Purchasing behavior is the behavior of the consumer, understood as any individual who buys products or services for personal use, motivated by a series of cultural, personal, social and psychological factors. These are studied in marketing precisely to understand what, where and why consumers buy the different products
The study of purchasing behavior aims to analyze consumer behavior both individually and collectively, that is, by investigating how groups (family, friends, associations) affect the purchasing, consumption, disposal and product search habits. or services by individuals.
This multidisciplinary research area, of great importance for the marketing sector, therefore concerns the analysis of each activity carried out before the purchase (information search, visit to the store, etc.), up to post-consumer behavior ( any interactions with the company, greater or lesser degree of brand loyalty, etc.).
It is this type of analysis that provides companies with important data on the market and on the target audience, also allowing the identification of consumption trends for the different types of customers.
One of the macro objectives is to understand what the customers' choice and evaluation of circular economy products and services is based on
• Describe how customers judge goods and services
• Analyze the elements of customer behavior: choice, consumption, evaluation
Analyze the way in which the consumer makes choices and makes decisions, in addition to the various stages that lead to the purchase of a particular product or service.
It is therefore essential to understand how Marketing affects purchasing behavior
It is necessary to take into account all the factors mentioned in order to implement marketing strategies capable of affecting the consumer and guiding his choice towards the purchase of a product. Consumer behavior therefore depends on many factors ranging from psychographic characteristics to culture, from occupation to lifestyle. However, much also depends on the company's commitment throughout the entire customer journey and on the way in which it interfaces with people in every single touch point.
In this perspective, the marketing, branding strategy and the overall communication strategy of the company can influence not only the perception that the consumer has of a brand or a product, but also that of the relative competitors and the product category in a broader sense. Obviously, there are many ways in which marketing stimuli can influence purchasing behavior. From the mere (repeated) exposure to the communication of a brand to the content marketing strategies, from the efforts to optimize the customer experience to the involvement of online users: the consumer's purchasing behavior also depends on all these elements.