capítulo 3 clow y baack

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3 Chapter Three

Buyer Behaviors

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Apple iPhone

• July 2007 introduction - $600

• Initial problem with AT&T

phone activation

• Sales soared

• After 3 months – priced

reduced to $200

• Despite problems – Why did

the iPhone succeed?

3

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Apple iPhone

• Innovators

• Early adopters

• Early majority

• Late majority

• Laggards or nonadopters

3 New Product Introductions

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Chapter Overview

• Consumer purchase process

• Consumer buying environment

• Recent trends in consumer

behavior

• Business buying center

• B-to-B purchasing process

Discussion Slide

Buying Behaviors

3

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F I G U R E 3 . 1

Consumer Decision-Making Process

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Information Search

Internal search

External search

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External Search

Ability to search

Motivation

Level of involvement

Need for cognition

Shopping enthusiasm

Perceived cost versus benefit

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Consumer Attitude

Affective

Cognitive

Conative

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Attitude Sequence

Cognitive Affective Conative

Affective Conative Cognitive

Conative Cognitive Affective

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What emotion does

this Pamper Wipes

advertisement

solicit?

Which attitude

sequence would be

the most likely for

this product?

“Some things can be rough.”

“Her wipe shouldn’t be one of them.”

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• Comfortable life

• Equality

• Excitement

• Freedom

• Fun, exciting life

• Happiness

• Inner peace

• Mature love

• Personal

accomplishment

• Pleasure

• Salvation

• Security

• Self-fulfillment

• Self-respect

• Sense of belonging

• Social acceptance

• Wisdom

F I G U R E 3 . 3

Personal Values

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Which personal

values does this

Skeeter ad target?

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F I G U R E 3 . 4

Cognitive map for Ruby Tuesday

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Processing of New Information

Cognitive map

Reinforce a current linkage.

Modify a current linkage.

Create a new linkage.

What linkage is Miracle Whip attempting to create or reinforce with this

TV advertisement?

Click picture to play video.

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Principles Concerning Processing of

Information and Cognitive Mapping

• Cognitive mapping enhances movement of messages from short-term memory to long-term memory.

• Most persuasive messages reinforce current linkages.

• Repetition is necessary to establish new linkages.

• Difficult to modify or create new linkages.

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Problem

Recognition

Information

Search Evaluation of

Alternatives

Evoked set

Multiattribute

Affect referral

Problem

Recognition

F I G U R E 3 . 6

Methods of Evaluating Alternatives

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The Evoked Set Method

• Inept set

• Inert set

• Evoked set

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How important is it for each of the

following brands to be a part of a

consumer’s evoked set?

Advil (pain medicine)

Head & Shoulders (shampoo)

Black & Decker (power tools)

C & H (sugar)

Smith & Kline (attorneys)

Hall’s (cough drops)

Blockbuster (video rentals)

Dr. Nelson (neurosurgeon)

Pearle Vision (optical)

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The Multiattribute Approach

• Brand’s performance for each attribute.

• Importance of each attribute.

High-Involvement

Products

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Affect Referral

• Saves mental energy.

• Multiattribute approach may have been used previously.

• Consumers often develop emotional bonds with brands.

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• Age complexity

• Gender complexity

• Individualism

• Active, busy lifestyles

• Cocooning

• Pleasure pursuits

• Health emphasis

F I G U R E 3 . 7

Trends Affecting Consumer Buyer Behavior

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Business-to-Business Buyer Behavior

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F I G U R E 3 . 9

The Buying Center

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Individual Factors Affecting the Behaviors of

Buying Center Members

F I G U R E 3 . 10

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Types of

Business-to-Business Sales

• Straight rebuy

• Modified rebuy

• New task

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F I G U R E 3 . 11

Reasons for Modified Rebuy

Dissatisfaction with current vendor.

A different vendor makes an attractive offer

End of contract with current vendor.

Individuals have no or little experience.

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Problem

Recognition

Information

Search

Evaluation

Of

Alternatives

Purchase

Decision

Consumer Buying Process

Identification

Of Needs

B-to-B Buying Process

Establish Specifications

Identify Vendors

Evaluate Vendors

Select Vendor

Postpurchase

Evaluation

Purchase Negotiations

F I G U R E 3 . 11 F I G U R E 3.12

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Dual Channel Marketing

• Consumer and B-to-B markets

• Spin-off market

• Image concerns

• Dual strategy • Different communication messages

• Create different brands

• Use multiple or different channels

• Single strategy • Integrate communication message

• Sell same brand in both markets

• Scan both markets for dual opportunities