Modern Economics & Management Forum

Consumer purchasing behavior refers to all the activities and decision-making process of consumers when deciding to purchase a product or service, covering the psychological activities, information collection, evaluation and decision-making before and after the purchase. The purpose of studying consumer purchasing behavior is to understand the reactions and choices of consumers in different situations, and then to reveal the internal and external factors that affect their decisions. This is of great significance for enterprises to develop effective marketing strategies. Consumer purchasing behavior is mainly divided into three categories: planned purchase and impulse purchase, necessity purchase and non-essential purchase, single purchase and repeated purchase. Each type of behavior has different effects on enterprise marketing strategy and market supply and demand relationship in different situations.