1. Business English Upper Intermediate U1S09 John Silberstein johnsilb@aol.com

2. Agenda Marketing: Consumer and buyer behavior Ganz, ganz ist nicht good, good English

3. Marketing: Consumer and Buyer Behavior A consumer, making a purchase decision will be affected by the following three factors: Personal Psychological Social The marketer must be aware of these factors in order to develop an appropriate Marketing Mix for its target market. Categories that Effect the Consumer Buying Decision Process

4. Marketing: Consumer and Buyer Behavior Personal Unique to a particular person. Demographic Factors. Sex, Race, Age etc. Who in the family is responsible for the decision making. Young people purchase things for different reasons than older people. Categories that Effect the Consumer Buying Decision Process

5. Marketing: Consumer and Buyer Behavior Psychological factors 1.Motives 2.Perception 3.Ability and knowledge 4.Attitudes 5.Personality 6.Lifestyles Categories that Effect the Consumer Buying Decision Process

6. Marketing: Consumer and Buyer Behavior Psychological factors: Motives A motive is an internal energizing force that orients a person's activities toward satisfying a need or achieving a goal. 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 can help identify what may motivate a purchase decision for a specific product. Physiological Safety Love and Belonging Esteem Self Actualization Categories that Effect the Consumer Buying Decision Process

7. Marketing: Consumer and Buyer Behavior Psychological factors: Perception Perception is the process of selecting, organizing and interpreting information inputs to produce meaning. We chose what info we pay attention to, organize it and interpret it. Selective Exposure- select inputs to be exposed to our awareness. More likely if it is linked to an event, satisfies current needs, intensity of input changes. Selective Distortion-Changing/twisting current received information, inconsistent with beliefs. Advertisers that use comparative advertisements (pitching one product against another), have to be very careful that consumers do not distort the facts and perceive that the advertisement was for the competitor. A current example...MCI and AT&T...do you ever get confused? Selective Retention-Remember inputs that support beliefs, forgets those that don't. Average supermarket shopper is exposed to 17,000 products in a shopping visit lasting 30 minutes-60% of purchases are unplanned. Exposed to 1,500 advertisement per day. Can't be expected to be aware of all these inputs, and certainly will not retain many. Categories that Effect the Consumer Buying Decision Process

8. Marketing: Consumer and Buyer Behavior Psychological factors: Ability and Knowledge Learning changes a person's behavior. This is caused by information and experience. Therefore to change consumers' behavior about your product, you need to give them new information, such as free samples or information about the product. When making buying decisions, buyers must process information. Knowledge is the familiarity with the product and expertise. Inexperienced buyers often use prices as an indicator of quality more than those who have knowledge of a product. Non-alcoholic Beer example: consumers chose the most expensive six-pack, because they assume that the greater price indicates greater quality. Learning is the process through which a relatively permanent change in behavior results from the consequences of past behavior. Categories that Effect the Consumer Buying Decision Process

9. Marketing: Consumer and Buyer Behavior Psychological factors: Attitudes Knowledge and positive and negative feelings about an object or activity-whether tangible or intangible, living or non- living drive perceptions. An individual learns attitudes through experience and interaction with other people. Consumer attitudes toward a firm and its products greatly influence the success or failure of the firm's marketing strategy. Categories that Effect the Consumer Buying Decision Process

10. Marketing: Consumer and Buyer Behavior Psychological factors: Personality The internal traits and behaviors that make a person unique. Uniqueness arrives from a person's heredity and their personal experiences. Examples include: Work ethic, Compulsiveness, Self confidence, Friendliness, Adaptability, Ambitiousness, Dogmatism, Authoritarianism, Introversion, Extroversion, Aggressiveness, Competitiveness. Traits effect the way people behave. Marketers try to match the product image to the perceived image of the product by their customers. Categories that Effect the Consumer Buying Decision Process

11. Marketing: Consumer and Buyer Behavior Psychological factors: Lifestyles Lifestyles are the consistent patterns people follow in their lives. EXAMPLES: Healthy foods for a healthy lifestyle. Categories that Effect the Consumer Buying Decision Process

12. Ganz, Ganz ist nicht good, good English! German speakers many times have difficulties expressing superlatives in English. Typical sentence: The economy is getting more and more better. There are two basic forms of comparatives and superlatives, Comparative Words and Word Endings (suffixes).

13. Ganz, Ganz ist nicht good, good English! Usually, we add –er or –est to one syllable words, such as with Fast. However, there are exceptions: One syllable one past participles, such as Bored, Pleased or Worn: He was more pleased it was his birthday after opening his presents. With Fun, Real, Right or Wrong: We had more fun sailing today than yesterday because there was a strong wind blowing. When comparing two qualities: Personally, I though Paul was more mad than brave to go bungee jumping. You can also replace –er with more to emphasize a comparison: You may think that it is dark here, but it is even more dark in the cellar. Use of Superlatives

14. Ganz, Ganz ist nicht good, good English! The use of superlatives and comparatives can cause areas of confusion. When a condition is compared positively: Good Better Best Use of Superlatives

15. Ganz, Ganz ist nicht good, good English! And also for Negative conditions: OK – Mediocre – Alright - Good Worse Worst Use of Superlatives

16. Ganz, Ganz ist nicht good, good English! For an increase in quantities: Some More Most Use of Superlatives

17. Ganz, Ganz ist nicht good, good English! Or a decrease: Some Less Least Use of Superlatives

18. Ganz, Ganz ist nicht good, good English! Or a decrease: Fast Faster Fastest Use of Superlatives

19. Ganz, Ganz ist nicht good, good English! With multiple syllable words you usually add more/most or less/least The weather today was good, but less perfect than yesterday. Use of Superlatives

20. Ganz, Ganz ist nicht good, good English! Exercise Use of Superlatives