Consumer behavior is influenced by the buying experience in B2C and its emotional environment. These emotions affect the shopping timeframe, the willingness to pay more for the same product, as well as brand loyalty (+ about brand loyalty here).
While the acquisition is the end of the buying process, satisfaction dictates the consumer’s experience.
Therefore, recent studies show that a lack of time and constant work pressure lead consumers to collect symbolic leisure experiences. Things like organizing a trip for the weekend or a dinner at a local restaurant are now very well planned in advance.
Take the following as an example: Choosing a restaurant implies…
- tangible aspects (price, type of cuisine, service, distance, physical space)
- intangible aspects (comfort, reliability, safety, well-being).
read between the lines
Undoubtedly, in marketing, you need to learn how to read between the lines. This means Companies gain a competitive advantage in understanding the consumer. Analyzing the buying experience in B2C allows predicting consumer needs. Google Analytics is a good friend here.
In the same way, social networks end up playing a leading role since the consumer becomes a member.
To conclude, in social media, it is possible to educate the audience, their tastes, their opinions, and reformulate tactics. Being proactive in social media leads to significant changes in consumer habits and behaviors.