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Home » Marketing » How to analyse consumer behavior by asking these 12 simple questions?

How to analyse consumer behavior by asking these 12 simple questions?

June 10, 2023 | By Hitesh Bhasin | Filed Under: Marketing

Analysing consumer behavior is difficult because there are many factors which influence consumer’s behavior. However, if you ask these 12 basic questions, then the going can be easy. These 12 questions will help you build a consumer profile, and will also determine the different types of customers which buy your product and the influences which make them buy.

Analyse consumer behavior 2

1) Who buys your products and services? – Is it male, female, children, poor, rich or exactly what would be the type of customer who will buy your product. First get an idea of the ideal customer you would like to target.

2) Who makes the decision to buy the product? – Many a times, the purchase may be made by someone but the decision is not theirs. For example – an office may buy good looking interiors for themselves but the decision for these interiors was made by the architect or the interior designer.

3) Who influences the decision to buy the product? – The best example of influencers are children. A dad may buy the product on the decision of the mom, but the main influencer is the child who wants a specific thing or a specific toy. Hence, toy companies always advertise on children’s TV channels to make them their influencers.

4) How is the purchase decision made? – With the above children’s example, the child goes to his mother and asks a particular toy. The mom then communicates to dad or buys it herself. Thus, the process is that the influencer influences the decision maker, and then the purchase is made. This orderly fashion of making the purchase decision should be known to the marketer.

Analyse consumer behavior 1

5) Why does the customer buy? – What are the customer’s needs due to which he is buying the product? In the above case, the mother is buying a toy for her child. In the example of interior designers making decisions, the client wants a beautiful office. So each customer is buying a product for different reasons and you can analyse consumer behavior on the basis of WHY they are buying that product.

6) Why is the consumer preferring one brand over another? – The best analysis of consumer behavior is when we analyse their decision making. Many consumers have their own brand preferences. If you analyse why the customer is preferring one brand over another, you will find many features and characteristics which the customer prefers and hence he is inclined towards one brand more than the other.

Also Read  One-to-one marketing: Definition, Examples and Strategies

7) Where do customers go to buy the brand? – Are they buying the product online, or are they buying through a convinience store? In fact, are the customers taking quotations from 10 different suppliers and then choosing a single one? What is the manner in which the customer is buying a brand, tells a lot about how far the customer is ready to go to buy the brand. This aspect of consumer behavior will be different for each customer and give insight for consumer behavior analysis.

8) When do customers buy a product? – In the above two examples, the client is buying new interior design equipments for his office because he is building his new office. Similarly, the mom is buying a toy for her child may be because its his birthday, or may be because the child is really pestering her after seeing the AD on TV. So these are the stimulus due to which the customer has decided to buy the product. You need to know whether the stimulus is seasonal, is it external or internal.

9) What is the product’s perception? – Is the product perceived as a value for money product or is it perceived as premium? In fact, the product can face a problem if it is neither VFM nor premium, because this means that the product does not have a clear target audience. The perception of the product plays a major role in generating word of mouth and you want a positive perception for your product so that the customer recommends your product to someone else.

10) What social factors influences the purchase decision? – Many people have never been able to understand why people buy an Audi or a BMW. But most of these people belong to a conservative mindset. On the other hand, ask a high net worth individual to buy a common toyota car and he will scoff at you. He has to maintain his “Social standards”. Similarly, if you ask the conservative one to buy street clothes instead of buying branded clothes, he will scoff at you too. Social factors are a major factor in influencing consumer behavior and they are important to analyse consumer behavior as well.

Also Read  How to create a Customer Profile?

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11) What is the role of consumer’s lifestyle in his behavior? – I like to write. I know many people who like to read. The reader is more likely to buy a Kindly or a similar reading decide. I am more likely to buy an electronic typewriter. Just like the reader and the writer lead two different lifestyle’s, so does each consumer vary in his lifestyle. Some people love rock climbing, others love swimming, and yet others love sports like cricket, football or badminton. You need to analyse your customers lifestyle to analyse consumer behavior.

12) What role does personal or demographic factor play in purchase decision? – What if the toy company mentioned above were to show its toys on a news channel? On the other hand, what if the interior designer service offer its services to a startup company who are controlling costs? Wouldn’t they fail in capturing their customer’s attention? The goals of each individual and the objectives of each company is different. Similarly, the variance is also observed when there are demographic factors at play. An elderly person will buy completely different products as compared to a youngster. Similarly, a blue collared worker will have different needs as compared to a white collared one.

As can be seen above, answering each of the above 12 questions is not easy and will differ from company to company and sector to sector. However, these 12 questions form a fine framework to analyse consumer behavior.

Liked this post? Check out the complete series on Consumer Behavior

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  3. The Influence of Culture on consumer behavior
  4. The importance of consumer buying behavior
  5. 7 Types Of Customers based on Consumer Behavior
  6. What is Consumer Behavior? Definition, Example, Types & Factors
  7. How to analyse the product mix of any brand? With example of coca cola.
  8. 13 Amazing yet simple Brand building Tips and Detailed Process
  9. 15 Simple Steps to Start your Own Retail Business
  10. What is the KISS Principle (Keep it Simple, Stupid)? Explanation & How to Use It

About Hitesh Bhasin

Hitesh Bhasin is the Founder of Marketing91 and has over a decade of experience in the marketing field. He is an accomplished author of thousands of insightful articles, including in-depth analyses of brands and companies. Holding an MBA in Marketing, Hitesh manages several offline ventures, where he applies all the concepts of Marketing that he writes about.

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Comments

  1. Bazaaran says

    Good Article. Thanks.

  2. Aishwarya says

    Please could you guide me on factors influencing buying behaviour of women specially towards online shopping

    • Hitesh Bhasin says

      Well, there are multiple factors at play here. If you talk about online shopping then convenience is the main factor. Because women like fashion more then men and are known for it. So if you are a working women coming late to home, or if your local outlets dont have the right items, then you will turn towards online buying where you can buy all fashion outfits from across the country. This also avoids repetition (buying the same dress as someone else). So over a period of time, by trying out 5-6 dresses from the comfort of you home (e-commerce companies give easy returns), you can safely come down to 2-3 dresses a month. Which is the normal consumption pattern of woman clothing. Convenience and the assurity that returns will happen easily are some of the major factors of consumer buying behavior of women in online purchase.

  3. sokny says

    how can i download this field teacher? this is very interesting lesson. love this website very much

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Consumer Behavior Course
Module 1: Introduction
  1. Consumer Behavior
  2. Importance Of Consumer Buying Behavior
Module 2: Understanding the Buying Process
  1. Consumer Buying Behavior
  2. Consumer Buying Behavior
  3. Steps In Consumer Decision Making
  4. What Is The Buyer Readiness State
  5. Buyer Persona
  6. Buying Pattern Analysis
Module 3: Factors Influencing Consumer Behavior
  1. Personal Factors Affecting Consumer Buying Behavior
  2. Reference Groups In Consumer Buying
  3. Affect Of Culture On Consumer Behavior
Module 4: Post-Purchase Behavior
  1. Buyer Remorse
  2. Post Purchase Dissonance
  3. Analyse Consumer Behavior

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