Marketing 2013: Gestão de Informação

Marketing (7)
www.isegi.unl.pt
2013
Licenciatura
GESTÃO DE INFORMAÇÃO
Fevereiro 2013
gmvictorino@isegi.unl.pt Ins$tuto Superior de Esta1s$ca e Gestão da Informação gmvictorino@isegi.unl.pt
Março de 2013
Part 6: Buyer Behaviour
6.1. Factors Affecting Consumer Behavior

6.2 Consumer Buyer Decision Process
6.3 Business Buyer Decision Process
gmvictorino@isegi.unl.pt Ins$tuto Superior de Esta1s$ca e Gestão da Informação

Model of Buyer Behavior
Marketing and Buyer’s Black Box Buyer Responses

Other Stimuli
Marketing Buyer Characteristics Product Choice

Product Buyer Decision Process Brand Choice
Price Dealer Choice
Place
Promotion
Other Purchase Timing
Economic Purchase Amount
Technological
Political
Cultural

Buyer Behaviour
¨  Dominant Family Purchase - Cozenza 1985

¨  Demographic Factors
¨  The Consumer Buying Process
¨  Maslow’s hierarchy of needs
¨  UK socioeconomic classification scheme
¨  Types of buyer behaviour
¨  The Buying Decision Process
¨  Organisational Buyer Behaviour

Dominant Family Purchase - Cozenza 1985

Demographic Factors
¨  Age
¨  Stage in family life cycle
¨  Occupation
¨  Economic circumstances
¨  Lifestyle
¨  social influence variables

n  family background
n  reference groups
n  roles and status

Socioeconomic classification scheme

Types of buyer behaviour
¨  Complex buyer behaviour

e.g. buying a house
¨  Dissonance-reducing behaviour
(brand reduces after-sales discomfort)

¨  Habitual buying behaviour
e.g. salt - little difference

¨  variety seeking behaviour - significant brand
differences
e.g soap powder

Factors Affecting Consumer Behavior:
Culture
  Subculture
Culture is the Most Basic •  Group of people with
Cause of a Person's shared value systems
Wants and Behavior. based on common life
experiences.
Culture is the Set of   Social Class

Values, Perceptions, •  Society’s relatively permanent
& ordered divisions whose
Wants & Behavior members share similar values,
Learned by a Member of interests, and behaviors.
Society from Family. •  Measured by: Occupation,
Income, Education, Wealth and
Other Variables.

Social
Groups
• Membership
• Reference
Family (most important)

• Husband, wife, kids Social Factors
• Influencer, buyer, user
Roles and Status

Personal
Personal
Personal Influences
Influences
Age
Age and
and Life
Life Economic
Economic Personality
Personality &
&
Cycle Occupation
Occupation Situation Self-Concept
Cycle Stage
Stage Situation Self-Concept
Lifestyle
Lifestyle Identification
Identification
Activities
Activities Interests
Interests Opinions
Opinions

SRI Values and Lifestyles (VALS)

Psychological
Motivation
Psychological
Factors
Beliefs and Affecting Perception
Attitudes Buyers
Choices
Learning

Maslow’s Hierarchy of Needs
Self
Actualization
(Self-development)
Esteem Needs
(self-esteem)
Social Needs
(sense of belonging, love)
Safety Needs
(security, protection)
Physiological Needs
(hunger, thirst)

Consumer Evaluation
What criteria do consumers use to make evaluations?

What do consumers care about?
¨  Values
¨  Benefits
¨  Attributes
¨  Means-End Value Chains

Means-End Value Chains
•  Power •  $$ security
•  Status •  Family
•  Self esteem •  Environment
• Protection
•  Peer admiration • Value
•  Speed • Reliability
•  Exclusivity • Low emissions
•  Horse power • Air bags

•  Prestige brand • High mpg
•  Styling • Price/resale
•  Extras • Japanese
• Honda
•  BMW
• Toyota
•  Lexus
gmvictorino@isegi.unl.pt • Ndissan
Ins$tuto Superior de Esta1s$ca e Gestão a Informação
•  Mercedes
Buyer Decision Process
Purchase
Decision
Evaluation Postpurchase
of Alternatives Behavior
Information
Search
Need
Recognition

Buyer Decision Process: Need Recognition
Desired State Actual State

Buyer
Recognizes Needs Arising
State Where the from:
Buyer’s Needs a
are Fulfilled and Problem Internal Stimuli
the Buyer is or a – Hunger
Satisfied. Need.
External Stimuli
- Friends

The Buyer Decision Process: Information Search
Personal Sources • Family, friends, neighbors

• Most effective source of
  information
Commercial Sources • Advertising, salespeople

• Receives most information from
  these sources
Public Sources • Mass Media

• Consumer-rating groups
• Handling the product

Experiential Sources • Examining the product
• Using the product

The Buyer Decision Process:
Evaluation of Alternatives
Consumer May Use Careful

Calculations & Logical Thinking
Consumers May Buy on Impulse and

Rely on Intuition
Consumers May Make Buying Decisions

on Their Own.
Consumers May Make Buying Decisions

Only After Consulting Others.
Marketers Must Study Buyers to Find Out

How They Evaluate Brand Alternatives

The Buyer Decision Process: Purchase Decision
Purchase Intention
Desire to buy the most preferred brand
Attitudes Unexpected
of Others Situational
Factors
Purchase Decision

The Buyer Decision Process:
Postpurchase Behavior
Satisfied Customer!
Consumer’s
Cognitive Dissonance
Expectations of Product’s Performance.
 Product’s Perceived
 Performance.
Dissatisfied Customer

Stages in the Adoption Process
Awareness: Consumer is aware of

product, but lacks information.
Interest: Consumer seeks

Information about new product.
Evaluation: Consumer considers

trying new product.
Trial: Consumer tries new
product on a small scale.
Adoption: Consumer decides

to make regular use of product.

Adopter Categories
Percentage of Adopters
Early Majority Late Majority

Innovators
Early
34% 34% Laggards
Adopters
13.5% 16%
2.5% Time of Adoption
Early Late

Influence of Product Characteristics
on Rate of Adoption
Communicability Relative Advantage

Can results be easily
observed or described Is the innovation
superior to existing
to others?
products?
Divisibility Compatibility
Can the innovation Does the innovation
be used on a fit the values and
trial basis? experience of the
target market?
Complexity
Is the innovation
difficult to
understand or use?

What is a Business Market?
¨  A business market comprises all the organizations that

buy goods and services for use in the production of
other products and services that are sold, rented, or
supplied to others.
¨  The business market is huge and involves many more
dollars and goods than do consumer markets.

Characteristics of Business Markets
Contain fewer, but

Marketing Structure larger buyers
and Demand Customers are more
geographically concentrated
Buyer demand is derived from
final consumer demand
Demand is often more
inelastic
Demand often fluctuates
more, and more quickly

Characteristics of Business Markets
¨  Nature of the Buying Unit

¤  Business purchases involve more buyers.
¤  Business buying involves a more professional purchasing
effort.
¤  Business buyers usually face more complex buying
decisions.
¤  Business buying process is more formalized.
¤  In business buying, buyers and sellers work more closely

together.

Model of Business Buyer Behavior
Buyer Responses
The Environment The Buying
Organization
Product or
Marketing
service choice
Stimuli: The buying
• Product center
• Price Supplier Choice
• Place
Buying decision Order Quantities
• Promotion
process
Other Stimuli: Delivery terms
• Economic (Interpersonal and and times
• Technological individual influences)
• Political Service terms
• Cultural (Organizational
• Competitive Influences) Payment

Organizational Buying
Professional purchasing
Fewer buyers
Larger purchases
Closer, longer relationships/ reciprocity
Geographic concentration
Derived demand
Lower price sensitivity
Buying center

Participants in the Business Buying Process
Users
Influencers
Decision-
Making Unit
of a Buying
Roles Include Organization Buyers
is Called Its
Buying
Center.
Deciders
Gatekeepers

Consumer Behavior Exercise
The purpose of these exercises is to broaden your understanding of
consumer behavior by bringing you face-to-face with customers. The
first step is to find a person who is not a member of this course, and
who has recently bought a product or service of the kind defined for
each exercise described below. An alternative is to interview an
institutional/industrial buyer.
Your task is to conduct in depth interview of about 20-30 minutes in
length with each customer. The goal of the interview is to understand
the decision process that governed the purchase of the product or
service in terms that can be useful to a marketing manager.

Consumer Behavior Exercise
Prepare a report briefly (1-2 pages) and concisely for

each interview for submission. You will also be called
upon to report to the class on your key insights.
Exercise (A).
A mundane product or service costing less than 5 euros.
Exercise (B)
A product or service costing over 100 euros that
performs a utilitarian function.

Who is the decision-making unit?
Who bought the product or service?
Identify all those who played a role in the decision process. What role did they play?
What motivated the purchase?
What problems did the product/service solve? What functions would it facilitate?
What attributes seemed important? Characterize the decision.
Was it a first time decision? A review of a previous decision? A casual decision?
Was the amount of deliberation appropriate to the decision?
Characterize the decision-making process.

What triggered the process?
Was there an information search? How was
the search conducted? How much information was collected? What sources were
used? When in the process was information gathered?
How many alternatives were evaluated? Why those?
How was the final choice determined? Where did the consumer buy?
Why there?
Which came first: where to buy or what to buy?

Marketing 2013: Gestão de Informação

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Marketing (7)

6.1. Factors Affecting Consumer Behavior

gmvictorino@isegi.unl.pt Ins$tuto Superior de Esta1s$ca e Gestão da Informação

Marketing and Buyer’s Black Box Buyer Responses

Marketing Buyer Characteristics Product Choice

gmvictorino@isegi.unl.pt Ins$tuto Superior de Esta1s$ca e Gestão da Informação

¨ Dominant Family Purchase - Cozenza 1985

¨ The Consumer Buying Process

¨ Maslow’s hierarchy of needs

¨ UK socioeconomic classification scheme

¨ Types of buyer behaviour

¨ The Buying Decision Process

¨ Organisational Buyer Behaviour

gmvictorino@isegi.unl.pt Ins$tuto Superior de Esta1s$ca e Gestão da Informação

gmvictorino@isegi.unl.pt Ins$tuto Superior de Esta1s$ca e Gestão da Informação

¨ Economic circumstances

¨ social influence variables

gmvictorino@isegi.unl.pt Ins$tuto Superior de Esta1s$ca e Gestão da Informação

gmvictorino@isegi.unl.pt Ins$tuto Superior de Esta1s$ca e Gestão da Informação

¨ Complex buyer behaviour

(brand reduces after-sales discomfort)

e.g. salt - little difference

Culture is the Set of Social Class

gmvictorino@isegi.unl.pt Ins$tuto Superior de Esta1s$ca e Gestão da Informação

Family (most important)

Roles and Status

gmvictorino@isegi.unl.pt Ins$tuto Superior de Esta1s$ca e Gestão da Informação

gmvictorino@isegi.unl.pt Ins$tuto Superior de Esta1s$ca e Gestão da Informação

gmvictorino@isegi.unl.pt Ins$tuto Superior de Esta1s$ca e Gestão da Informação

gmvictorino@isegi.unl.pt Ins$tuto Superior de Esta1s$ca e Gestão da Informação

What criteria do consumers use to make evaluations?

¨ Means-End Value Chains

gmvictorino@isegi.unl.pt Ins$tuto Superior de Esta1s$ca e Gestão da Informação

• Horse power • Air bags

Desired State Actual State

gmvictorino@isegi.unl.pt Ins$tuto Superior de Esta1s$ca e Gestão da Informação

Personal Sources • Family, friends, neighbors

Commercial Sources • Advertising, salespeople

Public Sources • Mass Media

• Handling the product

gmvictorino@isegi.unl.pt Ins$tuto Superior de Esta1s$ca e Gestão da Informação

Consumer May Use Careful

Consumers May Buy on Impulse and

Consumers May Make Buying Decisions

Consumers May Make Buying Decisions

Marketers Must Study Buyers to Find Out

gmvictorino@isegi.unl.pt Ins$tuto Superior de Esta1s$ca e Gestão da Informação

Awareness: Consumer is aware of

Interest: Consumer seeks

Evaluation: Consumer considers

Adoption: Consumer decides

gmvictorino@isegi.unl.pt Ins$tuto Superior de Esta1s$ca e Gestão da Informação

Early Majority Late Majority

gmvictorino@isegi.unl.pt Ins$tuto Superior de Esta1s$ca e Gestão da Informação

Communicability Relative Advantage

¨ A business market comprises all the organizations that

dollars and goods than do consumer markets.

gmvictorino@isegi.unl.pt Ins$tuto Superior de Esta1s$ca e Gestão da Informação

Contain fewer, but

¨ Nature of the Buying Unit

¤ In business buying, buyers and sellers work more closely

gmvictorino@isegi.unl.pt Ins$tuto Superior de Esta1s$ca e Gestão da Informação

¨  Dominant Family Purchase - Cozenza 1985

¨  The Consumer Buying Process

¨  Maslow’s hierarchy of needs

¨  UK socioeconomic classification scheme

¨  Types of buyer behaviour

¨  The Buying Decision Process

¨  Organisational Buyer Behaviour

¨  Economic circumstances

¨  social influence variables

¨  Complex buyer behaviour

Culture is the Set of   Social Class

¨  Means-End Value Chains

•  Horse power • Air bags

Personal Sources • Family, friends, neighbors

Commercial Sources • Advertising, salespeople

Public Sources • Mass Media

• Handling the product

¨  A business market comprises all the organizations that

¨  Nature of the Buying Unit

¤  In business buying, buyers and sellers work more closely