How to understand consumer buying behavior?

Introduction

• Do you understand consumer buying behavior?
• Do you want to retain your customers?

Consumer behavior plays an important role in the positioning of your product. So, before launching a product it is certainly inevitable to understand consumer buying behavior.

Variety Seeking Buying Behavior vs. Habitual Buying Behavior

Let us take some case studies to understand consumer buying behavior.

#1: PepsiCo

Indra Nooyi, the global CEO of PepsiCo, has earned so much esteem that she was once the part of the advisory team of the American president.

But, when it comes to the products of her company, she goes to the malls and checks all the products with respect to “Shelf offtake” and understand consumer buying behavior.

She is not just making product innovations, but also bringing innovations in the product designs.

Why?

Because: Designs have a significant effect on the consumers’ buying behavior.

#3: Nike and Adidas

Both these companies deal in sports gear, wear, accessories, and shoes. They faced a lot of problems when they entered India.

Later, they understood the behavior of Indian consumers and promoted their products accordingly.

#4: McDonald's

When McDonald's entered India, it failed. Later, they studied the consumer behavior of India and found that Indians use potato as a snack in one or the other form.

So, they introduced Mc Aloo Tikki, which got highly successful in India.

#5: Health Drinks

In India, all the health drinks related to lactating and pregnant mothers failed but children health drinks got highly successful.

Why?

Because: Indian mothers are more concerned about their children's health than their health.

So, they buy a drink that helps their children to grow well.

#6: Johnson & Johnson

Johnson & Johnson studied the behavior of urban mothers in India. They found that the Indian urban mothers are alone at their homes.

There is nobody to advise and help them with what they should do to grow their children well.

After understanding this, Johnson & Johnson launched the “Best for a Baby” campaign.

As part of the campaign, they provided content about everything that could help a mother to keep their babies protected and safe.

They also gave many problem-solving videos on their YouTube channel.

With this, they created their recall value among the Indian urban mother before positioning their product.