Decision roles

Madali na lang madistinguish kung ano yung buyer ang tinatarget ng isang product, pero dahil tayo ay
mga future marketers, mahalagang malaman natin na sa consumer decision process, may decision roles
na pinoportray ang mga consumers.

In a consumer decision process, people play five roles: initiator, influencer, decider, buyer, and user.

Initiator, person who was responsible for thinking or creating ideas of wanting to purchase a product.
They are the ones who suggest purchasing a product and service. Ito yung parang urge natin to buy that
product whether it is essential or just a desire. Nagiging initiator tayo kapag bigla tayo may naisip na
isang bagay na gusto nating makuha, halimbawa payday ngayon, syempre sweldo na and its time treat
yourself para sa hardwork na ginawa mo sa trabaho, mapapasabi ka, “parang gusto kong pumunta sa
spa ngayon, or maybe I’ll get my nails done” nagkakaroon tayo ng urge base sa kung ano ang
nararamdaman natin doon sa situation na we’re currently into. Halimbawa sa needs naman, for
example, mag-aasume tayo na si Janella ay gusto nang magpalit ng bagong phone at nakiusap sa papa
niya bumili ng bago. Janella will serve as the initiator of the decision role as she is the one who initiates
or giving a signal to purchase a specific product. Although, the initiator is different from the buyer in this
example, these two roles can also be acquired by one person. So kahit ikaw yung initiator, either way
you can also be the buyer.

Keyword: planning and initiating

Next is the influencer, since we are living in a modern era ang unang maiisip natin when we talk about
influencers are those people na kilalang personalidad, yung makikita natin sa ads, or simply watching
commercials, or scrolling through social medias, but in reality, everyone can be an influencer. Mapa
estudyante ka man, teacher, kapamilya, o kaibigan, you have the capacity to affect one’s behavior,
character, and preferences. In behavioral segmentation, when we talk about influencers, they are the
ones who give you their insights, or how they can persuade you to purchase that product, maaaring
magbigay sila ng experiences towards that product or tutulungan ka nila to choose whats the product
that best for you to use. Kaya nga tayo may katagang, “ni-refer kasi to ng friend ko sakin” that
automatically means when you want to purchase that product, you have been influenced by your friend
o kung sino mang tao ang nag-advice sayo to try that. Ang ibig sabihin lang non, you have taken their
insights o nakita mo ang validity ng isang information na enough to persuade you from buying a product
and service. So when we talk about influencers, they don’t have to be well-known personalities, you as a
normal person can influence other people.

Keyword: persuade and advice

Decider, after gathering enough information and research, magsisimula na ang isang tao na mag-isip
kung ano ba talaga yung product na magbebenefit sakanya, yung product na may magandang kalidad,
yung nagtatagal at magagamit araw-araw, o kung ano pang mga katangian na hinahanap ng consumer
sa product na gusto niyang bilhin. Dito nagsisimula ang compare and contrast, you will start to compare
brands from other brands, this will help the consumer to distinguish what they truly want to purchase.
With sufficient information gathered, this will guide you as mamimili na pumili ng product at brand na
para sayo. For example, tatlo sa pinagpipilian na brand ni Janella ay Samsung, iphone, or cherrymobile,
ang titignan kaagad ni Janella ay yung may magandang specification, swak sa pang-online class at
versatile din when it comes to gaming. Swak din kaya sa presyo? Well, it is up to her to decide whether
she can purchase a high-end or a low-end device. So that is how a decider works.

Keyword: determining and narrowing information

Buyer, masyado na tong self-explanatory but we will still give a brief description. Buyers are people who
are legally and financially able and has the disposition to make a particular purchase. They are the ones
who make the purchase. Ito yung tinatawag na consumers na may malaking part sa business industry,
dahil sila ang main target natin sa pagcreate ng business. Sila yung dahilan bakit nagkakaroon tayo ng
kalakalan inside and outside the country. Dahil ang consumers ang tinatarget natin, mahalagang mapag-
aralan natin ang preferences, situation, needs and wants ng target market natin or how they behave
towards a product, kumabaga, kinikilala natin yung buyers ng ating product.

Keyword: consumer and purchase

User refers to the people who interact with a particular product. They are the ones who analyzes and
tests the product’s credibility. Users are capable of giving opinions, reactions, and feedback to help the
product to make improvements, or kung paano mabibigyan ang mga users ng customer satisfaction.
That’s how powerful the users are, kasi kaya nilang magbigay at magpahayag ng opinyon nila and it will
heavily affect the product whether the feedback is into the product’s favor or not. Mahalaga na makuha
natin ang thoughts na users whether it is negative or positive as long as we can provide for our
consumers’ satisfaction, mas lalo tayong lalago, mas lalo tayong mag-iimprove.

Keyword: analyzes and tests

User and Usage Related Variables

Many marketers believe variables related to users or their usage—occasions, user status, usage rate,
buyer-readiness stage, and loyalty status—are good starting points for constructing market segments.
Marketers can construct segments by analyzing relations between users and their usage, or the
occasions in which they use the product. There are several variables related to users that can be used to
create segments.

Occasion

Occasions are the situations where a customer wants to make a purchase of your product or services. Ito
yung mga situations kung saan inaangkop natin yung ating product sa mga holidays at special event para
mas lalo tayong makahatak ng big number of consumers. For example, kapag new year, hindi ka naman
pwedeng magbenta ng Halloween costumes kasi hindi naman araw ng patay yung sine-celebrate natin, o
kaya naman ay couple shirt na may kupido at heart prints, eh hindi naman araw ng mga puso yung
theme. We are welcoming new year, syempre ang common na ginagawa ng Pilipino para salubungin ang
bagong taon ay ang fireworks. So, you as a marketer will consider “hmm how about selling fireworks
that can customize designs?” Make impossible be possible. Be innovative about selling products. Siguro
may magsasabi dyan, eh restaurant yung business namin paano kami magbebenta ng fireworks sa
restaurant. Well, it doesn’t have to be a specific product pero mag-iisip tayo ng mga alternative product
and services na tutumpak doon sa occasion na cine-celebrate natin. The key to successful selling is
understanding the triggers that cause a customer to make an occasion-driven purchase.

keyword: situational and timely

User Status

Sa user status, may iba’t ibang uri tayo ng mga users na kailangang bigyan ng pansin ng mga marketers.
As I’ve said before, users give insights, feedbacks, and opinions that can heavily affect the product
whether it is favorable or not. Every product has its nonusers, ex-users, potential users, first-time users,
and regular users. They key to attract the potential users or possibly, the nonusers ay yung pananaliksik
natin sa mga rason bakit hindi nila tinatangkilik ang isang product, a prospect isn't using your product or
service isn't solely about identifying what they think is wrong with it. It's about looking past their
objections and possible biases to the bigger picture – how their current situation affects their needs,
how their needs relate to the needs of your business, and how all of that pertains to them as individuals.
So ano ibig sabihin non? You have to figure out bakit may mga nonusers or ex-users tayo na hindi
tumatangkilik sa produkto natin. Dahil ba sa paniniwala nila? Dahil ba sa poor customer service? Dahil
hindi dekalidad ang product mo? Or simply because they held lack of knowledge towards that product?
Kaya nga tayo gumagawa ng behavioral segmentation to distinguish if our product is aligned to the
needs of our target market.

Keyword: observing and critical thinking

Here’s Ms. Domingo to explain the next variables