Marketing Analysis:Consumer Buyer Behaviour（PPT 24页）

BuyerBehaviourGoals
Tounderstand:
Modelsofconsumerpurchasedecisionprocesses.
Influencesonpurchasedecisions:
What
How
Marketingimplicationsofthemodels.
DefinitionsDibbSimkinPrideandFerrell
ConsumerBuyerBehaviour:

“Thedecisionprocessesandactsofindividualsinvolvedinbuyingandusingproducts.”
Whydobusinessesneedtoknowabouttheircustomers?
Influencepurchaseprobabilities.
Developmoreeffectiveorefficientmarketingmixes.
Identifymarketsegmentsemergingmarketsandcompetitivethreats.

AModelofConsumerBehaviour
AModeloftheBuyingDecisionProcess:CONSUMERS
InfluencesonthePDP
IndividualDifferences

Resources
Motivation&Involvement
Knowledge
Attitudes
PersonalityValues
&Lifestyle
EnvironmentalInfluences

Culture
SocialClass
Personal
Family
Situation
MarketingInfluences:TheMarketingStrategy.
4Ps+TM
Product
Price
Promotion
Place
integratedtoservea
TargetMarket
InfluencesontheExtensivenessoftheBDP
Riskiness
Personalrelevance
Time
BuyingDecisionProcessContinuum
Thefullprocessmaynotbefollowed
FirstPurchase.ExtendedProblemSolving
InvolvesallthestagesofthePDP
Detailed&rigorous
Preconditions:
Involvementhigh
Strongdifferentiation
Timeavailable
FirstPurchase.ExtendedProblemSolving
Implications:
Inmarketingcommunicationsargumentationislikelytobemoreeffectivethanpresentation.
Buyersaremorelikelytonoticebranddifferences
FirstPurchase.LimitedProblemSolving
ISandEAstageslimitedormissed
Preconditions:
Constrainedresources
Lowmotivation/involvement
Limitedperceiveddifferentiation
FirstPurchase.LimitedProblemSolving
Implications:
Wheninvolvementislowpresentationismoreeffectivethanargumentation.
Searchlimitedtoknownbrands;unknownbrandsaredoomed.
DistributionandPOPadvertisingcrucial.
Satisfactionleadstohabitualpurchaseoutofinertia.
FirstPurchase.Mid-RangeProblemSolving
BetweenEPSandLPS
BuyerDecisionProcess:ModelandContinuum
BuyerDecisionProcess:DYNAMICS
BuyerDecisionProcess:StrategicImplication
RepeatedPurchases
Repeatedpurchasingtendstohabitualdecision-making
Howeverrepeatedproblem-solvingcanoccure.g.when:
Buyerdissatisfied
Supplierisoutofstock
HabitualDecision-Making
ReflectseitherBrandLoyaltyorInertia
BrandLoyalty
ReflectsHighinvolvementandperceiveddifferentiation
Highlydesiredbymarketers!
Inertia
Brandswitchingeasilyinducedbypricecompetitionornewclaimfromcompetitors
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