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Buyer Behaviour

Buyer Behaviour. MKTG 201: First Semester 2010. Reading: Chapter 5. Overview Influences on Consumers Buying Behaviour The Consumer Decision Making Process Types of Consumer Buying Behaviour. Consumer Behaviour.

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Buyer Behaviour

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  1. Buyer Behaviour MKTG 201: First Semester 2010 Reading: Chapter 5 • Overview • Influences on Consumers Buying Behaviour • The Consumer Decision Making Process • Types of Consumer Buying Behaviour

  2. Consumer Behaviour • the study of how consumers acquire, consume and dispose of goods, services, experiences and ideas.

  3. Influences on Consumer Behaviour • A consumer’s behaviour can be influenced by many factors: • Group factors e.g. culture, family, friends • Individual factors e.g. gender, age, personality • Psychological factors e.g. perception, involvement, time pressure

  4. A Group Factor: Culture • Culture - a set of values, attitudes and preferences passed on from one generation to the next.

  5. A Group Factor: Culture • Culture- a set of values, attitudes and preferences passed on from one generation to the next

  6. The Effect of Gender • Are men and women really different?

  7. A Psychological Process: Perception • Perception is the process by which an individual selects, organizes, and interprets information to create a meaningful picture of the world. • We perceive our world________

  8. The Selective Perception Process • Selective Perception: organising & interpreting ______ of the information available • Selective exposure: choosing to expose ourselves to, or to avoid stimuli • Selective attention: choosing to pay attention to, or to ignore stimuli • Selective comprehension/distortion: comprehending stimuli in a way that fits our pre-conceptions • Selective retention: limiting the stimuli we retain in our memory

  9. Selective Comprehension Selective Retention

  10. THE CONSUMERDECISION MAKING PROCESS Fig 5.1 taken from Kerin et al. (2009), p. 116

  11. The Consumer Decision Making Process • Problem Recognition • _________ a _________ difference between the actual and ideal situation

  12. Information Search Internal Search _______________ _______________ External Search Personal Sources Marketer Sources Neutral Sources The Consumer Decision Making Process

  13. The Consumer Decision Making Process • Evaluation of Alternatives • Evaluative Criteria • Ways to compare the alternatives • Determinant Attributes • Aspects on which the alternatives clearly differ • Decision Criteria • Decision rules

  14. The Consumer Decision Making Process • The Purchase Decision • What to purchase • Where, when and how to pay • Decision is not the same as actual purchase

  15. The Consumer Decision Making Process • Post Purchase Evaluation • Cognitive Dissonance: post-purchase anxiety • Evaluation of satisfaction: did reality meet or exceed expectations?

  16. An important psychological factor: Involvement • Involvement: the degree of importance and consumer interest

  17. An important psychological factor: Involvement • Involvement depends partly on _______ risk

  18. Perceived financial risk

  19. Perceived social risk

  20. Perceived performance risk

  21. What happens when involvement is Low? • Routine buying behaviour • Very Low involvement • Problem recognition – purchase • Buy what we bought before • Little time and effort • Examples:

  22. What happens when involvement is Low? • Routine buying behaviour • Very Low involvement • Problem recognition – purchase • Buy what we bought before • Little time and effort • Examples:

  23. What happens when involvement is moderate? • Limited Problem Solving • Moderate involvement • Unwilling or unable to spend more than limited time and effort • Willing to compare a few alternatives • Use shortcuts or recommendations • Examples

  24. What happens when involvement is moderate? • Limited Problem Solving • Moderate involvement • Unwilling or unable to spend more than limited time and effort • Willing to compare a few alternatives • Use shortcuts or recommendations • Examples:

  25. Types of Buying Behaviour • Extended Problem Solving • Medium to High involvement • Willing to spend time and effort • Careful search and evaluation of information • Examples:

  26. Types of Buying Behaviour • Extended Problem Solving • Medium to High involvement • Willing to spend time and effort • Careful search and evaluation of information • Undertake all 5 stages of decision process • Examples:

  27. Comparison of problem-solving variations Fig 5.3 Kerin et al. (2009), p.120

  28. Looking Back • Involvement • Consumer Decision Making Process • correct names and sequence of stages • Routine, Limited & Extended Problem Solving

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