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Consumer (Buyer) Behavior Definition The definition of consumer behavior includes the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society (Cited by the consumer psychologists website). The definition also extends to include factors such as the use and disposal of products along with the fact that services and ideas are just as important to consumers as physical products.
The advice to footwear salesmen should be Dont sell shoes sell lovely feet
Marketers must contend with small changing segments of highly selective buyers intent on receiving genuine value at the lowest price
Self-Concept Attachment
Helps to Establish the Users Identity
Nostalgic Attachment
Serves as a Link With a Past Self
Interdependence
Part of the Users Daily Routine
Love
Elicits Bonds of Warmth, Passion, or Other Strong Emotion
Consumption Typology Explores the Different Ways That Products and Experiences Can Provide Meaning to People. There Are 4 Distinct Types of Consumption Activities:
Consuming as Experience An Emotional or Aesthetic Reaction to Consumption Objects
Consuming as Integration
Express Aspects of Self or Society Communicate Their Association With Objects, Both to Self/ Others Participate in a Mutual Experience and Merge Self With Group(Movies)
Consuming as Classification
Consuming as Play
No doubt its Aamir Khan who raises the bar every time when it comes to promoting his films
All managers must become astute analysts of Consumer motivation and Behaviour
Three foundations for marketing decisions Experience Intuition Research
Evaluation
Trial Adoption
Child: Horlicks is an old persons drink and I drink it only because mama forces me to do so.
Mother: My kids drink whatever they feel like, and I wish they would ask for Horlicks. The 130-year old Horlicks was beginning to lose its sheen and GSK felt that it was time to give its Rs 800-crore brand a facelift. While Tata Elxsi has designed the product packaging, J. Walter Thomson has done the pack designing.
Adoption of Innovations
Percentage of Adopters
Late Majority
Early Adopters
13.5%
34%
34%
Laggards
16%
2.5%
Time of Adoption
Early
Late
Relative Advantage
Is the innovation superior to existing products?
Divisibility
Can the innovation be used on a trial basis?
Product Characteristics
Compatibility
Does the innovation fit the values and experience of the target market?
Complexity
Is the innovation difficult to understand or use?
Indians still strop their own razors of visit a barber shop for a shave rather than going in for electric and safety razors. Average shave by Indian Men around only 3 times a week. Gillette is still struggling in the mass market. Why???
Successful Relationships
Customer Value
Customer Retention
Customer Satisfaction
EXTERNAL
Word of mouth, media, store visits, trial
CATALOG
REMINDER
For low involvement products, efforts aimed at affecting internal search tend to be more effective the consumer is usually not willing to expend energy on external search. External search is more likely for higher involvement products.
Note: Retrieved and evoked sets will vary among different consumers
Awareness set all brands that the customer is aware of Evoked set all those brands that the customer remembers at decision-making time Consideration set those brands in the evoked set that the customer will consider buying
An Economic View- Also known as Economic Man theory. Consumer Behaves Rationally. Assumes Perfect Competition. A Passive View- Submissive to Internal & External stimuli and people are considered to be irrational and impulse purchasers. Cognitive View- Thinking Problem solver. Consumer is viewed as information processors which leads to formation of preferences and purchase intentions.
Emotional View- Consumer makes use of emotional impulses while decision making like joy, grief etc.
TYPES OF DECISION
Basic Purchase/ Consumption Decision Brand Purchase/ Consumption Decision. Channel Purchase Decision Payment Option Decision.
internal search (memory) external search (personal sources, commercial sources third party reports (e.g. Which) personal observation/testing
Evoked set
CONSUMER DECISIONS:
Theory and Reality in Consumer Buying
PROBLEM RECOGNITION
INFORMATION SEARCH
Theory Complications
ROLES OF A BUYER
initiator this person first recognizes the need for the product or service and may or may not have a say in the purchase decision. user this person will be responsible for operating the product that is bought or consuming the service that is purchased. Again, this person may or may not have a say in what is purchased. influencer this persons role may be only tangential to product use, but s/he will still have an impact on the purchase decision. buyer this person is responsible for obtaining the product, though s/he may or may not have any impact on what is purchased. decider this person is responsible for the final determination of what will be purchased.
External Stimuli
TV advertising
Magazine ad
Radio slogan
Stimuli in the environment
1. PROBLEM RECOGNITION
Difference between the desired state and the actual condition. Example: By seeing a commercial for a new pair of shoes, stimulates your recognition that you need a new pair of shoes. Hunger stimulates your need to eat.
Public Sources
Experiential Sources
2. INFORMATION SEARCH
Internal Search: --- Memory External Search: --- Friends and Relatives A successful information search leaves a buyer with possible alternatives, the evoked set. Example: Hungry, want to go out and eat, evoked set is Chinese food Indian food Burger king
Degree of Importance
Which attributes matter most to me?
Brand Beliefs
What do I believe about each available brand? Based on what Im looking for, how satisfied would I be with each product?
Evaluation Procedures
Choosing a product (and brand) based on one or more attributes.
3. EVALUATION OF ALTERNATIVES
Need to establish criteria for evaluation, features the buyer wants or does not want. Rank/weight alternatives.
Example: If you want to eat something spicy, then Indian food gets the highest rank etc
Attitudes of others
Purchase Decision
4. PURCHASE DECISION
Choose buying alternative, includes product, package, store, method of purchase etc. 5. PURCHASE : May differ from decision, time lapse between purchase decision and the actual purchase, product availability.
Satisfied Customer!
Dissatisfied Customer
Cognitive Dissonance
Performance = Expectations
Satisfaction
Delight
6. POST-PURCHASE EVALUATION
It is the outcome Satisfaction or Dissatisfaction. This can be reduced by warranties, after sales communication etc.
Example: After eating an Indian meal, you may think that really you wanted a Chinese meal instead.
Organizational Buyers
Types
Industrial Reseller Government and non-profit organizations
Characteristics
Greater involvement Bureaucracy Long term relationships Price is important but may not be the most important factor
Purchase types
Straight rebuy Limited decision making/ Modified Rebuy Extended decision making/ New Task
ROLES:
2 Additional Approvers Gate keepers
Modified Re-buy
New Task
Modified Re-buy
Straight Re-buy
Modified Rebuy
Consulting Services
New Buy
Installations
Pure routine
Electricity Gas/Water Bulk Chemicals
Electrical Components
Complete negotiation
Computer Systems
Moon Shot Insurance
Domestic & Global Pace of Technological Change Global Trade Relations Goals, Objectives, and Strategies Organizational Position of Purchasing
Roles, relative influence, and patterns of interaction of buying decision participants Job function, past experience, and buying motives of individual decision participants
Ethical Decision-
Roles Include
Approvers
Gatekeepers
Buyers
5. Proposal Solution
6. Supplier Selection 7. Order-Routine Specification 8. Performance Review
Problem Recognition
Problem recognition is when someone in a company recognizes a problem or need that can be met by acquiring a good or a service
Problem recognition can occur because of internal and external stimuli
Product Specification
Product specification is when the buying organization decides on and specifies the best technical product characteristics for a needed item
Supplier Search
Supplier search is when a buyer tries to find the best vendor
Proposal Solution
Proposal solution is when qualified suppliers are invited to submit proposals
Supplier Selection
Supplier selection is when a buyer receives proposals and selects a supplier or suppliers
Order-Routine Specification
Order-routine specification when a buyer writes the final order with the chosen supplier(s), listing the technical specifications, quantity needed, expected time of delivery, return policies, warranties, and so on
Performance Review
Performance review is when a buyer rates its satisfaction with suppliers, deciding whether to continue, modify, or drop the relationship
ROLE OF MARKETER
Active Information Gathering Comparison of different products, brands, colors, capabilities, etc.
ROLE OF MARKETER
Active Information Gathering Comparison of different products, brands, colors, capabilities, etc. Purchase Decision Two decisions. First is buy or no-buy. If decision is to buy then timing of purchase is second decision.
ROLE OF MARKETER
ROLE OF MARKETER
Transaction - Final negotiation as to Price, Store, Credit or Cash, etc. An opportunity for retailers to market extras.
ROLE OF MARKETER
Transaction - Final negotiation as to Price, Store, Credit or Cash, etc. An opportunity for retailers to market extras. Post Purchase Evaluation - Did the product and retail experience meet the consumers expectations
Summary
Selling the better mousetrap is not enough In order to succeed, YOU must be aware of the patterns and trends effecting the environment. Failure to keep up with trends will cause YOU to locate in the wrong locations, sell the wrong product and fail to meet the customers needs Many factors influence the consumers purchase decision including psychological, personal and social factors
INTERNAL DETERMINANTS OF CONSUMER BEHAVIOUR MotivesA motive is an internal energizing force that orients a person's activities toward satisfying a need or achieving a goal. According to W.J. Stanton: A motive can be defined as a drive or an urge for which an individual seeks satisfaction. It becomes a buying motive when the individual seeks satisfaction through the purchase of something Actions are effected by a set of motives, not just one. If marketers can identify motives then they can better develop a marketing mix. MASLOW hierarchy of needs!! Physiological Safety Love and Belonging Esteem & Self Actualization Need to determine what level of the hierarchy the consumers are at to determine what motivates their purchases.
Roger Wolcott Sperry (August 20, 1913 April 17, 1994) was a neuropsychologist, neurobiologist and Nobel laureate who, together with David Hunter Hubel and Torsten Nils Wiesel, won the 1981 Nobel Prize in Medicine for his work with split-brain research
All these motives are not equally forceful. Here we describe only important buying motives: 1. Freedom from fear and danger: Fear is a negative motive but is a very powerful one. The most basic instinct of a human being is self-preservation. Fear is a very powerful and compelling force in human affair. The marketing man must ascertain the possible fear of death, fear of loss and fear for the future, fear can sell anything like hair oil through fear of getting bald. 2. Desire for economy: Persons desire money to satisfy their other desires. The businessman wants money to make more profits or lower costs. The manufacturers make purchase of high priced heavy machinery to lower down their cost of production and thereby increases profits. In the same way every customer likes his money's worth. 3. Vanity: Women spend much time, thought and money on their personal appearance like cosmetics, hairdo and new styles. Hence vanity is a powerful motive in the hands of the marketing man being the safest appeal that may be used. 4. Appreciation: Everybody desires to be appreciated and complimented. He likes to be recognized as an important person. Because of this human intrait, it may be useful to use indirect method in place of direct methods that might prove offensive. 5. Fashion: It is the desire of everyone to imitate what others are doing. This may also be called imitation motive. It is closely linked with pride or desire for importance. This motive can be well exploited by the marketer.
Possession: The instincts of possession or a desire to call things as mine' leads persons to hoard and collect things. Some persons collect postage stamps and old coins. 7. Romance: Fancy clothes, cosmetics, perfumes, etc. are in great demand on account of the instinct of a desire to attract the opposite sex. It is no wonder why this instinct is very often used by marketing men. 8. Love of others: This motive plays an important part when parents purchase all kinds of things for their children like toy, fancy garments and other presents, may go in for life insurance to make provision for their future. A bachelor going to marry will purchase numerous domestic articles. Therefore, this particular motive is as time described as that of home building.' This instinct is also related to comfort and convenience motive. 9. Health or physical well-being: Many persons purchase health foods, vitamin tablets and patent medicines to maintain their health and physique well-being. 10. Comfort and convenience: Most people don't like to exert much. Hence this motive may be well exploited by the marketing particularly for selling luxury items like motor, cars, sofa sets, furniture, vacuum cleaners, washing machine, television sets, etc. The sale of air conditioners and water coolers, fans is motivated in summer by this motive for comfort. Using buying motives in marketing Human behavior is fundamentally related to instincts. It is these instincts which make a person behave differently at different times. The appropriate motive must be crystallized if the marketing program is to be effective and appropriate
6.
Theories of motivation also help marketers in understanding how consumers' consumption is influenced by their needs. Abraham Maslow tried to arrange such significant needs into a hierarchy of five levels, depending on the relative importance of the needs to a person. The five levels of needs given by him are 1) physiological needs, 2) safety needs, 3) social needs, 4) egoistic or self esteem needs and finally 5) self actualization needs. The trio of needs (another theory of motivation) deal with three kinds of needs viz., need for power, need for affiliation and need for achievement. These needs play an important role in influencing consumer behavior. Motivational conflict is a concept which deals with the conflicting motives of the customers. Here the marketer tries to project the product as a solution to such conflicts.