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Buyer’s
Decision Buyer’s
process Decision
•Problem •Product
Marketing Other Buyer’s recognition choice
stimuli stimuli charactristics •Information •Brand
•Product •economic •Cultural search choice
•Price •technlg •Social •Evaluation of •Dealer
•Place •Political •Personal alternatives choice
•promotion •cultural •psychological •Purchase •Purchase
decision timing
•Post purchase •Purchase
behavior amount
Cultural factors
Culture is the fundamental determinant of a person’s
wants and behavior.
A person acquires a set of values, perceptions,
preferences, and behaviors through his or her family
and other key institutions.
Each culture consists of smaller sub culture that provide
more specifications and socialization for their members.
Sub cultures include nationalities, religions, racial groups,
and geographic regions.
When subcultures grow large enough, companies often
design specialized marketing programs to serve them.
Social factors
Reference groups : consists of all the groups that have a
direct or indirect influence on the person’s attitudes or
behavior.
Groups having a direct influence on a person are called
memberships groups, such as: family, neighbors, friend, etc.
Family
Two kind of families in the buyer’s life :
1. The family of orientation: consists of parents and siblings.
From parents a person acquires an orientation toward
religion, politics, economics, sense of personal ambitions.
2. The family of procreation : consists of one’s spouse and
children.
Roles and status
A role consists of the activities a person is expected to
perform.
Each role carries a status.
People choose products that communicate their role and
status in society.
Personal factors
Age and stage in the life cycle : people buy different goods
and services over a lifetime.
Occupation and economic circumstances.
Occupation influences consumption patterns, such as: a blue
collar worker will buy work clothes, work shoes, lunch-box,
while a company presidents will buy expensive suits, air
travel, and country club memberships.
Life style
People from the same culture, social class, and occupation
may lead quite different lifestyles.
A lifestyle is a person’s pattern of living in the world as
expressed in activities, interests and opinions.
Marketers search for relationships between their products
and lifestyle groups.
Personality and self-concept
each person has personality characteristics that influence his
or her buying behavior.
Personality is often described in term of such as self
confidence, dominance, autonomy, deference, sociability,
defensiveness, and adaptability.
Personality can be useful variable an analyzing consumer
brand choices. The idea is that brands also have
personalities, and that consumers are likely to choose brands
whose personalities match their own.
Psychological factors
Motivations
4. Esteem Needs
1. physiological needs
(food, water, shelter)
Perception
Evaluation Post
Problem Information Purchase
Of purchase
Recognition search Decisions
Alternatives Decisions
Problem recognition
The buying process starts when the buyer recognize a problem or
need.
The need can be triggered by internal or external stimuli.
Marketers need to identify the circumstances that trigger a
particular need.
Information search
An aroused consumer will be inclined to search more information.
Two levels of arousal consumer:
Heightened attention : a person simply becomes more receptive to
information about product
Active information search : a person who looking for reading material,
phoning friends, and visiting stores to learn about product.
Consumer information sources:
Personal sources : family, friends
Commercial sources : advertising, sales persons
Public sources : mass media
Experiential sources : using the product.
Through gathering information, the consumer learns about
competing brands and their features as depicted follows:
?
IBM TOSHIBA
IBM IBM
APPLE COMPAQ
APPLE TOSHIBA
DELL AXIOO
TOSHIBA COMPAQ
HWELETT-P
COMPAQ AXIOO
TOSHIBA
AXIOO
COMPAQ
ZYREX
NEC
AXIOO
ZYREX
Evaluation of alternatives
Some basic concepts will help us understand consumer
evaluation process:
First:
The consumer is trying to satisfy needs
Second: The consumers is looking for certain benefits from the
product solution
Third: The consumers sees each product as a bundle of attributes with
varying abilities for delivering benefits sought to satisfy this needs.
The attributes of interest to buyers vary by product:
Cameras: picture sharpness, camera speeds, camera size
Hotels: location, cleanliness, price, atmosphere
Tires: safety, tread life, price, ride quality.
Mouthwash: color, effectiveness, germ-killing capacity, price, taste/flavor
Consumers will pay the most attention to attributes that deliver the
sought benefits.
Purchase decisions
In the evaluation stage, the consumers form preferences among the
brands in the choice set.
The consumers may also form an intention to buy the most
preferred brand.
How ever two factors can intervene between the purchase
intention and the purchase decision.
The first factor is the attitudes of others. The extent to which
another person’s attitude reduces one’s preferred alternatives
depends on two things:
The intensity of the other person’s negative attitude toward the
consumer’s preferred alternative
The consumer’s motivation to comply with the other person’s wishes
The second factor is unanticipated situational factors that may
erupt to change the purchase intention.
In executing a purchase intention, the consumers may make up to
five purchase sub decisions: a brand decisions, vendor decisions,
quantity decisions, timing decisions, payment method decisions .
Steps between evaluation of alternatives and a purchase
decision.
Post purchase behavior
After purchasing the product, the consumer will experience some level of
satisfaction or dissatisfaction.
Marketers must monitor post purchase satisfaction, post purchase actions and post
purchase product uses.
Post purchase satisfaction
The buyer’s satisfaction is a function of the closeness between the buyer’s
expectations and the product’s perceived performance.
If performance falls short of expectations, the customer is disappointed; if it
meets expectations, the customer is satisfied; if it exceeds expectations, the
customer is delighted.
Post purchase actions
satisfaction or dissatisfaction with the product will influence a consumer ‘s
subsequent behavior.
If the consumer is satisfied, he or she will exhibit a higher profitability of
purchasing the product again.
If the consumer is dissatisfied, they may abandon or return the product. They
may take public action by complaining to the company, going to a lawyer. They
may take private actions include : stop buying the products, warning friends,
etc.
Post purchase use and disposal
Marketers should also monitor how buyers use and dispose
of the product.
If consumers store the product in a closet, the product is
probably not very satisfying.
If they sell or trade the product, new product sales will be
depressed.
If the consumers throw the product away, the marketer needs
to know how they dispose of it, especially if it can hurt the
environment (such as: beverages containers and diapers).
How customers use or dispose of products?
Source from: Jacob jacoby, Carol.K. berning, and Thomas F.Dietvorst,”What about
disposition?”
Rent it
Trade it
Get Rid of it
Product permanently
To be used
Use it to serve
original purpose Sell it
Direct to
consumer
convert it to
serve a new
Throw it
Keep it purpose Through
middleman
Store it
To
intermediary