1. Buyer Behaviours
Chapter 3

2. Traditional factors affecting consumer purchasing behaviors
Demographics (age, gender, income, etc.)
Heredity and home environment
Family life cycle
Life changing events
Cultural environment
Social environment
Situational environment

3. Video: Meredith Corporation
Discussion Questions:
What are the main variables that Meredith’s marketing has focused on to segment markets?
Which trends in the buying environment does Meredith attempt to meet? Support your choice.
How does Meredith’s management team use its variety of products to build relationships through direct marketing with the right customers?

4. Trends and Factors in the Consumer Buying Environment
Age complexity
Gender complexity
Individualism
Active, busy lifestyles, time pressures
Cocooning
Pleasure binges
Emphasis on health
Change in family unit

5. What’s Happening Plus! http://www.youtube.com/watch?v=LsJiGF_Groo

6. Consumer Decision-Making Process
Problem
Recognition
Information
Search
Evaluation of
Alternatives
Purchase
Decision
Postpurchase
Evaluation

7. Information Search Two ways of gathering information: Internally
Think about brands
Quickly reduce options
Choice based on past experience
Externally
Ability to search
Level of motivation
Perceived cost versus benefit
Why is this important to understand this for marketing communication planning?

8. Attitude Sequence Cognitive  Affective  Conative
Affective  Conative  Cognitive
Conative  Cognitive  Affective

9. What’s Happening? https://www.youtube.com/watch?v=PIVCLl07_5A

10. Evaluation of Alternatives
Evoked set method
1. Evoked set
2. Inept set
3. Inert set
Affect referral
Saves time and energy
Consumers often develop emotional bonds with their brands
Multi-attribute approach – used more in B to B buying situations

11. Affect Referral
A concept that suggests consumers choose brands they like the best or ones with which they have developed emotional connections.
Example may include product categories that are frequently purchased like toothpaste, ketchup and beverages like soft drinks, juice and alcohol.
Other examples of strong customer ties may include Nike, Apple and Harley Davidson

12. Common Reasons Purchases Are Made
Products/services provide utility
To satisfy physical needs
To satisfy psychological needs
To satisfy social needs
To satisfy emotional needs
Final purchase decisions may be based on price, quality, availability of product/substitutes, reputation of brand, past experience, etc.

13. Post-purchase Evaluation
Evaluation of product performance.
Cognitive dissonance.
Impacts future purchases.
Impacts word-of-mouth communications.

14. Trends and Factors in the Consumer Buying Environment
Age complexity
Gender complexity
Individualism
Health Emphasis
Active, Busy Lifestyles
Cocooning
Change in Family Unit
Pleasure Pursuits
The Environment

15. Responding to New Consumer Trends
Monitor consumer environment for change
Create goods and services that are compatible with the changes
Design marketing messages that reflect the changes