Analysis of consumer buying behavior

Purchasing behavior plays an important role in many marketing decisions. But how exactly do consumers’ buying decisions behave and how can I, as a company, start here with my marketing strategy?

Basically, people are irrational. On the one hand, he thinks rationally and acts responsibly. When buying products, he deals with facts and figures about the item. The price, the quality and the benefit are in the foreground here. On the other hand, people are spontaneous and often think in the short term. Emotions play a major role here. People want to feel good about their purchase and act faster than normal when they have a positive feeling about the product. However, in today’s world, buying decisions are becoming more and more difficult for consumers, as the market and the choice in every area are increasing. So-called “heuristics” help or influence people in making decisions. These can be, for example, the subconscious decision for something known. The brain sends positive signals for products that have already been purchased in a similar way or with which positive feelings from the past are associated. The consumer then automatically considers the product to be good and the best choice. On the other hand, social influences can also determine the purchase. In times of social media and the constant confrontation with recommendations, advertising or social exchange about products, people are already subconsciously influenced enormously. Formative actions or the trend of a brand automatically create a positive perception of the product. When making difficult decisions, a choice is made based on these memories.

But how can I as a company leave a lasting positive impression on the consumer under all these influences?

Basically, one should draw attention to the brand and the products through promotions. With promotions such as cashback or trade-ins, you can build up a close relationship of trust with potential customers. Creative sweepstakes also generate interest among a young audience. Feelings of success are awakened and a familiar impression of the brand is left. Especially via social media, sweepstakes are becoming more and more trendy. A high number of participants can be achieved through simple participation conditions, which in the best case still ensure more reach. The advertised products thus get a lot of attention.

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