Behavior: Umer Markets and Consumer Buyer
Behavior: Umer Markets and Consumer Buyer
Behavior: Umer Markets and Consumer Buyer
Behavior
Consumer Behavior
5-4
Consumer Buying Decision
Buyer’s
characteristics
Buyer’s
psychology
6-4
Motives
Influences
Marketing Mix: price, place, product, promotion
Consumer
Characteristics and decision process
Responses
Product, brand, dealer choice, purchase timing
Consumer Buying Decision Process
Understand Initiator
Influencer
Buying roles Decider
Buying behavior Buyer
Buying decision User
process
Consumer Buying Decision Process
Understand
6 - 13
Buying Decisions
Complex Buying
Product is expensive, risky, purchased infrequently, great difference in
brands
E.g.: Computers, Cars
Dissonance Reducing
Expensive, infrequent, little difference between brands
E.g.: Carpeting
Habitual Buying
Low cost, little difference in brands
E.g.: Salt, butter, toothpaste
Variety Seeking
Low cost, high perceived difference
E.g.: Cookies, candy etc.
Consumer Buying Decision Process
6 - 16
The Buyer Decision Process
Stages Needs can be triggered by:
Internal stimuli
Need recognition Normal needs become
strong enough to drive
Information search behavior
Evaluation of External stimuli
alternatives Advertisements
Purchase decision Friends of friends
Postpurchase
behavior
6 - 17
Need Recognition
Need/Problem Recognition
Can be triggered by internal or external
stimuli
Needs become wants, which lead to
behavior
Marketing stimuli can stimulate a desire
for information
The Buyer Decision Process
Stages
Consumers exhibit heightened
Need recognition attention or actively search for
Information search information.
Evaluation of alternatives Sources of information:
Personal
Purchase decision
Commercial
6 - 19
The Buyer Decision Process
Stages Evaluation procedure
depends on the consumer
and the buying situation.
Need recognition Most buyers evaluate
Information search multiple attributes, each of
Evaluation of which is weighted
differently.
alternatives
At the end of the evaluation
Purchase decision stage, purchase intentions
Postpurchase are formed.
behavior
6 - 20
Consumer Buying Decision Process
Brand attributes
Product features
Visual attributes
Price
The Buyer Decision Process
6 - 23
Purchase Decision
Purchase intention and the act of buying are distinct concepts
Potential intervening factors between intention and buying (car
example):
Unforeseen circumstances
Angered by the salesperson or sales manager
Unable to obtain financing
Customer changes his mind
(2) Satisfaction
(3) Dissatisfaction
To be
Rent it Give it (re)sold
Get rid of it away
temporarily Loan it
To be
used
Trade it
Get rid of it
Product permanently Direct to
Use for consumer
original Sell it
purpose
Keep it Convert Through
to new Throw it middleman
purpose away
Store it To
intermediary
Discussion Question