Transcript Purchase process

Customer behavior
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
Test
Gender
Reference
groups
Culture
Cust behavior
Segmentation
Benefits
Value
1.1
1.2
2
3
4
5
6
%
Average
13%
59%
55%
48%
24%
43%
47%
41%
Median
0%
60%
50%
30%
18%
46%
46%
42%
Mean
10%
58%
51%
35%
6%
39%
43%
41%
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
Customer motivation
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
Purchase process
Need
awareness
Hunger
Info search &
Evaluation
Purchase
Post purchase
evaluation
Decide
on take
away
Go to
Nando’s
Not
hungry
anymore
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
Purchase process
Need
awareness
Info search &
Evaluation
Purchase
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
Post purchase
evaluation
Purchase process
Need
awareness
Info search &
Evaluation
Purchase
Motivation
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
Post purchase
evaluation
Motivation
The driving force within individuals that
impels them to action
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
Change
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
Change process
Driving forces
Status
quo
Change
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
Restraining
forces
Change
Restraining forces are difficult to remove:
Personal defenses such as Reference frameworks, perceptions
Beliefs, cultures, values
To get change to take place we have to experience 3
processes:
Disconfirmation
Survival anxiety
Psychological safety
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
Disconfirmation
Before you will change you need to receive info that
contradicts what you have always believed.
Just receiving the info is not enough.
We accept the data and link it to something in our lives.
This info must create a feeling that if we don’t change we
might not achieve our goals.
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
Survival anxiety
This feeling is called Survival anxiety.
Learning anxiety prevents us from accepting the data as
important enough to take notice of and the survival
anxiety is not big enough to motivate us to change
Learning anxiety is a fear that we have to admit that we
might have been wrong about something and lose our
reputation, self esteem, identity.
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
Survival anxiety
The more info we get (Disconfirmation) the more
Learning anxiety we experience.
Dealing with Learning anxiety is key to starting the
change process
By providing, Psychological safety we create a safety
network.
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
Psychological safety
Unless Psychological safety is created, the
Disconfirming info will be denied or defended against, no
Survival anxiety will be felt and no change will take place
Psychological safety:
Learning that words and concepts can mean something new
Learning through a positive or negative role model
Learning through trial and error
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
Change process
Disconfirmation
Survival anxiety
Psychological
safety
Status
quo
Change
Restraining
forces
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
New
status
Needs
Need arousal
Physiological arousal
Emotional arousal
Cognitive arousal
Environmental arousal
Need arousal is the essence of Disconfirmation.
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
Classification of needs
Maslow’s hierarchy of needs
All humans adopt a set of motives through nature / nurture
Some needs are more basic than others
The basic needs need to be satisfied before the next level can
be addressed.
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
Maslow’s hierarchy of needs
Self Actualization
Self fulfillment,
enriching experiences
Hobbies, travel,
education
Ego needs
Prestige, Status,
accomplishments
Cars, houses, credit
cards
Belonging
Love, friendship
Clothing, grooming
products, drinks
Safety
Security, shelter,
protection
Insurance, alarms,
investments
Physiological needs
Water, sleep, food
Medicine, staple items
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
McGuire’s Psychological motives
Internal Motives
Consistency
Internal equilibrium or
balance
Consistency in marketing mix
Causation
Who or what is the
cause
Source of marketing message
Categorization
Categories that
provide frames or
reference
Categorization of products e.g. price
Cues
Cues or symbols that
give meaning
Clothing creates perceptions
Independence
Feeling of self
governance / control
DIY products
Novelty
Variety / difference
Brand switching behavior
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
McGuire’s Psychological motives
External motives
Self expression
Express Self identity to
others
Ego defense
Protect or defend our egos
Assertion
Increase self esteem
Reinforcement
Act so others will reward us
Affiliation
Develop mutually satisfying
relationships
Modeling
Base behavior on that of
others
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior
Developing your own style,
image and reputation for all
to see.
Acting in such a way that we
are accepted by others
Psychographics
The reasons WHY customers buy specific products.
Values are the goals we live for and determine our
lifestyle
Various forms such as Socio-monitor, Nine nations of
America etc.
Hugo van Zyl
083-629 2069
[email protected]
Marketing 1B
Customer behavior