Buyer Behavior

Decision-Making Unit
Purchasing Unit
Consuming Unit
our marketing strategy just got more complicated

Buyer Behavior
Consumer Buying Process
Need arousal
triggering cue
internal or external
Search and Evaluation
information gathering and processing
build confidence to make purchase decision

Buyer Behavior
Consumer Buying Process (cont..)
Purchase
overcome the risk of purchase
a transitory state
Cognitive Dissonance
post-purchase feedback
seek reassurance, information to justify purchase
key to brand loyalty

Buyer Behavior
Learning Models
Stimulus Response
change behavior from experience
habits formed through repetition
Cognitive
experience not necessary for learning

Buyer Behavior
Buyer Behavior Model
Black Box

Internal versus External Models

psychological versus sociological

External

Internal

(sociological)

(psychological)

culture

needs

learning

social class

motives
reference groups

family
marketing mix

wants

personality

awareness

perception

attitude

Buyer Behavior Model

preference

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Buyer Behavior
Attitudes are anchored in behavior.
There are two ways to change attitudes:

directly through awareness and perception

indirectly through learning and the feedback loop.

Buyer Behavior
Motivation
weight or importance of a need
rational motives
economy, efficiency, dependability
emotional motives
attract opposite gender
care of loved ones
fear of rejection

Buyer Behavior
Motivation (cont..)
use of emotional motives in marketing

The Thing

Buyer Behavior
Awareness
yes or no

key first step

top-of-mind awareness

Behavior
Awareness (cont.)
enter information search
can come from internal or external triggering cue
more receptive to marketing information flows

Buyer Behavior
Personality
pattern of characteristics unique to individual

persists across broad spectrum of situations

not a reliable predictor of buying behavior

Buyer Behavior
Perception
process by which one receives, interprets, responds to stimuli

selective perception
cross-sensory perception

subliminal perception

Buyer Behavior
Perception (cont..)
perceived risk
performance risk
Will it function?

psychological risk (psycho-social risk)

Will it enhance well being?

Buyer Behavior
Attitudes
Evaluative organization of beliefs, motives, attributes

Attitude change is a key goal in marketing

Cognitive dissonance is inconsistent with behavior

Cognitive, Affective, Behavioral

Buyer Behavior
Sociological Influences
reference groups
influence attitudes, perceptions, motives
reduce risk
primary versus secondary
formal versus informal
aspirant versus disassociative
opinion leader/celebrity effects

Buyer Behavior
Sociological Influences (cont..)
Social Class
lifestyle divisions of society based on occupation, wealth, power,
education
in U.S., largest class is not the lowest
individual perceptions are one social class higher than reality

Buyer Behavior
Sociological Influences (cont...)
Culture
set of learned responses from a society
enculturation versus acculturation

Industrial Buyer Behavior

The industrial buying process looks different but:
.it is just more complex with renamed buying situations
Step 1(Needs) is split into three steps, 1, 2, 3,
Step 2 (Search/Evaluation) becomes steps 4, 5, 6,
Step 3 (Purchase) is step 7,
Step 4 (Cognitive Dissonance) is step 8 but is more deliberate
and intensive.
Instead of convenience and shopping goods, it is called new task
and straight rebuy.

Buyer Behavior
Innovation Process
Bell-shaped (normal) curve of the Innovation Process is the origin of the
logistics or S- shaped curve. The latter is the first integral of the normal curve..
This is also the basis for the Boston Consulting Group Model.
Innovators 2.5%
Early Adopters 13.5%
Early Majority 34%
Late Majority 34%
Laggards 16%
If you are a fan of statistics, you will have noticed that the percent classifications
of the Innovation Process are standard deviation percentages.