity, which includes individuals or families with similar values, lifestyles, interests and behavior. This is a group of people with roughly the same behavior based on their economic situation on the market.

The societies of all but the smallest and most primitive countries are stratified or have formal systems of inequality known as social or public classes, caste or class.

In system social classes the family has a different place than the individual. The family combines numerous characteristics of its members that affect its interaction with the outside world. These include living in the same house, using the same income, practicing the same values, which means that the purchasing behavior of family members will be largely similar. When a large number of families have roughly the same characteristics that distinguish them from all others, they can be said to form a social class.

Marketers pay special attention to variables social class because the set of goods that consumers are able to purchase is determined primarily by their social position.

There are nine social class variables. These nine variables (aspects) fall into three categories.

In consumer analysis, of the nine variables presented, only six are the most useful for assigning a person to a particular social class: profession, personal achievements, social ties, property, value orientation, and class consciousness.

Table 1 - Variables characterizing social class

Profession.

Occupation, or occupation, is the best measure of social class used in most consumer research. The work that consumers do, of course, affects their lifestyle. Consumption also varies depending on the type of activity.

Personal achievements.

A person's status is also affected by the success they have achieved, compared to the achievements of those who have the same job. Other merits not related to work can also be attributed to personal achievements. For example, the president of a corporation, who simultaneously heads and charitable foundation or is a trustee of a university, can achieve a higher status than the president of the same company, not employed social activities A reputation as a good mother or a good father can also have a positive effect on status.

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

1. Buying behavior of consumers……………………………………….5

1.1. Types of buying behavior………………………..…………...5

1.2. Buying behavior model………….……………………….8

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

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

2. The study of consumer attitudes………………………………….....19

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

2.2. Research methods of cognitive, affective and

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

3. Characteristics of the state of emergency "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 state of emergency "Hummingbird" as well as the theoretical foundations of consumer behavior.

The purpose of writing this term paper is to study the purchasing behavior of consumers.

Consumer behavior is influenced by various factors, primarily environmental factors. The factors of individual differences of consumers are becoming important: 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 the consumer's responses.

The social legitimacy of the consumer's rights serves as a guarantee of the comprehensive satisfaction of his needs. Fraud, poor quality goods, failure to respond to legitimate claims, insults, and other acts constitute nothing more than a violation of legal rights and should be punished.

PE will not be able to achieve market success if it ignores the needs of consumers.

The most important task is to use the sales space to strengthen the relationship between the brand and customers, which is possible only as a result of studying consumer behavior in the process of making a purchase, 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 display volume, grouping products of the same line, or a slight change in the characteristics of the packaging, based on the characteristics of the display, lead to fantastic results, and transfer goods from the category of ordinary to stellar ones.

Traditionally, when allocating a place for each product, they proceed from:

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

2) participation of a product group or department in the formation of the enterprise's profit;

3) the size of the estimated commodity stocks of each group;

4) maintaining the desired direction of movement of consumer flows;

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

6) the influence of a number of other factors.

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

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

Relations with the consumer have become the most important activity of organizations in developed countries. It is often this area of ​​activity that takes the most time and effort of trading companies. Good customer relationships enable you to sell products and services more successfully.

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

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

Consumption is the final stage of the reproduction process, which boils down to the use of the produced product to meet certain needs.

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

AT term paper the first part deals with the following questions: types of consumer behavior, model of consumer behavior, psychological aspects of consumer behavior, ways of influencing the consumer before and after making a purchase.

In the second practical part of the course work, the characteristics of the state of emergency "Hummingbird" are 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.

Buying behavior of consumers

1.1. Types of Buying Behavior.

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

1) Complex buying behavior.
Complex buying behavior is said to be when the consumer is highly involved in the buying process and is aware of significant differences in brands. This usually refers to rare purchases of expensive goods. Most often, the buyer does not have sufficient information about the product category and he needs additional information. For example, a person buying a computer may not know what such specifications, as "RAM 32 MB", "monitor resolution", "hard disk capacity". Such details do not mean anything to the buyer until he understands them himself.
Complex buying behavior is a three-step process. First, the buyer develops a certain belief in relation to the product. Then he develops an attitude towards him and, finally, after careful consideration, the person makes a purchase.
Manufacturers of goods whose purchase requires a high degree of consumer involvement should be aware of how seriously he will collect information about the proposed purchase and evaluate it. Marketers need to develop strategies to help consumers understand the relative importance of product features and to inform consumers about the difference between one brand and another using print media.

2) Buying behavior that smooths out dissonance.
Sometimes the buying process takes place with a high degree of involvement of the consumer, who does not always notice small differences between similar products from different manufacturers.
The high degree of involvement is based on the fact that the purchase itself is risky, very rare, and the cost of goods is high. In this case, the buyer will try to go around all the stores in order to compare the products offered, but he will make a purchase quickly enough, based mainly on the level of price and service in the store. For example, buying a carpet involves a high degree of consumer involvement, as it is an expensive purchase that also reflects the taste of the buyer. 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 sense of dissonance, noticing some flaws 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 a new belief is formed, and then an attitude. That's why marketing policy should be aimed at providing the consumer with information that would help him to be satisfied with the purchase.

3) Habitual buying behavior.
Usually, the purchase of goods involves a low degree of consumer involvement in the purchase process, with no significant differences between brands.
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 involvement in the consumer is very low. When buying a product that does not require a high degree of consumer involvement, his behavior does not fit into the usual scheme of "belief-attitude-behavior".
There is no need to actively search for information about various brands, evaluate their characteristics and carefully consider the purchase decision.

In this case, the consumer passively perceives information from commercials and newspaper ads.
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 weak involvement in the process.
Thus, the process of buying with a low degree of consumer involvement in it begins with the formation of a belief in relation to the brand through passive assimilation of information. Then buying behavior is formed. This may be followed by evaluation.
Producers of this kind of goods with small differences between brands effectively use the practice of discounts and sales to increase sales, as buyers do not attach much importance to a particular brand. Advertisements should describe only the most basic features of the product and use only easy-to-remember, brand-specific visual or figurative symbols. Advertising campaign - should be aimed at repeated repetition of short messages. In this sense, television is more effective than print advertising.

4) Choice-Oriented Buying Behavior

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Some purchases are characterized by a low degree of consumer involvement in them, but significant differences between brands of goods. In this case, the consumer ceases to focus on any particular brand.

Consider the example of buying cookies. The consumer has some beliefs about this product, he chooses a brand without much hesitation and evaluates it in the process of consumption. But next time, out of a desire to try something new, or just out of curiosity, he buys a different kind of cookie. Switching from one brand to another is caused by a wide range of products, not dissatisfaction with a particular brand.
In this situation, the strategies of the market leaders and its other subjects differ. Leaders will seek to maintain habitual buying behavior by increasing the share of their products on store shelves and investing in regular high-impact advertising.
Competitors will encourage the shopper to switch from one brand to another by offering special prices, coupons, free samples, and by running ads to convince the shopper to try something new.
To increase the degree of consumer involvement in the purchase of a particular product, manufacturers use four strategies:
1. They associate the use of the product with a solution to a problem, such as Colgate toothpaste and caries prevention.
2. The product is tied to a personal situation - for example, coffee ads use the story that the aroma of morning coffee helps the consumer shake off the remnants of sleep.
3. An advertising campaign is being developed that causes a strong emotional reaction to the topics of personal values ​​\u200b\u200band raised in it or the protection of the consumer's "I".
4. Products are being improved (for example, a fortified drink is added to a simple soft drink).
But each of these strategies, at best, raises the degree of buyer involvement in the purchase process - from low to medium (but not to high).

Buying Behavior Model

In the past, marketers learned to understand their customers in the course of their daily 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 now spending more than ever before on consumer research, trying to figure out exactly who is buying and why they are buying.

The key question is: How exactly do consumers respond to the different marketing incentives that a firm might use? A firm that truly understands how consumers react to various product features, prices, advertising arguments, and so on will have a huge advantage over competitors. That is why both firms and academics spend so much effort investigating the relationship between marketing incentives and consumer response. The starting point of all these efforts is the simple model shown in Fig. 1. It shows how marketing stimuli and other stimuli penetrate the "black box" of the buyer's mind and cause certain responses.

Rice. 1 Model of buying behavior.

On fig. 2 shows the same model in a more detailed form. In the left rectangle there are two types of motivating factors. Marketing incentives include four points: product, price, methods of distribution and stimulation. Other stimuli are made up of the main forces and events from the environment of the buyer; economic, scientific and technical, political and cultural environment. After passing through the "black box" of the buyer's mind, all these stimuli evoke a series of observable consumer reactions, represented in the right box: product choice, brand choice, dealer choice, purchase time choice, purchase volume choice.

Rice. 2. Expanded model of buying behavior

Marketer's task- to 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 impact on how a person perceives stimuli and reacts to them. The second part is the process of making a purchasing decision, on which the result depends.

Buyer characteristics.

Purchases are heavily 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 must be taken into account.

Rice. 3. Factors influencing purchasing behavior.

Cultural Level Factors

culture- the main root cause that determines the needs of a person. Human behavior is basically an acquired thing. From childhood, a person learns 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 their members with the opportunity to more specifically identify and generalize with their own kind. In large communities there are groups of people of the same nationality, religious groups. Geographical regions also have their own distinct subcultures with their own specific way of life in each individual case.

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 their members in similar values, interests and behavior.

Factors of social order

Reference groups- groups of people that provide direct (i.e. when personal contact) or an indirect effect on a person's attitudes or behavior. These can be friends, family, neighbors, work colleagues, etc.

Roles and statuses. The 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 from an individual by those around him. Each role has a certain status, reflecting the degree of its positive assessment by society.

Personal Factors

Age and stage life cycle families. 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. In the years of growing up and maturity, he eats a wide variety of foods, in old age - special dietary ones. Over the years, his tastes in clothing, furniture, leisure and entertainment also change.

Occupation. A certain influence on the nature of goods and services acquired by a person is exerted by his occupation. The marketer seeks to identify such occupational groups whose members show an increased interest in his goods and services. The firm may even specialize in the production of goods needed by a particular group.

The economic situation of an individual largely affects his product choice. It is determined by the size of savings and assets, creditworthiness and views on spending money as opposed to accumulation.

A person's lifestyle draws a "comprehensive portrait" of a person in his relationship with the environment. When developing a marketing strategy for a product, a marketer will seek to uncover the relationship between a product and a particular lifestyle.

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

1.3. Psychological aspects of purchasing behavior

Psychological factors that determine consumer behavior.

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

Psychological factors include Key words: motivation, personality type, perceptions, values, beliefs, attitudes and lifestyle.

There are different views on the nature of different ways of human behavior. From the standpoint of the psychoanalytic approach, the mental life of a person 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 the fear of death and subconscious complexes. This is widely used in the advertising of individual products. It is not surprising that the feeling of fear is used in advertising company, especially those companies that sell medicines, medicines, patient care items.

Motivational consumer psychology is reinforced by Freud's theory of subconscious complexes. Understanding consumer behavior from the point of view of Z. Freud is facilitated by referring to the unconscious of a person - the strongest part of the psychological nature of a person. 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 some one unconscious basic need is taken as the basis of human behavior. For A. Adler, this is a compensation for shortcomings, for K. Horney, the need to avoid feelings of fear, to achieve security.

Buying behavior management, 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 powerful, but easier to activate. Here, effective methods are those that depend on the ability of the seller to tell about the product, show it, and encourage the buyer to act as the seller wishes. It gently nudges the customer to call, compare, try, and ultimately buy the product on offer.

A person driven by a 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 the 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 the definition of 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 him. Therefore, when designing a marketing campaign, all three perception processes must be considered.

Beliefs and attitudes of the individual are formed through actions and learning and influence the behavior of consumers. A belief is a mental characteristic of something. Of course, manufacturers are very interested in the beliefs of buyers about products and services that create images of products and brands. People act based on their beliefs. If certain beliefs are wrong and prevent a purchase from being made, marketers need to campaign to correct them. For manufacturers, it is especially important 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, feelings towards them and the direction of possible actions in relation to them.

People develop attitudes towards everything: religion, politics, clothing, music, food, etc. The attitude towards an object makes people love it or hate it, move closer to it or move away. The formed stable assessment determines approximately the same attitude of a person to 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 relations are a logically connected chain in which a change in one link will require the transformation of other links. Therefore, when developing new products, it is advisable to take into account already existing customer relationships, without trying to change them. But do not forget about the exceptions, when a change in attitude justifies itself.

The study of this mechanism involves the analysis of a person's actions, determined by his purchasing behavior under the influence of advertising. The behavioral component includes both conscious behavior and behavior on an unconscious, unconscious level. At a conscious level, in consumer behavior, motivations, needs, and the will of a person are manifested and reflected. At an unconscious level - attitudes and intuition of a person. Consumers are generally reluctant to admit that their actions within

buying 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 a product long before they learned about it from advertising. Very rarely, buyers admit to themselves or to other people that they have actually been “exploited”, having imposed on them a need that did not exist before, and forced them to buy something, deprived them of the possibility of a conscious choice. Although in fact it is the purest truth. Effective advertising is aimed at both the unconscious and the conscious, that is, thoughts, feelings, relationships, and human behavior. This approach changes attitudes by modifying behavior. It affects the buyer from all sides - convinces, forces, attracts, forces, orders to fulfill the wishes of the seller.

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

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

Advertising- this is precisely the psychological programming of people. The paradox of a person's 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 made at a high creative level can have great artistic value, aesthetic expressiveness. Often they develop into symbolic images that affect the spiritual and emotional world of a person and influence the formation of his beliefs, the value orientation of aesthetic images. The expressiveness and semantic richness of an advertising work affect a person's consciousness, forcing him not only to familiarize himself 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 the commission

purchases

The study of all factors influencing consumer behavior, purchase motives, product perception help marketers to model the process of making a purchase decision. In this case, the following steps are considered: awareness of the need, search for information, evaluation of alternatives, making purchase decisions, behavior after the purchase. The model of the buying process involves the sequential passage of its stages. In practice, their order can be violated, especially when it comes to a product that requires a low degree of involvement of the buyer in the purchase process. The user may omit or interchange the process steps.

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

Marketers must determine under what circumstances a particular need of a person appears. By receiving information from consumers, manufacturers can determine the most common stimuli that arouse interest in a particular product category. Based on this data, they develop a marketing strategy designed to arouse 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 consumer 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 various information sources evaluate it. Their answers to questions will help the company to communicate effectively with the target market.

The analysis of the consumer's assessment of information about alternative brands is based on several main provisions. Firstly, the consumer seeks to satisfy his need, secondly, he is looking for a certain benefit by choosing a specific brand, and thirdly, each product is considered as a set of properties necessary to satisfy his needs. Each product has certain properties of interest to the consumer. Consumers identify those properties that are important to them, and determine for themselves the weight of each of them. The greatest attention is paid to the 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 for different consumer groups.

The desire of the buyer to change, to postpone the decision to purchase, largely depends on the risks he perceives. The magnitude of risk is influenced by the amount of money required for the purchase, the doubts that the buyer experiences 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 keep in mind the factors that make the buyer think that the purchase is risky, and provide consumers with information in advance that reduces the perceived risk of the purchase.

Having bought a product, the consumer will experience either a sense of satisfaction or a feeling of dissatisfaction. From the moment the consumer purchases the product, the work of the producer does not end at all; it continues into the after-sales period. The marketer must study the degree of consumer satisfaction with the purchase, his reaction after the purchase of the product and the future fate of the product. After purchasing a product, the consumer may stumble upon some previously unnoticed defect. Some will refuse to deal with a defective thing, others will remain indifferent to its shortcomings, and still others may consider that the existing flaw only increases the value of the thing. For example, if the first edition of a famous writer's book has 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 are a real danger to the user. Companies that produce cars, toys, drugs, must urgently remove from sale any product that can cause even the slightest harm to the consumer. Satisfaction with a purchase is the relationship between the customer's expectations and the actual performance of the product. If the purchases do not meet the expectations of the consumer, he remains disappointed, and if the expectations of the buyer are justified, he feels satisfied. In the case when the characteristics of the product exceed the expectations of the consumer, the latter experiences a feeling of admiration. The degree of satisfaction of the buyer depends on his decision to re-purchase and reviews about it among friends and acquaintances. In order for the buyer to be satisfied with the purchase, the manufacturer's advertising must accurately reflect the real and probabilistic characteristics of the product. Some sellers may even underestimate them to some extent, so that the buyer gets a guaranteed pleasure from the purchase. Satisfaction or disappointment of the consumer determines his subsequent actions. If he is satisfied with the purchase, he will most likely buy this product again. For example, research on consumer choice of brands when buying a car suggests that there is a direct correlation between customer satisfaction and their desire to purchase the same product. A dissatisfied customer reacts very differently. He may refuse to use the product, returning it to the store, or start looking for information that would confirm the value of the product. In addition, he can write a complaint to the company that manufactures 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. Recently, as a result of the expansion of after-sales communication with customers, returns to stores and order cancellations have decreased. The manufacturer should also be interested in such a question: how the buyer uses his product, what he does with it, after all. If the buyer keeps it in the closet, he may not be very happy with the purchase. If he sells or trades a disappointing product for something more useful, sales of new products will decrease. If buyers find a new use for a product, manufacturers should use it in their advertising. Someday the customer 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. Relationship and its components

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

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

The attitude of the consumer 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 the purchase decision, and these decisions, in turn, affect the formation and change of consumer attitudes. Therefore, the attitude of the consumer is not, apparently, some kind of innate feeling, but arises in the learning process (including habits, experience, cognitive and operational learning). This suggests that the analysis of consumer attitudes can serve as initial information both for diagnosing consumer behavior and for building its forecast, which is the methodological basis for developing a strategy for managing consumer decisions to purchase goods.

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 to goods, services, and enterprises. The classic definition of relationship 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 certain object and directs his future behavior."

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

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

Rice. 1. A modern view on the formation of attitudes.

This approach allows for a deeper understanding of both the process of relationship formation and the mechanism of its influence on the behavior of the buyer, which is important for taking control of the latter.

The attitude in a certain way depends 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 and also to directly influence behavioral intentions. The most efficient way to do this is to use relational components such as knowledge and evaluation. Therefore, the study of consumer attitudes to a product, service, enterprise is primarily due to the definition of their opinions and feelings.

For analytical purposes, the authors of many studies of consumer behavior consider attitudes in terms of certain properties: directionality, intensity, resistance to change, resistance to destruction, consumer confidence in the correctness of their attitude. These properties give an idea of ​​the types of relations and directions of its study. Thus, the components and properties of the relationship determine the composition of the information necessary to control the behavior of consumers in the process of market choice.

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

Attitude shows a predisposition to action, but does not guarantee that such behavior will actually take place. It simply demonstrates that there is a willingness to respond to an object in a certain way. Some action must be taken to elicit this response.

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

There is a correspondence between attitude and behavior, and people act in such a way as to maintain this correspondence.

Relationships result in preference and appreciation for an idea or object. They manifest themselves in a positive, neutral or negative feeling towards an idea or an object. All this indicates that the attitude of consumers can determine both the success and failure of the enterprise, which, in turn, determines the need to find effective means of measuring it.

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

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

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

A component representing the resulting intent or propensity to act.

From a marketing perspective, consumers have attitudes about products, brands, places retail, sellers and advertising. Obviously, marketers are interested in creating a certain relationship with consumers.

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

Marketers are concerned about consumer attitudes because favorable attitudes lead to favorable exchange behavior. But, in addition, they must take care of the intentions of consumers. If a consumer develops a favorable attitude, they will have an intention to make a purchase, and this intention will lead to the actual purchase. In many cases, however, there are barriers between attitude and behavior that can nullify the impact of the attitude. For example, a person may have a favorable attitude towards the 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 think that it is unreasonable to spend so much money on a car.

Much of what marketers do is aimed at building a favorable consumer attitude. Attitudes are 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 steps of this process. And an integral part of this effort is looking inside the "black box" of human behavior.

2.2. Research Methods for Cognitive, Affective and Behavioral Components of Consumer Attitudes

Consider some of the methods used to measure the attitude of the buyer to goods, services, enterprises. Since attitude is a central concept of social psychology, methods for measuring various types of relationships have been developed in it.

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 intentions of the buyer (table 1).

Relationship measurement methods.

Table 1

Name	Definition	Features of use
self-report	Method when people are simply asked about their feelings towards an object	The simplest approach, but it is not very objective
Behavior monitoring	Based on the assumption that the behavior of the subject is determined by its relationship and that the observed behavior can be inferred about its relationship to the object	The behavior that the researcher wants to observe is often caused by an artificially created situation.
Indirect Methods	Methods using non-standardized stimuli - word-association tests, sentence completion tests, storytelling, etc.	Questions are not asked directly
Solving real problems	A method based on the assumption that the performance of a specific task by the subject of research (for example, remembering a number of facts) will depend on his personal attitude	Used in addition to self-report
Psychological reaction	Method in which the researcher observes the answers of the respondents using electrical or mechanical means	Shows only the intensity of individual feelings, and not their negative or positive nature

The self-report method is probably the most widely used in relational marketing research because it is simpler than others. However, this method, assuming the collection of information about subjective opinions, feelings, 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 C. Osgood is considered today to be perhaps the most popular technique for measuring attitudes in marketing research. The popularity of both these scales can probably be explained by the ease with which they are created, the clarity with which they give results, and the fact that they allow respondents to unambiguously express the intensity of their opinions and feelings.

Of course, not all methods are listed here. Characteristics of a product, service or enterprise vary in degree of importance to the consumer, so obtaining more objective information about attitudes requires the use of rating scales. In marketing research, graphical, dotted and comparative scales are most often used, which allow ranking the characteristics of the relationship object in terms of their importance to the consumer and assigning them a certain weight (significance coefficient). These scales differ in the subtlety of differences that allow measurement.

Since any relationship object can be described as a collection of different properties (attributes), the marketer is most interested in multi-factor relationship models. 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 "greater-less" may 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 multifactorial model. A unique and very important feature of the model is that it provides information about both the "ideal brand" and the views of consumers on real-life brands. Multivariate models allow you to create perception maps that give managers meaningful ideas about how their enterprises, products, services look in comparison with other competing enterprises, goods, services. The advantage of multi-attribute models and perception maps is that they allow you to better understand what a particular consumer attitude is based on, which, in turn, facilitates the assessment of 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 skill level of the staff.

3. Characteristics of the state of emergency "Hummingbird"

PE "Hummingbird" exists on the market for about 5-6 years. The store consists of six departments: perfumery and cosmetics department, food department, stationery department, household goods department, chemistry department, photocopy. The owner of each department, having received it for rent from the direct owner of the entire retail space, hires staff to work. The working day of the seller from 10 am to 6 pm with lunch. The number of employees is twelve people. “Hummingbird is a private enterprise. The store should be attributed to the universal type of stores, since it houses a wide variety of the range of goods sold, consisting of many product groups. Hummingbird uses the commodity principle of building an organizational structure, in which the activities of store sellers are concentrated on certain group goods. This trade enterprise does not have a marketer or manager who should be engaged in such types of work as marketing research, advertising events.

The location of the store on the corner of the house is quite advantageous, especially since the store is located near the bus stop. "Hummingbird" is clearly visible, and a fairly spacious room is 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 step. But the contingent of consumers that the store focuses on is relatively wide and belongs to the middle-income group of the population.

3.1. Analysis of the marketing situation inPE "Hummingbird"

The layout of the store is one of the main elements. When developing it, methods are thought out that stimulate the promotion of buyers on trading floor for them to buy more items than previously planned. Stimulating promotional activities are external diversity - the placement of commercial equipment, its types, 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 should identify the target customer and develop a store concept that meets their needs.

The Hummingbird store is a general store with an average number of merchandise. Sales method - only through the counter. Average equipment of the trading floor. The floor is light tile. Lighting - 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 the house, near the bus stop, in a place with a fairly large crowd of people.

Arbitrary layout, as in Hummingbird is the most expensive, used in small stores, as well as in boutiques within large shopping centers. It has a relaxed atmosphere that encourages shopping. The directions of buyers' movement are not limited in any way, people can freely move from one section of the hall to another, approach racks, counters, showcases, inspect the goods in any sequence. Most customers like the open floor plan, as they prefer to feel at ease in the store. The correct filling of the shelves with goods is of great importance. It is important to remember that the principle "the more the better" is true up to a certain point. If you infinitely increase the display in the store, this will inevitably lead to a heap of goods and price tags, which will be difficult for the buyer to understand (the area of ​​​​the racks 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 range. 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 Hummingbird store, the shelves are filled with goods uniformly, all goods are laid out in a complex and take their place, and all, without exception, are important for the consumer.

Complex 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 walks up to the shaving cream aisle in the chemistry department and sees that the department also offers soaps, shampoos, gels, and hair styling foams, they may remember that they need more than cream.

Next impact factor- Appearance of the offered goods. This includes the brand name, the shape and color of the package, the inscriptions on it, etc. Bright and beautiful packaging is used to draw attention to the product, touches in each consumer a thin string, which psychologists call "a child living inside us", so that he wants to reach out and pick up something beautiful and bright, and then try it. For example, the colorful stationery section of a store stops an interested shopper at any time of the year, not necessarily during the school period. Artfully designed showcases are filled with notebooks, pens, pencils, notepads and other study supplies. But still, the main influence on the visitor is exerted by the employees of the store. The image of a trading establishment, 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 the training and motivation of their salespeople, who are not profitable to train, because the sales staff of most stores changes very frequently. At the same time, a well-trained and motivated staff is one of the important components of the success of any outlet.

You can hear advertisements for the Hummingbird store on the radio, but the best advertisement for the store is not radio messages, promotions, billboards and brightly colored posters in magazines. The best advertisement is a satisfied customer who will recommend your store to dozens of his friends, relatives and acquaintances. Conversely, there is nothing worse than a dissatisfied or deceived customer. For the store, this is a walking anti-advertising. Live communication is more important for people than "official" media reports. Therefore, the advertising impact on a person is carried out not directly, but through authoritative people who are significant for him, familiar to him - translators of opinions and rumors. Opinions on each issue (from the simple - where and what 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.

The study of consumers has as its main goal an understanding of their needs in order to ensure their fullest satisfaction.

For the most complete satisfaction of needs, it is necessary to identify and deeply analyze existing needs, to study the patterns of their development and the formation of new needs.

The study of 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, consumers make their judgments about products as a whole in a special analysis called adjoint analysis. To do this, consumers need to rank products that have different sets of attributes. Then, on the basis of mathematical analysis, determine the value system underlying their choice. At the same time, it is also possible to assess to what extent the consumer is ready to "sacrifice" a certain value of one attribute in order to obtain a higher value of another, i.e. establish his value system. As a result, a significant difference is revealed between what, according to the manufacturer, the consumer expects, and what he really wants, i.e. between the needs of consumers, existing, according to the manufacturer, and their real needs. Consumers base their expectations on the information they receive from vendors, friends, and other sources. If the seller exaggerates the characteristics of the product, then the consumer's expectations do not come true, and he experiences disappointment and dissatisfaction.

In general, it should be expected that the achievement of a high value of a more important indicator for the consumer is valued by the consumer more highly. If the deviation for the worse is too large, then the product is considered by the consumer as unsatisfactory.

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

This requires the following data:

1. a list of features or benefits associated with the product category under study; estimates of the relative importance attributed by consumers to each property;

2. grouping of consumers who give the same ratings to the considered properties;

3. estimates 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 found that customers were attracted to the following benefits: white teeth, fresh breath, good taste, prevention of cavities, protection of gums, low price. If you ask a buyer which of these six properties they are looking for, the answer is usually yes. If you ask him to distribute 100 points among these properties based on their value to him, the differences that allow you to form market segments become obvious.

Therefore, it is so important to take an active position in this issue: regularly measure the degree of satisfaction / dissatisfaction of the clientele and identify the causes of dissatisfaction. Keep in mind that in many types of businesses where demand is not growing, 80 to 90% of revenue can come from existing customers. It is easy to see how important it is to keep them satisfied 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. These categories are then desirably subdivided into a number of sub-groups depending on the amount of consumption (eg regular and heavy coffee drinkers and occasional coffee drinkers). The data of such studies make it possible to more clearly outline the circle of potential consumers and develop a program to expand the circle of loyal consumers.

Studying the intentions and behavior of consumers. It is advisable to study the intentions and behavior of consumers, linking it to a certain stage in the consumer's decision to purchase. The buying decision process includes several stages:

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

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

3. possible testing of the goods;

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

The abundance of goods attracts buyers especially strongly. 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 work. Therefore, it is necessary to place seductive goods in a conspicuous place and in large quantities, which is called bulk. For example, in the department of cosmetics and perfumery of the Hummingbird store, on the shelves at eye level, there are sets of various budgetary items in bulk. It grabs the attention of visitors. In general, the most "impulsive" places are the shelves located at the level of the buyer's eyes. From the point of view of classic merchandising, they are the most convenient for perception and provide the lion's share of sales of any store. These most psychologically advantageous shelves are usually occupied by goods that need to be sold urgently, or goods that give 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 rubber bands, combs, varnishes, perfumes, various gift sets, hair dyes, which give a relatively high turnover. As a result of observing the behavior of buyers focused on a wide range of products when buying hair dyes, the following conclusions were drawn: firstly, the majority of buyers are women, and secondly, if the buyer came to the department with the intention of buying paint, then even if is the brand she usually uses, she is more likely to buy a different brand of paint than go looking elsewhere. The seller only needs to skillfully present other options for hair coloring. Thirdly, when selling paint, there is no any limited age category. Leading positions in the hair coloring market 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. Rocolor is the leader mainly due to the low price segment. Garnier is the leader in the level of recognition of the company's paint. Information about the behavior of various categories of consumers when buying goods, as well as about the behavior of consumers after the purchase is useful for the correct interpretation of sales data and evaluation of the results of product positioning. It is also much more difficult to attract new customers than it is to retain existing ones.

As can be seen from the previous sections, the store does not have a marketing department, but gradually in practice comes the realization of the need to plan the activities of the marketing service. Planning encourages management to constantly think about the future, makes it clearer about its goals and policies, leads to better alignment in work, and provides objective measures of performance. In retail, all marketing usually comes down to promotional activities that are carried out spontaneously, depending on its receipt, overstocking, or on the eve of some holiday. It cannot be said that they do not bring a certain increase in trade turnover. However, in case of spontaneity it is difficult to plan a budget, the actual costs can greatly exceed the planned ones.

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 different product categories in store strategy; manage the assortment in competition; understand the economic levers in category management; be able to build an assortment strategy and implement it; make the approach to the formation of the assortment a tool of strategic and operational management. The formation of a marketing activity plan is carried out by the entire composition of the marketing service or the established creative team of the enterprise. For example, for the department "Perfume - cosmetics", the following proposals are put forward.

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

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

During the holidays, you can use all types of promotion: advertising, sales promotion, propaganda, advising sellers; but only they should be better than those of competitors, since in these cases the buyer goes to the stores for the goods, but only he faces 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 poor or good health, increasing or decreasing the effectiveness of an advertising impact.

After carrying out analytical and creative work, it is necessary to proceed directly to the preparation of a marketing plan, which consists of the following sections:

1. Review 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 product distribution;

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

4. tasks and problems - briefly formulates the company's tasks by product (groups, categories), including issues of sales, market share, profit, as well as problems that the company may encounter when performing these tasks;

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

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

Also important is the behavior of the seller. They should understand the comparative features of the goods presented in the hall. They must communicate with customers and recommend that they make a particular purchase, they must be able to talk about the benefits of a particular product. The friendliness of the seller causes a feeling of sympathy for him. Many buyers on these grounds judge the seller's ability to provide good, fast service. Neat, energetic, friendly sellers always enjoy prestige with buyers. The seller must remember all this and be aware that, as a rule, any trifle does not escape 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 contributes to the emergence of trust. The response of the buyer will be favorable if he is clearly convinced that the seller is attentive to his interests. This makes the buyer feel sympathy, he becomes more sociable. « good morning, afternoon, evening » - much the best option greetings than dry and neutral « hello».

The mood of the buyer, his decision to purchase largely depends on what product the seller showed him.

For example, such a situation, when the buyer cannot choose one product from several, it is necessary to some extent make the choice for him. You need to prove to him that all the goods in the store are of high quality. It is impossible to allow an involuntary reduction of one product in favor of another. Answer scheme: "Both products are good, but in your situation it is better to take this one ... because ....". For example, the buyer considers two lamps, blue and green, does not know which one to choose. In this case, the seller should be advised: "Take green: 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 know, take care of him.The liveliness and specificity of the speech of the seller are extremely important.

It is very important to show the product in action. The statement is absolutely true: to show correctly is the same as half to sell. When handing over the purchase, the seller should thank the buyer, offer to visit the store in the future. It is very important at the same time to emphasize the merits of the thing purchased by the buyer.

The art of communicating with the buyer suggests that every seller must take care that the impression he makes on others is good. This impression is determined primarily by the appearance of the seller. There are no special overalls in the Hummingbird store, so measures must be taken to introduce them. For sellers of the food department, the best example of overalls is a dress, overalls or dressing gown 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 main rule: work clothes should be the same for all employees of this trading enterprise, so that the staff stands out among the customers. Its desirable addition is a patch with the emblem of the store and a mandatory tag or badge with the name and surname of the seller. Customers should always be able to know who served them well or badly. Such clothing, as practice shows, strengthens the discipline and corporate culture of the staff.

Conclusion

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

Buying behavior has changed a lot in recent years. With the expansion of the range increased the number of requests. Large stores and trade groups have increased their influence on consumers; a number of new forms of commerce 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 about consumer attitudes because favorable attitudes lead to favorable exchange behavior. But, in addition, they must take care of the intentions of consumers. If a consumer develops a favorable attitude, they will have an intention to make a purchase, and this intention will lead to the actual purchase. In many cases, however, there are barriers between attitude and behavior that can nullify the impact of the attitude.

The study of all factors influencing consumer behavior, purchase motives, product perception help marketers to model the process of making a purchase decision.

In this way, with the help of internal architecture, a special atmosphere is created that keeps customers in the store. It is clear that with the length of stay, the number of eye contacts with goods and the likelihood of further impulsive purchases increase. At the same level, there is also the assumption that the sales area - the contact segment reserved for the product - increases the chances of a purchase.

Placing goods on shelves is a common form of presentation. Double and special placement is used to draw the attention of buyers to a particular 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 a price reduction, 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 an overestimation of the blocked alternative and additional efforts to still get this product. A prerequisite for this is the perception of the absence of a product as a significant restriction on freedom of choice.

Switching from a proven brand to a well-known brand represents a certain risk factor for the buyer. It can be assumed that the change in the familiar atmosphere of their permanent store is also not very 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.

Studies show that when deciding on the preference of a particular place of purchase (shop, 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%), consideration of individual characteristics (8%), and only 3.5% included the cost of the service among the most significant factors.

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

Bibliography

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Kotler F. Fundamentals of marketing. Per. from English. - M .: Progress, 2001. -698s

Belyaevsky I.K. Marketing research: information, analysis, forecast: Textbook. - M.: Finance and statistics, 2001. - 320p.

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Kotler F. Marketing management. / Per. from English. ed. O.A. Tretyak, L.A. Volkova, Yu.N. Kapturevsky. - St. Petersburg: Peter Kom, 1999.- 896s.

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Kotler. F. Fundamentals of marketing. / Per. from English. Ed. O.G. Radynova, Yu.I. Kukoleva.- M.: Rosinter, 1996. - 704 p.

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www. My-market. Ru

http: // www. up. en/books/m99/

consumer buying behavior consumers company products Abstract >> Marketing

On the 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...

The consumer and his purchasing behavior is 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 manufacturer as a seller, the company seeks to maximize all its possibilities for a comprehensive and in-depth study of the consumer (potential buyer), including the issues of motivation for consumer notification of consumers, decision-making purchase, the 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 to identify their implicit, non-obvious needs that will become apparent after a certain period of time, to anticipate, anticipate emerging needs and identify the process of dying out of existing needs.

The task of the company is not only to anticipate the nature of the change in the needs of the consumer, but also to offer the latter products and services in a timely manner, created on the basis of such foresight. This is the key to the current and future success of the company in the market.

As the American manager and consultant John F. Little emphasizes, “the more you know about what the consumer really needs, the more successful your business will be ... If you listen to the consumer long enough and carefully enough and if you ask the right questions and correctly analyze the answers - 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 the 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 good 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 the choice of goods is carried out with the aim of "creating" services that provide utility. From this point of view, the benefits are considered as a set of properties (attributes), and the consumer - as the creator of the final satisfaction.

As Professor J.-J. 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; it is they who are theoretical basis for benefit-based segmentation and positioning, and for related product policies.

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

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

The strategy of "segmentation by benefits" (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 starts with identifying the benefits sought by different groups of buyers, then comes the development of the concept of products focused on meeting the specific requirements or expectations of the target group of potential buyers.

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

The world practice recognizes the sovereignty of the consumer, i.e. his right and real opportunity, within the limits of his means, to acquire everything he considers necessary for consumption, under 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.

Protection of fundamental consumer rights in Russia is provided by the Law of the Russian Federation "On 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 buying a product, to know its manufacturer, standard, certificate of conformity to quality, list of basic consumer properties. On goods whose consumer properties may deteriorate over time, the expiration date and date of manufacture are indicated.

Mandatory certification is subject to food, goods household chemicals, cosmetics, perfumery, products for children, mineral fertilizers, pesticides, mechanical engineering and household appliances.

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 brochures and catalogs;

information about goods 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 perception and approval by the consumer of innovation: providing the consumer with information about the state of the market and the place that the new product occupies on the market;

manifestation by the consumer of interest in a new product, the desire to get a complete picture of its nature;

evaluation by the consumer of a new product (having collected, in his opinion, a sufficient amount of information, he turns to an expert for advice - usually to 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, the consumer in the market can reject the novelty at any of the considered stages.

Orientation of consumers of copiers in the Novosibirsk region to 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.

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

Table 6.3

Durable Goods	Goods of textile and light industry
1. Level of consumer properties
	2. Matching fashion
3. Popularity of the brand (model)
	4. The quality of the material (fabric)
5. Reliability level	5. Tailoring quality
6. Dimensions	6. Compliance with the features of the figure
7. Ease of placement in residential and industrial premises	7. Composition of raw materials
	8. Quality of fittings (finishing)
9. Power consumption level
10. Security	10. Lot size

Note. The data of a social survey conducted in 13 industrial cities in 1992 are given.

Classification of buyers according to their willingness to perceive

new product

Table 6.5

Aspects marketing	Consumers
	Organizations	End-user
Acquisition	1. For use in subsequent production or for resale	For personal, home or family use
	2. Equipment, raw materials, semi-finished products are bought regularly, and in significant quantities	Usually buys finished products rather than equipment or raw materials
	3. Buy products based on technical specifications	Buys goods, guided by fashion, his own predilection, the advice of friends
	4. They usually make collective purchasing decisions after analyzing prices, quality, suppliers	Often rents premises, living space
Market Differences	1. Their demand is derived from the demand of end consumers	Demand is determined by the consumer
	2. Geographically more concentrated	Geographically more scattered and numerous
	3. Commonly use specialized services supplies	Less likely to use specialized supply services
	4. Distribution channels are short	Distribution channels are longer

The experience of consumers when buying goods and possible options for marketing actions of the enterprise-producer

Consumer experience	Consumer		Commodity producer
	customer reaction	result	the most appropriate marketing actions	grounds
Single positive experience	Satisfaction requests	Eagerness to repurchase	Providing free product samples, shipping coupons by mail	Improving the image of the company
Repeated positive experience	Repeated satisfaction	Formation of the image of the product		strengthening prestige enterprises
Single negative experience	Dissatisfaction requests	Desire to change brands	Maintenance, replacement of goods, explanation of the reason for dissatisfaction with the goods	Try to regain prestige
Repeated negative experience	Repeated dissatisfaction	The desire to no longer buy a product	Refund, offering the market better analogues	Start releasing new products

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

Segments market	Family INCOME (USD/month)	Only foreign products	Foreign and Russian goods	Only Russian products
(low income)
			46 15%
medium low			424 92%
Middle segment
medium high			23 15%
(highly profitable)

Note.

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

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

Rice. 6.

Rice. 6.8.

Rice. 6.9.

Rice. 6.10.

Rice. 6.11.

Rice. 6.12.

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