Shopping Behavior During Major Sales Events: Influencing Factors
Shopping behavior during major sales events such as Black Friday or Cyber Monday is not just about selecting and purchasing goods. The psychology and shopping strategies created by consumers during these times significantly influence their purchasing decisions.
Shopping Behavior Before Sales Events: Information Seeking and Planning
Before a major sales event occurs, consumers often tend to seek information about the products they wish to buy. This process includes:
- Product information seeking: Consumers will consider reviews, compare features and advantages of each product to decide which is the best choice for them.
- Price comparison: The use of price comparison websites is very common, helping consumers find out where the best prices for the products they are targeting are.
- Creating shopping lists: Many consumers will create a list of products they need to buy to avoid uncontrolled shopping and ensure they only spend on necessities.
- Searching for discount codes: Searching for discount codes has become an essential part of preparing for major sales events as it helps consumers save more.
Shopping Behavior During the Event: Notable New Trends
When the sales event occurs, consumers often exhibit very diverse behaviors, including:
- Emotional purchasing: Many consumers feel excited and make impulsive purchases, leading to spending beyond their budgets.
- Purchasing due to fear of missing out: The phenomenon of FOMO makes consumers feel the need to buy immediately to avoid missing attractive deals.
- Purchasing in crowds: When many others are buying the same product or discounted goods, many will feel attracted and decide to buy.
- Shopping time: Peak shopping times usually fall within the early hours of the day, as the number of online consumers increases, leading to fierce competition in securing favorite items.
- Utilizing shopping channels: With the rapid development of e-commerce, more and more consumers choose online shopping to save time and quickly access deals.
Shopping Behavior After the Event: Evaluation and Re-visit Potential
After the sales event ends, it is important to evaluate consumer satisfaction and their likelihood of returning for future shopping:
- Satisfaction level: Customers will feel more satisfied if the products meet their expectations or if they have a smooth shopping experience.
- Product/service evaluation: Customer feedback can have a significant impact on the purchasing decisions of subsequent customers.
- Likelihood of returning for purchases: A key factor determining this likelihood for customers is the overall experience they had during the sales event.
Shopping Behavior Strategies: Learning from Sales Events
Ultimately, businesses need to learn many things from shopping behavior during major sales events to prepare better for future occasions.
Research conducted on a sample of consumers will show that improving customer experience, building appropriate communication and customer care strategies will yield significant benefits for the business.
This requires businesses not only to create attractive offers but also to build a long-term relationship with customers, thereby fostering their loyalty and trust.
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