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Buyer Behaviors

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Feelings or emotions about the object, topic, or idea. Cognitive ... Hedonic, Experiential Model (HEM) Central route. Peripheral route. Route depends on ... – PowerPoint PPT presentation

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Title: Buyer Behaviors


1
Buyer Behaviors
  • Chapter 3

2
Chapter Overview
  • Consumer purchase process
  • Consumer buying environment
  • Recent trends in consumer behavior
  • Business buying center
  • B-to-B purchasing process

3
Common Purchase Reasons
  • Products/services provide utility
  • To satisfy physical needs
  • To satisfy psychological needs
  • To satisfy social needs
  • To satisfy emotional needs

4
Consumer Decision-Making Process
Fig. 3-1
3-4
5
Information Search
  • Internal search
  • Known sources
  • Low-risk, low involvement
  • External search
  • Less-frequent purchase
  • Greater social/financial importance

6
External Search
  • Ability to search
  • Motivation
  • Level of involvement
  • Need for understanding (cognition)
  • Shopping enthusiasm
  • Perceived cost vs. Perceived benefit

7
Consumer Values
  • Attitudes shaped by personal values.
  • Values are strongly held beliefs.
  • Values contribute to attitudes.
  • Personal values

Comfortable life Equality Excitement Freedom Happi
ness Inner peace Personal accomplishment
3-7
8
Attitude
3 Components
  • Affective
  • Feelings or emotions about the object, topic, or
    idea.
  • Cognitive
  • Mental images, understanding, interpretations
  • Conative
  • Intentions, actions, behavior

3-8
9
Attitude Sequence
  • Cognitive ? Affective ? Conative
  • (Think, feel, do)
  • Affective ? Conative ? Cognitive
  • (Feel, do, think)
  • Conative ? Cognitive ? Affective
  • (Do, think, feel)

10
Cognitive Mapping
  • Simulations of knowledge structures.
  • Linkages and levels
  • Marketing messages and linkages
  • Strengthen current linkage
  • Modify current linkage
  • Create a new linkage

3-10
11
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.

12
Information Processing
  • Elaboration Likelihood Model (ELM)
  • Central route
  • Peripheral route
  • Hedonic, Experiential Model (HEM)
  • Central route
  • Peripheral route
  • Route depends on
  • Motivation
  • Ability

13
ELM and HEM Info Proccessing
  • Occurs along two routes
  • Central Route
  • Cognitively processes a message with a high
    degree of attention to core elements of the
    message (uses cognitive skills)
  • Peripheral Route
  • Attention paid to marginal cues imbedded in the
    message (repetition important)
  • Music, actors, background of an ad

14
  • ELM
  • Consumers pay attention to
  • Prices
  • Product quality
  • Company/brand attributes
  • HEM
  • Consumers pay attention to
  • Emotions
  • Feelings
  • Fun
  • New or unusual experiences

15
Evaluation of Alternatives
Evoked set Multiattribute Affect referral
Information Search
Problem Recognition
Evaluation of Alternatives
F ig 3 . 6
3-15
16
Evaluation of Alternatives
  • Evoked set method
  • Evoked set
  • Inept set
  • Inert set
  • Multiattribute method
  • Based on beliefs about a brands performance on
    product attributes and the importance of each
    attribute to the consumer.
  • Affect referral
  • Chooses brand liked, without evaluation of other
    brands or attributes

3-16
17
Evoked Set
  • The set of brands and purchase locations that
    meet both the objective and subjective
    requirements of the consumer.
  • Development of the evoked set begins during the
    internal search.
  • Inclusion in the evoked set is a major goal of
    marketers.

18
Factors Affecting Consumer Purchasing Behaviors
  • Demographics (age, gender, income, etc.)
  • Heredity and home environment
  • Family life cycle
  • Life changing events
  • Social/Cultural environment
  • Situational environment
  • Unplanned alternatives

19
Alternative Purchase Decisions
  • Temporary change in consumers situation.
  • Desire for variety.
  • Impulse purchase.
  • Marketing communication material.
  • Influence of friend or relative.

20
Consumer Trends
  • Age complexity
  • Gender complexity
  • Individualism
  • Active, busy lifestyles
  • Cocooning
  • Pleasure binges
  • Health Emphasis

21
Postpurchase Evaluation
  • Evaluation of product performance.
  • Cognitive dissonance.
  • Impacts future purchases.
  • Impacts word-of-mouth communications.

22
Business-to-BusinessBuyer Behavior
A simplistic view of the Buying Center
  • Users
  • Buyers
  • Influencers
  • Deciders

Gatekeepers
3-22
23
Individual FactorsBusiness-to-Business Buying
Center
  • Personality features
  • Roles and perceived roles
  • Motivational levels
  • Levels of power
  • Attitude towards risk
  • Levels of cognitive involvement
  • Personal objectives

3-23
24
Types of B-to-B Sales
  • Straight rebuy
  • Modified rebuy
  • New task

3-24
25
Dual/Multiple Channels
  • Based on Customer needs related to economic
    utility
  • Multi-distribution
  • Multiples of same channel design to reach
    intended intensity of distribution
  • Dual distribution
  • Unique channel designs for different target
    markets

3-25
26
Dual Distribution
Unique channel designs for different target
markets
27
Multi-Distribution
Multiples of same channel design to reach
intended intensity of distribution
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