Lecturer – Md Shahedur Rahman Chapter – 3 ( Three ) Part 1 Buyer Behaviors Lecturer – Md Shahedur Rahman Chapter – 3 ( Three ) Part 1

Important to Know IMC is to develop effective methods of persuading people to purchase goods and services How a buyer makes the decision to purchase from a particular vendor Two types of buyer behaviors Consumer Buyer Behaviors Business to Business Buyer Behaviors

Dual Channel Marketing Involves selling the same product to both consumers and business buyers.

Consumer Decision Making Process Problem Recognition Information Search Evaluation of Alternatives Purchase Decision Post-purchase Evaluation

Problem Recognition Sources of Problem Recognition Out of stock – need to restock the fridge Dissatisfaction – my shoes are no longer fashionable New Needs/Wants – change of wardrobe once we start working Related Products/Purchases – new cell phone  accessories Marketer-Induced Problem Recognition – Rexona deo ad New Products – innovative new products – need for iPad!

Information Search Internal Search - scanning information stored in our brains Think about the brands the consumer already experienced Recalls product that might satisfy the need If positive experience – make the same decision If negative experience – examination of other brands

Information Search External search – it may include: Personal sources – friends, family, co- workers Marketer-controlled (commercial) sources – ads, PoP displays, internet Public sources – articles in magazines, newspapers or reports on TV Personal experience – actually handling, examining or testing the product

Perception Marketers are very interested in knowing How consumers sense external information How they select and attend to various sources of information How this information is interpreted and given meaning These are all part of perception - the process by which an individual receives, selects, organizes and interprets information to create a meaningful picture of the world.

External Search The amount of time a consumer spends on an external search depends on three factors Ability to search Motivation to search Cost vs. Benefits of Search

Level of Motivation Level of Involvement Need for Cognition Important or less important ??? Cloths – is it important to you or not ? Need for Cognition Enjoy mental activities High need for cognition – gather more information Low need for recognition – gather less information Level of shopping enthusiasm

Consumer Attitudes Consumers attitudes can be influenced by effective marketing communication Attitudes consist of three components Affective Cognitive Conative

Affective The feelings or emotions a person has about the object, topic or idea Affective Conative Cognitive

Cognitive A person’s mental images, understanding, and interpretations of the person, object, or issue Cognitive Affective Conative

Conative Individual’s intentions, actions, or behavior Conative Cognitive Affective

Consumers Values Values are strongly held beliefs about various topics or concepts Values can change with the age and life experience By appealing to basic values, marketers hope to convince prospective customers Personal Values Comfortable life Excitement Freedom Happiness Security Self Respect Social Acceptance

Cognitive Mapping Consumers use cognitive mapping to assess and evaluate information We need to know how people store, retrieve and evaluate information This will help us to develop advertisements and other marketing communications Contain many linkages and can exit on different level Short term memory vs. Long term memory Consumers are exposed to hundreds message everyday Repetition is important due to the limitation of the short term memory

Evaluation of Alternatives The consumer compares the various brands or products and she has identified as being capable of solving the consumption problem, and satisfying the needs or motives that initiated the decision process. The Evoked Set Method The Multiattribute Approach Affect Referral

The Evoked Set Method Inept Set – Not considered because of bad feelings may be because one of your friend something negative Inert Set – Neither negative nor positive feelings Available alternatives Evoked Set Chosen Product

The Multiattribute Approach For High Involvement product mostly The brand’s performance on product or brand attributes The importance of each attributes to the consumer Sunglass Price Style UV Protection Prescription lenses Credit Card Interest rates Fees Billing Cycle Credit Limit Car Safety Legroom Telephone Caller ID Facebook

Affect Referral Consumers choose brands they like the best or the ones with which they have developed emotional connections For higher priced items – ‘Socially Visible’ Sometimes we buy the same product because – repurchase is simple and convenient

Trends Affecting Consumer Buying Behavior Age Complexity – Teenagers and family Gender Complexity – Cars commercial mostly focus on men Individualism – Nike is giving you a opportunity to design your own shoes Active, Busy lifestyles – Telephone company is promoting to active voice message. Cocooning – Hometheatre, shopping from home Pleasure pursuits – Imax theaters Health emphasis – Health conscious people, Formalin