Marketing Starts with Customers Chapter 6

How are customers who are aware of UNO as a pizza restaurant likely to react to this ad? Why would a company that has developed a reputation for one type of product emphasize a very different product in its advertising?

What motivates buyers? 6.2

Learning Objectives Distinguish the types of buying motives. Describe the five steps of the consumer decision-making process.

Motivation Set of positive or negative factors that direct individual behavior. Short-term Long-term Important factor in behavior as consumer Buying Motives – reasons that you buy Hedonic Rational Patronage

Hedonic Motives Reasons to purchase based on feelings and emotions. Seek pleasure, avoid pain Pleasure = love, affection, passion, happiness Avoid = guilt, fear, anxiety Marketers utilize people’s emotional motives

Rational Motives Reasons to buy based on facts or logic. Saving time or money Obtaining the highest quality/greatest value Important for expensive purchases Business consumers most used motive

Patronage Motives Reasons to buy based on loyalty. Purchase from particular business/buy particular brand Influenced by positive previous experiences Close identification with product or business

Consumer Decision Making Process Buying Behavior – decision processes and actions of consumers as they buy products/services. Consumer Decision Making Process - 5 step process by which consumers collect and analyze info to make choices among alternatives.

1. Problem Recognition Consumer recognizes need, desire or problem Decide strength of need and urgency

2. Information search Gather info about alternative solutions Process used depends on past experience

3. Evaluate Alternatives Evaluate the various alternatives to determine which is best. Summarize info Compare pros and cons Making trade-offs Ranking the alternatives

4. Purchase Suitable choice available = purchase Agreement with business What you will buy The price Payment method How you will obtain product/service

5. Postpurchase Evaluation Determine whether need was as important as originally thought Need IMPORTANT, product did NOT satisfy Need IMPORTANT, product DID satisfy Need NOT IMPORTANT

Reasons to purchase based on feelings are ________ motives. Hedonic Rational Patronage Consumer Exit Ticket On a scratch piece of paper, determine the best answer.

Patronage motives are based on loyalty. Exit Ticket True or False? Patronage motives are based on loyalty. On a scratch piece of paper, determine the best answer.

The decision processes and actions of consumers as they buy services and products are known as Purchase decisions Buying behavior The consumer decision-making process Postpurchase evaluation Exit Ticket On a scratch piece of paper, determine the best answer.

The first step in the consumer decision- making process is Exit Ticket The first step in the consumer decision- making process is Information search Purchase decision Alternative evaluation Problem recognition On a scratch piece of paper, determine the best answer.

Recently marketers have been paying more attention to ________ evaluation to ensure customers are satisfied with their purchases. Exit Ticket On a scratch piece of paper, determine the best answer.