Consumer Behaviour How understanding it leads to effective marketing.

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Presentation transcript:

Consumer Behaviour How understanding it leads to effective marketing

Model of Buyer Behaviour Marketing Stimuli Product Price Promotion Place Buyer Characteristics Cultural Social Personal Psychological Buyer Decision Making Process Buyer Behaviour What? Where? How many? How often? Kotler 1994 p 174

The Consumer Decision Making Process Engel, Blackwell & Miniard Problem recognition Information search Evaluation of alternatives Choice Experience post-purchase

Information Search Where do the customers look? Be there! Commercial marketing communications –adverts, brochures, shops? Public sources –guides, press reviews, directories, on-line? Personal –family, friends, colleagues Past experience

Which brands do they consider? Awareness set Consideration set Choice Which set is your brand in? Why?

Evaluation of Alternatives ( Fishbein) Attributes – product features influencing choice Importance –which attributes are most important? –Which are dissatisfiers? (Herzberg) –Which are motivators? Beliefs –how does your brand rate in terms of the important attributes ? Confidence –do people trust you to deliver the promise ?

Do you need to... Change the product to deliver the attributes the customer considers important? Change the customers attitudes as to what is important? Improve awareness/belief in the brand’s attributes? Increase confidence in the brand’s reputation?

The implications of the CDP

Types of decision Extended Problem Solving (PIECE) Routine or Habitual Limited or ‘Shopping’ depending on Risk - money, time, safety, comfort, ‘face’ aka Involvement ‘the level of importance placed on a particular decision’ Krugman

Extended Problem Solving High involvement decision Active information search ‘easy to reach but hard to convince’ Rational appeal, reassurance

Routine purchases Low involvement passive, uninterested ‘Loyal’ out of convenience, inertia Attract attention - humour, personality Appeal to the need for variety, change

Model of Buyer Behaviour Marketing Stimuli Product Price Promotion Place Buyer Characteristics Cultural Social Personal Psychological Buyer Decision Making Process Buyer Behaviour What? Where? How many? How often? Kotler 1994 p 174 Different Needs/attributes Importance

Who are the premium consumers? It’s not just wealth or age Red Media research (Marketing 26/6/03) Trend innovators Label lovers Security seekers Trusting Traditionalists Affluent altruists Shopping junkies click on the link to read the article link Illustration: