Buyer Behaviors

Lecturer Md Shahedur Rahman Chapter 3 ( Three )Part 1Buyer Behaviors

Important to Know IMC is to develop effective methods of persuading people to purchase goods and servicesHow a buyer makes the decision to purchase from a particular vendorTwo types of buyer behaviorsConsumer Buyer Behaviors Business to Business Buyer Behaviors

Dual Channel Marketing Involves selling the same product to both consumers and business buyers.

Consumer Decision Making ProcessProblem RecognitionSources of Problem RecognitionOut of stock need to restock the fridgeDissatisfaction my shoes are no longer fashionableNew Needs/Wants change of wardrobe once we start workingRelated Products/Purchases new cell phone accessoriesMarketer-Induced Problem Recognition Rexona deo adNew Products innovative new products need for iPad!

5Information SearchInternal Search - scanning information stored in our brainsThink about the brands the consumer already experiencedRecalls product that might satisfy the needIf positive experience make the same decisionIf negative experience examination of other brands

Information SearchExternal search it may include:Personal sources friends, family, co-workersMarketer-controlled (commercial) sources ads, PoP displays, internetPublic sources articles in magazines, newspapers or reports on TVPersonal experience actually handling, examining or testing the product

7PerceptionMarketers are very interested in knowingHow consumers sense external informationHow they select and attend to various sources of informationHow this information is interpreted and given meaning

These are all part of perception - the process by which an individual receives, selects, organizes and interprets information to create a meaningful picture of the world.

External SearchThe amount of time a consumer spends on an external search depends on three factors Ability to search Motivation to search Cost vs. Benefits of Search

Level of MotivationLevel of Involvement Important or less important ???Cloths is it important to you or not ?Need for CognitionEnjoy mental activities High need for cognition gather more informationLow need for recognition gather less informationLevel of shopping enthusiasm

Consumer AttitudesConsumers attitudes can be influenced by effective marketing communicationAttitudes consist of three componentsAffective Cognitive Conative AffectiveThe feelings or emotions a person has about the object, topic or ideaCognitiveA persons mental images, understanding, and interpretations of the person, object, or issue13ConativeIndividuals intentions, actions, or behaviorConsumers ValuesValues are strongly held beliefs about various topics or conceptsValues can change with the age and life experienceBy appealing to basic values, marketers hope to convince prospective customersPersonal Values Comfortable life Excitement Freedom Happiness Security Self Respect Social AcceptanceCognitive Mapping Consumers use cognitive mapping to assess and evaluate informationWe need to know how people store, retrieve and evaluate informationThis will help us to develop advertisements and other marketing communicationsContain many linkages and can exit on different levelShort term memory vs. Long term memory Consumers are exposed to hundreds message everydayRepetition is important due to the limitation of the short term memoryEvaluation of AlternativesThe consumer compares the various brands or products and she has identified as being capable of solving the consumption problem, and satisfying the needs or motives that initiated the decision process.The Evoked Set MethodThe Multiattribute ApproachAffect Referral

The Evoked Set MethodAvailablealternativesEvokedSetChosenProductInept Set Not considered because of bad feelings may be because one of your friend something negativeInert Set Neither negative nor positive feelings

The Multiattribute ApproachFor High Involvement product mostlyThe brands performance on product or brand attributesThe importance of each attributes to the consumerAffect ReferralConsumers choose brands they like the best or the ones with which they have developed emotional connectionsFor higher priced items Socially VisibleSometimes we buy the same product because repurchase is simple and convenientTrends Affecting Consumer Buying BehaviorAge Complexity Teenagers and familyGender Complexity Cars commercial mostly focus on menIndividualism Nike is giving you a opportunity to design your own shoesActive, Busy lifestyles Telephone company is promoting to active voice message.Cocooning Hometheatre, shopping from homePleasure pursuits Imax theatersHealth emphasis Health conscious people, Formalin