Consumer behavior and its modern models

Consumer behavior is currently being investigated by scientists, and in many universities this is a separate discipline. Only relatively recently emerged an extreme need for this subject, which is formed on the verge of several sciences: economics, psychology, marketing and management.

For the development of the economy, it is important to know what the psychology of consumer behavior is: it allows you to increase sales and advertise the product effectively.

To better reflect what is at stake, we note that the model is a simplified view of reality. Thus, consumption patterns are stereotyped views on how a consumer reacts to a product, what makes it buy, and what product it chooses in the end.

The model of consumer behavior "common car"

Such a model is realized when a person seeks to be like the others. "Herd instinct" still moves humanity, and based on it, you can create the effect of "mass" in purchases to increase sales. Numerous examples of advertisements demonstrate this with their characters: for example, goods targeted for sale to average social groups are most often advertised by people who look like middle-class people. The film set for video advertising is arranged as a small but cozy house or room without excess luxury, the characters are dressed inconspicuously and often the story boils down to the fact that one offers to try some product for another, and for the latter it is a whole discovery, he is grateful to his acquaintance for That he made his life easier.

In 2004-2009, it was often possible to watch ads of one Russian cosmetics for women with this format on the TV screens: the heroine tells how hard it was for her to accept the age-related skin problems and that she discovered a brand that transformed her appearance . Then there was another, "not knowing" heroine with the same problems, and the first shared her wonderful experience of transformation with her, and then handed a jar of cream. The video ended with a happy expression of the person transformed (brighter painted, neatly brushed and disguised in a more beautiful outfit), the heroine, who now also uses this cream.

Naturally, the spectators were "bought" for this trick, because there were heroines on the screen that looked like them, with the same problems, and not ideal photo models that already had everything in order with the skin. When in advertising one character sends something to another - this is a clear sign of playing the "common car" model, and their apparent social status shows who the product is aimed at.

Consumer behavior "snob"

This model is opposite to the previous one. Focuses attention on the fact that a person acquiring a product becomes special, and clearly stands out from the "gray mass". Often this occurs in car advertising and among youth products, where youthful psychology is used. The number of youth subcultures suggests that the problem of uniqueness and preservation of individuality is very important for young people, and therefore to increase sales such goods are accompanied by the words: "unique", "special", "best", "differ", etc.

Demonstrative consumer behavior

It is based on the fact that people choose the product at a price: the higher it is, the better the product. And if the price threshold rises, then the demand for it increases. The scheme works and vice versa: the lower the price of the product, the fewer people with such a manner of consumption are ready to buy it.

Consumer behavior "price-quality"

This concept of shopping implies that not all expensive products meet high quality, so consumers tend to pay more attention to the composition of the materials, the ingredients of the product, thus assessing its quality.

The model of "loyalty to the brand"

In this case, buyers choose a brand, which they trust and are ready to purchase products or novelties of typical goods that are not characteristic of it.