What Is the Role of Consumer Shopping Behavior?



Consumer shopping behavior is the study of the tendency of customers to buy a product. Let’s take an example- Imagine you have an online shopping website. A customer might visit you several times but might not end up buying anything. There are various stages that a customer goes through before buying a product. Cultural, social, personal, and psychological factors influence the buying pattern of a customer.



Now, our question is- why do we need to analyze this behavior? The article will explain that as you move forward but let's start with the basics.

Customer shopping behavior is mostly studied in sectors like FMCG, customer durable, retail, and e-commerce- where you need to understand what your customer expects from you.

Why Do You need to analyze Customer Behavior?

The primary reason behind knowing what the psychology of the customer is while purchasing your product is that you get to know about what to deliver. There are several reasons why a customer might be buying your product.

1.   Products like chocolate, cakes, and doughnuts are bought due to an urge or an impulse.

2.   Things can be bought due to the need, demand, or wants of a specific person.

3.   Things are also bought according to the lifestyle of a person. These items usually include things related to different activities, like hiking, skiing, etc.

4.   Medicines and medical services are an example of buying due to requirement.

Apart from these primary reasons, there can be a different reason to buy a product. Thus, you need to analyze the behavior of your customers so that you can get to know more about the consumer shopping perception of your product.

●  If your product belongs to the impulse category, you need to be as close to the entry and exit as you can. It will help increase your sales. Just take an example- If you go to any departmental store, all the chocolates, mints and chewing gums are kept close to the cash counter. This attracts the customer, and they end up buying it eventually.

●  If your product is just a need, then you can be carefree. However, if it's a demand, you need to ensure the proper delivery of the product in the required time frame.

●  We can take an example of survival kits for the survival purchase scenario. How many of us buy survival kits? Not many. So, we need to target people who are visiting dangerous places or trek in the wildlife regularly. It needs to be their lifestyle.

●  Emergencies are a part of life, and they don't knock on your door and ask for your permission to come. So, you need to examine the behavior of your customers when they panic, and then you need to analyze how you can try to persuade them into behaving the way you want them to act.

The examples given above are just a few of the complete customer shopping behavior.

Now we need to understand the advantages of analyzing customer shopping perceptions.

Importance of Analyzing Customer Buying Behavior

1) Increase in Revenue

The most significant advantage of analyzing customer shopping behavior is that it will help you increase your revenue. You can differentiate the ways in which you sell your products depending on the way customers buy them.

2) Product Portfolio

Continuous observation of the customer shopping trends will help you find gaps in your product portfolio. It will help you in launching a new product which will satisfy the needs of your customers.

3) Market Trends

The first indicator of a shift in market trends will be customer analysis. For example, you can see a pattern of health consciousness currently going on in the market. If you are a food company or a fashion company, you can bring more health and fitness related products into the market.

4) Competitive Analysis

One of the biggest reasons to carry out a consumer shopping behavior analysis is to know what your competition is. It tells you where your customers are buying a product from and what is the reason behind that.

Once you get to know these factors, you can try to improve your products or marketing strategies as well.

This is the importance of analyzing consumer shopping behavior. We're in the year 2019, and rather than customer satisfaction, the goal should now be customer delight. This can only be achieved by doing a consumer shopping behavior analysis.

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