buyig behaviour.pdf

8/14/2019 buyig behaviour.pdf

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Buyers Decision Process How can packaging affect

every stage of the buyerdecision process? Explain and

give examples What is the role of packagingin the following three types ofbuyer decisions: Routine response behavior Limited problem solving Extensive problem solving

Give examples


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Model of Buyer Behavior


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The Buyer Decision ProcessThe Fishbein Model (1963)

where

Ao = attitude towards brandb i = belief that brand possessesattribute ia i = evaluation (good vs bad) of

attribute iN = number of salient attributes

A = b ao ii-1

N

i


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Buyer Decision Process


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1. Packaging Helps Consumersto Recognize the Problem

Time to buy more reminder In-store attraction

Impulse buy Package appears in ads The package is a 3-D point

of purchase (POP) ad


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2. Packaging Aids In-StoreInformation Source

List or illustrate features,benefits

Position in evoked set


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3. Packaging Provides a Basisfor Evaluating Alternatives

Show similarities anddifferences

Relative importance ofattributes, features

Sizes, usage rates, price

Attraction Shows that a brand possesses

a salient attribute


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Toothpaste package attributes: Whitening

Breath Flavor Easy to open

Easy to close Easy to dispense Recyclable

A = b ao ii-1

N

i


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Evaluate Alternatives


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4. Packaging Affects the Momentof Purchase Decision

Previous stages Shelf appeal Brand trust reduces risk Self expression


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Purchase Decision


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5. Packagings PostpurchaseRole

Instructions Convenience (opening, using,

reclosing) Appropriate for use occasion 800-numberencourage

complaints Lifestyle fit Foster brand loyalty

Disposal acceptability Time to buy more


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Postpurchases


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Buyer Decision Process


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Types of Buying Decisions

Routine response behavior T.P., milk

Limited problem solving Follow recipe, small

appliances Extensive problem solving

Computer, car


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Routine Response BuyingBehavior

Low cost products Frequent purchases

Low consumer involvement Little thought or search time Familiar product class and

brands More point of purchase (POP)packaging involvement: Recognize brand or need Attract attention (impulse

buying) Brand loyalty


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Point of Purchase (POP)

POP is growing in importance Smaller

advertising/promotionalbudgets that accompanyrecessions

Efficiency in targetingconsumers at the time ofpurchase

Decline of network TVviewership and newspaperreadership


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POP, Cont

POP Advertising Institute: in-storeadvertising accounts for 53-60% ofconsumer purchases

International Point of PurchasesCap I Institute: 72% of purchasedecisions are made at the point ofpurchase

2002 POP Buyers Report: annualPOP spending is estimated at over$17 billion (7.1% of the $240 billionspent on ads)

The Buyers Report predicts that it

will grow to almost 20% in the next5 years (Source Digital Output2004)


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Demands of POP

Retailers want customizedPOP, differentiating them from

competitors Wall, window, shelf and floordecals (can be tied with vehicledecals)

An integral part of the marketingmix Go up and come down quickly

and easily Safe Attention getting Purchase motivating


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POP Examples


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POP Examples


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Types of Buying Decisions

Routine Response Limited problem solving Extensive problem solving


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Limited Problem Solving

Mid-price Some purchase experience

and familiarity Limited thought and search Some packaging involvement

(depends on product type)

Package explains Product attributes &

differentiation

Package features may solvea problem like opening,dispensing, cooking orreclosing


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Extensive Problem Solving Expensive products Infrequent purchasing High consumer involvement

Extensive thought and searchtime

Unfamiliar product class andbrands

Less packaging involvement Information for self service

shopping Product attributes &

differentiation Post-purchase info,

instructions, confidence


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Model of Buyer Behavior

buyig behaviour.pdf

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