© 2004 Mark H. Hansen Buyer Behavior. 2 A purchase is an exchange the parties to that exchange are...
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Transcript of © 2004 Mark H. Hansen Buyer Behavior. 2 A purchase is an exchange the parties to that exchange are...
© 2004 Mark H. Hansen
Buyer BehaviorBuyer Behavior
22
Buyer Behavior
A purchase is an exchange
• the parties to that exchange are the consumerand the marketer
• the interests of the parties must be satisfiedif the exchange is to occur
• the marketer needs to understand the interestsof the consumer so as to anticipate the behaviorof the consumer
33
Buyer Behavior
Consumer behavior is really just problem solving
• an unmet need is a problem to be solved
• the problem will be solved by the consumer’sfilling of that need
• effective marketers will help the consumersolve the problem
• the marketer that offers the ‘best’ solution willget the ‘sale’
44
Buyer Behavior
Consumers have needs, but…
…they want to satisfy those needs in acertain way.
• consumer needs clothing—wants Levi’s
Why does the consumer want Levi’s?
55
Buyer Behavior
Consumers wants lead them to have preferences in filling their needs
• effective marketers align their productofferings with consumers’ preferences
• alignment can occur in two ways:
1 – change the product
2 – change the preferences
66
Buyer Behavior
Buyer behavior can be modeled in multipleways
• a process model identifies stages aconsumer goes through in filling a need
• marketers benefit by understandingeach stage
- influence the stage
- respond to the stage
77
Buyer Behavior
Complex vs. Simple Decision Making
• complex presents more opportunity formarketer to influence or respond
• marketers want to make complexbecome simple due to loyalty
• complex – new or significant purchase
• simple – habit or routine
88
Buyer Behavior
A Process Model
NeedIdentification
InformationSearch
EvaluateAlternative
ProductSelection
PurchaseDecision
PostpurchaseBehavior
Complex Process
99
Buyer Behavior
A Process Model
NeedIdentification
ProductSelection
PurchaseDecision
PostpurchaseBehavior
Simple Process
1010
Buyer Behavior
Complex vs. Simple Decision Making
• information search and evaluation ofalternatives drop out in a simple process
• either the buyers knows or doesn’t carewhich product
1111
Buyer Behavior
Information Search & Processing
• Exposure
• Attention
• Perception
• Retention
• Retrieval and Application
1212
Buyer Behavior
Influencing Factors
Situational Influences
External Influences
Internal Influences
1313
Buyer Behavior
Situational Influences
• high vs. low involvement
• available market offerings
• demographics
1414
Buyer Behavior
External Influences
• Culture (beliefs, values, customs)
• Social Class
• Reference Groups
-- opinion leaders
• Family
1515
Buyer Behavior
Internal Influences
• Learning and Socialization
--experiential & non-experiential
--modeling (peer pressure)
--reinforcement
1616
Buyer Behavior
• Motivation
Internal Influences
--Maslow’s Hierarchy
--introvert vs. extrovert
1 - physiological
2 - safety & security
3 - love
4 - esteem
5 - self-fulfillment
1717
Buyer Behavior
Internal Influences
• Lifestyle
--attitudes
--interests
--opinions
Can marketers:
1 – influence?
2 – exploit?
1818
Buyer Behavior
Organizational Buying
• more formal than consumer
1 – Problem Recognition
2 – General Need Description
3 – Product Specification
4 – Supplier Search
5 – Proposal Solicitation
6 – Supplier Selection
7 – Order routine
8 – Performance Review
1919
Buyer Behavior
Summary
• understanding buyer behavior allowsmarketers to either:
1 – influence behavior
2 – respond with the product
• recognize the links between buyer behavior, segmentation, & market research