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Consumer Buyer

Behavior & Decision


Process

Model Of Buyer Behaviour

Factors Influencing Buyer


Behaviour

Consumer Buying Decision Process

Marketers Must Identify and Understand:


Who Makes the Buying Decision
Types of Buying Decisions
Stages in the Buying Process

Consumer Buying Decision Process

Understand

Buying

roles

Buying

behavior

Buying

decision
process

Initiator
Influencer
Decider
Buyer
User

Consumer Buying Decision Process

Understand

Buying
Buying
Buying

roles
behavior

decision
process

Complex buying behavior


Dissonance-reducing
buying behavior
Habitual buying behavior
Variety-seeking buying
behavior

Consumer Buying Decision Process

Understand

Buying

roles

Buying

behavior

Buying

decision
process

Five

stages in the
consumer buying
process

The

amount of time
spent in each stage
varies according to
several factors

Consumer Buying Decision Process

Five-Stage Model of the Consumer Buying Process

Need Recognition

Need/Problem Recognition

Can be triggered by internal or external stimuli

Needs become wants, which lead to behavior

Marketing stimuli can stimulate a desire for information

Information Search
Sources

(1 of 2)

of information:

Commercial sources

Personal Sources(family,friends)

Experential Sources(Examining product)

Public sources(Mass media)

Time, effort and expense dedicated to information


search depends on:

Degree of risk involved in the purchase

Amount of expertise with the product category

Actual cost of the search

Evoked set:

A narrowed down set of alternatives that the customer is


considering

Consumer Buying Decision Process

Successive Sets Involved in Consumer Decision Making

Evaluation of Alternatives
Customers

attributes

evaluate products as bundles of

Brand

attributes
Product features
Aesthetic attributes
Price
Customers

place different levels of importance on

attributes
Important considerations in the evaluation stage:
Marketing

programs must be designed to influence


consumers opinions about product or brand image

Purchase Decision

In evaluation stage customer ranks brand and form


purchase decision.

Key issues in the purchase decision stage:

Attitude of others
Unexpected situationalfactors(e.g)expected income,expected
price.

Postpurchase Evaluation
Four

possible outcomes in the postpurchase stage:

(1)

Delight
(2) Satisfaction
(3) Dissatisfaction
(4) Cognitive Dissonance

Firms

ability to manage dissatisfaction and


cognitive dissonance is:
A

key to creating customer satisfaction


A major influence on word-of-mouth communication

Case Study: Lexus

DELIGHT CUSTOMER TO KEEP THEM COMING BACK:

Lexus retains 84% of customer who have gone to the


dealership for service.

Won the best award for THE FINEST CAR EVER BUILT

Lexus set the record for the fewest quality problem ever
reported

Lexus Create special experiences

Lexus achieved highest customer satisfaction score ever in


the rating of 11 year history.

Average life time value of Lexus customer is $800,000

Case Study:Loreal Paris

LOreal has been using the same method or


technique of attracting customers through all
their advertisements. The advertisement has Most
of the common methods used by the company for
promoting their brands to the target such as

celebrity endorsement

creating beauty appeal

communicating benefit

supporting this benefit with a scientific claim

iconography