Transcript ch03 - GEOCITIES.ws

OHT 3.1
Consumer behaviour
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OHT 3.2
Consumer buying-decision making
Figure 3.1
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OHT 3.3
Problem recognition
•
Consumers can identify or recognise a problem
independently from the marketer and look for a solution.
•
Marketers can use the marketing mix to bring a problem
to consumers’ attention.
•
Problem recognition requires the willingness and the
ability to fulfil the emerging need.
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OHT 3.4
Questions consumers seek to answer by their
information search
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What kind of purchase will solve the problem?
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Where and how can the purchase be obtained?
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What information is needed to arrive at a decision?
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Where can that information be obtained?
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What are the pressures of gaining this information?
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OHT 3.5
Types of information searches
•
Ongoing search - browsing and storing information for
future reference.
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Purposeful search - having a specific objective in mind.
Bloch et al (1986)
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OHT 3.6
Information evaluation
Consumers construct a list of performance criteria, then
assess each supplier or available brand against it.
This reduces the potential options (wide list of potential
products/services which might satisfy needs) to an
evoked set (a shortlist for serious appraisal).
Marketers influence this stage via communications
campaigns which implant images of products/services or
emphasise the importance of product/service attributes
in consumers’ minds.
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OHT 3.7
Consumer market beliefs
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Products and brands.
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The retail outlet.
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Price.
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Promotion.
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Packaging.
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OHT 3.8
Products and brands
Table 3.1
Source: Adapted from Duncan (1990).
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OHT 3.9
Retail outlet
Table 3.1 cont.
Source: Adapted from Duncan (1990).
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OHT 3.10
Price
Table 3.1 cont.
Source: Adapted from Duncan (1990).
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OHT 3.11
Promotion
Table 3.1 cont.
Source: Adapted from Duncan (1990).
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OHT 3.12
Packaging
Table 3.1 cont.
Source: Adapted from Duncan (1990).
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OHT 3.13
Making a decision
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Consumers construct a list of performance criteria, then
assess each supplier or available brand against it.
•
This reduces the potential options (wide list of potential
products/services which might satisfy needs) to an
evoked set (a shortlist for serious appraisal).
•
Negotiations may take place to finalise purchase details,
e.g. cash or credit payment terms, trade in discounts,
delivery dates, etc.
•
Marketers influence this stage via communications
campaigns which implant images of products/services or
emphasise the importance of product/service attributes
in consumers’ minds.
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OHT 3.14
Post-purchase evaluation
Has the purchase lived up to its expectations?
Marketers can help reduce cognitive dissonance by:
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Ensuring that customers’ needs and wants have been
carefully researched.
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Tailoring the marketing mix to suit the audience.
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Painting a realistic picture of the product/service in all
advertising literature.
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Making sure consumers’ expectations are rooted in
reality - for example letting the consumer test the
product/service before purchase.
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Good after sales care.
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OHT 3.15
Impact of dissatisfied customers
Dissatisfied customers can tell up to eleven other people
about their bad experiences, which is two to three times
more people than a satisfied customer will talk to.
Smith, 1993
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OHT 3.16
Routine problem solving buying situations
These tend to be:
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Routine day to day purchases/services.
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Low risk purchases.
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Low priced.
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Frequently purchased goods/services.
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Where loyalty to favourite brands is often shown
(favourite breakfast cereal, etc.).
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OHT 3.17
Routine problem solving model
Three stage model suggested by Ehrenberg and Goodhart
(1980)
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Stage 1 - Awareness of the brand or product.
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Stage 2 - Trial the brand or product.
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Stage 3 - Repeat purchase.
Over time the repeat purchase becomes habitual.
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OHT 3.18
Limited problem solving buying situations
These tend to be:
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Buying situations that occur less frequently, e.g. a
holiday, new TV, etc.
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Situations that involve more deliberate decision making
than more routine buying problems.
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Purchases that are moderately expensive.
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Purchases that will be expected to last a long time.
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Purchases that are perceived to have a greater risk.
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Purchases where some form of information search and
evaluation takes place.
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OHT 3.19
Extended problem solving buying situations
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These represent a more serious investment of money,
time and effort, e.g. new car or home.
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These purchasing situations occur infrequently.
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Involves gathering as much information and analysis as
possible.
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OHT 3.20
Environmental influences on
consumers’ buying behaviour
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Socio-cultural - e.g. the need for individuals to conform
with norms of social groups, etc.
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Technological - e.g. technological innovation allowing
cheaper production of products, database technology
allowing companies to create personal relationships with
their customers.
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Economic and competitive influences - e.g. during a
recession consumers may be more reticent about
purchasing more expensive items.
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Political and regulatory - e.g. the backing of a regulatory
body can provide reassurance to consumers.
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OHT 3.21
Psychological influences on consumers’ buying
behaviour
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Personality.
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Perception.
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Learning.
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Motivation.
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Attitudes.
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OHT 3.22
Maslow’s hierarchy of needs
Figure 3.3
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OHT 3.23
Influences on culture
Figure 3.4
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OHT 3.24
Reference groups
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Membership groups.
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Aspirant groups.
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Dissociative groups.
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Family.
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OHT 3.25
The family as a decision-making unit
Figure 3.6
Brassington and Pettitt: Principles of Marketing, 3rd Edition
© Pearson Education Limited 2003