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Analyse Consumer

Behaviour for Specific


Markets

Peter Tan
Consumer Buying Behaviour:
How do they buy? What are their When do they
choice criteria? buy?

Consumers

Who is Important? Where do they


buy?
Consumer Buying Behaviour:

Who is Important?

– Most purchases individual – confectionary, beer, etc


– Many decisions by group/family/couple - (buying centre/decision making unit).
There are 5 roles…

Initiator – Starts process, may gather information to aid decision

Influencer – Persuade others in group re the outcome of decision, typically


gathers information and tries to impose their choice
Decider – He/she who pays – ultimate power of veto

Buyer – Person who conducts transaction

User – Consumer/user of the product


Consumer Buying Behaviour:
How they Buy? Consumer Decision Making Process

Need Recognition/
•Need Recognition
Problem Awareness • Functional (accurate calculations, get from A to B)
• Routine Depletion (its broken)
• Emotional/Psychological (need cool clothes,
Information expensive perfume, a Ferrari rather than a ‘car’)
Search
Problem Awareness

Evaluation of ? Motivation
Alternatives Hi Motivation to Change
Current/ to Change
Desired
Purchase Situation
Delta No ?
Lo Motivation Motivation
to Change to Change
Post purchase
evaluation Lo Hi

Relative Importance
Consumer Buying Behaviour
How they Buy? Consumer Decision Making Process

– Internal Search
Need Recognition/
Problem Awareness • Review of relevant information from memory
– External Search
• Personal – friends/family
Information
• Commercial – adverts, sales people
Search
• Third Party – Which? What Car?
• Trial
Evaluation of
Alternatives

Purchase
Build Awareness Set

Post purchase
evaluation
Consumer Buying Behaviour:
How they Buy? Consumer Decision Making Process

– Create evoked set


Need Recognition/
Problem Awareness • Those products/brands to be considered

Low Involvement High Involvement


Information
Search
Personal Normative
Awareness
Beliefs Beliefs
Evaluation of
Alternatives
Trial Subjective
Attitudes
Norms

Purchase
Repeat Purchase
Purchase Intentions

Post purchase Purchase


evaluation
Consumer Buying Behaviour
How they Buy? Consumer Decision Making Process

– Cognitive Dissonance
Need Recognition/
Problem Awareness • Post purchase concerns, likely to occur in four
ways,
– Expense – Did I spend too much?
Information – Difficult – So many alternatives, all good, all slightly
Search different benefits, did I make the right choice?
– Irrevocable – I have done it now!
– Tendency to experience anxiety – Purchaser is a
Evaluation of nervous sort
Alternatives

Purchase

Marketers should seek to reduce buyer


remorse by reinforcing wisdom of
purchase
Post purchase
evaluation
Consumer Buying Behaviour
What are the choice criteria? Various attributes used to
evaluate
Technical Economic Social

– Reliability – Price – Status


– Durability – Value for money – Social Belonging
– Performance – Life time costs – Fashion
– Comfort – Residual value
– Taste – Running costs Personal
– Convenience
– Self-Image
– Ethics
– Emotions
Consumer Buying Behaviour: Key Questions
8 of 8
When do they buy?

– Day of the week? – advertise toys on Saturday morning


(pester power) for the afternoon
– Stay open on Sunday – have the time to review cars,
etc
– Last minute?

Where do they buy?

– Not buying it in Tesco’s, I’ll buy it on the Kings Road?


• It will look and sound cooler
– I’ll buy it online?
• It will sound cooler
– I’ll buy it at the airport?