Transcript Marketing II - davis.k12.ut.us

Marketing II
Chapter 5: Understanding Consumer and Business Buyer Behavior
Objectives Review
• This chapter is the last of three chapters that address understanding
the marketplace and consumers. Here, we’ve looked closely at
consumer and business buyer behavior.
• The American consumer market consists of more than 310 million
people who consume more than $10 trillion worth of goods and
services each year, making it one of the most attractive consumer
markets in the world.
• The world consumer market consists of more than 6.9 billion people.
The business market involves even more dollars and items than the
consumer market.
• Understanding buyer behavior is one of the biggest challenges
marketers face.
Consumer Market
• The consumer market consists of all the individuals and households
who buy or acquire goods and services for personal consumption.
• A simple model of consumer behavior suggests that marketing stimuli
and other major forces enter the consumer’s black box.
• This black box has two parts:
• buyer characteristics
• buyer’s decision process.
• Once in the black box, the inputs result in buyer responses, such as buying
attitudes and preferences and purchase behavior.
Consumer Buyer Behavior
Consumer buyer behavior is influenced by four key sets of buyer
characteristics:
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cultural
social
personal
psychological
Understanding these factors can help marketers to identify interested
buyers and to shape products and appeals to serve consumer needs
better.
Consumer Buyer Behavior
• Culture is the most basic determinant of a person’s wants and behavior.
People in different cultural, subcultural, and social class groups have
different product and brand preferences.
• Social factors – such as small group, social network, and family influences –
strongly affect product and brand choices.
• As do personal characteristics - such as age, life cycle stage, occupation,
economic circumstances, lifestyle, and personality.
• Finally consumer buying behavior is influenced by four major sets of
psychological factors – motivation, perception, learning, and beliefs and
attitudes.
• Each of these factors provides a different perspective for understanding the
workings of the buyer’s black box.
Buyer Decision Process
When making a purchase, the buyer goes through a decision process
consisting of
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need recognition
information search
evaluation of alternatives
purchase decision
post purchase behavior
The marketer’s job is to understand the buyer’s behavior at each stage
and the influences that are operating.
Buyer Decision Process
• During need recognition, the consumer recognizes a problem or need that
could be satisfied by a product or services.
• Once the need is recognized, the consumer moves into the information
search stage.
• With information in hand, the consumer proceeds to alternative evaluation
and assesses brands in the choice set.
• From there, the consumer makes a purchase decision and actually buys the
product.
• In the final stage of the buyer decision process, post-purchase behavior,
the consumer takes action based on satisfaction or dissatisfaction.
Adoption Process
• The product adoption process is made up of five stages:
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Awareness
Interest
Evaluation
Trial
Adoption
• New-product marketers must think about how to help consumers
move through these stages.
Diffusion Process
• With regard to the diffusion process for new products, consumers
respond at different rates, depending on consumer and product
characteristics.
• Consumers may be innovators, early adopters, early majority, late
majority, or laggards.
• Each group may require different marketing approaches. Marketers
often try to bring their new products to the attention of potential
early adopters, especially those who are opinion leaders.
Business Market
• The business market comprises all organizations that buy goods and
services for use in the production of other products and services or
for the purpose of reselling or renting them to others at a profit.
• As compared to consumer markets, business markets usually have
fewer, larger buyers who are more geographically concentrated.
• Business demand is derived demand, and the business buying
decision usually involves more, and more professional buyers.
Business Buyer Behavior
• Business buyers make decisions that vary with the three types of
buying situations: straight rebuys, modified rebuys, and new tasks.
• The decision-making unit of a buying organization-the buying centercan consists of many different persons playing many different roles.
Business Marketers
• The business marketer needs to know the following:
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Who are the major buying center participants?
In what decisions do they exercise influence and to what degree?
What evaluation criteria does each decision participant use?
The business marketer also needs to understand the major environmental,
organizational, interpersonal, and individual influences on the buying process.
Business Buying Decision Process
• The business buying decision process itself can be quite involved,
with eight basic stages;
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problem recognition
general need description
product specification
supplier search
proposal solicitation
supplier selection
order-routine specification
performance review
Business Buyer Decision Process
• Buyers who face a new-task buying situation usually go through all stages of the
buying process. Buyers making modified or straight rebuys, in contrast, may skip
some of the stages.
• Companies must manage the overall customer relationship, which often includes
many different buying decisions in various stages of the buying decision process.
• Recent advances in information technology have given birth to e-procurement, by
which business buyers are purchasing all kinds of products and services online.
• Business marketers are increasingly connecting with customers online to share
marketing information, sell products and services, provide customer support
services, and maintain ongoing customer relationships.