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Lecture 5

Consumer Buyer Behaviour


Models of buying behaviour,
customer type and choice criteria the
decision making process. Influences
on buyers.
Customer Types
Organisational Customers

Purchase:

For use in the operation of
a business or organisation.
To manufacture other
products
For resale to others

Private Consumers

Purchase:

For personal or household
use


ORGANISATIONAL
PRODUCT

CONSUMER PRODUCT
2
Understanding Customers
How do
they buy?
What do
they buy?
Customers
Who buys?
Where do
they buy?
When do
they buy?
Why
do they buy?
Cultures?
Factors Buyers Consider
Price
Performance / reliability
Availability / delivery
Other users experience
Guarantees / warranties / After sales service
Payment terms
Image
Experience
Kotler &Armstrong p122
The buyers
Black Box
Factors influencing consumer behaviour
Buyer
Psychological
Personal
Social
Cultural
Culture


Sub Culture



Social Class
Reference
Groups

Family

Roles &
Status
Age & life
cycle
Occupation
Economic
Situation
Lifestyle
Personality &
self concept
Motivation
Perception
Learning
Beliefs &
attitudes
Kotler &Armstrong p123

Centerparcs
Centerparcs target
their adverts at
mothers who may act
as initiators in the
decision to purchase
a family holiday.
Buying A Mobile phone
What are you likely to do before you buy?
7
Influences on Consumer
Purchasing Behaviour
information
processing
motivation
beliefs and
attitudes
personality
lifestyle
lifecycle
culture
social class
geodemo-
graphics
reference
groups
Personal
influences
Social
influences
Consumer
The buying
situation
Choice Criteria used when
Evaluating Alternatives
5
Technical-
Reliability
Durability
Performance
Style/looks
Comfort
Delivery
Convenience
Taste

Economic-
Price
Value for money
Running costs
Residual value
Life style costs
Social-
Status
Social belonging
Convention
Fashion
Personal-
Self-image
Risk reduction
Morals
Emotions
Decision- Making Process
Need Recognition/
Problem Awareness
Information Search
Evaluation of
Alternatives
Purchase
Post-purchase
evaluation
Engel, Blackwell and Miniard (1990)
Does it
vary -fmcg,
consumer
durables





Complex
Buying Situations





Variety Seeking




?





Habitual
Information Search
Personal sources
family, friends, neighbours, acquaintances
Commercial Sources
advertising, salespeople, dealers, packaging,
displays
Public Sources
mass media, consumer rating organisations
Experimental Sources
handling, examining, usage
The Evoked Set
Evaluation of Alternatives
Purchase Decision / Post purchase Decision
Mobile phones?
The
Times
(2012)
Business
briefing,
26.11.
p38-39
Summary
The above models are useful but need to be adapted to the
marketers products/services
Knowing about consumer behaviour and the key factors
they consider puts the marketing person in a stronger
position
The organizational market is probably bigger than the
consumer market, more professional and involves more
people but demand in most cases is derived e.g. the
demand for house bricks is derived from the demand
for
Further reading Jobber and Ellis-Chadwick ch4

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