In the context of management uses of marketing research, understanding enables grocery chain marketing managers to determine whether departments in their stores should be moved and/or reorganized.

consumer purchase patterns

Explanation:

Understanding consumer behavior and extracting their behavior patterns in the purchasing process thus becomes a powerful marketing tool. In this way, just as we use the purchase funnel (or sales funnel) as a tool to define and optimize marketing strategies, we must identify and use consumer purchasing patterns to design the optimal actions that will lead us to reach, capture and fall in love with them.

Purchase patterns are related to the following factors:

Demographics: age, education, occupation, income, family size, family life cycle

Cultural: values, perceptions, desires and behaviors, subculture and social class

Social: family, belonging, reference, aspiration, status

Psychographic: personality, lifestyles

Psychological: motivation, perception, learning, beliefs and attitudes

Depending on the factor or factors on which we focus, we will extract a segmentation on which to work and define an effective marketing strategy that manages to influence the purchase decision of the individuals that make up the group.

This is how generational marketing emerged, a marketing approach that is currently trending and, as its name suggests, uses generational segmentation to employ a strategic approach, marketing channels and unique content for each age group. A generation is defined as a cohort of people born in a similar period of time (15 years at the top end) who lived through the same events and trends, and who therefore share the same habits, preferences and experiences that mark their behavior patterns.

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