MARKETING PRINCIPLES

Week 1 – meeting 2: Understanding Buyer Behaviour

Tuten Chapter 2
Introduction to Buyer Behaviour
Today’s meeting schedule
■ Introduction to the lesson
■ Activity One: Purchasing behavior exercise individual
■ Discussion & Round up of Activity One

■ Lecture
■ BREAK (10 minutes)
■ Lecture (continued)
■ Activity Two: ASOS case: customer journey map
■ Wrap up Customer Journey session and assign groups to present findings
■ Final Q&A Session
Learning objectives

■ What is buyer behavior and why do marketers seek to

understand it?
■ How are purchase decisions made? What factors and
characteristics influence these behaviors?
■ Why are customer journey maps used to describe consumer
decision processes?
■ What are the moments of truth and micro-moments?

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What is buyer behavior and why do
marketers seek to understand it?

■ Marketers must understand the needs and wants of the market they wish to
serve as well as the market’s buying behavior; that is how prospective
customers evaluate, select, buy, use, and dispose of products.

■ Buying behavior is influences by individual characteristics, socio-cultural

influence, and environmental factors.

■ Buying behavior is defined as the dynamic interaction of affect and

cognition, behavior, and the environment by which human being conduct
the exchange aspects of their lives.

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Activity One: Buyer Decision Making
Exercise Summary
Time: Total 20 min
10 min. Individual Activity followed by 10 min. class discussion.

Objective: Develop an understanding of the consumer decision making

process and its importance to marketers.
Briefing
Every time we buy something, we go through what is called the consumer
decision making process. This process will vary based on how important
the purchase is to us, but also based on our own personality, social influences
or specific situational factors such as how much time we have to make a
decision.
In Chapter 2 the steps in the consumer decision-making process are
explained. In this exercise, please consider your decision-making process
for the last time you purchased a new smartphone, laptop or similar item.
Exercise Summary

Individual assignment (10 min)

1. Write down the steps you went through to reach your buying decision.
2. Based on the steps you went through to reach your buying decision think about:
– What was the need you were trying to fulfil with this purchase?

– What “job needed to be done”?

– What factors influenced your purchase decision? from identifying the need to purchasing.

– Are you still happy with the purchase? Explain (Post purchase experience)
The classic consumer decision-
making process

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What stages does the consumer go through to
when making a buying decision?

• Stage 1: Need recognition

• Stage 2: Information search
– Consumers identify possible alternatives to satisfy the need
and gather information about the alternatives.
• Stage 3: Evaluation of alternatives
– The decision-maker compares the alternatives in the
consideration set using evaluative criteria.
• Stage 4: Purchase
– A choice is made
• Stage 5: Post-purchase outcomes
– Captures the evaluations and behaviors following the
purchase decision.

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 What external factors influence
purchasing decisions?

■ Individual characteristics
– unmet needs, wants, and motives
– attitudes and perceptions,
– personality characteristics such as need for variety
– lifestyle and demographic characteristics.
■ Social influences
– attitudes and beliefs of important others like family and friends
– family characteristics such as family life cycle stage
– reference groups and influencers, culture and social class
characteristics.
■ Purchase Involvement
– high to low involvement.
– extended vs impulse purchasing.
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The Customer Journey
An exemplar customer journey

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McKinsey’s original consumer
decision journey model

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The moments of truth

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 What are micro-moments?

■ Micro-moments are intent-driven moments of decision-making

and preference-shaping that occur throughout the entire
customer journey.
■ Four essential micro-moments capture how motives shift
throughout a journey and influence the process.
– Want-to-know moments
– Want-to-go moments
– Want-to-do moments
– Want-to-buy moments

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Micro-moments
Break Out: Customer Journey Map
Break Out: Customer Journey Map: ASOS
Time: 45 min.

1. Move to a break-out channel to discuss the ASOS case in groups.

2. Imagine you need to buy a new pair of jeans.

3. Using the Moment of Truth/Customer journey template in Slide 22,

describe the customer journey you might take from Awareness to
Shared Experience and explain how ASOS supports you in each stage

4. Under which two “moments of truth” would ASOS’ customer reviews

fall under and why?

5. Two groups will present their answers to the class.

Discussion: Customer Journey Map
Review questions

■ What is meant by the term buyer behavior? What are the

variables included in our understanding of buyer behavior?
■ What are the stages in the classic consumer decision-making
model? How has the digital age affected the utility of the
classic consumer decision-making model for marketers?
■ How has the base of power shifted between marketers and
consumers? What is a customer journey and how is it different
from the classic decision-making model?
■ What are moments of truth and micro-moments? What is their
relationship to customer experience management?

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