A
purchasing behavior
model
is a model of consumer behavior leading up to the purchase of a product or service
.
This article introduces
the mass media
era, Internet era,
content marketing
era, and BtoB purchasing behavior models.
What is a purchasing behavior model?
A purchasing behavior model is a model of the behavioral process by which consumers purchase products and services.
By formulating marketing strategies based on purchasing behavior models, you can provide potential customers with what they want at the right time.
Purchasing behavior models are changing with the times
.
Broadly speaking, the era is
1. mass media era
2. internet age
3. content marketing era
There are three.
This is because as media evolves and develops, consumer purchasing patterns are forced to change.
In general, “purchasing behavior models” target B2C consumers.
In BtoB, where customers are organizations rather than individuals, it is necessary to assume a purchasing behavior model different from that in BtoC
.
Types and characteristics of purchasing behavior models by era
Let’s take a look at the types and characteristics of purchasing behavior models depending on the era.
●Purchasing behavior models “AIDA” and “AIDMA” in the age of mass media
“AIDA” and “AIDMA” are representative models of purchasing behavior in the age of mass media.
▪AIDA
The oldest purchasing behavior model is AIDA, proposed by American advertising researcher St. Elmo Lewis.
It became famous after the American psychologist E. K. Strong cited it in his 1925 paper “Theories of Selling.”
AIDA is
-
Attention
-
Interest
-
Desire
-
Action
Model consumer purchasing behavior in four steps.
AIDA became the basis for all subsequent purchasing behavior models.
This is the most famous purchasing behavior model.
▪AIDMA
AIDMA
was proposed by Samuel Roland Hall, an American author on advertising practices, in the 1920s, following AIDA.
In addition to AIDA, it is unique in that it includes a
“Memory”
step.
●Purchasing behavior model for the Internet era “AISAS”
With the advent of the Internet, consumer purchasing behavior has changed significantly.
That’s where “AISAS” appeared.
AISAS was proposed by Dentsu in 2005.
It is known as a representative purchasing behavior model in the Internet search era.
At AISAS,
-
Attention
-
Interest
-
Search
-
Action
-
Share
Model consumer purchasing behavior in five steps.
●The latest purchasing behavior model in the content marketing era “DECAX”
In recent years, more and more companies are focusing on content marketing.
In content marketing, consumers do not become aware of products through advertisements, but instead search the Internet themselves and “discover” products through content.
Purchasing behavior model
-
Discovery
-
Engage (relationship building)
-
Check
-
Action
-
Experience
“DECAX”, which consists of 5 steps, was proposed.
DECAX is the latest purchasing behavior model proposed by Dentsu Digital Holdings in 2015.
BtoB purchasing behavior model
The above purchasing behavior models are all about BtoC.
However, in BtoB, where customers are organizations rather than individuals, purchasing behavior is different from BtoC.
Therefore
, “ASICA” was proposed as a BtoB purchasing behavior model
by Eiji Kawachi, an advisor to the Japan BtoB Advertising Association.
The ASICA model is
- Assignment
- Solution
- Inspection
- Consent
- Action
This is a model of BtoB purchasing behavior using five steps.
summary
◆ Purchasing behavior model is a model of consumer behavior leading up to the purchase of a product or service.
◆ It is important to anticipate consumer behavior when formulating marketing strategies.
◆ Different models have been proposed for each era of mass media, the Internet, and content marketing.
◆ “ASICA” is a BtoB purchasing behavior model