Give me a hand ~ paper materials

(I) Overview of consumer behavior research

1. Consumers and consumer behavior

In a narrow sense, consumers refer to individuals and Household who purchase and use various consumer goods or services. Consumers in a broad sense refer to individuals or organizations that buy and use various products and services. This book mainly discusses consumer behavior from the narrow sense of consumers.

In real life, the decision maker, buyer and user of the same consumer goods or services may be the same person or different people. For example, most adult personal products are likely to be decided and purchased by users themselves, while most children's products users, buyers and decision makers are likely to be separated. Different types of purchasing participants and their roles in the process of consumption decision-making. If the purchase decision, actual purchase and use of products are regarded as a unified process, then people at any stage of this process can be called consumers.

consumer behavior refers to various actions taken by consumers to obtain, use and dispose of consumer goods or services, including the decision-making process that precedes and determines these actions. Consumer behavior is closely related to the exchange of products or services. Under the condition of modern market economy, enterprises study consumer behavior with a view to establishing and developing long-term exchange relations with consumers. Therefore, it is necessary to understand not only how consumers get products and services, but also how consumers consume products and how products are disposed of after they are used up. Because of consumers' consumption experience, the way consumers dispose of old products and their feelings will affect consumers' next round of purchase, that is, it will have a direct effect on the long-term exchange relationship between enterprises and consumers. Traditionally, the research on consumer behavior has always focused on the acquisition of products and services, while the research on product consumption and disposal has been relatively ignored. With the deepening of the research on consumer behavior, people are more and more deeply aware that consumer behavior is a whole and a process, and acquisition or purchase is only a stage of this process. Therefore, to study consumer behavior, we should not only investigate and understand consumers' evaluation and selection activities before obtaining products and services, but also pay attention to the use and disposal of products after obtaining them. Only in this way can the understanding of consumer behavior become complete.

The individual and psychological factors that affect consumers' behavior are: need and motivation; Perception; Learning and memory; Attitude; Personality, self-concept and lifestyle. These factors not only affect and determine the decision-making behavior of consumers to some extent, but also amplify or inhibit the influence of external environment and marketing stimulus.

The main environmental factors that affect consumers' behavior are: culture; Social stratum; Social groups; Family, etc.

2. Significance of studying consumer behavior

1) Consumer behavior research is the basis of marketing decision-making and marketing strategy formulation

As can be seen from the following aspects, consumer behavior research determines the formulation of marketing strategy.

analysis of market opportunities: from the marketing point of view, market opportunities are the unmet consumer needs. To understand what needs of consumers are not met or not fully met usually involves the analysis of market conditions and market trends. For example, by analyzing the changes of consumers' lifestyle or income level, we can reveal what new needs and desires consumers have not met. On this basis, enterprises can develop new products in a targeted manner. .

market segmentation: market segmentation is the basis for formulating most marketing strategies, and its essence is to divide the whole market into several sub-markets. Consumers in each sub-market have the same or similar needs or behavioral characteristics, and consumers in different sub-markets have great differences in needs and behaviors. The purpose of enterprise market segmentation is to find the target market suitable for them to enter, and formulate targeted marketing programs according to the demand characteristics of the target market, so that the unique needs of consumers in the target market can be more fully satisfied. The market can be subdivided according to population, personality and lifestyle, and also according to behavioral characteristics, such as a small number of users, moderate users or a large number of users. In addition, the market can also be subdivided according to the use occasions, for example, watches can be divided into different markets according to whether they are worn in formal occasions, sports or ordinary occasions.

product and store positioning: marketers can only develop effective marketing strategies if they understand the position of products in the minds of target consumers and how their brands or stores are recognized by consumers. K-Mart is an influential chain store in the United States, which developed from a cheap store in the 196s to a discount store in the 197s and 198s. After entering the 199s, with the change of business environment, the decision-makers of Comart felt it necessary to reposition the store to make it a store with higher taste, and at the same time, it did not make the original customers feel abandoned. In order to achieve this goal, Comart first needs to know its current market position and compare it with that of competitors. To this end, through consumer surveys, it has obtained a series of store features that are regarded as very important by target consumers. Through the comparison of these characteristics between Comart and its competitors, the company has gained an understanding of the following issues: which store characteristics are regarded as the most critical by customers; In terms of key features, where is Comart compared with its competitors? Do consumers in different market segments hold the same views on the market position of Comart and competitive stores, and on the importance of various store characteristics? On the basis of mastering these information and analyzing them, Comart formulated a very targeted and feasible positioning strategy. As a result, the original image was changed and the positioning was successful.

marketing mix:? New product development: By understanding the needs and desires of consumers and their evaluation of various product attributes, enterprises can develop new products accordingly. It can be said that consumer survey is not only an important source of new product ideas, but also an important way to test whether new products can be accepted and what aspects should be further improved. General Electric Company has designed space-saving microwave ovens and other kitchen supplies, which have achieved great success in the market. Its product concept directly stems from consumers' complaints that the original products occupy too much space. ? Product pricing: If product pricing is out of touch with consumers' affordability or consumers' perception of product value, even the best products are difficult to open the market. Disposable diapers are priced at 1 cents a piece during the trial sale, and it is estimated that 4 million pieces will be sold. However, the result of the trial sale is only half of the expected sales, which is not ideal. After further analysis, it was found that the price link was not connected with consumers in the whole trial sale process. Although consumers welcome this product, 1 cents a piece is too expensive, and many families are only willing to use it when taking their children to travel or attend banquets. Through cost analysis, the company found a way to save the unit product cost, and then reduced the price from 1 cents to 6 cents per piece. When the product was put on the market again, the demand increased greatly. Soon, more than half of the babies in the United States used this disposable diaper called Beibei. It can be seen that product pricing is also inseparable from the analysis and understanding of consumers. ? Choice of distribution channels: where consumers like to shop and how to buy their products can also be learned through the study of consumers. Take buying clothes as an example. Some consumers like to buy in specialty stores, some like to buy in large shopping malls or department stores, and others like to buy by mail. How much proportion, and which types or characteristics of consumers mainly buy clothes through the above channels, are very concerned by clothing manufacturers. This is because only by understanding the preferences of target consumers in shopping methods and shopping places and why they form such preferences can enterprises minimize the risks in the choice of distribution channels. ? Formulation of advertising and promotion strategies: A thorough understanding of consumer behavior is also the basis for formulating advertising and promotion strategies. The American Sugar Federation tries to position sugar as a safe, delicious and necessary food to provide energy for the human body, and emphasizes that it is suitable for everyone, especially those who like sports. However, the survey shows that many consumers have formed a negative impression on sugar. Obviously, the sugar industry association must do a lot of publicity work to obtain the ideal product image. The success of these publicity activities depends largely on the association's understanding of how consumers obtain and process information and the understanding of consumer learning principles. In a word, only on the basis of understanding consumer behavior can the sugar industry association succeed in its efforts in advertising and promotion.

2) Provide a basis for the protection of consumers' rights and interests and the formulation of relevant consumption policies

With the development of economy and the increasing number of commercial behaviors that harm consumers' rights and interests, the protection of consumers' rights and interests is becoming a topic of concern to the whole society. As a member of society, consumers have a series of rights, such as free choice of products and services, access to safe products and access to correct information. These rights of consumers are also the basis of a market economy. The government has the responsibility and obligation to prohibit fraud, monopoly, bad faith and other acts that harm consumers' rights and interests, and also has the responsibility to improve consumers' awareness and ability of self-protection through publicity and education.

what kind of laws the government should enact, what measures should be taken to protect consumers' rights and interests, and whether government laws and protective measures can achieve the expected purpose in the implementation process can be understood to a great extent with the help of the information provided by the consumer behavior research institute. For example, in the process of consumer protection, many countries stipulate that food suppliers should disclose various ingredients and nutritional data on product labels so that consumers can make more informed choices. Whether such regulations really achieve their goals depends first on whether consumers rely on such information when choosing.

Modern marketing theory holds that understanding the needs and desires of the market and analyzing consumer behavior are the starting point of enterprise marketing, and its ultimate goal is to develop marketable goods to meet the needs of consumers. And a well-planned marketing plan must be based on careful market research, which can prompt the company to adjust its marketing strategy in time and guide marketers to formulate reasonable product promotion and promotion plans. With the rapid development of digital technology, the Internet provides a powerful tool for market research.

first, online consumer behavior analysis

consumer behavior analysis is an important part of economic research. In the past, this research mainly focused on traditional shopping behavior, but online shopping is different from traditional shopping activities. Therefore, online sellers should pay more attention to online consumer behavior.

(1) Types of online consumers

Consumers who shop online can be divided into the following types:

1. Simple

Simple customers need convenient and direct online shopping. They only spend a small amount of time online every month, but they make half of the online transactions. Retailers must provide real convenience for this type of people and make them feel that buying goods on your website will save more time.

2. Surfing

Surfing customers account for 8% of common netizens, but they spend 32% of their time online, and they visit four times as many webpages as other netizens. Surfing netizens are interested in websites that are constantly updated and have innovative design features.

3. Access type

Access type customers are novices who have just touched the Internet, accounting for 36%. They seldom shop, but prefer chatting online and sending free greeting cards. Companies with famous traditional brands should pay enough attention to this group of people, because network novices are more willing to trust the brands they are familiar with in life.

4. Bargaining

Bargaining customers account for 8% of netizens. They have an instinct to buy cheap goods. More than half of the customers on the famous eBay website belong to this type. They like bargaining and have a strong desire to win in the transaction.

5. Regular and sports

Regular and sports internet users are usually attracted by the content of the website. Regular netizens often visit news and business websites, while sports netizens like sports and entertainment websites.

At present, the challenge faced by online vendors is how to attract more netizens and try to turn website visitors into consumers. We believe that online vendors should focus on one or two of them, so as to be targeted.

(II) Activity process of consumers' online shopping

Online shopping refers to the process in which users browse and search relevant commodity information in the online virtual shopping environment in order to complete shopping or related tasks, so as to provide necessary information for purchasing decisions and implement decision-making and purchase.

psychologists call consumers' shopping activities a problem-solving process or an information processing process of purchase decision, which is generally divided into three stages: demand determination, information search before purchase and evaluation of alternative goods. Consumers' purchasing decision-making process is actually a process of collecting relevant information, analyzing and evaluating, which has different degrees of behavior and mental load.

(3) activities of consumer network information space

The cognitive and task activities of consumer network information space can be divided into the following three ways:

1. Browsing: informal and opportunistic, with no specific purpose, low efficiency in completing tasks and relying on external information environment to a great extent, but it can better form an overview of the whole information space structure. At this time, the user's activities in the network information space are like browsing a newspaper at will. He can roughly understand what the newspaper information includes, and whether he can read a certain message in detail depends on the layout position and title design of the information.

2. Search: find new information in a certain field. The information collected in the search helps to achieve the ultimate goal of discovering new information. When searching, users have to visit many different information sources, and search activities are highly dependent on landmarks. Users' search in the network information space is like consulting newspapers according to the catalogue to obtain a certain kind of specific information.

3. Searching: it is the process of searching and locating specific information in a large information set. The purpose of seeking is strong and the activity efficiency is the highest. For example, after the user locates the tourist information according to the classified catalogue, he compares and selects among many tourist information.

second, research strategy on the internet

one of the most complicated problems in market research on the internet is that you never know exactly who is the visitor of our company's website. Marketers must adopt appropriate strategies to identify visitors. Because it is not easy to ask visitors to answer questions on the Internet, especially when they spend time and money surfing the Internet and visiting other sites unrelated to marketing research. Visitors will definitely not fill out a 2-page questionnaire asking what they like and don't like. When the questionnaire involves income and purchase methods, few people pay attention to it. There are several strategies for collecting visitors' information on the Internet:

(1) Asking visitors by email or visitor register

The Internet can build a bridge of friendship between marketers and customers. Among them, e-mail and visitor register play a key role. E-mail can be attached with an HTML form, and customers can click on the form interface.