Business buyer behavior顾客购买行为

International customer behavior
Abstract: Consumer buying behavior refers to the people to meet the needs and desires and looking for, select, purchase, use, evaluation and disposal of products, services, the process of intervention activities, including consumer's subjective psychological activities and objective material activity two aspects. Consumers' purchasing behavior is composed of a series of links, element complete process. In this process, the purchase decision in the central position; Decisions correctly or not directly decided to purchase behavior, pointing to the way and the size of the utility.
Keywords: behavior, consumer, purchase, process
Consumer buying behavior refers to the people in order to meet the person, family life need or enterprise in order to meet the needs of production, when buying a hobby products or services of all kinds of behavior, and the purchase decision process.
Consumer buying behavior, diversity, dynamic and interactive volatility, impulsivity, trading, etc. Strictly speaking, the customer purchasing behavior is composed of a series of links, namely customer purchasing behavior is derived from the purchase decision-making process in the system, and under the influence of internal and external factors. Customer purchase behavior of complex, puts forward more on sales staff, a higher challenge. For excellent sales staff, to master the customer buying decision process and understand the factors that affect the customer to make a buying decision and so on all aspects, such as critical.
Procurement is the buyer in accordance with the requirements, in a reasonable time, with the most reasonable price to buy the best goods; We can learn that in the process of buyers to purchase, there are a few points are requires consideration of sales people; Is first buyers demand, that is to say, you should be very good to know the requirement of the buyer; Secondly, time, time is a limited resource, you need to ensure a good delivery date; Third: the prices or costs. In flooded with goods, can you guarantee to the buyer to provide a competitive price, if you can't, so if you can provide other high additional value? Buyers in the purchase process, which can be roughly divided into two kinds: one kind is looking for a particular product; Is a kind of choice to cooperation supplier; Your cooperation buyers is to belong to that kind of situation? A type of buyer you are looking for that? How to make the targeted sales, these are worth each export friends thinking about;
Buyers purchase channels can be roughly divided into four kinds: the exhibition, network, magazines and other.
Exhibition: is everybody export commonly used a way to develop the customer, but now with the world to do more and more various kinds of exhibition, coupled with the electronic commerce impact on his purchase mode; Show the effect of a certain degree of decline than in the past. Advantage: face to face, direct, reliable, purchasing information quickly; Procurement process fast; Defects: high cost of procurement, the exhibition time short, procurement staff hard work, and buyers to participate in the number of times is limited, suppliers of exhibition is limited, difficult to meet the needs of buyers.
Network: the network can be further subdivided into B2B below, search engine two channels, the network is a pattern in the development of customer love-hate relationship; Love him like network efficiently; Hate him is out of step with the input and output; Why is such a case, the use of a tool, a channel, the key is to understand.
Advantages: large amount of information, comprehensive; Communicate quickly; From time, geographical restrictions; Purchasing new products quickly, speed up the cycle of new products listed; Have more supplier selection; Save cost, time and manpower; Improve the efficiency of the procurement; Inadequate: the authenticity of information needs to be tested; Large amount of information to supplier information to search to meet his needs in a timely manner. Magazine: can say is a kind of magazine for declining channels, the emergence of network, this way of media is fatal blow for magazine, can say network basically has some advantage, some magazines didn't network, the following simple also.
Advantage: high quality professional magazine information, without being limited by the time space, low purchasing cost, high reliability of supplier information; Inadequate: query communication for a long time, difficult to compare suppliers.
Consumers through the study of the evaluation of alternative goods, and to make a choice, to form purchase intention. Under normal circumstances, consumers often buy their favorite brand. But sometimes also will be influenced by two factors change the purchase decision.
1. The attitude of others.
2. Unexpected events. Modification, delay or cancel a purchase decision, consumers are often
affected by have perceived risk. The size of the "perceived risk", by the size of the purchase money, product performance, quality, depends on the strength and buyer confidence. Enterprise marketing should as far as possible, try to reduce this risk, in order to promote consumers to buy. Consumers to purchase goods, purchase decision-making process continue, he has to buy goods to be evaluated. Enterprise marketing should give sufficient attention, because it is related to product market and the enterprise prestige in the future. There are two kinds of judgment consumer post-purchase behavior theory:
1. The expected satisfaction theory.
2. Knowledge gap theory. Enterprise marketing should pay close attention to consumer post-purchase feelings, and take appropriate measures to eliminate the discontent, improve the satisfaction. Such as often solicit opinions from the customers, strengthen after-sales service and guarantee and improve the market marketing work, strive to make consumer complaints to a minimum.
Correct market positioning; brand is the key to successfully enter the market. Therefore, the enterprise comprehensive analysis to a competitor's product characteristics and consumer demand for hair products of various attributes, on the basis of the characteristics from the function and the brand image and so on to determine the enterprise product differentiation, and marketing. For example, if the successful middle-aged male consumers for the target market, enterprises should first analyze competitor's position, because the shampoo market products tend to be men and women general, specifically for men's products are rare. Therefore, enterprises need to target consumer groups, such a message to them - the product is designed for men, and in advertising to highlight the "symbol of success and status" demands focus, so it may surprise. There is no doubt that this is the first overlord to launch new high-end men's shampoo cleared one of the prerequisites to rise.
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