Influencing Factors of 1. Consumer Behavior

Consumer behavior refers to the behavior of consumers in the process of looking for, purchasing, using and evaluating products or services. Consumer behavior is a complex phenomenon, which is affected by many factors, including personal factors, psychological factors, social factors and environmental factors.

Personal factors refer to the characteristics of consumers such as age, gender, income, education, occupation, lifestyle, personality and values, which affect consumers' needs, preferences and purchasing power. For example, young and old people may have different needs and preferences for clothing, cosmetics, entertainment and other products; men and women may have different needs and preferences for cars, jewelry, perfumes and other products; high-income and low-income consumers may have different needs and preferences for luxury goods, home appliances, tourism and other products.

Psychological factors refer to the psychological processes of consumers, such as motivation, attitude, perception, learning and memory, which affect consumers' cognition, emotion and behavior. For example, the motivation of consumers is the inner power that drives them to carry out consumption behavior, which can be physiological, social or personal; the attitude of consumers is their evaluation of a certain product or service, which can be positive, negative or neutral; the perception of consumers is their perception and interpretation of external stimuli, which can be affected by factors such as attention, distortion and maintenance; consumers' learning is the knowledge and skills they acquire through experience or information, which can change their attitudes and behaviors; consumers' memory is their storage and recall of past experience or information, which can affect their perception and learning.

Social factors refer to the groups in which consumers live, such as family, friends, colleagues, associations, social classes, cultures and sub-cultures, which affect consumers' needs, preferences and behaviors. For example, consumers' families are their most important reference groups, which can provide consumers' basic needs, education and values; consumers' friends and colleagues are their informal reference groups, which can provide consumers' information, suggestions and influence; consumers' associations and social classes are their formal reference groups, which can provide consumers' identity, status and sense of belonging; consumer culture and sub-culture is the largest group they belong to, which can provide consumer beliefs, customs and behavior norms.

Environmental factors refer to the physical, technological, political, legal, economic and competitive external conditions that consumers face, which affect their needs, preferences and behavior. For example, the physical environment of consumers is the natural and man-made environment they live in, which can affect the comfort and sense of security of consumers; the technological environment of consumers is the result of the science and engineering they use, which can affect the efficiency and innovation of consumers; the political and legal environment of consumers is the government and legal regulations they abide by, which can affect the rights and obligations of consumers; the economic environment of consumers is the factors they face such as income, price, interest rate and tax, which can affect the purchasing power and consumption level of consumers; the competitive environment of consumers is the quantity and quality of suppliers of products or services they choose, which can affect the satisfaction and loyalty of consumers.

Understanding the influencing factors of consumer behavior can help companies choose the right target group, adopt effective research methods, design reasonable research questions, and analyze accurate research data when conducting consumer research, so as to obtain deeper consumer insights.

2. the consumer decision-making process

Consumer decision-making refers to consumers in the face of multiple product or service choices, after a series of cognitive, evaluation and action process, finally make the decision to buy or not to buy. The consumer decision-making process usually consists of the following five stages:

Problem identification is when consumers perceive the gap between their current and ideal conditions, resulting in a need or desire to buy. For example, if a consumer's mobile phone is broken, he needs to buy a new mobile phone; if a consumer's friend buys a new car, he wants to buy a better car.

The evaluation scheme refers to the screening, organization and interpretation of the collected information according to their own needs and preferences, so as to form the evaluation of different products or services. For example, consumers can compare and evaluate different mobile phones according to the brand, price, function, appearance and other attributes of the mobile phone.

Choice scheme refers to the decision of consumers to buy or not to buy according to their own goals and situations after evaluating different products or services. For example, consumers can choose to buy the most suitable mobile phone according to their own budget, needs, preferences, confidence and other factors.

The implementation plan means that consumers take corresponding actions after making a purchase decision, such as going to the store, placing an order, paying, receiving, etc. For example, consumers can choose online or offline purchase channels to complete the purchase process according to their own convenience, safety, and speed.

Evaluation results refer to the feedback and evaluation of consumers' decisions and behaviors after purchasing and using products or services, resulting in satisfaction or dissatisfaction. For example, consumers can evaluate whether the mobile phone they buy meets their own needs and preferences and is worth recommend to others based on their own expectations, experience, comparison and other criteria.

Understanding the process of consumer decision-making can help enterprises to determine the appropriate timing, content and method of consumer research, so as to influence the decision-making and behavior of consumers.

3. levels of consumer demand

Consumer demand refers to the benefits or value that consumers expect when buying and using products or services. Consumer demand is the driving force of consumer behavior. It can be divided into different levels, from low to high:

Functional requirements refer to consumers' requirements for the basic functions or performance of a product or service, such as quality, efficiency, safety, durability, etc. For example, when consumers buy a mobile phone, they need the mobile phone to make normal calls, send text messages, surf the Internet, take photos, etc.

Social demand refers to the consumer's demand for the social effect or influence of a product or service, such as identification, belonging, respect, status, etc. For example, when consumers buy mobile phones, they need mobile phones to reflect their taste, style, identity, interpersonal relationships, etc.

Emotional needs refer to consumers' needs for emotional experience or feelings of products or services, such as happiness, excitement, relaxation, self-confidence, etc. For example, when consumers buy mobile phones, they need mobile phones to bring them fun, stimulation, comfort, confidence, etc.

Personality demand refers to the consumer's demand for the expression or creation of the personality of the product or service, such as self, innovation, exploration, achievement, etc. For example, when consumers buy mobile phones, they need mobile phones to show their personality, creativity, curiosity, sense of achievement, etc.

Understanding the level of consumer demand can help companies find different levels of consumer demand when conducting consumer research, so as to provide more valuable products or services.

Types of 4. Consumer Motivation

Consumer motivation refers to the internal causes or external stimuli of consumers' consumption behavior, which can stimulate consumers' needs and desires and affect consumers' attitudes and behaviors. Consumer motivation can be divided into two types, namely:

Rational motivation refers to the motivation of consumers based on logic, reason and analysis, which is usually related to the functional needs of consumers and social needs, such as savings, efficiency, quality, reputation, etc. For example, when consumers buy a mobile phone, they may consider the price, performance, brand, reputation and other factors of the mobile phone to make a rational choice.

Emotional motivation refers to the motivation of consumers based on emotion, feeling and intuition, which is usually related to consumers' emotional needs and personality needs, such as preferences, emotions, impulses, desires, etc. For example, when consumers buy mobile phones, they may be attracted by the appearance, color, function, advertisement and other factors of the mobile phone, so as to make emotional choices.

Understanding the types of consumer motivation can help companies identify different motivations of consumers when conducting consumer research, so as to use different marketing methods, such as rational persuasion or emotional attraction.

The Case of 5. Consumer Research

Consumer research is one of the core businesses of Shangpu Consulting Company. Shangpu Consulting Company has a professional consumer research team, using scientific methods and techniques to provide customers with in-depth consumer insights and help customers formulate more effective marketing strategies. The following are some of the success stories of Champu Consulting in providing consumer research services to customers:

Consumer research services for an automaker: Champ Consulting provides consumer research services for an automaker to understand consumer demand and preferences for new vehicles, as well as perceptions of competitors. Champ Consulting used a mixed research methodology, including questionnaires, focus groups, in-depth interviews, and neuromarketing, to collect a large amount of quantitative and qualitative data. Champ Consulting used a multi-dimensional analysis to discover the different levels of consumer needs and motivations, as well as the factors that influence consumers' perceptions, attitudes and behaviors about new cars. According to the results of consumer research, Shangpu Consulting Company has put forward marketing strategies for different target groups, including product positioning, price strategy, promotion strategy and communication strategy, etc., to help customers improve the market share and consumer satisfaction of new cars.

Provide consumer research services for a cosmetics brand: Shangpu Consulting provides consumer research services for a cosmetics brand to understand consumers' usage habits, purchase behavior and brand loyalty for cosmetics, as well as acceptance of new products. Shangpu Consulting uses online research methods, including online questionnaires, social media analysis, online communities and online experiments, to collect a large amount of real-time and interactive data. Champ Consulting used a multi-level analysis to identify different levels of consumer needs and motivations, as well as factors that influence consumer use and purchase of cosmetics. Based on the results of consumer research, Shangpu Consulting has proposed marketing strategies for different target groups, including product innovation, price optimization, promotional activities and communication channels, etc., to help customers increase the market share of new products and consumer loyalty.

Provide consumer research services for a restaurant chain brand: Shangpu Consulting provides consumer research services for a restaurant chain brand. The purpose is to understand consumer satisfaction and loyalty to catering services, as well as brand image and reputation. Cognition. Shangpu Consulting has used on-site research methods, including customer satisfaction surveys, mystery customer surveys, observational and experimental methods, to collect a large amount of first-hand and second-hand data. Champu Consulting used a multi-angle analysis to discover consumers' expectations and feelings for catering services, as well as consumers' recognition of the brand and willingness to recommend. According to the results of consumer research, Shangpu Consulting Company has proposed improvement measures for customers in different stores, including service quality, food quality, environmental atmosphere and membership system, etc., to help customers improve customer satisfaction and loyalty.