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Marketing 1: Consumer Buying Behavior
Marketing 1: Consumer Buying Behavior
MacHeads Macolytes
One iPhone to use ...
... and one to look inside
VS.
Understanding Customer needs
repurchase intent 81%
Consumer Buying Behavior
you buy?
What Where When Why
you buy?
What Where When Why
you buy?
What Where When Why
you buy?
What Where When Why
you buy?
What Where When Why
Consumer Black Box
Consumer Black Box
Consumer Black Box Marketing
§ Product § Price § Promotion § Place
Consumer Black Box Marketing
§ Product § Price § Promotion § Place
Environment § Economic § Technology § Social § Cultural
Consumer Black Box Marketing
§ Product § Price § Promotion § Place
Environment § Economic § Technology § Social § Cultural
Response § Attitudes § Preferences § Behavior
Consumer Black Box Marketing
§ Product § Price § Promotion § Place
Environment § Economic § Technology § Social § Cultural
Response § Attitudes § Preferences § Behavior
Cultural factors
Social factors
Personal factors
Psychological factors
Spend 3 times more
on cosmetics
71% feel negative image
2,5 more buying power
‘Over the hill’
are people older than 57
‘Over the hill’
are people older than 75
25% Apple users
are older than 50
Cultural factors
Social factors
Personal factors
Psychological factors
Membership
groups
Word-of-Mouth
Buzz
marketing
Launched in Australia
50% teens & young adults didn’t try Coke
7% increase
teen consumption
50 countries
followed
45% positive
campaign sentiment
5% negative
campaign sentiment
Opinion
leaders
Influentials
Bloggers
Vloggers
Brand
ambassadors
Crowd funding
$ 13,28 million
funding
1st goal
$ 200,000
2nd goal
$ 1,000,000
Result
$ 630,019
Traditionally main purchaser
But …
70% women job outside home
65% men regularly shop
65% women influence car
purchase
Wider key spacing
Happy
Mother’s day (?)
VS.
Cultural factors
Social factors
Personal factors
Psychological factors
Jennifer Aaker
Brand Personality
Sincerity
Excitement
Competence Sophistication
Ruggedness
Sincerity
Excitement
Competence Sophistication
Ruggedness
Sincerity
Excitement
Competence Sophistication
Ruggedness
Sincerity
Excitement
Competence Sophistication
Ruggedness
Sincerity
Excitement
Competence Sophistication
Ruggedness
Sincerity
Excitement
Competence Sophistication
Ruggedness
Sincerity
Excitement
Competence Sophistication
Ruggedness
Sincerity
Excitement
Competence Sophistication
Ruggedness
Sincerity
Excitement
Competence Sophistication
Ruggedness
Sincerity
Excitement
Competence Sophistication
Ruggedness
Sincerity
Excitement
Competence Sophistication
Ruggedness
Cultural factors
Social factors
Personal factors
Psychological factors
Consumer Black Box
Perception
Selective attention
Selective distortion
Selective retention
You see what you want to see
Selective attention
Selective distortion
Selective retention
Selective attention
Selective distortion
Selective retention
Subliminal
Advertising
Drink Coke
Eat Popcorn
18% more Coke
58% more Popcorn
58% more Popcorn A pile of BULLSHIT
Learning
Wanna express myself!
Stimulus Object
Stimulus Object
Wanna have a
camera!
Types
Buying Decisions
Complex Variety - seeking
Dissonance reducing Habitual
High Involvement
Significant brand
differences
Low Involvement
Few brand
differences
Complex Variety - seeking
Dissonance reducing Habitual
High Involvement
Significant brand
differences
Low Involvement
Few brand
differences
Complex Variety - seeking
Dissonance reducing Habitual
High Involvement
Significant brand
differences
Low Involvement
Few brand
differences
Complex Variety - seeking
Dissonance reducing Habitual
High Involvement
Significant brand
differences
Low Involvement
Few brand
differences
Buyer
Decision process
Need recognition
Information search
Evaluation alternatives
Purchase decision
Postpurchase behavior
Need recognition
Information search
Evaluation alternatives
Purchase decision
Postpurchase behavior
Need recognition
Information search
Evaluation alternatives
Purchase decision
Postpurchase behavior
Product
Attributes?
Need recognition
Information search
Evaluation alternatives
Purchase decision
Postpurchase behavior
Need recognition
Information search
Evaluation alternatives
Purchase decision
Postpurchase behavior
Cognitive
Dissonance
Adoption
Proces
Adoption
Awareness
Interest
Evaluation
Trial
Adoption
Adoption
Awareness
Interest
Evaluation
Trial
Adoption
Adoption
Awareness
Interest
Evaluation
Trial
Adoption
Adoption
Awareness
Interest
Evaluation
Trial
Adoption
Adoption
Awareness
Interest
Evaluation
Trial
Adoption
Any
Questions?
Thank you and see you next time
