BUYER BEHAVIORX50.9212 Integrated Marketing – Week 2

Agenda

• The consumer decision-making process• How is the process influenced• Factors that can affect purchasing

decisions• Integration of business and consumer

markets

Consumer Decision-Making

Problem Recognition

Information Search

Evaluation of

Alternatives

Purchase Decision

Post-Purchase Evaluation

Information Search

• Internal search• Consider positive brands• Remove negative or confusing brands

• External search• Word of mouth, advertising, online, reviews, etc. • Time spent dependent upon MOTIVATION

The search process is an essential time to reach the consumer about your brand!

Consumer Attitudes

• Mental position taken toward a topic, person or event that influences the holder’s feelings, perceptions, learning processes and behaviors.• Cognitive > Affective > Conative• Understanding > Feelings > Behaviors

ATTITUDES > PURCHASE DECISIONS

What is the difference between an attitude

and a belief?

Consumer Values

• Strongly held beliefs• Enduring• Not easily changed • Brands tied to values (e.g. patriotism)

Cognitive Mapping

• Knowledge structure and memories• Marketing can foster linkages

• Strengthen current• Modify current• Create new

Let’s create a cognitive map!

Brand Extensions

• Cognitive maps can be useful in creating new products, brand extensions, etc.

Evaluation of Alternatives• Evoked set approach• Multi-attribute approach• Affect referral

Evoked Set Approach

• Which brands come to mind when faced with a purchase decision

• GOAL: Placing your brand name in a consumer’s evoked set in a positive light

Multi-Attribute Approach

• Evaluation of brand through product performance/attributes AND the importance of each attribute

• GOAL: Find out what consumers are looking for and address in your marketing communications!

Evaluation of Multiple Variables

Affect Referral

• Consumers choose brands that they like or to which they are emotionally connected• Very little evaluation; low involvement• Creatures of habit

• GOAL: Strive for brand loyalty and creating connections with the consumer.

New Trends in Buyer Behavior• Younger generation growing old; older

generation refusing to grow up• Gender roles have shifted; change in family

units• The desire for individualized products• Busier lifestyles lead to less time for

purchase decisions; leads to cocooning• Stressful lives lead to the pursuit of

leisure/pleasure• New emphasis on healthier lifestyles

B2B Decision-Making

PURCHASE DECISION

Buyers

Influencers

DecidersGatekeepers

Users

BUT people are still

making the buying

decisions!

Influential Factors in B2B

• Organizational influences• Individual factors

• Personality• Roles and perceived roles• Motivational levels• Levels of power• Attitude toward risk• Levels of cognitive involvement• Personal objectives

Consumer Decision-Making

Problem Recognition

Information Search

Evaluation of

Alternatives

Purchase Decision

Post-Purchase Evaluation

B2B Decision-Making

Identification of Needs

Establish Specifications

Identify Vendors

Evaluate Vendors Select Vendor

Purchase Negotiations

Post-Purchase Evaluation

Dual Channel Marketing

• Integration of B2C and B2B• How will the product/service be represented

in each channel? • Products may be the same, but the value

propositions may be different!

Dual Channel Marketing

BUYER BEHAVIORX50.9212 Integrated Marketing – Week 2