capítulo 3 clow y baack
TRANSCRIPT
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3-1
3 Chapter Three
Buyer Behaviors
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Apple iPhone
• July 2007 introduction - $600
• Initial problem with AT&T
phone activation
• Sales soared
• After 3 months – priced
reduced to $200
• Despite problems – Why did
the iPhone succeed?
3
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Apple iPhone
• Innovators
• Early adopters
• Early majority
• Late majority
• Laggards or nonadopters
3 New Product Introductions
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Chapter Overview
• Consumer purchase process
• Consumer buying environment
• Recent trends in consumer
behavior
• Business buying center
• B-to-B purchasing process
Discussion Slide
Buying Behaviors
3
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F I G U R E 3 . 1
Consumer Decision-Making Process
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Information Search
Internal search
External search
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External Search
Ability to search
Motivation
Level of involvement
Need for cognition
Shopping enthusiasm
Perceived cost versus benefit
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Consumer Attitude
Affective
Cognitive
Conative
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Attitude Sequence
Cognitive Affective Conative
Affective Conative Cognitive
Conative Cognitive Affective
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What emotion does
this Pamper Wipes
advertisement
solicit?
Which attitude
sequence would be
the most likely for
this product?
“Some things can be rough.”
“Her wipe shouldn’t be one of them.”
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• Comfortable life
• Equality
• Excitement
• Freedom
• Fun, exciting life
• Happiness
• Inner peace
• Mature love
• Personal
accomplishment
• Pleasure
• Salvation
• Security
• Self-fulfillment
• Self-respect
• Sense of belonging
• Social acceptance
• Wisdom
F I G U R E 3 . 3
Personal Values
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Which personal
values does this
Skeeter ad target?
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F I G U R E 3 . 4
Cognitive map for Ruby Tuesday
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Processing of New Information
Cognitive map
Reinforce a current linkage.
Modify a current linkage.
Create a new linkage.
What linkage is Miracle Whip attempting to create or reinforce with this
TV advertisement?
Click picture to play video.
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Principles Concerning Processing of
Information and Cognitive Mapping
• Cognitive mapping enhances movement of messages from short-term memory to long-term memory.
• Most persuasive messages reinforce current linkages.
• Repetition is necessary to establish new linkages.
• Difficult to modify or create new linkages.
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Problem
Recognition
Information
Search Evaluation of
Alternatives
Evoked set
Multiattribute
Affect referral
Problem
Recognition
F I G U R E 3 . 6
Methods of Evaluating Alternatives
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The Evoked Set Method
• Inept set
• Inert set
• Evoked set
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How important is it for each of the
following brands to be a part of a
consumer’s evoked set?
Advil (pain medicine)
Head & Shoulders (shampoo)
Black & Decker (power tools)
C & H (sugar)
Smith & Kline (attorneys)
Hall’s (cough drops)
Blockbuster (video rentals)
Dr. Nelson (neurosurgeon)
Pearle Vision (optical)
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The Multiattribute Approach
• Brand’s performance for each attribute.
• Importance of each attribute.
High-Involvement
Products
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Affect Referral
• Saves mental energy.
• Multiattribute approach may have been used previously.
• Consumers often develop emotional bonds with brands.
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• Age complexity
• Gender complexity
• Individualism
• Active, busy lifestyles
• Cocooning
• Pleasure pursuits
• Health emphasis
F I G U R E 3 . 7
Trends Affecting Consumer Buyer Behavior
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Business-to-Business Buyer Behavior
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F I G U R E 3 . 9
The Buying Center
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Individual Factors Affecting the Behaviors of
Buying Center Members
F I G U R E 3 . 10
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Types of
Business-to-Business Sales
• Straight rebuy
• Modified rebuy
• New task
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F I G U R E 3 . 11
Reasons for Modified Rebuy
Dissatisfaction with current vendor.
A different vendor makes an attractive offer
End of contract with current vendor.
Individuals have no or little experience.
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Problem
Recognition
Information
Search
Evaluation
Of
Alternatives
Purchase
Decision
Consumer Buying Process
Identification
Of Needs
B-to-B Buying Process
Establish Specifications
Identify Vendors
Evaluate Vendors
Select Vendor
Postpurchase
Evaluation
Purchase Negotiations
F I G U R E 3 . 11 F I G U R E 3.12
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Dual Channel Marketing
• Consumer and B-to-B markets
• Spin-off market
• Image concerns
• Dual strategy • Different communication messages
• Create different brands
• Use multiple or different channels
• Single strategy • Integrate communication message
• Sell same brand in both markets
• Scan both markets for dual opportunities