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Customer Decision Making

Customer Decision Making. A good salesperson does not just sell a product’s FEATURES. They sell. BENEFITS. How do you know what BENEFITS the customer wants or needs?. Lesson Objectives: You will be able to. describe the difference between rational and emotive customer motives to buy.

maverick-robertson
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Customer Decision Making

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  1. Customer Decision Making A good salesperson does not just sell a product’s FEATURES. They sell . . . BENEFITS How do you know what BENEFITS the customer wants or needs?

  2. Lesson Objectives: You will be able to • describe the difference between rational and emotive customer motives to buy. • identify a few rational and emotive motives for making purchases. • describeextensive, limited and routine decision making processes.

  3. A rational buying motive is a conscious, factual reason to buy. • dependability • time savings • money savings • convenience • comfort • health or safety • recreational value • service • quality

  4. My Mountain Bike dependability money savings time savings convenience quality comfort service recreational value health & safety

  5. An emotive(emotional)motive is a feeling experienced by a customer through association with a product. • social approval • recognition • power • love • affection • prestige

  6. social approval recognition power prestige love affection

  7. Safety Wide tread for traction 80,000 mile warranty Quality name brand Loved ones look MACHO on my truck I can afford expensive tires! I buy only the BEST! Michelin tires Both rational and emotional motives may be present in the same purchase. Rational motives Emotional motives

  8. Ford Focus Ferrari Levis jeans Hilfiger jeans Keds Air Jordans Teenager buying a car YUPPY buying a car Parent buying a car Retiree buying a car Guess which buying motive . . . Products Customers

  9. How much thought and consideration does a customer put into a buying decision? • Amount of previous experience with the product or company • How often the product is purchased • Amount of information necessary to make a wise buying decision • Importance of the purchase to the customer • Perceived risk • Time available to make the decision

  10. Degrees of decision making ? Extensive decision making • little or no information known • high perceived risk Limited decision making • has purchased before but not regularly • moderate degree of perceived risk • needs some information Routine decision making • purchased before • high prior experience • low risk

  11. Remember! Brand loyalty will move the decision-making process from Extensive toward the Routine. #1

  12. On a clean sheet of paper . . . • Write down four (4) products for each of the decision-making levels • Extensive • Limited • Routine • Using your product, write down four (4) detailed rational and four (4) emotionalbuying motives that a customer may experience with your product.

  13. Due before the end of class today.

  14. HomeworkComplete end-of-chapter exercises A & BDue tomorrow at beginning of class

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