Академический Документы
Профессиональный Документы
Культура Документы
Consumer Buying Behavior refers to the buying behavior of final consumers individuals & households who buy goods and services for personal consumption. All these consumers make up the consumer market. The central question for marketers is:
How do consumers respond to various marketing efforts the company might use?
Buyer Responses
Product Choice Brand Choice Dealer Choice Purchase Timing Purchase Amount
Other
Personal
Age and life-cycle Occupation Economic situation Lifestyle Personality and self-concept
Psychological
Motivation Perception Learning Beliefs and attitudes
Buyer
SCOPE the sweep or reach of the impact STRENGTH- the power to impact behaviour IMMEDIACY direct or focused influence on behaviour; the impact is felt with no or little influence coming into play.
SCOPE
CULTURE SUBCULTURE FAMILY FRIENDS general general specific specific
STRENGTH
High High High High/low
IMMEDIACY
Long-term Long-term Long-term Long term/short term
MKT STIMULI
specific
low
BUYER ROLES
INITIATOR First individual who suggests product/service should be evaluated/purchased. INFLUENCER Provides view and advice which are valued by others and can subsequently influence the final decision. DECIDER The individual who will take the decision in the buying process at what, how , when and where to buy (store choice), etc. BUYER The individual who actually makes the purchase USER The individual who consumes or users the service/product.
1.ROUTINE
Modified Rebuy
Straight Rebuy
BEHAVIOURIST
COGNITIVIST
COGNITIVIST What goes on in a persons mind is the key to comprehension. Behaviour is not predictable People are info generators Each person is unique Behaviour is irrational People must be studied as a whole
First developed in 1968. A key feature of the EKB model is the differences between high and low involvement as part of the buying process. High involvement is present in the high risk purchase Low involvement is present in the low risk purchase.
Consumers are seen as active agents following rules of behaviour, fairly easy to follow and implement because they require only a limited amount of information and capability of elaboration For instance, a consumer, being aware of a certain need and believing a certain good category satisfies it, might fix a maximum
price he/she can afford and search for the best good available under such a constraint.
The model claims that a persons purchase decision is often influenced by more than one
individuals.
A family buying decision involves multiple influences from its members. This theory shows the concept of role structure, that is individuals members of the family takes on roles such as collecting information, deciding on the information budget, etc. The theory also states that retailers /businesses are not only dealing with a homogeneous unit but a collection of individuals with different goals, needs, motives and interests.
1.
2.
3.
1.
2.
The 'outputs' are what happens, the consumer's actions, as observable results of the input stimuli. Between the inputs and outputs are the 'constructs', the processes which the consumer goes through to decide upon his or her actions. Howard and Sheth group these into two areas: perceptual - those concerned with obtaining and handling information about the product or service learning - the processes of learning that lead to the decision itself
Theory of motivation developed by Abraham Maslow(1943) Illlustrated into low needs to high needs. Comprises of physiological, safety, belongingness, esteem and self actualization. Can be applied by retailers to understand a targeted segments needs and wants and offer the right product at the right price, promotion and place.
Self Actualization
Social Needs
(security, protection)
Safety Needs
Physiological Needs
(hunger, thirst)
Early Adopters
13.5%
34%
34% 16%
Laggards
2.5%
Time of Adoption
Early
Late
Relative Advantage
Is the innovation superior to existing products?
Can the innovation be used on a trial basis? Is the innovation difficult to understand or use?
Divisibility
Complexity
Does the innovation fit the values and experience of the target market?
Compatibility