MKTG1001 Lecture Notes - Lecture 4: Abraham Maslow, Marketing Mix, Roy Morgan Research
Identify the consumer market and the main factors that influence consumer buyer
behaviour
•
Identify and discuss the stages in the buyer decision process
•
Describe the adoption and diffusion process for new products
•
Define the business market and identify the main factors that influence business buyer
behaviour
•
List and define the steps in the business buyer decision process
•
LO:
Cause marketing = marketing involved with a positive social cause (Dove's beauty
campaign)
•
Consumer buying behaviour refers to the buying behaviour of final consumers.
•
The consumer market consists of all the individuals and households who buy or acquire
goods and services for personal consumption.
•
Consumer Market:
A Model of Consumer Behaviour
How do consumers respond to the various marketing stimuli the marketing
organisation might use?
○
What consumers buy
○
Who buys, how they buy
○
When they buy
○
Where they buy and, most importantly
○
Why they buy
Central questions:
•
Lecture4/CH5 - Buyer Behaviour
Wednesday, 28 March 2018
1:57 PM
Lectures Page 1
Why they buy
○
Market positions are determined by consumer actions: what customers choose to buy and
how customers buy
•
The product is the offering but the consumers decision to adopt, buy or reject rests
entirely on them
•
This figure shows that marketing and other stimuli enter the consumer’s ‘black box’ and
produce certain responses.
•
Marketers must work out what is in the buyer’s black box.
•
Marketing stimuli consist of the marketing mix elements: product, price, placement
logistics and promotion, together with the people, processes and physical evidence
involved.
•
Other stimuli include major forces and events in the buyer’s environment: economic,
technological, political, social and cultural.
•
All these inputs enter the buyer’s mind, a black box where they are turned into a set of
observable buyer responses: buying attitudes and preferences, the buyer’s brand and
company relationship behaviour, and what he or she buys, when, where and how often.
•
The figure suggests that consumers pass through all five stages with every purchase. But in
more routine purchases, consumers often skip or reverse some of these stages
•
Process relied on heuristics (Bias)
•
Process hinges on involvement
•
Process is a continuum (varying levels of involvement)
•
Process is made up of steps
•
Process is not always linear and systematic
•
Low involvement = does not go into this process to in-depth
•
High involvement = complete all steps
•
The Buyer Decision Process
The start of the process
•
The consumer recognizes that a product is needed
•
Triggered by internal stimuli (hunger)
•
Can be triggered by external stimuli (buying a car)
•
"im hungry", "I need a holiday"
•
Problem/need recognition
1.
Consumer gathers information to assist with that purchase
•
From themselves (Prior experience), online, ads/brochures, family/friends, sales
people
•
Information search
2.
Steps:
Lectures Page 2
people
An interested consumer may or may not search for more information.
•
If the consumer’s drive is strong and a satisfying product is near at hand, the
consumer is then likely to buy it.
•
If not, he or she may store the need in memory or undertake an information search
related to the need.
•
As more information is obtained, the consumer’s awareness and knowledge of the
available brands and features increase
•
Consumer weighs up between the various choices
•
Best price/deal
○
Highest quality
○
Brand
○
Most convenient
○
Such as
•
Evaluation of alternatives
3.
the consumer’s purchase decision will be to buy the most preferred brand, but two
factors can come between the purchase intention and the purchase decision.
•
The first factor is the attitudes of others. If someone important to you thinks you
should buy the lowest-priced car, then the chances of your buying a more expensive
car are reduced.
•
The second factor is unexpected situational factors. The consumer may form a
purchase intention based on such factors as expected income, expected price and
expected product benefits. However, unexpected events may change the purchase
intention
•
Buy as intended/planned
○
Be influenced by in-store/online deals and buy something else
○
Or buy extra products
○
The consumer makes the actual purchase, and may:
•
Purchase decision
4.
Be very happy with their purchase
○
Be regretful or concerned that it is not quite right for them
○
Tell their friends about the good/bad purchase
○
Become a brand-loyal repeat purchaser
○
The consumer has made the purchase and may:
•
State of mind disharmony where you experience a feeling of discomfort
○
Consumer not sure if you made the right purchase (return it or not?)
○
Cognitive dissonance
•
Post purchase behaviour
5.
Buyer may not be consumer (parent buys but children uses toy)
•
Different roles of a person in the buying process
•
Roles in the buying process:
Initiator –The person who first suggests the idea of buying a product or service
1.
Influencer –A person or persons whose views carry some weight in the final purchase
decision
2.
Decider –The person who makes the final buying decision, or any part of it (e.g. brand,
place of purchase, quantity)
3.
Buyer –The person who makes an actual purchase
4.
User –The person who uses or consumes the product or service
5.
Five different roles can be identified in most buying processes:
Low involvement purchases are often purchased out of habit or simple like/dislike.
•
Impulse
Purchases based on:
•
Variations to the Buyer Decision Process:
Lectures Page 3
Document Summary
Identify the consumer market and the main factors that influence consumer buyer behaviour. Identify and discuss the stages in the buyer decision process. Describe the adoption and diffusion process for new products. Define the business market and identify the main factors that influence business buyer behaviour. List and define the steps in the business buyer decision process. Cause marketing = marketing involved with a positive social cause (dove"s beauty campaign) Consumer buying behaviour refers to the buying behaviour of final consumers. The consumer market consists of all the individuals and households who buy or acquire goods and services for personal consumption. Market positions are determined by consumer actions: what customers choose to buy and how customers buy. The product is the offering but the consumers decision to adopt, buy or reject rests entirely on them. This figure sho(cid:449)s that (cid:373)arketi(cid:374)g a(cid:374)d other sti(cid:373)uli e(cid:374)ter the (cid:272)o(cid:374)su(cid:373)er(cid:859)s (cid:858)(cid:271)la(cid:272)k (cid:271)o(cid:454)(cid:859) a(cid:374)d produce certain responses.
