Complex buying behavior. Purchasing behavior

Consumer behavior has certain specificities. It can change dramatically in accordance with the products that the client intends to purchase.

It should be noted that the more difficult the purchase decision is made, the more cautious the consumer will behave.

The choice of strategic marketing models is directly dependent on behavioral models. Shopper behavior can be categorized into the following four types:

Difficult. This type prevails when purchasing expensive goods with a significant difference in the characteristics of brands, for example, computer equipment. A purchase in this case is always associated with certain risks.
Search engine. This model is characterized by low customer engagement and a significant difference between similar products from different brands. For example, search behavior can be observed when choosing sweets.
Insecure. When there is little difference between similar products from different brands, and the engagement rate 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 engagement and minimal difference between different brands.

1. Complex behavior

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

For complex buying behavior, choose an appropriate marketing strategy, which is as follows:

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

2. Search behavior

A feature of this type is the rather frequent change of priority brands for the buyer. It should be noted that the constant purchase of similar goods from various companies is carried out not because of dissatisfaction with the quality, but because of the huge assortment. In this case, buyers are looking for variety, as well as buying new products.

For this type, various:

For companies that are leaders in the market segment, it is recommended to encourage habitual behavior. It is also necessary to ensure that the goods occupy the best places on the sales counters. Reminder ads are also another effective marketing tool.
For those firms that are just aspiring to a leading position, you need to encourage search consumer behavior by introducing lower prices, various discounts and promotions, as well as free trial products. The main goal of advertising should be persuading 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. Your own subjective opinion is a key factor when choosing a brand.

Due to the absence of obvious differences between the products of different brands belonging to the same category, a person may experience dissatisfaction with the purchase, resulting from the discovery of any shortcomings of the selected product or positive feedback 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 confirms that the consumer has made the best choice.

4. Habitual behavior

The usual type of behavior is characterized by a minimum waste of time for buying. The client just goes to the store and takes the first item that catches his eye. Among the variety of brands that represent similar products, the buyer does not care which brand to choose. 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 firm.

The marketing strategy for habitual behavior includes:

Stimulating demand by reducing the cost of goods and organizing various sales.
Repetitive ads for passive absorption. In this case, TV advertising is more effective than print advertising. It should be noted that when advertising products, you need to use various images and symbols of a visual nature in order to create an easy-to-remember association with the company.

Introduction

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

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

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

Consider the processes of consumer awareness of the need for a product and the essence of information retrieval

buyer Product Marketing Management Behavior

What is buying behavior?

Shopper behavior is woven into the fabric of our lives every day. This happens in different ways. At the same time, each of us is faced with many serious problems that require making certain decisions. Whether we decide what specialization to choose, what food to eat, what clothes to wear, we take actions that are the subject of consumer behavior research.

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

The definition of consumer behavior includes three basic types of actions - purchasing, consuming and disposing.

* Purchase refers to the activities leading to a purchase and involving the purchase or order of a product. Some of these activities include finding information regarding product features and choices, evaluating alternative products or brands, and purchasing. Consumer behavior analysts study these types of behavior, including how consumers shop - are they visiting specialty stores, shopping malls, or using the Internet? Other questions may include how consumers pay for groceries (cash or credit card), whether they pick up purchases on their own or use a delivery service where they get information about products and alternative stores, and how brands influence product choices.
* Consumption is how, where, when and under what circumstances consumers use goods. For example, is the product completely used prior to release, or is some part never used?
* Liberation is how consumers get rid of goods and packaging. Analysts can examine consumer behavior from an environmental perspective: how do consumers dispose of packaging or product leftovers? can goods be biodegradable? can they be recycled? It is also possible that consumers may want to extend the life of certain products by giving them to children, donating to charity stores, or selling them over the Internet.

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

1. Purchasing behavior of consumers …………………………………… .5

1.1. Types of Buying Behavior ……………………… .. ………… ... 5

1.2. Purchasing behavior model …………. ……………………… .8

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

1.4. Ways to influence the consumer ……………………………… 15

2. Research on 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 PE "Kolibri" …… .. ………………… .. ………… .. …… .... 25

3.1. Analysis of the marketing situation in the PE "Kolibri" ...................... 25

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

References ……………… .. …………………………………….… .36

Applications (1,2,3)

Introduction

The object of study is PE "Kolibri" as well as the theoretical foundations of consumer behavior.

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

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

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

A state of emergency cannot achieve market success if it ignores consumer demands.

The most important challenge is to use the retail space to strengthen the relationship between the brand and the customers, which is only possible by studying shopping behavior during the shopping process, right at the point of sale.

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

Traditionally, when allocating space for each product, one proceeds from:

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

2) participation of a commodity group or department in the formation of the company's profit;

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

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

5) number of storeys of sales areas, location of escalators and interfloor staircases, main entrances and exits;

6) the influence of a number of other factors.

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

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

Customer relations have become the most important area of \u200b\u200bactivity of organizations in developed countries. It is often this line of business that takes the most time and effort for trading companies. Good relationships with consumers allow you to sell products and services more successfully.

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

It is the consumer, deciding what and where to buy, determines what products to produce and what business will be successful. The freedom of choice of goods by the buyer has now especially increased due to his mobility and better information through advertising, the media, the Internet. Market researchers study the influence of numerous factors on consumer buying behavior.

Consumption is the final stage of the reproductive process, which is reduced 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.

In the course work in the first part, the following questions are considered: types of buying behavior, model of buying behavior, psychological aspects of buying behavior, ways of influencing the consumer before and after making a purchase.

In the second practical part of the course work, a description of the state of emergency "Kolibri" is given, an analysis of the marketing situation in the store is made, approximate directions of studying the behavior of a buyer and a seller in a store are considered.

Consumer buying behavior

1.1. Types of buying behavior.

There are 4 types of shopping behavior based on the degree of customer involvement in the purchase process and awareness of the differences between the brands of goods.

1) Complex buying behavior.
Complex buying behavior is spoken of when the consumer is highly involved in the purchase process and when he realizes 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 needs additional information. For example, a person buying a computer may not know what its technical characteristics mean, such as “32 MB RAM”, “monitor resolution”, “hard disk size”. Such details do not mean anything to the buyer until he understands them himself.
Complex shopping behavior is a three-step process. First, the buyer forms a certain belief in relation to the product. Then he has 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 they will collect information about the intended purchase and evaluate it. Marketers need to develop strategies to help consumers understand the relative importance of product characteristics and to educate shoppers about the difference between one brand and another, using print media.

2) Shopping behavior, smoothing out dissonance.
Sometimes the buying process takes place with a high degree of customer involvement, who does not always notice small differences between similar products from different manufacturers.
A high degree of involvement is based on the fact that the purchase itself is risky, is very rare, and the cost of the product is high. In this case, the buyer will try to visit all the stores to compare the offered goods, but he will make the 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 expensive and reflects the taste of the buyer. On the other hand, most carpets from different manufacturers, but of approximately the same price, may seem to the consumer very similar to each other. After the purchase, the consumer may experience a feeling of some dissonance, noticing any imperfections in the carpet or hearing favorable reviews from colleagues about other carpets. But he will very carefully listen to the 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. Therefore, marketing policy should be aimed at providing the consumer with information that would help him to remain satisfied with the purchase.

3) Habitual shopping behavior.
Usually, the purchase of goods is associated with a low degree of consumer involvement in the purchasing process, with no significant differences between brands.
Consider the process of buying salt. Here, customer engagement is low. What could be easier than walking into a 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 customer involvement 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 "belief-attitude-behavior" scheme.
There is no need to actively search for information about various brands, assess their characteristics and carefully consider the purchase decision.

In this case, the consumer passively perceives the information of commercials and newspaper ads.
Repeated repetition of the names of the same brand in advertising leads to the fact that the consumer only gets to know it, and does not become convinced of the need to purchase it.
Buyers do not have a stable attitude towards a certain brand; they choose her, most likely because they are familiar with her. After the purchase, they cannot evaluate their choice due to their 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 an evaluation.
Manufacturers of this kind of goods with small differences between brands to increase sales effectively use the practice of discounts and sales, since buyers do not attach much importance to a particular brand. Advertisements should describe only the most basic features of the product and use only memorable, brand-specific visual or figurative symbols. Advertising campaign - should be aimed at multiple repetitions of short messages. In this sense, television is more effective than print advertising.

4) Choice-focused buying behavior

prod-ii.
Some purchases are characterized by low consumer engagement, but significant differences between brands. In this case, the consumer ceases to be guided by any particular brand.

Consider an example of buying a cookie... 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. The switch from one brand to another is driven by a wide range of products, not by dissatisfaction with a particular brand.
In this situation, the strategies of market leaders and other market players differ. Leaders will strive to maintain habitual shopping behaviors by increasing the proportion of their products on the shelves and investing in regular heavy advertising.
Competitors will encourage shoppers to switch from one brand to another by offering them special prices, coupons, free samples, and advertising to persuade shoppers to try something new.
To increase consumer engagement in purchasing a particular product, manufacturers use four strategies:
1. They associate the use of the product with a solution to a problem - for example, Colgate toothpaste and caries prevention.
2. The product is tied to a certain personal situation - for example, a coffee advertisement uses a story that the aroma of morning coffee helps the consumer shake off the remnants of sleep.
3. An advertising campaign is being developed that evokes a strong emotional reaction to the topics of personal values \u200b\u200bor protection of the consumer's "I" raised in it.
4. Products are being improved (for example, a fortified drink is added to a steam to a simple soft drink).
But each of these strategies, at best, raises the level of customer engagement in the buying process - from low to medium (but not high).

Buying behavior model

In the past, market leaders have learned to understand their customers through their daily interactions with them. However, the growing size of firms and markets has deprived many marketing managers of direct contact with their customers. They are spending more than ever before on consumer research, trying to figure out exactly who is buying and why.

The main question is, how exactly do consumers respond to the various marketing incentives that a firm might apply? A firm that really understands how consumers react to different product characteristics, prices, advertising arguments, etc., will have a huge advantage over the competition. This is why both firms and academics spend so much effort researching the relationship between marketing incentives and consumer responses. The starting point for all these efforts is the simple model shown in Fig. 1. It shows that marketing incentives and other stimuli enter the “black box” of the buyer's mind and elicit certain responses.

Figure: 1 Buying behavior model.

In fig. 2 the same model is presented in a more detailed form. In the left rectangle there are two types of incentives. Marketing incentives include four points: product, price, distribution and promotion methods. Other irritants are composed of the main forces and events in the buyer's environment; economic, scientific, technical, political and cultural environment. Having passed through the “black box” of the buyer's consciousness, all these stimuli elicit a series of observable consumer reactions represented in the right rectangle: product selection, brand selection, dealer selection, purchase timing, purchase volume selection.

Figure: 2. A detailed model of purchasing behavior

Market maker's challenge - to understand what happens in the “black box” of consumer 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 customer's characteristics, which have a major impact on how a person perceives and responds to stimuli. The second part is the purchasing decision-making process on which the result depends.

Buyer characteristics.

Purchases are greatly influenced by cultural, social, personal and psychological factors (Figure 3). For the most part, these are factors that cannot be controlled by market actors. But they must be taken into account.

Figure: 3. Factors influencing purchasing behavior.

Cultural factors

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

Subculture. Any culture includes smaller components, or subcultures, which provide its members with the possibility of more specific identification and generalization with their own kind. In large communities, there are groups of people of the same nationality, religious groups. Geographic regions have their own distinct from other subcultures with their own specific way of life in each individual case.

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

Social factors

Reference groups - groups of people that have a direct (i.e., through personal contact) or indirect influence on the relationship or behavior of a person. 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 of 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 of the family life cycle... With age, there are changes in the assortment and nomenclature 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. His tastes for clothing, furniture, recreation and entertainment have changed over the years.

Occupation. A certain influence on the nature of goods and services purchased by a person is exerted by his occupation. The market operator seeks to distinguish such groups by occupation, 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 position of an individual largely affects his choice of goods. It is determined by the size of savings and assets, creditworthiness and views on spending versus accumulation.

The lifestyle of a person paints a “comprehensive portrait” of a person in relation to the environment. When developing a marketing strategy for a product, the market actor will seek to uncover the relationship between the 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 is a set of distinctive psychological characteristics of a person that ensure the relative consistency and constancy of his responsible reactions to the environment. Knowledge of the personality type can be useful in the analysis of consumer behavior, when there is a definite connection between personality types and the choice of goods and brands.

1.3. Psychological aspects of purchasing behavior

Psychological factors that determine consumer behavior.

The marketing system aims to determine the entire range of incentive factors that are guided by consumers when choosing a product. For example, marketing mix factors are powerful incentives to influence purchasing decisions, but not sufficient for the consumer to make their choice. It is also influenced by psychological, socio-cultural and situational factors.

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

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

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

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

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

D. Skinner's method is based on the conscious in the psychological nature of a person, in itself no less strong, but easier to activate. Here, effective techniques are those that depend on the seller's ability to tell about the product, to show it, to encourage the buyer to act as the seller wants. He gently nudges the buyer to call, compare, test, 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 an individual of incoming information and the creation of a meaningful picture of the world. Perception depends not only on physical stimuli, but also on their relationship to the environment and on the characteristics of the individual. The key word in the definition of the concept of perception is “individual”. People perceive the same situation differently. This is because the processes of perception take place 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, you need to consider all three processes of perception.

Beliefs and the individual's attitudes are shaped through actions and learning and influence consumer behavior. A belief is a mental characteristic of something. Of course, manufacturers are very interested in consumer beliefs about goods and services that create images of products and brands. People take actions based on beliefs. If some beliefs are wrong and prevent you from making a purchase, 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 experienced towards them and the direction of possible actions in relation to them.

People develop attitudes to everything: to religion, politics, clothing, music, food, etc. Attitude to an object makes people love it or hate it, come 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 individual's physical and mental energy and that is why they are highly sustainable. Human relationships are a logically coherent chain in which a change in one link will require transformation and other links. Therefore, when developing new products, it is advisable to take into account existing customer relationships without trying to change them. But don't forget about exceptions when changing attitudes pays off.

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

shopping behavior is the result of influence in one form or another, including even purposeful programming. It seems to them that they had a need for a product long before they learned about it from advertising. It is very rare for buyers to admit to themselves or to other people that they have actually been “exploited” by imposing a previously non-existent need on them and forced to buy something, deprived of the possibility of a conscious choice. Although in fact this is the purest, true. Effective advertising is aimed immediately at both the unconscious and the conscious, that is, at thoughts, and at feelings, and at relationships, and at human behavior. This approach changes attitudes by modifying behavior. He influences, on the buyer from all sides - convinces, compels, attracts, compels, orders to fulfill the wishes of the seller.

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

Most of the management of buying behavior occurs when famous TV broadcasters are involved in advertising. The image of such people is perceived by association with the psychological attitudes that Soviet people received from the party and government through the media. This phenomenon is very well fixed in the brain at the reflex level.

Advertising- this is precisely the psychological programming of people. The paradox of a person's thinking lies precisely in the fact that he perceives and trusts more not the advertisement 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 and aesthetic expressiveness. Often they develop into images-symbols that affect the spiritual and emotional world of a person and influence the formation of his beliefs, value orientations of aesthetic images. The expressiveness and semantic richness of an advertising work 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 committing

purchases

The study of all the factors that influence consumer behavior, purchase motives, product perception help marketers to model the purchasing decision-making process. The following steps are considered: awareness of the need, search for information, assessment of alternatives, making decisions about buying, behavior after making a purchase. The purchase process model assumes a 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 customer involvement in the purchase process. The consumer can omit or reverse the steps in the process.

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

Marketers must determine under what circumstances a particular human need arises. By receiving information from consumers, manufacturers can identify the most common irritants that arouse interest in a particular product category. Based on this data, they develop a marketing strategy designed to generate consumer interest in certain products. Most often, a consumer who is interested in a product begins to look for additional information about the product. Either these are personal sources, or commercial, public. 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 different information sources evaluate it. Their answers to questions will help the company maintain effective communication with the target market.

The analysis of consumer assessment of information about alternative brands is based on several key points. Firstly, the consumer seeks to satisfy his need, secondly, he is looking for a certain benefit, 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 single out those properties that are important for them, and determine for themselves the weight of each of them. The greatest attention is paid to the characteristics that can bring the desired benefits. Therefore, the market for a particular product can always be segmented in accordance with its properties, which are of paramount importance for different groups of consumers.

The desire of the buyer to change, to postpone the purchase decision largely depends on the risks he perceives. The magnitude of the risks is influenced by the amount of money required for the purchase, the doubts that the buyer experiences regarding the properties of the product, and the degree of his self-confidence. In order to reduce the risks associated with a purchase, consumers postpone it until better times, and in the meantime, they collect additional information, focusing on the country of origin and the guarantees provided. Marketers need to 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 feeling of satisfaction or a feeling of dissatisfaction. From the moment a consumer purchases a product, the manufacturer's work does not end at all; it continues into the aftermarket. The marketer must study the degree of consumer satisfaction with the purchase, his reaction after purchasing the product and the further fate of the product. After purchasing the 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 in the first edition of a book by a famous writer there is a page printed upside down, over time it becomes a bibliographic rarity that can be sold for many times its original value. On the other hand, some defects pose a real danger to the user. Companies producing cars, toys, medicines must urgently withdraw from sale any product that can cause even the slightest harm to the consumer. Purchase satisfaction is the relationship between the customer's expectations and the actual performance of the product. If the purchases do not meet the customer's expectations, he remains disappointed, and if the customer's expectations are met, he feels satisfied. In the case when the characteristics of the product exceed the expectations of the consumer, the latter feels a sense of admiration. The buyer's decision to re-purchase and reviews about it among friends and acquaintances depend on the degree of customer satisfaction. In order for the buyer to be satisfied with the purchase, the manufacturer's advertisement 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. Customer satisfaction or disappointment determines his subsequent actions. If he is happy with the purchase, he will most likely buy the item again. For example, the results of studies on consumer choice of brands when buying a car indicate that there is a direct relationship between customer satisfaction and his desire to purchase the same product. An unsatisfied customer reacts very differently. He can 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 agencies. The buyer can simply stop buying this product and warn his friends and acquaintances. Manufacturers should minimize consumer dissatisfaction with the purchase. Recently, as a result of the increased practice of after-sales communication with customers, there has been a decrease in returns of purchases to stores and cancellations of orders. The manufacturer should also be interested in the following question: how the buyer uses his product, what does he ultimately do with it. If a customer stores it in a closet, they 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 buyer will have to part with the product, and the manufacturer must take care that what is left of his product does not harm the environment.

2. Research on consumer attitudes

2.1. Attitude and its components

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

One of the most common opinions related to marketing is that the attitude of a potential buyer to 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 a single consumer choice, but also his overall loyalty to the firm.

The consumer attitude can be viewed 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 decision to purchase, and these decisions, in turn, themselves affect the formation and change of consumer attitudes. Therefore, the consumer's attitude 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 the consumer's attitude can serve as initial information both for diagnosing consumer behavior and for constructing its forecast, which is the methodological basis for developing a strategy for managing consumer decisions about buying a product.

The concept of a relationship requires, first of all, an analysis of the essence of this concept, its properties, components, methods that are used to measure the relationship of consumers to goods, services, 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 particular object and directs his future behavior."

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

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

Figure: 1. A modern view of the formation of attitudes.

This approach allows a deeper understanding of the process of forming a relationship, 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 the previous mental and emotional acts. In other words, volitional actions are determined by the attitude of consumers, but this attitude itself is formed thanks to opinions and feelings. This explains why it is difficult to change attitudes, as well as directly affect behavioral intentions. The most effective way to do this is to use the relationship components such as knowledge and assessment. Therefore, the study of the attitude of consumers 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: orientation, intensity, resistance to change, resistance to destruction, consumer confidence in the correctness of their attitude. These properties give an idea of \u200b\u200bthe types of attitude and the directions of its study. Thus, the components and properties of the relationship determine the composition of the information required to control consumer behavior in the process of market choice.

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

Attitude shows a predisposition to 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. Something must be done to elicit this response.

Relationships are permanent and stable 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 that this correspondence is preserved.

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

Thus, we can say that an attitude is the feeling that we like or dislike some object from the environment. The relationship has three components:

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

The emotional component is the feeling of being favorable or unfavorable resulting from the assessment;

The component that represents the resulting intent or propensity for action.

From a marketing perspective, consumers have a relationship with products, brands, retail locations, sellers, and advertisements. Obviously, marketers are interested in creating a certain relationship with consumers.

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

Marketers are concerned about consumer attitudes because a favorable attitude leads to favorable exchange behavior. But they also have to take care of the consumer's intentions. If the consumer develops a favorable attitude, they will have an intention to make a purchase, and this intention will lead to an actual purchase. In many cases, however, there are barriers between attitude and behavior that can cancel out the influence of the attitude. For example, a person may have a favorable attitude towards the very sports car BMW Z3, \u200b\u200bbut he may not buy it. The reason is simple: this car is too expensive for him. Or the person may feel that it is unwise to spend so much money on a car.

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

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

Let's consider some of the methods used to measure the attitude of the buyer to goods, services, enterprises. Since attitude is the central concept of social psychology, it has developed methods for measuring relationships of various types.

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

Methods for measuring relationships.

Table 1

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

Self-report is probably the most widely used in relationship 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 various scales. The most effective of them are the scale of total ratings and the scale of semantic differential. The first, used to identify the degree of agreement or disagreement with each of a number of proposed statements, was developed by R. Likert. The semantic differential scale proposed by Charles Osgood is considered today perhaps the most popular technique for measuring attitudes in marketing research. The popularity of both these scales can probably be explained by the simplicity with which they are created, the clarity with which they give results, and also by the fact that they allow respondents to unambiguously express the intensity of their opinions and feelings.

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

Since any object of a relationship can be described as a collection of different properties (attributes), multifactor relationship models are of the greatest interest to a marketer. A variant of this model is used more often than others. It assumes that the attitude towards a given object is the sum of the products of opinions about its characteristics by the estimated value of these characteristics. Information is collected using the methods discussed above. However, for some attributes, the use of more-less characteristics may be considered useful only to a certain extent, and further expansion of their application reduces the quality of the analysis. In such a situation, a kind of “ideal point” is introduced into the multivariate model. A unique and very important feature of the model is that it allows you to get information about both the “ideal brand” and the views of consumers on real brands. Multivariate models make it possible to draw up perception maps that give managers meaningful ideas about how their enterprises, goods, services look in comparison with other competing enterprises, goods, services. The advantage of multi-attributive models and perceptual maps is that they allow a better understanding of what a particular consumer attitude is based on, which, in turn, makes it easier to assess the current and potential marketing activities of the 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, as well as the level of qualifications of the staff.

3. Characteristics of PE "Kolibri"

PE "Kolibri" has existed on the market for about 5-6 years. The store consists of six departments: perfume and cosmetics department, food department, stationery department, household goods, chemistry department, photocopy. The owner of each department, having received it from the direct owner of the entire retail space, hires personnel. The seller's working day is from 10 am to 6 pm with lunch. The number of staff is twelve people. “Hummingbird is a private enterprise. The store should be classified as a universal type of stores, since it houses a wide variety of the range of goods sold, consisting of many product groups. In "Kolibri" there is a commodity principle of building an organizational structure in which the activities of shop assistants are concentrated on a certain group of goods. At this trade enterprise there is no marketer or manager who must deal with such types of work as marketing research, advertising activities.

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

In this area, there is a tough competitive situation, 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 "Kolibri"

The store layout is one of the main elements. During its development, methods are thought out to stimulate the movement of buyers through the sales area, so that they buy more goods than they had previously planned. Stimulating promotion activities are the external variety - the placement of commercial equipment, its types, windows, lighting, smells, sound background, etc. The atmosphere of the store corresponds to its image and general strategy, and the design contributes to making a purchase decision. First of all, you should select the target customer and develop a store concept that meets his needs.

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

Arbitrary layout, as in "Kolibri" is the most expensive, is used in small stores, as well as in boutiques within large shopping centers. There is a relaxed atmosphere here, which encourages shopping. The directions of movement of buyers are not limited by anything, people can freely move from one section of the hall to another, go to the shelves, counters, showcases, inspect the goods in any sequence. Most of the shoppers like the open 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 more the better principle is true up to a point. If you endlessly 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 \u200b\u200bthe shelves remains constant). In some cases, it is even necessary to reduce the nomenclature. The reduction occurs due to the products that are present for the assortment. It is not always easy to calculate such groups offhand. To do this, it is necessary to analyze the turnover, shelf life and the relevance of positions scheduled for "liquidation". In this example of the Kolibri store, the filling of the shelves with goods is uniform, all goods are comprehensively laid out and take their place, and all, without exception, are important for the consumer.

Complex display of goods is a powerful incentive for impulse buying. In one place, you can place the entire range of products for similar purposes. For example, if a customer goes to the shelf for shaving cream in the chemistry department and sees that the department also offers soap, shampoo, gels and styling foams, then he may remember that he needs more than just a cream.

The next influencing factor - the appearance of the offered product. This includes the name of the trade mark, 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 a thin string in each consumer, which psychologists call “the child who lives within us”, so that he wants to reach out and pick up something beautiful and bright, and then taste it. For example, the colorful stationery department in a store stops an interested customer at any time of the year, not necessarily during the training period. Artfully designed display cases are filled with notebooks, pens, pencils, notepads and other educational supplies. Still, the main influence on the visitor is made by the store employees. The image of a retail establishment, its ability to retain customers largely depend on the knowledge and experience, friendliness, and the appearance of its employees. Today the store is experiencing great difficulties with the staff. On the one hand, employees in 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. sales staff in most stores change very often. At the same time, a well-trained and motivated staff is one of the essential ingredients for the success of any retail outlet.

Advertisements for the Kolibri store can be heard on the radio, but the best advertisements for the store are not radio messages, promotions, big boards and brightly colored posters in magazines. The best advertisement is a satisfied customer who will recommend your store to dozens of their 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 meaningful 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 - the translators of opinions and rumors. Opinions on each issue (from a simple one - where and what kind of washing powder to buy, to a complex one - who to vote for) are formed and approved under the influence of certain authorities (opinion leaders): parents, spouses, friends, just acquaintances who are considered experts in some sphere.

Consumer research is primarily aimed at understanding their needs in order to ensure their fullest satisfaction.

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

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 by a set of attributes and thus determining the product they will buy. It is usually not easy for the consumer to articulate their value system. So instead of forcing consumers to think about each individual attribute, in a special analysis called conjugate analysis, consumers make their own judgments about the product as a whole. To do this, consumers need to rank products that have different sets of attributes. Then, based on mathematical analysis, determine the value system that underlies 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 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 demands of consumers, existing, in the opinion of the manufacturer, and their real demands. Consumers base their expectations on information they receive from sellers, friends, and other sources. If the seller exaggerates the characteristics of the product, then the consumer's expectations do not come true, and he experiences disappointment and dissatisfaction.

In general, it should be expected that achieving a high value of a more important indicator for the consumer is appreciated 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 goods.

This requires the following data:

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

2. grouping of consumers giving the same ratings to the properties in question;

3. assessing 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, a dental hygiene analysis found that customers were attracted to the following benefits: white teeth, fresh breath, good taste, caries prevention, gum protection, low cost. When you ask a buyer which of these six properties they are looking for, the answer is usually that all. If you ask him to distribute 100 points among these properties based on their value to him, the differences that allow the formation of market segments become obvious.

Therefore, it is so important to take an active position on this issue: regularly measure the degree of satisfaction / dissatisfaction of the clientele and identify the causes of dissatisfaction. It should be borne in mind that in many types of businesses where demand is not growing, 80 to 90% of income can come from existing customers. It is easy to understand how important it is to maintain their satisfaction with the organization as a whole, its goods and services.

A very important procedure is the division of all consumers of certain products into categories according to the degree of their loyalty to these products. It is then desirable to subdivide these categories into a number of subgroups depending on the volume of consumption (for example, regularly and a lot of drinking coffee and drinking it sporadically). The data from such studies allow us to more clearly delineate the circle of potential consumers and develop a program to expand the circle of loyal consumers.

Study of consumer intentions and behavior. 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 purchasing decision-making process includes several stages:

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

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

3. possible testing of the goods;

4. acceptance of a product when the consumer decides to regularly purchase the product. Studying how quickly and based on what information and arguments the consumer makes a purchase decision helps the marketer to develop measures that help the consumer go through these stages in a direction that is beneficial 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 multi-colored, beautiful mass - the instinct of consumption and elementary greed are triggered. Therefore, you need to display tempting goods in a prominent place and in large quantities, which is called bulk. For example, in the cosmetics and perfumery department of the Kolibri store, on the shelves at eye level, sets of various budget items are in bulk. She grabs the attention of visitors. In general, the most "impulse" places are the shelves that are at the level of the buyer's eyes. From the point of view of classic merchandising, they are the most user-friendly and provide the lion's share of the sales of any store. These shelves, the most profitable from a psychological point of view, are usually occupied by goods that need to be urgently sold, 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 uppermost shelf, so it is very difficult for the buyer to notice them.

The department also has a large selection of elastic bands, combs, varnishes, perfumes, various gift sets, hair dyes, which give a relatively high turnover. As a result of observing the behavior of buyers, focused on a wide selection of products when buying hair dyes, the following conclusions were made: firstly, most of the buyers are women, and secondly, if a customer came to the department with the intention of buying a dye, then even if not will be the brand she usually uses, she is more likely to buy a different brand of paint than go elsewhere. The seller only needs to skillfully present other options for hair dyeing products. Thirdly, there is no age restriction when selling paint. The leading positions in the market of hair coloring products are occupied by foreign companies: Wellaton, Garnier, Palette. These Western companies operate in the middle and upper price segments and are distinguished by high advertising activity. The Rocolor company is in the lead 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 purchasing goods, as well as the behavior of consumers after a purchase, is useful for correct interpretation of sales data and assessing the results of product positioning. In addition, it is much more difficult to attract new customers than to keep existing ones.

As you can see from the previous sections, there is no marketing department in the store, but gradually, in practice, the realization of the need to plan the activities of the marketing service comes. Planning encourages management to constantly think about the future, makes its goals and policies clearer, leads to better work consistency, and provides objective performance indicators. 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 a holiday. It cannot be said that they do not bring a certain increase in trade turnover. However, with spontaneity, it is difficult to plan the budget, the actual costs can be much higher than the planned ones.

It is necessary to create a marketing department in the store, or to 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 plan of marketing activities is carried out by the entire staff of the marketing service or the existing creative team of the enterprise. For example, for the department "Perfumery - cosmetics", the following proposals are put forward.

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

It is proposed to create an additional specialized department in which all goods necessary for recreation and travel fit in - 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 .; various souvenirs for those traveling abroad and the CIS countries.

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

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

After carrying out analytical and creative work, you must directly start drawing up a marketing plan, which consists of the following sections:

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

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

3. Threats and Opportunities - describes the main threats and opportunities that can 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 the problems that the company may face when performing these tasks;

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

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

The behavior of the seller is also important. They should understand the comparative features of the goods presented in the hall. They should communicate with buyers and recommend them to make a particular purchase, should be able to talk about the benefits of a particular product. The salesperson's friendliness creates a feeling of sympathy for him. Many buyers use these criteria to judge the seller's ability to serve well and quickly. Neat, energetic, friendly salespeople are always credible with buyers. The seller must remember all this and be aware that, as a rule, any trifle does not escape the buyer's critical view. The greeting addressed to the customer largely determines their first impression of the store. This impression should be positive, then a pleasant atmosphere is created that promotes the emergence of trust. The buyer's response will be favorable if he is clearly convinced that the seller is attentive to his interests. This makes the buyer a feeling of sympathy, he becomes more sociable. « Good morning afternoon evening » - a much better greeting than dry and neutral « hello».

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

For example, such a situation when a buyer cannot choose one product from several, it is necessary to some extent to make a 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 decline of one product in favor of another. Scheme of the answer: "Both goods 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. they said you have curtains in greenish tones - one with the other will go well. "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 concreteness of the seller's speech are extremely important.

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

The art of communicating with the buyer assumes that each seller must take care that the impression he makes on others is good. This impression is primarily determined by the appearance of the seller. There is no special overalls in the Kolibri store, so measures must be taken to introduce it. For sellers of the food department, the best example of workwear is a dress, overalls or a robe made of light-colored fabrics and a headdress to match the dress. In non-food departments, the choice of work clothes is much wider. For women - dresses, suits, skirts with a blouse, for men - suits or trousers with a shirt and tie. As a rule of thumb, work clothes should be the same for all employees of a given trade establishment so that the staff stands out from the buyers. Its desirable addition is a stripe with the store's logo and a mandatory tag or badge with the seller's name and surname. Buyers should always be able to know who served them well or poorly. Such clothes, as practice shows, strengthens the discipline and corporate culture of the personnel.

Conclusion

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

Shopping behavior has changed a lot in recent years. With the expansion of the assortment, the volume of requests has grown. Large stores and trading 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 various marketing concepts used by enterprises to solve their problems. It is about striving to take into account the interests of consumers and at the same time stand out from the competition.

The study of all the factors that influence consumer behavior, purchase motives, product perception help marketers to model the purchasing decision-making process.

In this way, the interior architecture creates a special atmosphere that keeps customers in the store. It is clear that with the length of stay, the number of eye contact with the goods and the likelihood of further impulse purchases increases. At the same level is the assumption that the selling space - the contact segment allocated for the product - increases the chances of buying.

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

High brand loyalty and relatively low loyalty to a particular store 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 get this product. A prerequisite for this is the perception of the lack of goods as a significant restriction of freedom of choice.

Changing a proven brand to a well-known brand presents a certain risk factor for the buyer. It can be assumed that changing the usual atmosphere of your regular store is also not very pleasant for the buyer.

Changes in major economic factors such as income levels, cost of living, interest rates, household savings and credit availability have a significant impact on store operations.

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

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

List of references

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Shvedova I.A. , Muratov I.M. "Marketing system and its implementation in shops" .2004.-145s.

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. - 320s.

Dihtl E., Hershgen H. Practical marketing. - M: Higher. shk .: Infra-M, 1996 .-- 476s.

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www. My-market. Ru

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consumer purchasing behavior consumers company products Abstract \u003e\u003e Marketing

On shopping behavior consumers company products. (discipline Marketing) Introduction 3 1. Determinants behavior consumers 5 ... to define a strategy behavior shopping behavior you must have an in-depth understanding ...

Chapter 5. Consumer markets and consumer purchasing behavior

After reading this chapter, you should be able to:

Explain the relationship between marketing incentives and consumer responses.

Name four main factors influencing consumer buying behavior.

List the steps in the consumer purchasing decision process.

Describe the process of consumer perception of new products.

DuPont Corfam - an expensive commodity failure

The giant DuPont corporation, headquartered in Wilmington, Delaware, was confident that its new faux leather "corfam" for men and women shoes would be a success. DuPont began looking for a replacement back in the 1930s, realizing that one day natural leather would become scarce. In 1955, the company's scientists successfully synthesized a material called "korfam" and possessing the necessary properties of leather raw materials: permeability, strength, elasticity and durability. In 1958, a special pilot plant was built for the production of this material in order to evaluate it by consumers. The novelty met with enthusiastic reception from consumers, and in 1959 DuPont built a more powerful plant, which began production of Corfam in 1961. In total, the corporation invested $ 25 million in the project.

Seventeen leading companies in women's footwear and 15 leading companies in men's footwear were selected and agreed to buy the new material from Dupont and use it in the manufacture of elegant footwear. Aware that Corfam has certain advantages over natural leather, such as greater durability and ease of care, DuPont set a high price for the novelty. The material had to be used in the manufacture of expensive shoes so that consumers could gain confidence in its high quality. DuPont intended to enter the inexpensive footwear market later with Corfam.

Corfam products were first introduced at the 1963 National Shoe Fair, and many shoe retailers have issued orders for them. DuPont has formed a dedicated trade assistance team. The members of the brigade were supposed to visit large shoe stores and teach the sellers to sell Korfam shoes. At the same time, the firm created POS advertising, window dressing and nationwide advertising for Korfam, which initially cost $ 2 million.

DuPont was very pleased with the results. In 1964, consumers purchased 1 million pairs of Corfam shoes, in 1965 - 5 million, and in 1966 - 15 million pairs. But in 1967, sales of Korfam footwear began to decline. What happened?

The repeat purchase rate was alarmingly low. DuPont did not analyze the consumer footwear market and the behavior of shoe buyers in depth and did not take into account a number of nuances in a timely manner.

"Corfam" was advertised as a material that does not stretch, which means that shoes made of it will always sit on the foot in the same way as it sat during the first fitting. However, many consumers did buy slightly shaking shoes in the hopes that they would spread.

Consumers chose, first of all, the style, not the material. They never developed an interest in "Corfam", keen enough to ask the seller to show them shoes made from this material.

Korfam could have been much more successful if used to make cheap home shoes. Buyers of high quality footwear were increasingly inclined to purchase fashionable leather shoes and boots imported from Italy and several other countries.

In 1971, DuPont recognized the situation as hopeless and decided to stop producing the Korfam footwear. This one of the most expensive commodity failures in history caused DuPont to lose $ 100 million.

The story of Dupont's "Corfam" suggests that there are many factors that influence people's decisions about what to buy. Shopping behavior is never easy. And nevertheless, understanding it is an extremely important task for managing a marketing service within the framework of the marketing concept.

This chapter will take a closer look at the dynamics of the consumer market.

Consumer market - individuals and households who buy or otherwise acquire goods and services for personal consumption.

In 1981, the American consumer market included 230 million people who annually consumed goods and services totaling about $ 1.8 trillion, i.e. $ 7,826 per man, woman, and child. Each year this market grows in size by several million people and its turnover by more than $ 100 billion. It is one of the most profitable consumer markets in the world.

Consumers differ sharply from each other in age, income and education levels, relocation propensity and tastes. Marketers have found it prudent to isolate different consumer groups and create products and services specifically designed to meet the needs of these groups. If a segment of the market is large enough, some firms may develop separate marketing programs to serve that segment. Here are just two examples of distinct consumer groups.

Black consumers. Twenty-eight million African Americans with combined personal income of over $ 100 billion are an important consumer group. According to a number of researchers, blacks spend proportionally more whites on clothing, personal care, household items, alcohol and tobacco, and proportionally less on health care, food, transportation, education and utilities. Blacks to a lesser extent than whites are engaged in "looking for" purchases and more often are regular customers of the shops closest to the place of residence and shops with discount prices. Blacks listen to the radio more than whites, although they are less inclined to listen to VHF stations. Some firms develop specific marketing programs for these consumers. They advertise in "Ebony" and "Jet" magazines, attract black performers to participate in commercials, create clearly excellent products (for example, black cosmetics), packaging, and develop special arguments. At the same time, these firms recognize that there are several sub-segments within the black market, each of which may require a separate marketing approach.

Adult young consumers. This market includes 30 million people aged 18 to 24. The young adult consumer market is divided into three subgroups: college students, young singles, and newlyweds. Young adult consumers spend a disproportionate amount on books, phonograph records, stereo equipment, cameras, fashionable clothes, hair dryers, personal care products and toiletries. They are characterized by a weak degree of brand loyalty and an increased interest in new products. Young adults are an attractive market for several reasons: they are receptive to the idea of \u200b\u200btrying out new products; more willing to spend than save money; will act as buyers longer.

Similarly, other submarkets - seniors, women, Hispanic Americans - can be explored to see if it makes sense (from a competitive standpoint) to develop targeted marketing programs for each.

Buying behavior model

In the past, sellers have learned to understand their customers in their day-to-day trading with them. However, the growing size of firms and markets has deprived many of them of direct contact with their customers. Managers are increasingly having to resort to consumer behavior research. They are spending more than ever before on consumer research, trying to figure out who is buying, how they are buying, when they are buying, where they are buying, and why they are buying.

The main question is, how exactly do consumers respond to the various marketing incentives that a firm might apply? A firm that truly understands how consumers react to different product characteristics, prices, advertising arguments, and the like will have a huge advantage over the competition. This is why both firms and academics spend so much effort researching the relationship between marketing incentives and consumer responses. The starting point for all these efforts is the simple model shown in Fig. 5.1. It shows that marketing incentives and other irritants enter the black box of the buyer's mind and elicit certain responses.

In fig. 5.2 the same model is presented in a more detailed form. In the left rectangle there are two types of incentives. Marketing incentives include four elements: product, price, distribution and promotion methods. Other irritants are composed of the main forces and events in the buyer's environment; economic, scientific, technical, political and cultural environment. Having passed through the "black box" of the buyer's consciousness, all these stimuli elicit a series of observable shopper reactions represented in the right rectangle: product selection, brand selection, dealer selection, purchase timing, purchase volume selection.

Figure: 5.1. Simple model of buying behavior

Figure: 5.2. Expanded purchasing behavior model

The task of the market operator is to understand what is happening in the "black box" of the consumer's consciousness between the arrival of stimuli and the manifestation of responses to them. The "black box" itself consists of two parts. The first is the customer's characteristics that have a major impact on how a person perceives and responds to stimuli. The second part is the purchasing decision-making process, on which the result depends. In this chapter, we'll take a look at both of these parts to understand the buying behavior.

Buyer characteristics

Consumers don't make their decisions in a vacuum. Their purchases are greatly influenced by cultural, social, personal and psychological factors (Figure 5.3). For the most part, these are factors that cannot be controlled by market actors. But they must be taken into account. Let's take a look at the impact each of them has on customer behavior using the hypothetical customer Betty Smith as an example.

Betty Smith is a college graduate, married, and a branded product manager for one of the leading consumer packaged goods firms. At the moment, she is busy looking for a new activity in her free time, an activity that would contrast with the usual work atmosphere. This need prompted Betty to buy a camera to take up photography. How she will look for a camera and how she will choose a particular brand of camera depends on many factors.

Figure: 5.3. Factors influencing buying behavior

Cultural factors

Cultural factors have the greatest and most profound influence on consumer behavior. Consider the role played by culture, subculture and social status of the buyer.

CULTURE. Culture is the main root cause that determines the needs and behavior of a person. Human behavior is basically an acquired thing. The child learns a basic set of values, perceptions, preferences, manners and actions, characteristic of his family and the basic institutions of society. So, a child growing up in America gets acquainted or encounters the following value concepts: achievement and success, activity, efficiency and practicality, movement forward, material comfort, individualism, freedom, external comfort, philanthropy, youthfulness.

Betty Smith's interest in cameras is the result of her upbringing in modern society, with her achievements in photography and the accompanying consumer skills and set of related values. Betty knows what cameras are. She knows how to read the instructions for their operation, and her public environment has already embraced the idea of \u200b\u200bwomen photographers. Within the framework of a different cultural structure, say, in a tribe lost in the wilderness of the central part of Australia, a camera may mean nothing at all, but just be a "curious thing."

SUBCULTURE. Any culture includes smaller components, or subcultures, which provide its members with the possibility of more specific identification and communication with their own kind. In large communities, there are groups of people of the same nationality, say Irish, Poles, Italians or Puerto Ricans, with distinct ethnic tastes and interests. Separate subcultures with their specific preferences and prohibitions represent religious groups, such as groups of Catholics, Mormons, Presbyterians, and Jews. Distinct cultural inclinations and attitudes characterize racial groups, say, Negroes and Easterners. Geographic regions, such as the states of the Far South, California, and the states of New England, have their own distinct subcultures with their own specific lifestyle in each case. Box 5.1 provides some examples of the influence of geographic location on product selection.

Betty Smith's interest in various products will undoubtedly be influenced by her nationality, race, religion and geographic environment. These factors will influence her food choices, clothing, leisure and entertainment choices, and career goals. The subculture to which she belongs will also affect her interest in cameras. Different subcultures attach different importance to photography, and this can also have an impact on Betty's interest.

SOCIAL STATUS. In almost every society, there are various social classes, which we define as follows.

Public classes - relatively stable groups within society, arranged in a hierarchical order and characterized by the presence of similar values, interests and behavior among their members.

Sociologists distinguish six social classes in the United States, presented in table. 5.1.

Social classes have several characteristics: persons belonging to the same class tend to behave in almost the same way; depending on belonging to a particular class, people occupy a higher or lower position in society; a social class is determined not on the basis of any one variable, but on the basis of occupation, income, wealth, education, value orientation and other similar characteristics of persons belonging to it; individuals can move to a higher class or descend into one of the lower classes.

The social classes are characterized by clear preferences for goods and brands in clothing, household supplies, leisure activities, and cars. Therefore, some marketers focus their efforts on one particular class of society. The target public class assumes a certain type of store in which the product should be sold, the choice of certain media for its advertising and a certain type of advertising messages.

Box 5.1. Shopping habits vary by location

If you live in New York, then you probably like vermouth much more than the residents of St. Louis. This is the conclusion made by the marketing research firm "Mediamark" based on the results of an extensive survey to identify regional differences in the purchasing habits of residents of 10 major American cities - New York, Los Angeles, Chicago, Philadelphia, San Francisco, Boston, Detroit, Washington, Cleveland and St. Louis.

The aim of the study was to collect information on regional consumer behavior patterns for broadcast networks that live off advertising revenues. One third of the country's population lives in these 10 cities selected for research, and large broadcasting networks have their own television centers. A study by Mediamark revealed the presence of regional consumer preferences even in relation to goods, the estimated purchase intensity of which is uniform throughout the country. One of the unexpected results of the study was the establishment of regional preferences in the consumption of various alcoholic beverages, the other - the establishment of the fact that residents of different cities prefer different forms of investment.

Another surprising discovery is that people in different parts of the country prefer different over-the-counter drugs. If we take the national level of consumption of sleeping pills as 100, it turns out that the figure is 122 in Washington and 64 in Cleveland. Consumption of laxatives in St. Louis is slightly above average at 112, while in Boston the figure is barely 60. In the liquor category, Los Angeles residents prefer Mexican tequila, as indicated by the index of 274, while the purchasing habits of New Yorkers indicate a much less love for this drink, which index is only 49.

Another area of \u200b\u200bunexpected regional differences is private investment, with Washington residents taking a particularly specific approach. While Los Angeles residents overwhelmingly choose to invest in Treasury tax certificates (index 338), according to the study, Washington residents are not in the mood for this (index 13). While Detroiters prefer to invest in common stocks (index 204), Washingtonians are not inclined to do so (index 50). Washington residents seem to be much more likely to invest their money in gold, precious metals or stones (index 280) than residents of Chicago or St. Louis, who resort to this form of investment much less often (index 40).

The research carried out by the Mediamark firm shows that the regional specificity often affects the consumer behavior. Sometimes the reasons for the geographic differences are clear: one should not, say, expect Detroiters who are likely to be personally associated with the American auto industry in one way or another to buy a large number of Japanese Datsun vehicles. By the way, it is so: the index of purchase of Datsun cars in Detroit, as expected, is low - only 25. A number of other regional differences are not so easy to explain.

Table 5.1. Characteristics of the six major social classes in the United States

Upper upper class (less than 1% of the population) - The elite of society, originating from eminent families and living on inherited wealth. Donating money to charities, owning more than one home, sending children to private schools, not used to flaunting their wealth. Serves as a reference group for the rest of the classes. Market for jewelry, antiques, houses, leisure and travel services

Lower upper class (about 2%) - Individuals of liberal professions or businessmen who receive high incomes due to their exceptional abilities. They are active in social and civic affairs, yearn for recognition of their social status and conspicuously spend. They strive to move to the upper upper class. Market for expensive houses, yachts, swimming pools, cars

Upper middle class (12%) - Freelance career seekers, managers, businessmen. Caring for education, spiritual life, culture and civic affairs Market for good houses, furniture, clothing and household appliances

Lower middle class (30%) - White-collar workers, small businessmen, "labor aristocracy" (plumbers, average engineering and technical staff of factories). We are concerned about the observance of the norms and rules of culture, creating an aura of respectability for ourselves. Market for DIY goods, household items, formal clothing

Upper lower class (35%) - Small employees, skilled and semi-skilled workers. We are concerned about the problems of a clear division of the roles of the sexes, strengthening their position in society. The market for sporting goods, beer, household goods

Lower lower class (20%) - Unskilled workers, people living on benefits. Food, TV, used car market

Betty Smith may be from one of the upper classes. In that case, her family probably had an expensive camera, and family members dabbled in photography. The fact that she is contemplating “becoming a real professional” is also in line with the views of people in her circle who, like herself, belong to one of the upper classes.

Social factors

Consumer behavior is also determined by factors of a social order, such as reference groups, family, social roles and statuses.

REFERENCE GROUPS. Numerous reference groups have a particularly strong influence on human behavior.

Reference groups - groups that have a direct (i.e. through personal contact) or indirect influence on the relationship or behavior of a person.

Groups that directly affect a person are called membership groups. These are the groups to which the individual belongs and with which he interacts. Some of these teams are primary, and interaction with them is fairly constant. They are family, friends, neighbors, and work colleagues. Primary collectives are usually informal. In addition, a person belongs to a number of secondary collectives, which, as a rule, are more formal and interaction with which is not permanent. These are various kinds of public organizations such as religious associations, professional associations and trade unions.

The individual is also influenced by groups to which he does not belong. A desirable collective is a group to which a person wants or seeks to belong. For example, a young footballer may hope to one day play for a major league team and identify with this collective, although there is no direct contact. An undesirable collective is a group whose value ideas and behavior the individual does not accept. This same teenager may be seeking to avoid any connection with a group of adherents of one of the Indian cults.

Marketers strive to identify all the reference groups of a particular market in which they sell their products. Reference groups influence people in at least three ways. First, the individual is faced with new manifestations of behavior and lifestyles. Second, the group affects the relationship of the individual and his self-image, since he, as a rule, seeks to "fit" into the collective. And third, the group pushes the individual toward conformity, which can influence their choice of specific products and brands (Box 5.2).

Group influence is usually stronger when the product is a reality to those the customer respects. Betty Smith's decision to buy a camera and the choice of a particular brand of camera can be strongly influenced by members of her reference groups. Under the influence of friends who are members of the amateur photography club, she may decide to buy a good camera. The more united the collective, the more efficiently the communication process is established in it, the higher the individual puts this collective, the greater will be its influence on the formation of an individual's ideas about the merits of goods and brands.

Box 5.2. The idea of \u200b\u200bselling at home is based on the concept of a reference group

An increasingly popular form of out-of-store sale is the arrangement of "sales meetings" at home with the demonstration of the offered product to friends and acquaintances specially invited for this purpose. The masters of this form of trade are Mary Kay, a cosmetics retailer, and Tupperware Home Partis, a plastic tableware retailer, who have made great strides in growing their sales and profits. This is how the home sales system works.

A cosmetics consultant (there are 46 thousand of them at Mary Kay) asks several local residents to arrange small demonstrations of cosmetics at their homes. The hostess invites her friends to such a meeting, treats them with soft drinks, and they communicate in a relaxed, informal atmosphere. In this welcoming atmosphere, a Mary Kay consultant talks for two hours about the use of cosmetics and gives free makeup lessons to the audience, expecting most guests to purchase some of the cosmetics just demonstrated. The hostess is paid a commission of 15% of the sales amount and is given a discount on the price of the cosmetics she personally purchased. About 60% of guests are bound to buy something, in part because they want to look good in the eyes of other women.

"Trade meetings" at home are used to sell cosmetics, kitchen utensils, household goods, dresses, shoes, and linen. The firm "Tupperware Home Partis", which has existed for 32 years, thus sells 140 different goods with the help of 80 thousand independent sellers and has an annual turnover of about $ 200 million (data from 1981). Mary Kay Cosmetics uses a deeply motivational approach to reward saleswomen for recruiting new consultants. The best of them are honored at the annual general meeting, given the title of "Queen of personal selling" and given each of them a pink Cadillac for a year. The Mary Kay enterprise rests on an understanding of the psychology of women on the Atlantic coast of the United States, on their mutual influence in shopping.

FAMILY. Family members can have a strong influence on the behavior of the buyer. The mentoring family consists of the individual's parents. From them, a person receives instructions about religion, politics, economics, ambition, self-respect, love. Even when the buyer no longer interacts closely with his parents, their influence on his unconscious behavior can still be quite significant. In countries where parents and children continue to live together, parental influence can be decisive.

The individual's spawned family has a more direct impact on day-to-day purchasing behavior, i.e. his spouse and children. The family is the most important consumer purchasing organization within society and is subject to extensive scrutiny. Marketers are interested in the roles of husband, wife and children and the influence that each of them has on the purchase of a variety of goods and services.

The relationship between husband and wife influences varies widely depending on the product category. The wife traditionally acts as the main purchaser for the family of food, household items and basic clothing. However, with the increase in the number of working wives and the increased willingness of husbands to make more family purchases, the situation is changing. So staple sellers will make the mistake of continuing to think of women as the primary and only buyers of their products.

Husband and wife usually make a joint decision about expensive goods and services. The marketer needs to find out whose opinion is more important when it comes to buying a specific product or specific service. This is how the influence of each is most often distributed in relation to a number of goods and services.

My husband's opinion: life insurance, cars, television.

Wife's opinion: washing machines, carpets, furniture, excluding living room furniture, kitchen utensils.

Overall solution: living room furniture, vacations, home choices, outdoor entertainment.

In Betty Smith's case, her husband will be the main influencer when buying a camera. Perhaps he will have his own opinion about this purchase in general and a specific type of camera in particular. At the same time, Betty herself will be the main manager, buyer and user.

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. For example, Betty plays the role of a daughter in relation to her parents, the role of a wife in her own family, and the role of a branded product manager within the company. A role is a set of actions that are expected of an individual by those around him. Each of Betty's roles will influence her buying behavior in one way or another.

Each role has a certain status, reflecting the degree of its positive assessment by society. The role of the manager of the production of branded goods has a higher status in the eyes of this society in comparison with the role of the daughter. In her capacity as branded product manager, Betty will acquire clothing that reflects this particular role and status.

A person often chooses goods that speak of his status in society. For example, presidents of firms drive Mercedes or Cadillac cars, wear expensive, beautifully tailored suits and drink Cutty Sark whiskey. Market makers are aware of the potential for transforming goods into status symbols. However, such symbols turn out to be different not only for different social classes, but also for different geographical areas. In New York City, status symbols are jogging to work, fishing, hunting, and cosmetic surgery for men; in Chicago - shopping from catalogs, bagels, tacos (Mexican cheburek), phone in the car; in Houston - secular evenings, caviar and the appearance of a graduate of a private educational institution; in San Francisco - skydiving, freshly made spaghetti and Izod shirts.

Personal factors

The buyer's decisions are also influenced by their external characteristics, especially such as age, stage of the family life cycle, occupation, economic situation, personality type and self-image.

AGE AND STAGE OF THE FAMILY LIFE CYCLE. With age, there are changes in the assortment and nomenclature of goods and services purchased by people. In the early 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. His tastes for clothing, furniture, recreation and entertainment have changed over the years.

The nature of consumption also depends on the stage of the family's life cycle. Table 5.2 lists nine stages, indicating the financial situation and typical family product preferences at each stage. Marketers often define their target markets on this basis and develop products that correspond to the interests of a particular stage and targeted marketing plans.

In some recent works, the classification is carried out according to the psychological stages of the family's life cycle. An adult is going through certain transitional periods, periods of transformation in his life. Thus, Betty Smith can transform from a satisfied brand manager and a satisfied wife into a dissatisfied person looking for a new way to manifest and develop their abilities. Perhaps it was this circumstance that stimulated her increased interest in photography. Marketers must consider changing consumer interests that may be associated with transitions in adult life.

OCCUPATION. A certain influence on the nature of goods and services purchased by a person is exerted by his occupation. A worker can buy work clothes, work shoes, lunch boxes, bowling accessories. The president of the firm can buy himself expensive blue serge suits, travel by plane, join privileged country clubs, buy himself a large sailing yacht. The marketer seeks to identify such groups by occupation, whose members show an increased interest in his goods and services. The firm may even specialize in the production of goods for a particular professional group.

Table 5.2. Family Life Cycle Stages and Buying Behavior

Idle life stage; young singles living separately from their parents Financial burdens are few. Fashion opinion leaders. Set up for outdoor activities. Buyers of basic kitchen equipment, basic furniture, cars, vacation packages

Young newlyweds without children The financial situation is better than it will be in the near future. Highest purchase intensity, highest average durable goods purchases. Buyers of cars, refrigerators, stoves, the most necessary furniture and durable furniture, vacation packages

Full nest, 1st stage: youngest child less than 6 years old Peak home purchase. The working capital is small. Dissatisfaction with their financial situation and the amount of money saved. Interest in new products. Lovers of the advertised goods. Buyers of washing machines, washers, dryers, televisions, baby food, cough medicine, vitamins, dolls, strollers, sledges, skates

Full nest, 2nd stage: youngest child 6 years of age or older Financial situation has improved. Some wives work. Advertising has less impact. They buy goods in a larger package, conclude deals for the purchase of many commodity units at once. Buyers of a variety of food, cleaning supplies, bicycles, music teachers, pianos

Full nest, 3rd stage: elderly couple with children in their care The financial situation is even better. More wives work. Some children get jobs. Advertising has very little impact. High average intensity of purchases of durable goods. Buyers of newer, more elegant furniture, road users, buyers of non-essential appliances, boats, dental services, magazines

Empty nest, 1st stage: elderly spouses, whose children are already living separately, the head of the family works The largest number of owners of their own dwellings. Most are satisfied with their financial situation and the amount of savings. They are interested in travel, outdoor activities, self-education. Make gifts and donations. Are not interested in new products. Buyers of vacation packages, luxury goods, home improvement services and goods

Empty nest, 2nd stage: elderly couple, whose children live separately, the head of the family is retired A sharp decline in income. Mainly they preserve their dwellings. Buyers of medical devices, medical products that promote health, sleep and digestion

Dowager, works Income is still quite high, but the house is already being sold

Retired widow The need for health care and supplies is the same as for other retired groups. Dramatic decline in income. A dire need for attention, affection and well-being.

ECONOMIC SITUATION. The economic position of an individual has a huge impact on his choice of products. It is determined by the size of the expenditure side of income, the size of savings and assets, creditworthiness and views on spending as opposed to accumulating them. So, if Betty Smith has a fairly large expenditure part of her income and savings, is creditworthy and prefers to spend rather than accumulate, she may think about purchasing an expensive Nikon camera. Sellers offering products whose sales depend on consumer income levels must constantly monitor trends in personal income, savings and discount rates. If economic indicators indicate a downturn, the manufacturer must take action to change the design, positioning and price of its product, reduce production and inventory, and do whatever is necessary to protect itself financially.

LIFESTYLE. Individuals belonging to the same subculture, the same social class and even the same occupation can lead completely different lifestyles. Betty Smith, for example, may choose the life of a skilled housewife, a businesswoman, or a freewheeling person. She plays several roles, and the way she combines them is the outer side of her lifestyle. If she becomes a professional photographer, it will further affect her lifestyle.

Lifestyle - established forms of human existence in the world, which are expressed in his activities, interests and beliefs.

Lifestyle paints a "comprehensive portrait" of a person in their interaction with the environment. It manifests itself more than the fact of belonging to a particular social class or personality type. Knowing about a person's belonging to a particular social class, we are ready to draw certain conclusions about his intended behavior, but we will not be able to imagine him as an individual. Knowing a person's personality type, we can draw certain conclusions about his distinctive psychological characteristics, but we are unlikely to learn much about his activities, interests and beliefs. And only the way of life will draw us an exhaustive portrait of a person in his actions and interaction with the outside world.

When developing a marketing strategy for a product, the marketer will seek to uncover the relationship between a conventional or branded product and a particular lifestyle. A yoghurt maker may find that there are many well-to-do liberal men among active users of his drink. By finding out this, he will be able to more clearly target his branded product precisely to these people.

TYPE OF PERSONALITY AND ITSELF. Each person has a very specific personality type that influences his buying behavior.

Personality type - a set of distinctive psychological characteristics of a person that ensure the relative consistency and constancy of his responses to the environment. Personality type is usually described based on such inherent traits as:

self-confidence,

influence,

independence,

impermanence,

respectfulness,

lust for power,

sociability,

alertness,

attachment,

aggressiveness,

consistency,

striving for success,

love of order

adaptability.

Knowledge of the personality type can be useful in the analysis of consumer behavior, when there is a certain connection between personality types and the choice of goods or brands. For example, a beer company may find that many active beer consumers are outgoing and aggressive. And this leads to the idea of \u200b\u200ba possible image of her beer brand and the types of characters for use in advertising.

Many marketers proceed in their activities from the idea that is directly related to the personality - the idea of \u200b\u200ba person about himself (also called the image of his own "I"). We all have a complex mental image of ourselves. For example, Betty Smith may appear to be an extrovert, creative and active person. Based on this, she will prefer to opt for a camera in which the same qualities are focused. And if Nikon is advertised as a camera for outside world-oriented, creative and active people, the image of the brand coincides with the image of Betty's own self. Marketers should strive to create a brand image that matches the self-image of target market members.

Psychological factors

An individual's buying choices are also influenced by four basic psychological factors: motivation, perception, learning, beliefs, and attitudes.

MOTIVATION. We know that Betty Smith is interested in buying a camera. But why? What is she really looking for? What need is it trying to satisfy?

At any given time, a person experiences many different needs. Some of them are biogenic in nature, i.e. are the consequences of such states of internal physiological tension as hunger, thirst, discomfort. Others are psychogenic, i.e. are the results of such states of internal psychological tension as the need for recognition, respect, spiritual closeness. Most of these needs are not intense enough to motivate a person to take action at any given time. A need that has reached a sufficiently high level of intensity becomes a motive.

Motive (or motivation) - a need that has become so urgent that it makes a person look for ways and means to satisfy it.

Satisfaction of the need reduces the internal tension experienced by the individual.

Psychologists have developed a number of theories of human motivation. The most popular of these - Sigmund Freud's theory and Abraham Maslow's theory - offer very different implications for consumer research and marketing activities.

Freud's theory of motivation. Freud believed that people are basically not aware of those real psychological forces that shape their behavior, that a person grows, while suppressing many drives in himself. These drives never completely disappear and are never completely under control. They manifest themselves in dreams, slips of the tongue, neurotic behavior, obsessions and, ultimately, psychosis, in which the human "ego" is unable to balance the powerful impulses of its own "id" with the oppression of the "superego."

Thus, a person is not fully aware of the origins of his own motivation. If Betty Smith wants to buy an expensive camera, she may describe her motive as wanting to fulfill her hobby or career needs. If you take a deeper look, it may turn out that with the purchase of such a camera, she wants to impress others with her creativity. And if you look even deeper, she may be buying a camera to feel young and independent again.

When studying the camera, Betty will react not only to its operational properties, but also to other minor irritants. The shape of the camera, its dimensions, weight, material from which it is made, color, case - all this evokes certain emotions. A camera that gives the impression of being solid and reliable can make Betty feel independent, which she can either handle or avoid. When designing a camera, the manufacturer must be aware of the effect of its appearance and texture on the excitement of the consumer's emotions, which can either facilitate or hinder the purchase.

Motivation researchers have made a number of interesting, and sometimes bizarre, conclusions about what can influence the consumer's mind when making certain purchases.

Consumers are reluctant to buy prunes because they are shriveled and look like old people.

Men smoke cigars as an adult alternative to thumb sucking. They like cigars with a strong, masculine scent.

Women prefer vegetable oil to animal fats, which make them feel guilty about slaughtered animals.

A woman takes the process of baking cupcakes very seriously, because for her it is subconsciously associated with the process of childbirth. She doesn't like easy-to-use cupcake mixes, as the easy life awakens guilt.

Maslow's theory of motivation. Abraham Maslow tried to explain why people are driven by different needs at different times. Why does one person spend a lot of time and energy on self-preservation, while another - on gaining the respect of others? The scientist believes that human needs are ranked in order of hierarchical importance from most to least urgent. The hierarchy developed by Maslow is shown in Fig. 5.4. According to the degree of importance, the needs are arranged in the following order: physiological needs, needs for self-preservation, social needs, needs for respect and needs for self-affirmation. The person will strive to satisfy the most important needs first. As soon as he manages to satisfy some important need, it ceases to be a driving motive for a while. At the same time, there is an incentive to satisfy the next most important need.

For example, a starving person (need number 1) is not interested in the events taking place in the art world (need number 5), or how they look at him and to what extent others respect him (needs number 3 and number 4), or whether he breathes air (need number 2). But as the next most important need is satisfied, the next one comes to the fore.

What light does Maslow's theory shed on Betty Smith's interest in a camera? You can guess that Betty has already met her physiological needs, self-preservation needs and social needs that do not motivate her interest in cameras. And an interest in a camera can stem from either a strong need for respect from others or a need for self-esteem. Betty wants to realize her creativity and express herself through photography.

Chapter 1. Helping behavior 1.1. What is helping behavior If we generalize many definitions of helping behavior, then everything will come down to the fact that this is prosocial behavior associated with helping (assisting) in its various manifestations to the one who is in it

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