Influencing Buyer Behavior

 Learning
 Drive
 Cues
 Discrimination
 Beliefs and
Attitudes
 Belief
 Spreading
activation
 Attitude

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The Buying Decision Process
 Buying Roles
 Initiator
 Influencer
 Decider
 Buyer
 User
 Buying
behavior
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 Table 7.3: Four Types of Buying Behavior
High Low
Involvement Involvement
Significant
Differences between Complex Variety-seeking
Brands buying buying
behavior behavior

Few Differences Dissonance- Habitual

between Brands reducing buying buying
behavior behavior

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The Buying Decision Process
 Complex Buying Behavior
 Dissonance-Reducing Buyer
Behavior
 Habitual Buying Behavior
 Variety-Seeking Buying Behavior

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 Stages in the Buying Decision
Process
 How marketers learn about the stages:
 Introspective method
 Retrospective method
 Prospective method
 Prescriptive method
 Understanding by mapping the
customer’s
 Consumption system
 Customer activity cycle
 Customer scenario
 Metamarket
 Metamediarieswww.bookfiesta4u.com 1-212
 Stages of the Buying Decision
Process
 Problem
recognition
 Information
 Personal search Figure 7.4:
 sources
Commercial Five-Stage
Model of the
sources Consumer
 Public sources Buying
Process
 Experiential
sources
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Figure 7.5: Successive Sets Involved in Customer
Decision Making

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The Buying Decision Process
 Evaluation of Alternatives
 Potential Attributes of
interest
 Cameras
 Hotels
 Mouthwash
 Tires
 Brand beliefs
 Brand image

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The Buying Decision Process
 Strategies designed to stimulate interest in
a computer
 Redesign the computer
 Alter beliefs about the brand
 Alter beliefs about competitors’ brands
 Alter the importance weights
 Call attention to neglected attributes
 Shift the buyer’s ideas

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The Buying Decision Process
 Purchase
Decision
Figure 7.6: Steps Between Evaluation
of Alternatives and a purchase
decision

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The Buying Decision Process
 Informediaries
 Consumer Reports
 Zagats
 Unanticipated situational
factors
 Perceived risk
 Brand decision
 Vendor decision
 Quantity decision
 Timing decision
 Payment-method decision

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The Buying Decision Process
 Postpurchase Behavior
 Postpurchase Satisfaction
 Disappointed
 Satisfied
 Delighted
 Postpurchase Actions
 Postpurchase Use and
Disposal

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Figure 7.7: How Customers Dispose of Products

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The Buying Decision Process
 Other Models of the Buying
Decision Process
 Health Model
 Stages of Change Model
 Precontemplation
 Contemplation
 Preparation
 Action
 Maintenance
 Customer Activity Cycle Model
 Pre, during and post phases
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Figure 7.8:
Activity
cycle for
IBM
customers
in the
global
electronic
networking
capability
market
space

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Figure 7.9:
Value adds
for IBM
customers
in the
global
electronic
networking
capability
market
space

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