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Buyer Behaviours

Buyer Behaviours. Chapter 3. Traditional factors affecting consumer purchasing behaviors. Demographics (age, gender, income, etc.) Heredity and home environment Family life cycle Life changing events Cultural environment Social environment Situational environment.

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Buyer Behaviours

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  1. Buyer Behaviours Chapter 3

  2. Traditional factors affecting consumer purchasing behaviors Demographics (age, gender, income, etc.) Heredity and home environment Family life cycle Life changing events Cultural environment Social environment Situational environment

  3. Video: Meredith Corporation Discussion Questions: What are the main variables that Meredith’s marketing has focused on to segment markets? Which trends in the buying environment does Meredith attempt to meet? Support your choice. How does Meredith’s management team use its variety of products to build relationships through direct marketing with the right customers?

  4. What’s Happening? http://www.youtube.com/watch?v=LnU2mFUBFLk&NR=1&feature=endscreen

  5. Consumer Decision-Making Process Problem Recognition Information Search Evaluation of Alternatives Purchase Decision Postpurchase Evaluation

  6. Information Search Two ways of gathering information: • Internally • Think about brands • Quickly reduce options • Choice based on past experience • Externally • Ability to search • Level of motivation • Perceived cost versus benefit

  7. Discussion Question Question 2, page 76

  8. AttitudeSequence • Cognitive  Affective  Conative • Affective  Conative  Cognitive • Conative  Cognitive  Affective

  9. Cognitive Mapping Cognitive maps are simulations of the knowledge structures and memories embedded in an individual’s brain They contain our assumptions, beliefs, thought processes to interpret new information and to determine an appropriate response

  10. Principles concerning processing of information and cognitive mapping • Cognitive mapping enhances movement of messages from short-term memory to long-term memory. • Most persuasive messages reinforce current linkages. • Repetition is necessary to establish new linkages. • Difficult to modify or create new linkages.

  11. Evaluation of Alternatives Evoked set method 1. Evoked set 2. Inept set 3. Inert set Affect referral • Saves time and energy • Consumers often develop emotional bonds with their brands Multi-attribute approach – used more in B to B buying situations

  12. Common Reasons Purchases Are Made Products/services provide utility To satisfy physical needs To satisfy psychological needs To satisfy social needs To satisfy emotional needs Final purchase decisions may be based on price, quality, availability of product/substitutes, reputation of brand, past experience, etc.

  13. Trends and Factors in the Consumer Buying Environment Age complexity Gender complexity Individualism Active, busy lifestyles, time pressures Cocooning Pleasure binges Emphasis on health Change in family unit

  14. Post-purchase Evaluation • Evaluation of product performance. • Cognitive dissonance. • Impacts future purchases. • Impacts word-of-mouth communications.

  15. Dual Channel Marketing • Consumer and B-to-B markets • Spin-off market • Dual strategy • Different communication messages • Create different brands • Use multiple or different channels • Single strategy • Integrate communication message • Sell same brand in both markets • Scan both markets for dual opportunities

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