Description
The objective of this presentation is consumers in buying behavior, Assael's classification, buying process of customer and final decision and post purchase decision of the consumer.
Consumers Buying Behavior
Roles of Consumers in Buying Behavior
Initiator Influencer Buyer Decider
User
Assael’s Classification of Consumer Buying Behavior
HIGH INVOLVEMENT
Significant Difference between brands
LOW INVOLVEMENT
Complex Buying Behavior (e.g. Laptop) Dissonance- Reducing Buying Behavior (Mobile Phones)
Variety-Seeking Behavior (e.g. Biscuits)
Significant Difference between brands
Habitual Buying Behavior( e.g. Tata Salt)
The Consumer Buying Process…
Awareness of need
Problem recognition
Information search
Evaluation of alternatives Purchase decision Post-purchase behavior
Internal (Heightened Attention) & External Search (Active info search), Decision Sets are formed Total Set- Awareness Set - Consideration Set Choice Set- Decision Set
How buyers evaluate? Brand Image, Brand Belief, Given a decision set, the one with the highest perceived value is bought and reposition brand image, consumer belief Between purchase intention and purchase decision factors influencing purchase: attitude of others and unanticipated situational factors Customer Delight, Satisfaction and Disappointment
…Problem Recognition…
WHAT MARKETERS NEED TO DO?
?
?
?
Identify the trigger circumstances for a need Develop strategies that trigger consumer interest Increase consumer motivation so that a potential purchase can occur
…Information Search…
WHAT MARKETERS NEED TO DO? ? Identify Competitors in Consumer’s Decision Set ? Strategize to get its brand into the prospect’s awareness set, consideration set, and choice set ? Balance between most information (typically commercial) to most influential information (typically individual)
…Evaluation of Alternatives…
WHAT MARKETERS NEED TO DO? ? Understand the evaluation process ? Reposition to make your product of the highest perceived value
? ? ?
Real Repositioning Psychological Repositioning Competitive Depositioning
…Purchase Decision…
WHAT MARKETERS NEED TO DO?
?
?
Understand the perceived risk of the consumer Understand Consumer Routines-such as decision avoidance, information gathering from friends, and preference for national brand names and warranties to reduce perceived risk
…Post-purchase behavior
WHAT MARKETERS NEED TO DO? Monitor ? Post-purchase actions and ? Post-purchase product uses ? Post-purchase satisfaction
doc_500111376.ppt
The objective of this presentation is consumers in buying behavior, Assael's classification, buying process of customer and final decision and post purchase decision of the consumer.
Consumers Buying Behavior
Roles of Consumers in Buying Behavior
Initiator Influencer Buyer Decider
User
Assael’s Classification of Consumer Buying Behavior
HIGH INVOLVEMENT
Significant Difference between brands
LOW INVOLVEMENT
Complex Buying Behavior (e.g. Laptop) Dissonance- Reducing Buying Behavior (Mobile Phones)
Variety-Seeking Behavior (e.g. Biscuits)
Significant Difference between brands
Habitual Buying Behavior( e.g. Tata Salt)
The Consumer Buying Process…
Awareness of need
Problem recognition
Information search
Evaluation of alternatives Purchase decision Post-purchase behavior
Internal (Heightened Attention) & External Search (Active info search), Decision Sets are formed Total Set- Awareness Set - Consideration Set Choice Set- Decision Set
How buyers evaluate? Brand Image, Brand Belief, Given a decision set, the one with the highest perceived value is bought and reposition brand image, consumer belief Between purchase intention and purchase decision factors influencing purchase: attitude of others and unanticipated situational factors Customer Delight, Satisfaction and Disappointment
…Problem Recognition…
WHAT MARKETERS NEED TO DO?
?
?
?
Identify the trigger circumstances for a need Develop strategies that trigger consumer interest Increase consumer motivation so that a potential purchase can occur
…Information Search…
WHAT MARKETERS NEED TO DO? ? Identify Competitors in Consumer’s Decision Set ? Strategize to get its brand into the prospect’s awareness set, consideration set, and choice set ? Balance between most information (typically commercial) to most influential information (typically individual)
…Evaluation of Alternatives…
WHAT MARKETERS NEED TO DO? ? Understand the evaluation process ? Reposition to make your product of the highest perceived value
? ? ?
Real Repositioning Psychological Repositioning Competitive Depositioning
…Purchase Decision…
WHAT MARKETERS NEED TO DO?
?
?
Understand the perceived risk of the consumer Understand Consumer Routines-such as decision avoidance, information gathering from friends, and preference for national brand names and warranties to reduce perceived risk
…Post-purchase behavior
WHAT MARKETERS NEED TO DO? Monitor ? Post-purchase actions and ? Post-purchase product uses ? Post-purchase satisfaction
doc_500111376.ppt