CHAPTER 3

Buyer Behaviours

Traditional factors affecting consumer purchasing behaviors

Demographics (age, gender, income, etc.)Heredity and home environmentFamily life cycleLife changing eventsCultural environmentSocial environmentSituational environment

Video: Meredith Corporation

Discussion Questions:1. 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?

Trends and Factors in the Consumer Buying Environment

Age complexityGender complexityIndividualismActive, busy lifestyles, time pressuresCocooningPleasure bingesEmphasis on healthChange in family unit

What’s Happening Plus!

http://www.youtube.com/watch?v=LsJiGF_Groo http://

www.businessinsider.com/fox-rejects-scarlett-johansson-sodastream-super-bowl-ad-over-coke-and-pepsi-2014-1

http://www.youtube.com/watch?v=9g9wXBkdWEg&feature=youtu.be

http://www.youtube.com/watch?v=K7L5QByvXOQhttp://elitedaily.com/news/world/this-is-the-greatest

-super-bowl-commercial-you-will-ever-see/

http://www.youtube.com/watch?v=LaN3PnPfzCUhttp://www.youtube.com/watch?v=PQi9cBFm4pE

Consumer Decision-Making Process

ProblemRecognition

InformationSearch

Evaluationof

AlternativesPurchaseDecision

PostpurchaseEvaluation

Information Search

Two ways of gathering information:

1. Internally Think about brands Quickly reduce options Choice based on past experience

2. Externally 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 ConativeAffective Conative CognitiveConative 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 method1. Evoked set2. Inept set3. Inert set

Affect referral 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 utilityTo satisfy physical needsTo satisfy psychological needsTo satisfy social needsTo 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 complexityo Gender complexityo Individualismo Health Emphasiso Active, Busy Lifestyleso Cocooningo Change in Family Unito Pleasure Pursuitso The Environment

Responding to New Consumer Trends

o Monitor consumer environment for changeo Create goods and services that are

compatible with the changeso Design marketing messages that reflect the

changes