buyer behaviors chapter 3. chapter overview consumer purchase process consumer buying environment...
TRANSCRIPT
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Buyer Behaviors
Chapter 3
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Chapter Overview
• Consumer purchase process• Consumer buying
environment• Trends in consumer behavior• Business buying center• B-to-B purchasing process
Chapter Overview
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Common Purchase Reasons
• Products/services provide utility
• To satisfy physical needs• To satisfy psychological needs• To satisfy social needs• To satisfy emotional needs
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3-4
Consumer Decision-Making Process
Fig. 3-1
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Information Search
• Internal search Known sources Low-risk, low involvement
• External search Less-frequent purchase Greater social/financial
importance
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External Search
• Ability to search Education, pre-existing knowledge
• Motivation Level of involvement Need for understanding (cognition) Shopping enthusiasm
• Perceived cost vs. Perceived benefit
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Consumer Values
• Attitudes shaped by personal values.
• Values are strongly held beliefs.• Values contribute to attitudes.• Personal valuesComfortable life
Equality, FreedomHappiness Personal accomplishment
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• Affective• Cognitive• Conative
Consumer Attitudes
Attitudes drive purchase decisions.Marketing communications attempts to influence attitudes.
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Attitude
Affective• Feelings or emotions about the
object, topic, or idea.
Cognitive• Mental images, understanding,
interpretations
Conative• Intentions, actions, behavior
3 Components:
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Attitude Sequence
• Cognitive Affective Conative
(Think, feel, do )
• Affective Conative Cognitive
(Feel, do, think )
• Conative Cognitive Affective
(Do, think, feel )
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• Simulations of knowledge structures and memories
• Assumptions, beliefs, interpretations
• Marketing messages aim to: Strengthen current linkage Modify current linkage Create a new linkage
Cognitive Mapping (CM)
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Principles concerning processing of information and cognitive
mapping:
• CM enhances movement from short-term to long-term memory.
• Repetition is necessary to establish new linkages.
• Once linkage exists, difficult to modify or create new linkages.
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“Establish a new linkage as
alternative to salt”
Strengthen linkage
Modify linkage
Create new linkage
Role of Marketing Messages in Cognitive Mapping
Fig. 3-5
MarketingMessage
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Information Processing
• Elaboration Likelihood Model (ELM)
• Hedonic, Experiential Model (HEM)
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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
Information Processing
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ELM
Consumers pay attention to
• Prices• Product quality• Company/
brand attributes
HEM
Consumers pay attention to
• Emotions• Feelings• Fun• New or unusual
experiences
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3-17
InformationSearch
Evaluation ofAlternatives
ProblemRecognition
Evoked set
Multiattribute
Affect referralF ig 3 . 6
Evaluation of Alternatives
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• Evoked set method Evoked set Inept set Inert set
• Multiattribute method Based on beliefs about a brand’s
performance on product attributes and the importance of each attribute. (High involvement)
• Affect referral Chooses brand liked, without
evaluation of other brands or attributes
Evaluation of Alternatives
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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.
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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/impulse/variety alternatives
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• Age complexity• Gender complexity• Individualism• Active, busy lifestyles• Cocooning• Pleasure binges• Health Emphasis
Consumer Trends
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Postpurchase Evaluation
• Evaluation of product performance.
• Cognitive dissonance.• Impacts future purchases.• Impacts word-of-mouth
communications.
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Business-to-BusinessBuyer Behavior
• Users• Buyers• Influencers• Deciders
Gatekeepers
A simplistic view of the
Buying Center
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1. Problem recognition
2. General need description
3. Product specification
4. Supplier/Source search
8. Evaluate performance
7. Make the transaction routine
6. Selection
5. Proposal Solicitation
Traditional BtB Buyer Behavior Process
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Total
Offering
CREATES
PERCEIVES
ADDED VALUE
Direct Activities
Support Activities
Creation and Perception of ValueBuying Center
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Individual FactorsBusiness-to-Business Buying Center
• Personality• Roles and perceived roles• Motivation• Levels of power• Attitude towards risk• Levels of cognitive
involvement• Personal objectives
Can be summed up as……
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• Needs of the job function
• Needs of the organization
• Personal needs
3 Primary Roles of Buying Center Members
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• Straight rebuy• Modified rebuy• New task
Types of B-to-B Sales
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• 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
Dual/Multiple Channels
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Dual Distribution
Manufacturer
Small user/
Retailer
Large end user
Distributor
Unique channel designs for different target markets
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Multi-Distribution
Multiples of same channel design to reach intended intensity of distribution
Manufacturer
Retailer
Retailer
Retailer
Retailer
Retailer