Transcript 434ch3-buyerbehaviour_2014x

Buyer Behaviours
CHAPTER 3
Traditional factors affecting consumer
purchasing behaviors
 Demographics (age, gender, income, etc.)
 Heredity and home environment
 Family life cycle
 Life changing events
 Cultural environment
 Social environment
 Situational environment
Video: Meredith Corporation
Discussion Questions:
What are the main variables that Meredith’s marketing
has focused on to segment markets?
2. Which trends in the buying environment does Meredith
attempt to meet? Support your choice.
3. How does Meredith’s management team use its variety of
products to build relationships through direct marketing
with the right customers?
1.
Trends and Factors in the Consumer
Buying Environment
 Age complexity
 Gender complexity
 Individualism
 Active, busy lifestyles, time pressures
 Cocooning
 Pleasure binges
 Emphasis on health
 Change in family unit
What’s Happening Plus!
 http://www.youtube.com/watch?v=LsJiGF_Groo
 http://www.businessinsider.com/fox-rejects-scarlett-
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johansson-sodastream-super-bowl-ad-over-coke-andpepsi-2014-1
http://www.youtube.com/watch?v=9g9wXBkdWEg&featur
e=youtu.be
http://www.youtube.com/watch?v=K7L5QByvXOQ
http://elitedaily.com/news/world/this-is-the-greatestsuper-bowl-commercial-you-will-ever-see/
http://www.youtube.com/watch?v=LaN3PnPfzCU
http://www.youtube.com/watch?v=PQi9cBFm4pE
Consumer Decision-Making Process
Problem
Recognition
Information
Search
Evaluation
of
Alternatives
Purchase
Decision
Postpurchase
Evaluation
Information Search
Two ways of gathering information:
Internally
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Think about brands
Quickly reduce options
Choice based on past experience
Externally
2.
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Ability to search
Level of motivation
Perceived cost versus benefit
 Why is this important to understand this for marketing
communication planning?
Attitude Sequence
 Cognitive  Affective  Conative
 Affective  Conative  Cognitive
 Conative  Cognitive  Affective
What’s Happening?
 https://www.youtube.com/watch?v=PIVCLl07_5A
 http://www.youtube.com/watch?v=YiJtx7e1gEY
 http://www.youtube.com/watch?v=-TSjn3K-tcE
Evaluation of Alternatives
Evoked set method
1. Evoked set
2. Inept set
3. Inert set
Affect referral
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Saves time and energy
Consumers often develop
emotional bonds with their
brands
Multi-attribute approach –
used more in B to B
buying situations
Affect Referral
o A concept that suggests consumers choose brands they like
the best or ones with which they have developed emotional
connections.
o Example may include product categories that are frequently
purchased like toothpaste, ketchup and beverages like soft
drinks, juice and alcohol.
o Other examples of strong customer ties may include Nike,
Apple and Harley Davidson
Common Reasons Purchases Are Made
 Products/services provide utility
 To satisfy physical needs
 To satisfy psychological needs
 To satisfy social needs
 To satisfy emotional needs
Final purchase decisions may be based on price,
quality, availability of product/substitutes, reputation
of brand, past experience, etc.
Post-purchase Evaluation
o Evaluation of product performance.
o Cognitive dissonance.
o Impacts future purchases.
o Impacts word-of-mouth communications.
Trends and Factors in the Consumer Buying
Environment
o Age complexity
o Gender complexity
o Individualism
o Health Emphasis
o Active, Busy Lifestyles
o Cocooning
o Change in Family Unit
o Pleasure Pursuits
o The Environment
Responding to New Consumer Trends
o Monitor consumer environment for change
o Create goods and services that are compatible with
the changes
o Design marketing messages that reflect the changes