MarketingAnalysisConsumerBuyerBehaviour

1、Marketing Analysis:,Consumer Buyer,Behaviour,Buyer Behaviour,Goals,To understand:,Models,of consumer purchase decision,processes.,?,Influences,on purchase decisions:,What,How,?,Marketing,implications,of the models.,Definitions,Dibb, Simkin ,Pride and Ferrell,?,Consumer Buyer Behaviour:,“The decision

2、 processes and acts,of individuals involved in buying,and using products.”,Why do businesses need to know,about their customers?,?,Influence purchase probabilities.,?,Develop more effective or efficient,marketing mixes.,?,Identify market segments, emerging,markets and competitive threats.,One Releva

3、nt Question:,How do customers,decide what to buy?,A Model of Consumer Behaviour,INPUT,INFORMATION PROCESSING,DECISION PROCESS,INFLUENCES,Environmental,Influences,?,Culture,?,Social Class,?,Personal,?,Family,?,Situation,Individual,Differences,?,Resources,?,Motivation ,unknown brands are doomed.,Distr

4、ibution and POP advertising,crucial.,Satisfaction leads to habitual purchase,out of inertia.,First Purchase.,Mid-Range Problem Solving,?,Between EPS and LPS,Buyer Decision Process:,Model and Continuum,EPS,MRPS,LPS,Habit,PR,PR,PR,PR,IS,is,is,EA,ea,ea,P,P,P,P,PPE,PPE,PPE,PPE,Buyer Decision Process:,DY

5、NAMICS,EPS,MRPS,LPS,Habit,PR,PR,PR,PR,IS,EA,P,PPE,All else equal, the,is,tendency is for,ea,P,PPE,decision-making,to become,habituated,is,with repetition,ea,P,PPE,.,P,PPE,Buyer Decision Process:,Strategic Implication,EPS,MRPS,LPS,Habit,PR,PR,PR,PR,IS,EA,P,PPE,Theres an advantage,is,to being first in

6、 a,ea,P,PPE,new market,.,is,ea,P,P,PPE,PPE,Repeated Purchases,?,Repeated,purchasing,tends to,habitual decision-making,?,However, repeated,problem-,solving,can occur e.g. when:,Buyer dissatisfied,Supplier is out of stock,Habitual Decision-Making,Reflects either Brand Loyalty or Inertia,?,Brand Loyalt

7、y,Reflects High involvement and perceived,differentiation,Highly desired by marketers!,?,Inertia,Brand switching easily induced by price,competition or new claim from,competitors,Special Categories of Purchase,Decisions,?,Impulse buying,?,Variety-seeking,Models can be diagnostic.,% of Potential Market,at each Stage,Period,Period,1,2,Problem Recog