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Consumer Buyer Behaviour

Consumer Buyer Behaviour. Chapter 3 with Duane Weaver. OUTLINE. Purchasing Process PP – Problem Recognition PP – Information Search PP – Evaluation of Alternatives PP – Purchase Decision PP – Post purchase Evaluation Buying Environment Traditional Factors New Trends Future Trends??.

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Consumer Buyer Behaviour

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  1. Consumer Buyer Behaviour Chapter 3 with Duane Weaver

  2. OUTLINE • Purchasing Process • PP – Problem Recognition • PP – Information Search • PP – Evaluation of Alternatives • PP – Purchase Decision • PP – Post purchase Evaluation • Buying Environment • Traditional Factors • New Trends • Future Trends??

  3. Purchasing Process • PP – Problem Recognition • PP – Information Search • PP – Evaluation of Alternatives • PP – Purchase Decision • PP – Post purchase Evaluation

  4. PP – Problem Recognition • Recognizing a need or want • Not always cognitive (smells, sounds, sights, emotions----impulses)

  5. PP – Information Search (1of2) • Search for information of how to satisfy need or want • Internal Search • Evoked set (top of mind and already approved by self) • Time searching: • Ability to search (education level and product knowledge) • Motivation • (the higher the “involvement” the more likely external search is conducted) • Need for cognition (personal) • Enthusiasm for shopping • Cost of search • Actual product cost • Subjective costs (time, anxiety…etc) • Opportunity cost • Benefits of search • Reduce purchase risk • Gained knowledge of additional use

  6. PP – Information Search (2of2) • Attitudes and Values • Information Processing Models • ELM • HEM • Cognitive Mapping

  7. PP – Evaluation of Alternatives • Evoked set method • Multi-attribute Approach • Affect Referral

  8. PP – Purchase Decision • Situation Changes • Desire for Variety • Impulse Decisions • Ads, Promos, and other mktg. materials • Impact of Friends and Family

  9. PP – Post purchase Evaluation • Buyer’s Remorse a.k.a post purchase cognitive dissonance • Occurs when: • High involvement • Expensive item • Socially visible purchasing experience (others will know) • Importance of managing such remorse in IMC … managing follow-up

  10. Buying Environment (1 of 3) • Traditional Factors • Demographics(buyer types an attitudes as segmented by demographics) • Heredity and Environment(attitudes and buying habits learned or instinctual) • Family Life Cycle(single, newlywed no children, families young children…) • Life-Changing Events(divorce, marriage, death, major illness in family, parent moves home, …)

  11. Buying Environment (2 of 3) • New Trends • Cultural change • monitor for changes • create products and services compatible with changes • design mktg. messages that build on the changing attitudes being held by target markets • How might these current factors impact our decisions to reach our customers with IMC? • Time Pressures • Cocooning • Indulgences/Binges • Excitement/Fantasy • Emphasis on Health • Clanning

  12. Buying Environment (3 of 3) • Future Trends?? • What factors do you feel will affect advertising in the future? (Group Analysis) Please summarize your analysis so that we can discuss your findings as a class

  13. THANK YOU!

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