five shopping behavior
customer needs with a purchase, but did not determine the location and time of purchase. Such as a supermarket that sold to none other, specifically to the supermarket, but no specific shopping list, so buy “bargain” is planned, what to buy “bargain” is impulsive.
When consumers to patronize the stores during the promotional merchandise is often able to stimulate the consumer shopping impulses. For some commodities, consumers are likely to edge can buy, but promotional discounts can often lead to impulse purchases of consumers. May be related to income, China is highly sensitive to price shoppers. Typically, small, lightweight, easy to carry items more likely to lead to consumer impulse buying behavior. On-site sales promotion activities and P0P advertising, helps to stimulate the customer the appropriate psychological reactions, and promote their impulse to buy. POP advertising that is purchased on-site advertising (POINTOF PURCHASE), known as the second salesman. Data showed that 95 percent of consumers in proximity to the sales floor, the front of the free products in a variety of hesitant. 40% of consumers decide to buy in the field.
As people income level increases and the homogenization of goods increased competition, unplanned purchase ratio increased sharply, even more than the planned purchase. Factors affecting impulse buying, mainly from consumer self-concept, product characteristics, situational factors and interfere with a brief analysis of three factors:
1>, the store situational factors.
1. Pure impulse
3>, staff recommended
completely prior to purchase customer desire, without the normal consumer decision-making process, the provisional decision to buy. Purchase of goods and trade marks a complete departure from the normal choice behavior is a sudden, for mental or emotional impulse response and the “whim” or “impulse” or “map novelty” and “seeking change.”
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2. Using attract pricing. In the retail market, the price is the customer of the store the first element of the overall impression. Many people are willing to walk 500 meters to the store to buy things cheaper. Developed areas in the retail, together with a number of supermarkets. Supermarkets will be none other to win the popularity of some products, in order to stimulate impulse buying for the entire supermarket sales.
Fourth, the impact factors of impulse buying:
3, situational factors
4>.
six interactive experience to guide customers to impulse buying strategy
1, consumers self-concept. Including family structure, disposable income, shopping lists and other objective factors, such as from the psychological side, including self-control, face their own thing without hesitation or whether they can control their own psychological well; face orientation, in accompanied by another individual to purchase impulse; materialism, some individuals tried to show that the external materials and their respective value, impulse buying has become more prevalent; financial management, financial management is a scientific habit of impulse buying for a great impact. In addition, the consumer, in which emotional factors also play a pivotal factor in 75% of consumers feel happy after impulse purchases, this feeling will tend to strengthen the consumer impulse buying, and impulse shopping tendencies actually lead to impulse buying the main reason. Analysis from the customer temperament, impulsive temperament. Severe mood changes, there is strong interest in new products, more consideration trade dress and personal interest in the impact of advertising vulnerable. And imagine the type of temperament, lively, easy to shift attention, interest volatility, a strong aesthetic sense, vulnerable to the impact of trade dress and packaging.
2>, the time factor
2. Stimulate impulse
2, the product features
3. Plan impulse
consumers often been in the shop the price, shape, color, fragrance and even companions of solicitation in the unconscious impulse buying, contextual effects are divided into five types: physical environment, social environment, concept of time the purchase of the task and the previous state. Physical environment, including decorations, sound, smell, lighting, climate, and visible form of goods or other irritants around in the surrounding physical substances. Consumer social environment is often affected by their actions impact the people around. Concept of time involving time impact on consumer behavior. Task of providing the consumer purchase activity occurred reasons can be divided into the purpose of personal use to purchase and the purchase of gifts. Previous state is non-persistent individual characteristics, such as short-term emotional state or condition.
1. Hot tap point. People in the “clothing”, “food”, “housing”, “line” four “major”, the need to spend money every day. People not only want to eat, but also to eat, but also to eat nutritious, taste, fresh, fresh goods can be said is a supermarket to attract customers, increase the daily traffic of magic. With a unique fresh products to attract customers to patronize every day. To stimulate impulse buying behavior of customers can bring non-perishable commodity sales, stable traffic, and continued sales.
4, C2C mode, the consumer impulse buying
online shopping site to see the customer a product or some advertising, sales promotion, tips or to excite customers unmet consumer demand, which lead to consumer desires, and decided to buy, is the result of stimulation shopping site.
3. Using POP advertising. POP advertising that is purchased on-site advertising (POINTOF PURCHASE), known as the second salesman. Data show that 95% of consumers in proximity to the sales floor, the free product in front of hesitant. 40% of consumers decide to buy in the field. The art of POP advertising, product sales have been to different degrees.
motivation affect the purchase of goods is the most important factor. Impulse buying behavior occurred in the customer involved in the purchase of low value low, the convenience goods to be purchased frequently. In terms of daily necessities. Customers of its general performance, use, efficiency than the familiar features, and inexpensive, they are necessary expenses, depending on personal preference, a similar product without comparison. In addition, such as toys, candy, snack foods, casual wear and other leisure products. Its appearance, packaging, advertising, promotion, price, point of sale and other sales play an important role in the randomness of the brand on a large, impulse buying is also very strong.
6. On-site promotional activities. The success of promotional activities to increase store sales and improve their competitiveness and weaken competitors bring to the shopping centers gratifying returns. On-site promotional activities are long-term and short-term sales promotion. Long-term promotional activities are generally more than one month, the main focus is to create a restaurant strengths, to increase the centripetal force of restaurant customers to ensure long-term customers to store shopping. Short-term promotional activities are usually 3-7 days, with a particular theme of the promotional activities to achieve the desired business goals.
4. Vivid display of goods. Clear display of goods as far as possible, try to achieve maximum exposure for each commodity degree, the best selling and high profit products placed in the sight of the first customers to enter a place, such as the store bottom or near the entrance, reach as far as possible, to avoid Display of goods is too high to achieve the purpose of attracting customers. Fragrance products, placed with the best position to stimulate the customer the sense of smell. New style of goods, placed in a high eye level with the customer on the shelves, with its prominent position to attract customers to buy. Use a variety of goods placed in the position of the customer easy touch observation, can play to promote the purchase of the psychological effect. Placed near the cash register candy, cigarettes, batteries and other goods, the use of customer waiting time for payment may increase impulse buying. Array as far as possible, it shows the personality characteristics of goods, beauty and texture. Try to make it spotless, comfortable and left the impression to the customer. In addition, various forms of commodity price to be prominent, eye-catching to attract customers attention.
situation can be classified from different angles. Hawkins Dell.Hawkins that consumption takes place in four broad contexts: communication situation, the purchase situation, context of use and disposal scenarios. Including advertising, public relations, coupons, discounts and other social context factors, including interpersonal relationships, time, money, credit cards and other confounding factors. Specifically, the following areas:
According to statistics, only 39.3% of department store consumer shopping behavior with or without plans, and 62.4% in supermarkets are impulse shopping behavior of consumers. The main reason is an increase of consumer self-service shopping experience and the process of learning process, by observing the packaging, check the product quality and product trial process, increasing the level of understanding of consumer goods, which also accelerated the consumption of The judge decided to buy.
impulse purchase (Impulse Buy) that unplanned purchase, is the consumer has not been fully considered or not the formation of purchase intentions and purchase behavior of the implementation, external marketing stimuli is a psychological reaction leading to the external behavior. Or that the consumer impulse buying behavior is inspired by the specific environment and a strong motivation to give up the role of emotional self-control are implemented without careful consideration, reckless and no pre-planned buying behavior.
National survey shows that sales of health products in the store, half of the consumers to buy oral slimming products already decided before they will buy the brand, the face of these consumers, the salesperson recommended the proportion of its 30% of the staff recommendation to accept the proportion of consumers, 12%; the whole, the salesperson can affect the proportion of consumers can reach 62%.
an overview
Second, the concept of
the most part, consumers are rational decision-making model to reflect the type of consumers, however, to some extent, the model also reflects the affective characteristics of consumer behavior. This model defines the impact of consumer impulse shopping some of the key factors, these factors include the organization of the market activities and social – cultural factors. Market activities, including the product itself (such as product packaging, size, and product assurance), media advertising, promotional activities, pricing policies (price reduction and discount) and product distribution. Market activity can be macro-level (for the mass media), it can be at the micro level (such as store advertising, point of sale displays, store promotions and in-store shopping environment [original] ABC high-end credit card annual fee credit card charges “smoke and mirrors” _852). Therefore, a well-planned marketing strategy will stimulate consumer impulse shopping to increase sales.
5>.
merchandising Research shows that 75% of consumers in the supermarket shopping decision is the decision in 15 seconds or less to complete. For many families, due to work stress, less leisure time, consumers in the shopping process may result in a very hasty. In a certain interval of time pressure and impulse shopping behavior of consumers is to present the inverse of that time pressure, less impulsive shopping behavior; time pressure is small, plenty of shopping time, more impulsive shopping behavior. Extensive product categories to extend shopping time: when the store more types of goods when consumers shop in stores in time along with it extended, in view of this long process, because many new products to attract, consumers are more prone to impulsive shopping behavior.
Engle, Blackwell, andMiniard had made “shopping behavior” concept, they noted that consumer using a product after purchase will result in satisfaction and dissatisfaction of the two cases, and in both cases and then derive further behavior, that is, post-purchase behavior. These shopping behavior is worth exploring. Impulse buying is complete without an assessment conducted after the decision, after the resulting degree of regret is also relatively high, up to 80% of impulse buying mood after a negative result, and satisfactory water standards low. Retailers should be aware of the antecedents of impulse buying, which helps to design a desire to cause consumers to purchase the situation, increase product sales. Deep understanding of the mode of purchase will also help retailers avoid the consequences of a purchase after consumers complained about to happen.
three types
studies have shown that online shopping, impulse buying is common. Traditional store-based buying environment, impulse buying behavior research framework for application network shopping environment, combined with the characteristics of online shopping environment, summed up the impact of online consumer impulse buying behavior of the four external factors stimulate: commodity prices, graphic display, evaluation and other transaction records. Network to buy increasingly common, online impulse buying of research should receive more attention.
As China overall economic development, improvement of living standards, the continuous expansion of self-concept, people consumption patterns from a single basic living needs, began to change in consumer personalization and diversification. At the same time, due to the accelerated pace of work and life, consumer buying behavior models are being simplified, consumers are prone to impulse buying behavior. According to Aoki, Kwansei Gakuin University in Japan Yukihiro research survey showed that Japanese consumers to buy in the supermarket average weekly number of 3.3 times the case, Japanese consumers plan to buy in the supermarket in the rate of 11%, and in-store decision-making unplanned purchase rate of 89%. Part of the decision in the shop, only 10.8% of the goods purchased in advance determine the types of goods, but failed to establish that the particular brand to buy; 2.1% of the pre-determined product brand is good, but temporary change in the shop and other brands. In addition, up to 76.1%, that of the total purchase amount of 3 / 4 of all goods in the shop decision. According to Beijing customer survey of some large supermarkets as well as between China and Japan comparative analysis of consumer behavior, Beijing, Shanghai, Guangzhou and other economically developed cities of consumers plan to buy the supermarket non-rate close to the 20th century in Japan 70 the level of late, that the basic rate of unplanned purchase nearly 80%. From this we can see that impulse buying has become a common phenomenon of consumerism, product sales accounted for a large part, the study of the buying patterns has important practical significance.
5. Create a good atmosphere. The atmosphere is the marketing staff to design on-site by the creative environment to produce an emotion, to improve the customer shopping possibilities in the field. The more people live, the more people want to buy. Customers will be crowding popularity as a commodity, the more the crowd of people, goods more attractive.