1. Lecturer – Md Shahedur Rahman Chapter – 3 ( Three ) Part 1
Buyer Behaviors
Lecturer – Md Shahedur Rahman
Chapter – 3 ( Three )
Part 1

2. Important to Know
IMC is to develop effective methods of persuading people to purchase goods and services
How a buyer makes the decision to purchase from a particular vendor
Two types of buyer behaviors
Consumer Buyer Behaviors
Business to Business Buyer Behaviors

3. Dual Channel Marketing
Involves selling the same product to both consumers and business buyers.

4. Consumer Decision Making Process
Problem Recognition
Information Search
Evaluation of Alternatives
Purchase Decision
Post-purchase Evaluation

5. Problem Recognition Sources of Problem Recognition
Out of stock – need to restock the fridge
Dissatisfaction – my shoes are no longer fashionable
New Needs/Wants – change of wardrobe once we start working
Related Products/Purchases – new cell phone  accessories
Marketer-Induced Problem Recognition – Rexona deo ad
New Products – innovative new products – need for iPad!

6. Information Search
Internal Search - scanning information stored in our brains
Think about the brands the consumer already experienced
Recalls product that might satisfy the need
If positive experience – make the same decision
If negative experience – examination of other brands

7. Information Search External search – it may include:
Personal sources – friends, family, co- workers
Marketer-controlled (commercial) sources – ads, PoP displays, internet
Public sources – articles in magazines, newspapers or reports on TV
Personal experience – actually handling, examining or testing the product

8. Perception Marketers are very interested in knowing
How consumers sense external information
How they select and attend to various sources of information
How this information is interpreted and given meaning
These are all part of perception - the process by which an individual receives, selects, organizes and interprets information to create a meaningful picture of the world.

9. External Search
The amount of time a consumer spends on an external search depends on three factors
Ability to search
Motivation to search
Cost vs. Benefits of Search

10. Level of Motivation Level of Involvement Need for Cognition
Important or less important ???
Cloths – is it important to you or not ?
Need for Cognition
Enjoy mental activities
High need for cognition – gather more information
Low need for recognition – gather less information
Level of shopping enthusiasm

11. Consumer Attitudes
Consumers attitudes can be influenced by effective marketing communication
Attitudes consist of three components
Affective
Cognitive
Conative

12. Affective
The feelings or emotions a person has about the object, topic or idea
Affective
Conative
Cognitive

13. Cognitive
A person’s mental images, understanding, and interpretations of the person, object, or issue
Cognitive
Affective
Conative

14. Conative Individual’s intentions, actions, or behavior Conative
Cognitive
Affective

15. Consumers Values
Values are strongly held beliefs about various topics or concepts
Values can change with the age and life experience
By appealing to basic values, marketers hope to convince prospective customers
Personal Values
Comfortable life
Excitement
Freedom
Happiness
Security
Self Respect
Social Acceptance

16. Cognitive Mapping
Consumers use cognitive mapping to assess and evaluate information
We need to know how people store, retrieve and evaluate information
This will help us to develop advertisements and other marketing communications
Contain many linkages and can exit on different level
Short term memory vs. Long term memory
Consumers are exposed to hundreds message everyday
Repetition is important due to the limitation of the short term memory

17. Evaluation of Alternatives
The consumer compares the various brands or products and she has identified as being capable of solving the consumption problem, and satisfying the needs or motives that initiated the decision process.
The Evoked Set Method
The Multiattribute Approach
Affect Referral

18. The Evoked Set Method
Inept Set – Not considered because of bad feelings may be because one of your friend something negative
Inert Set – Neither negative nor positive feelings
Available
alternatives
Evoked
Set
Chosen
Product

19. The Multiattribute Approach
For High Involvement product mostly
The brand’s performance on product or brand attributes
The importance of each attributes to the consumer
Sunglass
Price
Style
UV Protection
Prescription lenses
Credit Card
Interest rates
Fees
Billing Cycle
Credit Limit
Car
Safety
Legroom
Telephone
Caller ID
Facebook

20. Affect Referral
Consumers choose brands they like the best or the ones with which they have developed emotional connections
For higher priced items – ‘Socially Visible’
Sometimes we buy the same product because – repurchase is simple and convenient

21. Trends Affecting Consumer Buying Behavior
Age Complexity – Teenagers and family
Gender Complexity – Cars commercial mostly focus on men
Individualism – Nike is giving you a opportunity to design your own shoes
Active, Busy lifestyles – Telephone company is promoting to active voice message.
Cocooning – Hometheatre, shopping from home
Pleasure pursuits – Imax theaters
Health emphasis – Health conscious people, Formalin