x509212 integrated marketing week2 buyer behavior
TRANSCRIPT
BUYER BEHAVIORX50.9212 Integrated Marketing – Week 2
Agenda
• The consumer decision-making process• How is the process influenced• Factors that can affect purchasing
decisions• Integration of business and consumer
markets
Consumer Decision-Making
Problem Recognition
Information Search
Evaluation of
Alternatives
Purchase Decision
Post-Purchase Evaluation
Information Search
• Internal search• Consider positive brands• Remove negative or confusing brands
• External search• Word of mouth, advertising, online, reviews, etc. • Time spent dependent upon MOTIVATION
The search process is an essential time to reach the consumer about your brand!
Consumer Attitudes
• Mental position taken toward a topic, person or event that influences the holder’s feelings, perceptions, learning processes and behaviors.• Cognitive > Affective > Conative• Understanding > Feelings > Behaviors
ATTITUDES > PURCHASE DECISIONS
What is the difference between an attitude
and a belief?
Consumer Values
• Strongly held beliefs• Enduring• Not easily changed • Brands tied to values (e.g. patriotism)
Cognitive Mapping
• Knowledge structure and memories• Marketing can foster linkages
• Strengthen current• Modify current• Create new
Let’s create a cognitive map!
Brand Extensions
• Cognitive maps can be useful in creating new products, brand extensions, etc.
Evaluation of Alternatives• Evoked set approach• Multi-attribute approach• Affect referral
Evoked Set Approach
• Which brands come to mind when faced with a purchase decision
• GOAL: Placing your brand name in a consumer’s evoked set in a positive light
Multi-Attribute Approach
• Evaluation of brand through product performance/attributes AND the importance of each attribute
• GOAL: Find out what consumers are looking for and address in your marketing communications!
Evaluation of Multiple Variables
Affect Referral
• Consumers choose brands that they like or to which they are emotionally connected• Very little evaluation; low involvement• Creatures of habit
• GOAL: Strive for brand loyalty and creating connections with the consumer.
New Trends in Buyer Behavior• Younger generation growing old; older
generation refusing to grow up• Gender roles have shifted; change in family
units• The desire for individualized products• Busier lifestyles lead to less time for
purchase decisions; leads to cocooning• Stressful lives lead to the pursuit of
leisure/pleasure• New emphasis on healthier lifestyles
B2B Decision-Making
PURCHASE DECISION
Buyers
Influencers
DecidersGatekeepers
Users
BUT people are still
making the buying
decisions!
Influential Factors in B2B
• Organizational influences• Individual factors
• Personality• Roles and perceived roles• Motivational levels• Levels of power• Attitude toward risk• Levels of cognitive involvement• Personal objectives
Consumer Decision-Making
Problem Recognition
Information Search
Evaluation of
Alternatives
Purchase Decision
Post-Purchase Evaluation
B2B Decision-Making
Identification of Needs
Establish Specifications
Identify Vendors
Evaluate Vendors Select Vendor
Purchase Negotiations
Post-Purchase Evaluation
Dual Channel Marketing
• Integration of B2C and B2B• How will the product/service be represented
in each channel? • Products may be the same, but the value
propositions may be different!
Dual Channel Marketing
BUYER BEHAVIORX50.9212 Integrated Marketing – Week 2