Buyer Behaviors Chapter 3 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 3-1

Chapter Objectives 1.What are the steps and issues associated with the consumer buying decision-making process? 2.How do attitudes and values influence buyer behaviors? 3.How can traditional factors and new trends affect consumer purchasing decisions? 4.When dos the marketing team know that it has effectively sent messages to business buyers? 5.How can business and consumer markets be integrated into an effective dual channel marketing program? Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 3-2

Apple’s iPhone Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 3-3 Innovators Early adopters Early majority Late majority Laggards or nonadopters New Product Introductions

Chapter Overview Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 3-4 Consumer purchase process Consumer buying environment Recent trends in consumer behavior Business buying center B-to-B purchasing process

Consumer Purchase Process Problem recognition Information search Evaluation of alternatives Purchase decision Postpurchase evaluation Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 3-5

Information Search Internal search External search Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 3-6

External Search Ability to search Motivation  Level of involvement  Need for cognition  Shopping enthusiasm Perceived cost Perceived benefit Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 3-7

Affective Cognitive Conative Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 3-8 Attitude

Attitude Sequence Cognitive  Affective  Conative Affective  Conative  Cognitive Conative  Cognitive  Affective Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 3-9

Consumer Values Attitudes shaped by personal values. Values are strongly held beliefs. Values contribute to attitudes. Personal values Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 3-10

Simulations of knowledge structures. Linkages and levels Marketing messages and linkages  Strengthen current linkage  Modify current linkage  Create a new linkage Cognitive Mapping Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 3-11

Evoked set method  Evoked set  Inept set  Inert set Multiattribute method Affect referral Evaluation of Alternatives Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 3-12

Age complexity Gender complexity Individualism Active, busy lifestyles Cocooning Pleasure binges Health Emphasis Trends Consumer Buying Environment Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 3-13

Business-to-Business Buyer Behavior Users Buyers Influencers Deciders Gatekeepers Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 3-14 Buying Center

Individual Factors Business-to-Business Buying Center Personality features Roles and perceived roles Motivational levels Levels of power Attitude towards risk Levels of cognitive involvement Personal objectives Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 3-15

Straight rebuy Modified rebuy New task Types of B-to-B Sales Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 3-16

Consumer and B-to-B markets Spin-off market Image concerns Dual strategy Single strategy Dual Channel Marketing Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 3-17