Buyer Behaviors

Chapter 3
 Chapter Objectives
1. Understand the consumer buying
decision process.
2. Learn how attitudes and values
influence buyer behaviors.
3. Discover how traditional factors and
new trends affect consumer purchase
decisions.
4. Create effective marketing messages
targeted to business buyers.
5. Integrate business and consumer
markets into effective dual channel
marketing program.
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 Starbucks
• Started as coffee importing firm.
• Keys to success
 Products
 Locations
 Employees
 Sourcing
• Marketing communication program.
 Generation X
 Baby-boom generation
 Business markets
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Consumer Purchase Process

• Problem recognition
• Information search
• Evaluation of alternatives
• Purchase decision
• Postpurchase evaluation
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Information Search

• Internal search

• External search

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External Search
• Ability to search
• Motivation
 Level of involvement
 Need for cognition
 Shopping enthusiasm
• Perceived cost
• Perceived benefit

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Consumer Attitude
• Affective
• Cognitive
• Conative

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 Attitude Sequence
• Cognitive  Affective  Conative

• Affective  Conative  Cognitive

• Conative  Cognitive  Affective

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 Consumer Values
• Attitudes shaped by personal values.
• Values are strongly held beliefs.
• Values contribute to attitudes.
• Personal values

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 Cognitive Mapping
• Simulations of knowledge
structures.
• Linkages and levels
• Marketing messages and linkages
 Strengthen current linkage
 Modify current linkage
 Create a new linkage

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Evaluation of Alternatives

• Evoked set method

 Evoked set
 Inept set
 Inert set
• Multiattribute method
• Affect referral
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 Trends
Consumer Buying Environment

• Age complexity
• Gender complexity
• Individualism
• Active, busy lifestyles
• Time pressure
• Cocooning
• Pleasure binges
• Emphasis on health

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 Business-to-Business
Buyer Behavior

• Users
• Buyers
Gatekeepers
• Influencers
• Deciders

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 Individual Factors
Business-to-Business Buying Center

• Personality features
• Roles and perceived roles
• Motivational levels
• Levels of power
• Attitude towards risk
• Levels of cognitive involvement
• Personal objectives
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 Business-to-Business
Buying Process
• Identification of needs
• Establishment of
specifications
• Identification of vendors
• Vendor evaluation
• Vendor selection
• Negotiation of terms
• Postpurchase evaluation
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 Business-to-Business
Trends
• Accountability
• Importance of e-commerce
• Global branding
• Database mining
• Alternative methods of
communication
• Focus on internal communications

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 Dual Channel Marketing

• Consumer and B-to-B markets

• Spin-off market
• Image concerns
• Dual strategy
• Single strategy

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