產品

SurveyMonkey 能滿足各種使用案例和需求。歡迎探索我們的產品,瞭解 SurveyMonkey 能為您提供什麼協助。

從全球首屈一指的線上調查問卷中,獲取以資料為導向的深入分析。

可與超過 100 款應用程式和外掛程式整合,讓您事半功倍。

建立並自訂線上表單,以收集資訊和付款方式。

利用內建的 AI 打造更優質的調查問卷並快速獲得獨到見解。

依實際需求量身打造解決方案,滿足您所有的市場研究需求。

範本

測量客戶對貴公司的滿意度和忠誠度。

瞭解如何讓客戶滿意,使他們成為您忠實的擁護者。

取得可化為實際行動的深入解析,以改善使用者的體驗。

向潛在客戶、受邀人等對象收集聯絡資訊。

輕鬆收集並追蹤活動邀請回函。

瞭解參加者的需要,使下一場活動更成功。

發掘能提升員工參與度並改善績效的深入解析。

瞭解與會者的想法和意見,把下一場會議辦得更好。

運用同儕意見回饋來協助員工改善績效。

打造更好的課程並改善教學方法。

瞭解學生對課程資料和教學狀況的評價。

瞭解客戶對您的新產品構想有何看法。

相關資源

使用調查問卷和調查資料的最佳實務

有關問卷調查、給企業的訣竅及其他主題的內容,都在我們的部落格。

SurveyMonkey 的使用教學與指南。

頂尖品牌如何透過 SurveyMonkey 推動成長。

聯絡銷售人員登入
聯絡銷售人員登入

How to measure, understand, and influence buying behavior

Buying behavior is the way people shop for your product, from product discovery to purchase and, in some cases, repurchase. It encompasses the practical, personal, and social factors that influence a buyer’s purchase decision, including both rational and irrational decision drivers.

Buying behavior includes data points like time of purchase, length of purchase, method of purchase, consumer preference for certain products, purchase frequency, and other similar metrics that measure how people shop for your products. These metrics can be grouped into different types of buying behavior that describe how buyers engage with a purchase decision.

The type of buying behavior, along with the practical, personal, and social factors that influence it, gives you insight into the real reasons people buy your products. These insights help you create marketing messages that accelerate your customers’ purchase decisions.

With a strong understanding of buying behavior, you can:

  • Adjust your marketing messages to suit the fluid purchasing behavior of your buyers.
  • Create targeted messaging that resonates with specific types of buyers.
  • Time your messaging so it reaches buyers when they typically purchase your product—like on holidays, on weekends, or when they use up an existing product.
  • Help overwhelmed buyers work through dissonance reducing buying behavior with reassuring messaging that simplifies the purchase decision.

Rational considerations like price, quality, and convenience all influence buying behavior, as do irrational considerations like feelings and desires. Most purchase decisions include a combination of unique mental, emotional, and behavioral factors.

  • Mental (or “cognitive”) factors include rational considerations like product value
  • Emotional (or “affective”) factors include irrational considerations like personal beliefs
  • Behavioral (or “conative”) factors include buying patterns like brand loyalty

Every buyer has a “black box” of mental, emotional, and behavioral factors that affect their buying behavior. The contents of this box depends on the lifestyle, consumption habits, personal values, relationships, brand loyalties, personality, and demographics of the buyer.

People ultimately choose to buy products based on their immediate needs and personal preferences, as well as their exposure to marketing messages and social influences. Effective marketing messages and recommendations resonate with buyers in a mental or emotional way.
Some of the factors that influence buying behavior—like social trends, for example—are dynamic. As peer groups, societal norms, and cultural fads change, so does buying behavior. Agile market research helps your businesses stay on top of shifting consumer behavior.

Henry Assael Buying Behavior Example

There are four main types of buying behavior: complex behavior, dissonance reducing behavior, habitual behavior, and variety seeking behavior. Most purchases fall into one of these four categories, but buyers can react differently to the same purchases.

People usually engage in complex buying behavior when they make a big purchase—like a new car or house. People are highly involved in these purchase decisions and will research all their options thoroughly before settling on one. This type of buying behavior comes out when a purchase will impact a person’s life significantly, or the purchase comes with significant risks.

Someone who buys the same product over and over is exhibiting habitual buying behavior and high product loyalty. For example, a consumer might habitually purchase the same brand of sunscreen or milk every time they go shopping. They’ll make these purchases without spending time researching alternatives—because they don’t feel the need to stray from their go-to brand.

The opposite of habitual buying behavior is variety seeking buying behavior. People seek variety because they’re still searching for a favorite product or because they’re looking for novelty in their purchases. Someone might express variety seeking behavior when they frequently try different restaurants. 

When people are afraid of making the wrong purchase decision, they express dissonance reducing buying behavior. This type of buying behavior is often linked to a fear of experiencing buyer’s remorse, which is usually based on a past experience with it. One example of dissonance reducing buying behavior coming into play is a consumer who spends a lot of time comparing different paint colors but significantly less time comparing paint brands. 

Most buyers express fluid buying behavior that changes from purchase to purchase. People typically make some habitual purchases—like drinking the same coffee every morning—but thoroughly research other more significant purchases. Many people will try new products like a unique variety of chips on impulse, but are hesitant to commit to bigger unknown purchases.

The best indication of which type of buying behavior people will express in a specific situation or for a certain product is the amount of risk involved in the purchase. Because more expensive products are more of a financial risk, people are usually most involved in their priciest purchases.

If a purchase decision will affect multiple people, buyers exhibit more complex buying behavior that involves input from more participants. When a family purchases a new home, for example, the mental, emotional, and behavioral considerations of each family member are weighed and considered. When someone purchases property alone, the purchase decision depends less on social influence.

Demographics like age and income also affect buying behavior. For example, teenagers usually make less significant purchases than adults, which might make them more likely to engage in variety seeking buying behavior. People in secure financial situations might also be less likely to express dissonance reducing buying behavior, since their personal financial risks are lower.

While buying behavior is fluid, some buyers are more likely to engage in certain types of buying behavior based on their demographics or defining factors like whether they make purchases online or in store. Buyer personas connect types of consumers with types of buying behavior.

A customer behavior analysis is a type of consumer research that gathers both quantitative and qualitative data points—i.e. statistical data as well as open-ended reflections on buying behavior—from respondents. This type of customer analysis identifies buyer personas and tracks the buying behavior of each persona at different stages in the customer journey.

If your business already has strong customer analytics, you can identify buyer personas before you dive into behavioral research. RFM analysis and customer lifetime value calculations are both powerful ways to find valuable market segments in your customer data. You can also work backwards, filtering your research results by behavioral data to identify demographic correlations.

While there are many consumer research methods, including interviews and case studies, surveys are usually the easiest way to get data from your customers or target market. Market research surveys help you uncover the factors that influence consumer buying behaviors, while customer satisfaction surveys are a good way to gain insight into customer buying behavior.

Consumer behavior surveys tease out buying behavior—and the rational and irrational value drivers behind purchase decisions. They ask practical questions like “How many other people in your household use this product category?” as well as reflective questions like “Do you typically make decisions about which brand you’ll buy beforehand or at the time of purchase?”

When you understand how people behave when they shop for your product, you know how to interact with buyers in the crucial period between product discovery and purchase.

If a purchase decision involves complex buying behavior, for example, you’ll probably want to focus your marketing efforts on nurturing (rather than just identifying) leads. Because complex purchase decisions often take time, it makes sense to pursue leads for a longer period rather than quickly moving on to the next lead if a buyer is slow to act.

If a purchase decision involves dissonance reducing buying behavior, reassuring leads will probably be your top priority. If your purchase seems risky to consumers, they may require some kind of “insurance,” like a free trial or a money back guarantee, to feel comfortable making a purchase. You’ll want to focus your efforts on building trust with potential customers.

If a purchase decision involves habitual buying behavior, brand loyalty is very important. Your business may want to focus on nurturing brand loyalty with existing customers if your research shows that your most valuable market segments express this type of buying behavior.

If a purchase decision involves variety seeking behavior, it’s extra important to differentiate your product and stand out from the competition. Buyers who express this type of behavior often reward businesses that take more experimental approaches to product design and marketing.

品牌行銷經理

品牌行銷經理可利用此工具組來瞭解目標受眾、推動品牌成長並增進投資報酬率。

查看 SurveyMonkey 消費性產品與服務解決方案

消費性產品與服務產業 (包括 CPG、旅遊及餐旅) 都依賴 SurveyMonkey 的深入解析來決定未來的發展。

探索 SurveyMonkey 零售解決方案

瞭解 SurveyMonkey 如何幫助零售公司應對千變萬化的市場趨勢、開發讓客戶滿意的產品,並創造能吸引廣大粉絲的品牌。

查看 SurveyMonkey 專業服務公司解決方案

查看專業服務組織如何使用 SurveyMonkey 獲得客戶和市場深入解析。