Research Consumer Behavior
The study of consumers helps firms and
organizations improve their marketing strategies by understanding issues such
as how consumers think, how the consumer is influenced by his environment, what
is the behavior of consumers while shopping, how consumer motivation and
decision differ…
In this article, the writer explains a lot
of consumer research methods for a company to understand the consumer behavior.
For instance, the market research, primary and secondary research methods,
surveys, focus groups, personal interviews, projective techniques, observation
of consumers, online research methods, scanner date, and also physiological
measures.
All of these methods seem not very useful
for us in our case because we can’t do that, but with this article I learned
that the environment of the consumer is very important in his behavior of
purchase. When I saw that I tried to find an article more precise on this
phenomenon.
http://theconsumerfactor.com/les-facteurs-qui-influencent-le-comportement-des-consommateurs/
(Sorry it is in French but we can translate it)
How
does a consumer? What are the motivations and aspirations that guide? What are the different elements that influence? What will
he do choose a
product or brand over another?
I found 5 main factors which explain the
situation when a consumer will buy a product or not. That is to say, the
environment, the timing, the nature of the purchase act, and the mindset of the
consumer can influence the consumer. The 5 factors are:
-
- The physical environment: it is
apparent characteristics of the situation (the scenery, sound, lighting,
furnishings, smells…)
- -
The social environment refers
to the presence or absence of other people with the consumer (family, employee,
friends, other buyers…)
-
- The temporal perspective: this
is the time of purchase of a product (you are more pressed during your lunch
break, or you take the time to stroll when you go shopping on a Saturday
afternoon)
- -
Defining roles: it is the
objective of the purchase (if you buy for yourself or someone else)
-
- Specific to the individual’s
previous statements: for instance his mood.
I think we can join these characteristics
with our groups (under 18years old, elder women, trendy young adults) because
some factors are more or less important according to different kind of people. For
instance, the presence or absence of other people with the consumer is less
important for an elder woman than a teenage. A consumer does not buy the same products or services to 20 or 60 years. His
lifestyle, values, environment, business, leisure and consumer habits evolve throughout his
life. In another hand a person who doesn’t have a lot of money spend
money differently than another who can afford pleasures.
These information confirm the fact that we
have to focus on a group of people with different motivation, or interest,
tribes or also way of life and not only on the age.
When we did the groups and their potential
tribes the last time we could find some similarities.
Indeed, social media can be a main element
to influence the consumer behavior. For instance, for the group “until 18” it is important to
find information like the website of the shop, and also to see the trends of
others people on Facebook or other social networks. Concerning the group “trendy
young adult”, social media are important to find information about a product on
the website of the shop, or to order online.
/ Claire Serris
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