analyzing consumer markets and buyer behavior.ppt-03
TRANSCRIPT
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Factors affecting consumer behavior
Buying Roles Decision process Techniques
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The field of Consumer Behavior: “studies how individuals, groups, and
organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and desires.”
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Buying behavior is influenced by:◦ Cultural factors◦ Social factors◦ Personal factors◦ Psychological factors
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Influence Factors
Cultural Social Personal Psychological
Exert broadest and deepest influence
Culture Subculture Social classes
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Major U.S. Social Classes
Lower Lowers
Upper Uppers Lower Uppers Upper Middles
Middle Class Working Class Upper Lowers
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Influence Factors
Cultural Social Personal Psychological
Reference groups◦ Membership
Primary vs. secondary
◦ Inspirational vs. dissociative
Family Social roles and
statuses
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Influence Factors
Cultural Social Personal Psychological
Age Stage in life cycle Occupation Economic
circumstances Lifestyle Personality Self-concept
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Eight Psychographic Groups
ActualizesFulfillersAchieversExperiencers
BelieversStriversMakersStrugglers
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Influence Factors
Cultural Social Personal Psychological
Motivation Perception Learning Beliefs Attitudes
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In addition to understanding how these factors influence consumers, marketers must identify and understand:◦ Who makes the buying decision◦ The types of buying decisions◦ The stages in the buying process
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Understand
Buying roles Buying behavior Buying decision
process
Initiator Influencer Decider Buyer User
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The buying centre has three principal aspects: composition: the size, hierarchical levels and
functional areas involved; influence: those individuals with the most
influence in the buying process; roles: the identification of different roles played
by buying centre members. A buying centre includes all members of the
purchasing organization who play any of six roles in the purchase process:
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Initiator: The initiator is a person who first suggests or think of the idea of buying the particular product. For example, publisher of a book initiates the professor to ask the students of his class to purchase the book. Here publisher is the initiator, the first person to initiate the buying process.
Influencer: Influencer is a person who explicitly or implicitly has some influence on the final buying decision of others. Students are influenced by the advice of the professor while taking a decision to purchase a book. Here professor is the influencer
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Decider: The decider is a person who ultimately determines any part or whole of the buying decision, i.e., whether to buy, what to buy, how to buy, when to buy or where to buy. Children are the deciders for buying the toys, house lady for kitchen provisions, and head of the family for durable or luxury items.
Buyer: The buyer is the person who actually purchase. Buyer may be the decider or he may be some other person. Children (deciders) are the deciders for purchasing the toys, but purchases are made by the parents.
User: User is the person who actually uses or consumes the services or products.
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pros: The six buying roles help
the sales person structure large scale sales in complex corporate environments. Successful inside selling requires planning and preparation before making first contact.
cons: The concept does not include
the political aspect of decision making. The sales person must consider multiple, often conflicting goals.
The model omits the selling
side. A complex transaction often requires the involvement of multiple individuals from the selling party, e.g. mixed teams consisting of sales people and product engineers. This group of actors is called the Problem-Solving Unit (PSU).
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Understand
Buying roles Buying behavior Buying decision
process
Complex buying behavior
Dissonance-reducing buying behavior
Habitual buying behavior
Variety-seeking buying behavior
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Understand
Buying roles Buying behavior Buying decision
process
Problem recognition
Information search Evaluation of
alternatives Purchase decision Post purchase
behavior
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Post purchase Behavior:◦ Consumers’ expectations are compared to
performance◦ Post purchase satisfaction influences future
behavior Purchasing behavior Word-of-mouth communications
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Experience and knowledge technique: buyers behavior is estimated on the basis of experience and knowledge gained by the marketing executives because of their close association with the customers. Through experience, they come to know what are the main buying motives for their products and why?
Traditional or questionnaire technique: A questionnaire is prepared by the marketer with the help of psychologists under this technique. The questionnaires so prepared, are sent to the selected consumers for their return to the company after they are duly filled in. The completed questionnaires received by the company are analyzed and results are extracted about the buyers’ motives and behavior.
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Depth Interview Technique: probing the unconscious mind. It is time consuming technique and requires considerable patience. no direct question is asked by the interviewer but the interviewer talks with the consumer in free atmosphere so that the interviewee may express their views intensively. It is possible for the skilled interviewer to go deep and uncover information buried below the conscious mind.
Projective technique: provides the subject with a stimulus situation that gives him an opportunity to impose upon it his own private needs and his particular perception and interpretation. The main projective techniques are as follows:
(i) The Thematic Appreciation Test (T.A.T.) (ii) The Sentence Completion Test (S.C.T.) (iii) The World Association Test (W.A.T.) (iv) The Paired Pictures Test (P.P.T.)
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