Every individual's conduct is determined by their way of life, upbringing, and natural inclination. As a marketer, understanding human behavior is a crucial aspect for success. By analyzing consumer behavior, purchase decision-making process and psychographic profiling, businesses can create buyer personas and customer journey mapping to give the customers the best shopping experience.
Behavior is the conscious or unconscious actions individuals take in response to different stimuli around them. These actions reflect personality traits and other psychological factors influencing a person’s response to external stimuli.
Marketers use consumer behavior analysis to realize how certain factors affect purchasing decisions. It helps them determine the key drivers behind customer behaviors and uncover why customers make specific purchases.
The purchase decision-making process is the step-by-step procedure consumers undertake when making a buying decision. It has five stages: problem/need recognition, information search, alternative evaluation, purchase decision and post-purchase evaluation.
Psychographic profiling refers to an approach that involves studying personality-based characteristics such as social class, interests, values, lifestyles, attitudes and opinions that influence behavior among individuals in a particular target market.
Buyer personas are created based on psychographic profiling research. Marketers utilize data analytics to identify how clients behave by observing what they buy, when they buy it and how much they spend on products that satisfy their needs.
Customer journey mapping aims to capture every stage of interaction between a customer and a company throughout the duration of their relationship. It helps marketers better understand customer satisfaction levels with specific elements of their business offerings.
Behavior can be quite complex when studied closely because it includes subconscious activity alongside conscious decisions made by individuals. In marketing, consumer behavior analysis provides helpful insights into what drives customers to make purchases. Understanding behavior goes a long way in developing buyer personas and customer journey mapping, which are critical tools in providing an excellent shopping experience.
