chapter 3
DESCRIPTION
CHAPTER 3. BUYER BEHAVIOR. BUYER BEHAVIOR. Buying Units and Roles Buying Process Influences on Buyer Behavior. BUYING UNIT. # of ConsumerBusiness People Market Market OneIndividualPurchasing Agent MoreFamilyBuying than oneCommittee. BUYING ROLES. - PowerPoint PPT PresentationTRANSCRIPT
CHAPTER 3CHAPTER 3
BUYER BEHAVIORBUYER BEHAVIOR
BUYER BEHAVIOR
• Buying Units and Roles
• Buying Process
• Influences on Buyer Behavior
BUYING UNIT
# of Consumer BusinessPeople Market Market
One Individual PurchasingAgent
More Family Buyingthan one Committee
BUYING ROLES
Buyer Purchaser of the product
Influencer Person(s) who influence the sale
User Person(s) who use the product
EXAMPLE OF BUYING ROLES
Buyer Boyfriend buys perfume for girlfriend at Christmas
Influencer Clerk at Marcy’s suggestsa brand of perfume
User Girlfriend receives the gift from her boyfriend
INFLUENCERS OF THE BUYING PROCESS
Doctors Prescription Drugs
Executive Secretary Gatekeeper for Vice President
Professor College Textbooks
BUYING PROCESS
Wants and Needs
Pre-Purchase Activity
Purchase Decision
Post-Purchase Evaluation
WANTS AND NEEDS
• Food trucks at UH
• Defective goods
• Safe drinking water
PRE-PURCHASE ACTIVITY
• Relevant information search
• Evaluation of alternative choices
RELEVANT INFORMATION SEARCH
• Personal Experience
• External Searches
PERSONAL EXPERIENCE
• Previous Purchasing
• Previous Shopping
• Current Shopping
CURRENT SHOPPING EXAMPLES
• Buying cars
• Showrooming
• Shopping malls
EXTERNAL SEARCHES
• Formal searches
• Informal searches
• Internet searches
FORMAL SEARCHES
• Magazines
• Newspapers
• TV
INFORMAL SEARCHES
• Friends
• Family
• Fellow Students
INTERNET SEARCHES
• Car Buyers
• Angie’s List
• App Examples
BUYING A CAR USING THE INTERNET
• Kelly Blue Book: www.kbb.com Get value of your existing automobile
• Edmunds: www.edmunds.com Edmunds has the latest automobile prices for new cars
• Auto-by-tel: www.autobytel.com Retailer pays the commission to Auto-by-tel
APP EXAMPLES
• Moving
• Traveling with kids
• Smartphones and Digital wallets
APPS FOR MOVING
• Padmapper
• Street Advisor
• Homesnap
• Updater
APPS FOR TRAVELING WITH KIDS
• Bag It!
• Where’s My Perry
• Coloring Farm Touch
ALTERNATIVE CHOICES
Total Set of Alternatives All Choices Available
Awareness Set Buyer Awareness
Choice Set (serious) Three or Four
Final Choice Buy / Do Not Buy
PURCHASE DECISION
• Purchase the product
• Do not purchase the product
• Continue pre-purchase activities
POST-PURCHASE EVALUATION
After the buyer actually purchases the
product, the buyer then evaluates how
satisfied he/she is with the product.
POST-PURCHASE BEHAVIOR
• Satisfied with purchase
• Disappointed in product
POST-PURCHASE EXAMPLES
• Costco return policy
• USAA
• Sewell Cadillac
HOW TO SATISFY CUSTOMERS AT SEWELL CADILLAC
• Underpromise and overdeliver
• Assign service advisor to a repeat customer
• When something goes wrong, apologize first, and then fix the problem
EXPANDING AUTOMOBILE CUSTOMER SERVICE
Stage 1 Extend hours of service
Stage 2 Provide free loaner car
Stage 3 Take loaner car to and from customer’s house
RESPONSES TO CUSTOMER COMPLAINTS
• Encourage customer complaints
• Fix any problems first
• Reward employees who provide exceptional customer service
INFLUENCES ON THE BUYING BEHAVIOR
• Social Influences
• Perception Influences
• Marketing Influences
SOCIAL INFLUENCES
• Culture
• Reference Groups
• Family
CULTURAL INFLUENCES
Values accepted by a homogeneous group and transmitted to succeeding generations
CULTURAL GROUPS IN HOUSTON
• Hispanic
• Vietnamese
• Indian
REFERENCE GROUPS
Groups to whom a person belongs or is a source of personal standards
•Membership Groups•Aspiration Groups•Opinion Leadership
MEMBERSHIP GROUPS
• Fellow Students
• Churches
• Professional Groups
ASPIRATION GROUPS
• Country Clubs
• River Oaks
• Sororities
OPINION LEADERS
• Movies Stars
• Sports Stars
• Business CEO’s
FAMILY
Primary group of people which includes parents, spouses, and children
•Changing Structure of Families
•Changing Family Roles
CHANGING FAMILY ROLES
• Buying a Car
• Raising Children
• Grocery Shopping
PERCEPTION INFLUENCES
The level of uncertainty a buyer believes exists for a product or service
• Selective Perception
• Perceived Risk
• Perceived Reality
SELECTIVE PERCEPTION
Selective Screens outExposure Messages
Selective FiltersDistortion Messages
Selective RemembersRetention Messages that
Support Beliefs
PERCEIVED RISK
• A level of uncertainty a buyer believes exists for a product or service
PERCEIVED RISK EXAMPLES
• Fear of flying
• Buying your first house
• Giving blood
PERCEIVED REALITY
• If a buyer perceives something to be true, then it becomes reality to that buyer
PERCEIVED REALITY EXAMPLES
• Shell gasoline
• Proctor & Gamble logo
• Fresh bread