customer psychology buying decisions - r.c.churchlifercchurchlife.com/pdf/consumerpsychology.pdf ·...
TRANSCRIPT
KingdomBusiness Leaders
Customer Psychology
&
Buying Decisions
Agenda
1. Background
2. Cognitive vs. Affective Buying
3. Cognitive vs. Affective Marketing
4. High Involvement vs. Low Involvement Buying
5. High Involvement vs. Low Involvement Marketing
6. Cognitive/Affective and High/Low Involvement
7. Cognitive/Affective and High/Low Involvement Promotion Examples
8. Wholesale Customers
9. Geeks, Nerds, Fanatics, Gurus, Critics and other Nut Cases
10. The Customer Decision Process
11. Discussion / Q&A
KingdomBusiness Leaders
• Buying decisions are not always rational:
The glasses story
The beer story
• Sometimes, lightning strikes!
• If you can duplicate that lightning strike over and over, then you will have all the sales you can handle.
• What is really going on inside the mind of the customer?
• The customer usually doesn’t realize what is happening.
KingdomBusiness Leaders
Background
Cognitive vs. Affective Buying
KingdomBusiness Leaders
Cognitive Affective
Fact-based Emotional Rational Feeling Deductive Experiential
2016 UCMAS Canada Inc.
Usually, the marketing will align to the type of buying behavior…
Where is YOUR product/service?
KingdomBusiness Leaders
Cognitive Affective
Your business/industry: Your product/service: Place a mark where your product/service is…
How does Cognitive vs. Affective
impact your marketing?
KingdomBusiness Leaders
Cognitive Affective
High Involvement vs. Low Involvement
KingdomBusiness Leaders
High Involvement
Low Involvement
Level of time, effort, mental/physical energy
Where is your Product/Service?
KingdomBusiness Leaders
High Involvement
Low Involvement
Place a mark where your product/service is…
High Involvement vs. Low Involvement
KingdomBusiness Leaders
High Involvement
Low Involvement
Where is your product/service
(mark the intersection)?
KingdomBusiness Leaders
High
Low
Invo
lve
me
nt
Cognitive Affective
Cognitive/Affective and Involvement
Promotion ~ Examples:
KingdomBusiness Leaders
Jared
Coke
RC Cola
2016 EBR 1190 RX
Folgers
Diet Pepsi
Cognitive/Affective and Involvement
KingdomBusiness Leaders
High
Low
Invo
lve
me
nt
Cognitive Affective
Where are your customers? Where is your product/service? (Same as customers?) Do you have different customers at different positions? How should you promote and price your offering to
align to your preferred customers? How does your distribution/placement strategy align? Where are your competitors? How can you take
advantage of this? How can you better align to where your customers are
positioned?
Wholesale Customers
KingdomBusiness Leaders
High
Low
Invo
lve
me
nt
Cognitive Affective
Geeks, Nerds, Fanatics, Gurus, Critics
and other Nut Cases
KingdomBusiness Leaders
Landing Net (~$20-$25)
Simple: handle, hoop, net “basket”
Ranger Tournament Series Model# 9788TFB ($80-$100)
Hoop width:
22”
Hoop length: 25”
Basket Depth:
24”
Telescoping Handle: 54” - 84”
Octagonal handle shape
Rubber coated PVC knotless ¾” net basket
Heavy-duty aluminum handle
(strong, lightweight)
Anodized 5/8” aluminum hoop
with reinforcement in key areas
Flat bottom basket for
fish handling
Heavy-duty snap locks
Stick-on ruler on handle
Extra snap position
Geeks, Nerds, Fanatics, Gurus, Critics
and other Nut Cases
KingdomBusiness Leaders
…aka “Aficionados”
Geeks, Nerds, Fanatics, Gurus, Critics
and other Nut Cases
KingdomBusiness Leaders
High
Low
Invo
lve
me
nt
Cognitive Affective
A …aka “Aficionados”
Geeks, Nerds, Fanatics, Gurus, Critics
and other Nut Cases
KingdomBusiness Leaders
High
Low
Invo
lve
me
nt
Cognitive Affective
A …aka “Aficionados”
Customer Decision Process
KingdomBusiness Leaders
Need Identification
Information Gathering /
Search
Evaluation of Alternatives
Purchase
Post-Purchase Evaluation
Feedback
Adapted from Management Study Guide
Discussion / Q&A
KingdomBusiness Leaders
• Are your customers High or Low Involvement?
• Are they Cognitive or Affective buyers?
• Is your marketing and selling aligned to this?
• How can you make “lightning strike” again and again?
• Is there a niche out there for your product/service with buyers who are different on these dimensions?
• Are you explaining the BENEFITS (not features)?
• How can you leverage “Aficionados”?
• How can you turn “Aficionados” into repetitive buyers?
• Are you walking customers through the Decision Process in an effective way?