subject: What is Consumer Behaviour [print this page] What is Consumer Behaviour What is Consumer Behaviour
It's important to have a clear picture of exactly what is consumer behaviour and how you can use that information to improve your sales and service process
It seems obvious at first that it is simply "what consumers do when buying (or not buying as the case often is)". However the complexity and power arises when you can comprehend the various stages of consumer behaviour and how you can use that information to customise your sales and service process for maximum sales conversions and overall customer satisfaction.
Here is a VERY basic overview of the top-level stages of consumer behaviour:
New desire for change arises within the consumer
(normally without your influence, but you can create specific new desires)
Consumer (sometimes) queries desire
What is this?
Why is this arising?
Consumer seeks options to fulfil desire
Consumer connects' with one or more of the options available
Consumer seeks to acquire the option(s)
Where can I get it?
How much will it cost?
Can I afford it? (if no, question often simply becomes How can I afford this?)
Consumer chooses supplier(s)
Which supplier feels like the best solution? (subconscious question)
Consumer acquires option(s)
Consumer experiences option(s)
Consumer decides whether results were as expected (good/bad/other)
Consumer offers feedback to friends, family, peers, colleagues and sometimes to the supplier (when prompted!)
Cycle repeats!
Take a look at this list in context with your own business and see how you can target these various stages with your marketing, messages, branding and service processes. When you see your processes from your consumer's perspective and consider what is "going on" in their head at the time, you'll be more likely to find effective ways to present the right information in the right way at the right time to maximise impact.
There are many sub-stages within this list, and if you'd love some direct assistance with how to apply this to improve your sales and service performance, please contact us at CBB and we'll explain it in context with your business, brand, product or service.
