Step 3: Evaluate Options
Posted: Thu Jan 23, 2025 4:12 am
By analyzing various products, the consumer consciously or spontaneously builds a model of his behavior. This helps sellers understand what exactly influences his decision in each specific case.
For example, when examining a lipstick, a girl will pay attention to its shade, smell, consistency, durability, since she will use it. A man, on the other hand, will rather focus on a woman's recommendation and, if there is no suitable option, will simply go to another store, since he has little understanding of cosmetics and will be afraid to choose it himself. Thus, the perception of the same product may differ among different categories of consumers, which must be taken into account.
The same applies to the issue of relevance. Where a girl is interested in cosmetics, a man will rather prefer to look at technology. It is more necessary and understandable for him, so he will pay attention to the description and packaging of the tool, rather than mascara or hairspray.
The consumer's choice can also amazon database be influenced by the ideas accepted in society. For example, among colleagues there is a widespread opinion that the domestic auto industry is better than the European one. In this regard, he will ignore Western cars even if the superiority of a foreign model in something is obvious. Among domestic brands, he will be guided more by his practical experience.
Evaluation of options
The analysis of the product properties leads the consumer to deduce a certain level of its usefulness, which he then focuses on. This also affects the subsequent perception of the product, since a certain filter is formed, helping the individual to highlight only the properties he needs. However, their relevance is determined by his views. For example, one person chooses a tablet based on the parameter of game support, and another focuses on the type of screen, since he takes the equipment for work. As a result, the product has different levels of usefulness.
Step 4. Purchase decision
Rational consumer behavior, an example of which was considered earlier, is entirely based on optimizing benefits and minimizing expenses. However, as can be seen from the situations given, in reality, his actions when buying are influenced by many different factors: from internal and personal to external.
Thus, the decision to purchase a specific product may be influenced by:
Unforeseen circumstances. If a person previously counted on a specific amount of income or cost of goods, then when earnings decrease or the cost of products increases, he may abandon his previous choice.
Third-party opinions. This is someone else's experience, reviews and comments. At the same time, the closer the views and worldview, even social status of the speaker to the buyer, the more their words will influence the result.
Purchase decision
For example, when examining a lipstick, a girl will pay attention to its shade, smell, consistency, durability, since she will use it. A man, on the other hand, will rather focus on a woman's recommendation and, if there is no suitable option, will simply go to another store, since he has little understanding of cosmetics and will be afraid to choose it himself. Thus, the perception of the same product may differ among different categories of consumers, which must be taken into account.
The same applies to the issue of relevance. Where a girl is interested in cosmetics, a man will rather prefer to look at technology. It is more necessary and understandable for him, so he will pay attention to the description and packaging of the tool, rather than mascara or hairspray.
The consumer's choice can also amazon database be influenced by the ideas accepted in society. For example, among colleagues there is a widespread opinion that the domestic auto industry is better than the European one. In this regard, he will ignore Western cars even if the superiority of a foreign model in something is obvious. Among domestic brands, he will be guided more by his practical experience.
Evaluation of options
The analysis of the product properties leads the consumer to deduce a certain level of its usefulness, which he then focuses on. This also affects the subsequent perception of the product, since a certain filter is formed, helping the individual to highlight only the properties he needs. However, their relevance is determined by his views. For example, one person chooses a tablet based on the parameter of game support, and another focuses on the type of screen, since he takes the equipment for work. As a result, the product has different levels of usefulness.
Step 4. Purchase decision
Rational consumer behavior, an example of which was considered earlier, is entirely based on optimizing benefits and minimizing expenses. However, as can be seen from the situations given, in reality, his actions when buying are influenced by many different factors: from internal and personal to external.
Thus, the decision to purchase a specific product may be influenced by:
Unforeseen circumstances. If a person previously counted on a specific amount of income or cost of goods, then when earnings decrease or the cost of products increases, he may abandon his previous choice.
Third-party opinions. This is someone else's experience, reviews and comments. At the same time, the closer the views and worldview, even social status of the speaker to the buyer, the more their words will influence the result.
Purchase decision