The consumer is the most important person. The business revolves around the consumer... It is therefore essential to gain a good understanding of your target market. The more that is known about consumer behaviour , the more the needs and wants of the customers are fulfilled. A study of consumer behaviour can really help us:
Why should I be interested in Consumer Behaviour?
Naturally you want your Farm Business to be successful. After all, you work hard to achieve it. Understanding your customers’ buying behaviour is one of the elements that contributes to your success. Without this understanding, it may become difficult to reach new clients. Especially in today’s competitive world.
It also helps when you want your customers to buy more from your business.
Customers base their buying decisions on both rational and emotional reasons.
They will look at each category of product both from a rational and from an emotional point of view, and this is valid both for first trials and for successive repeat.
Getting your customers to be emotionally attached to your brand is one of the keys to keeping them loyal. It is, also, one of the key factors in gaining referrals and recommendations.
Understanding your customers’ buying behaviour is based on the following questions:
What Are Their Reasons For Buying?
It is important to try to have a clear understanding both of the rational and emotional reasons that are behind a decision to buy. Remember that emotional reasons will be a far bigger driver than price in their buying decision.
How Often Do they Buy?
Understanding this can help you with the timing of your marketing tactics, for example as far as packaging dimensions, storage facilities and also promotional timing are concerned.
Are They Buying For Others?
Sometimes customers buy products on behalf of others. A classic example is mothers buying for their children. The ones that use or consume your products or services can have a big influence on the buyer so you need to make sure you consider both in your marketing plan and especially in communication.
What Do They Buy?
If you have a range of products and services it is a good idea to understand which particular products or services are bought on a regular basis.
Having this understanding helps you make strategic decisions. Such as whether you keep the whole range or focus on one or two key products or services only.
Where Do They Like To Buy?
Today there are many channels available for customers. Customers are increasingly buying directly from websites or online stores.
Understanding their preferences allows you to focus on the key channels to increase the opportunities for them to buy from you.
Where Do They Get Their Information?
Today there are so many sources of information.
It is helpful to understand where they get the information and who they listen to.
These sources could be friends, websites, online reviews or influencers.
Keep in mind
“When I go out into the countryside and see the sun and the green and everything flowering, I say to myself Yes indeed, all that belongs to me!” Henri Rousseau “I roamed the countryside searching for answers to things I did not understand”The New Oxford American Dictionary proclaimed “locavore” the word of the year in 2007. Locavores are consumers who are aware of the impact of food selection on the environment and who look for locally produced foods and beverages.
Demand for products bought directly from the producer is motivated by specific values and attitudes that consumers assign to a product and it is related to:
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Europeans’ attitudes towards food security, food quality and the countryside.
The contryside feeling
STING AND THE HARVEST: In Tuscany, Working the Harvest at a Farm Owned by Sting
“…adventure and excitement of being part of the annual vendemmia, the traditional October grape and November olive harvests respected by generations of Tuscan farmers."
For those people who might otherwise book a donkey trek or a vineyard tour, is something out-of-the-ordinary to boast about when you get back from your annual holiday.
It is possible to evaluate public attitudes when buying food. Awareness of quality labels and perceptions of the preservation of nature and countryside here:
Keep in mind
Scale of factors motivating consumer purchases