Post on 02-Jun-2018
transcript
8/10/2019 Understanding and Analyzing Retail Consumer
1/32
Understanding and Analyzing Retail Consumer
8/10/2019 Understanding and Analyzing Retail Consumer
2/32
Consumer Buying Behavior
Consumer Buying Behaviorrefers to the buyingbehavior of final consumers (individuals & households)who buy goods and services for personal consumption.
Study consumer behavior to answer:
How do consumers respond to marketing efforts the
company might use?
8/10/2019 Understanding and Analyzing Retail Consumer
3/32
8/10/2019 Understanding and Analyzing Retail Consumer
4/32
Types of Buying Decisions
Complex
BuyingBehavior
Dissonance-
Reducing Buying
Behavior
Variety-
SeekingBehavior
Habitual
Buying
Behavior
HighInvolvement
Significant
differencesbetweenbrands
Fewdifferences
between
brands
LowInvolvement
8/10/2019 Understanding and Analyzing Retail Consumer
5/32
The Buyer Decision Process
Need Recognition
Information Search
Evaluation of Alternatives
Purchase Decision
Postpurchase Behavior
8/10/2019 Understanding and Analyzing Retail Consumer
6/32
The Buyer Decis ion Process
Step 1. Need Recogn it ion
External Stimuli
TV advertising
Magazine ad
Radio slogan
Stimuli in the
environment
Internal Stimuli
Hunger
Thirst
A persons normalneeds
Need RecognitionDifference between an actual state and a desired state
8/10/2019 Understanding and Analyzing Retail Consumer
7/32
The Buyer Decision Process
Step 2. Information Search
Family, friends, neighborsMost influential source of
information
Advertising, salespeopleReceives most information
from these sources
Mass MediaConsumer-rating groups
Handling the productExamining the productUsing the product
Personal Sources
Commercial Sources
Public Sources
Experiential Sources
8/10/2019 Understanding and Analyzing Retail Consumer
8/32
Figure : Successive Sets Involved in Customer Decision
Making
8/10/2019 Understanding and Analyzing Retail Consumer
9/32
The Buyer Decis ion Process
Step 3. Evaluat ion of A lternat ives
Product A tt r ibutesEvaluation of Quality, Price, & Features
Degree of Impo rtanceWhich attributes matter most to me?
Brand BeliefsWhat do I believe about each available brand?
Total Product Satisfact ionBased on what Im looking for, how satisfied
would I be with each product?
Evaluat ion Procedu resChoosing a product (and brand) based on one
or more attributes.
8/10/2019 Understanding and Analyzing Retail Consumer
10/32
The Buyer Decision Process
Step 4. Purchase Decision
Purchase IntentionDesire to buy the most preferred brand
Purchase Decision
Attitudes
of others
Unexpectedsituational
factors
8/10/2019 Understanding and Analyzing Retail Consumer
11/32
The Buyer Decis ion Process
Step 5. Post pu rchase Behavior
Consumers Expectations of
Products Performance
Dissatisfied
CustomerSatisfied
Customer!
Products Perceived
Performance
Cognitive Dissonance
8/10/2019 Understanding and Analyzing Retail Consumer
12/32
Stages in the Adoption Process
Awareness
Interest
Evaluation
Trial
Adoption
Gillette Mach3
8/10/2019 Understanding and Analyzing Retail Consumer
13/32
8/10/2019 Understanding and Analyzing Retail Consumer
14/32
8/10/2019 Understanding and Analyzing Retail Consumer
15/32
8/10/2019 Understanding and Analyzing Retail Consumer
16/32
8/10/2019 Understanding and Analyzing Retail Consumer
17/32
8/10/2019 Understanding and Analyzing Retail Consumer
18/32
8/10/2019 Understanding and Analyzing Retail Consumer
19/32
8/10/2019 Understanding and Analyzing Retail Consumer
20/32
8/10/2019 Understanding and Analyzing Retail Consumer
21/32
8/10/2019 Understanding and Analyzing Retail Consumer
22/32
8/10/2019 Understanding and Analyzing Retail Consumer
23/32
8/10/2019 Understanding and Analyzing Retail Consumer
24/32
8/10/2019 Understanding and Analyzing Retail Consumer
25/32
8/10/2019 Understanding and Analyzing Retail Consumer
26/32
8/10/2019 Understanding and Analyzing Retail Consumer
27/32
8/10/2019 Understanding and Analyzing Retail Consumer
28/32
8/10/2019 Understanding and Analyzing Retail Consumer
29/32
8/10/2019 Understanding and Analyzing Retail Consumer
30/32
8/10/2019 Understanding and Analyzing Retail Consumer
31/32
8/10/2019 Understanding and Analyzing Retail Consumer
32/32
How would you expect the buying decisions
process to differ when shopping on the Internetcompared with shopping in the store ?