Buyer Behavior<br />X50.9212 Integrated Marketing – Week 2<br />
Agenda<br />The consumer decision-making process<br />How is the process influenced<br />Factors that can affect purchasin...
Consumer Decision-Making<br />
Information Search<br />Internal search<br />Consider positive brands<br />Remove negative or confusing brands<br />Extern...
Consumer Attitudes<br />Mental position taken toward a topic, person or event that influences the holder’s feelings, perce...
What is the difference between an attitude and a belief?<br />
Consumer Values<br />Strongly held beliefs<br />Enduring<br />Not easily changed <br />Brands tied to values (e.g. patriot...
Cognitive Mapping<br />Knowledge structure and memories<br />Marketing can foster linkages<br />Strengthen current<br />Mo...
Let’s create a cognitive map!<br />
Brand Extensions<br />Cognitive maps can be useful in creating new products, brand extensions, etc. <br />
Evaluation of Alternatives<br />Evoked set approach<br />Multi-attribute approach<br />Affect referral <br />
Evoked Set Approach<br />Which brands come to mind when faced with a purchase decision<br />GOAL: Placing your brand name ...
Multi-Attribute Approach<br />Evaluation of brand through product performance/attributes AND the importance of each attrib...
Evaluation of Multiple Variables<br />
Affect Referral<br />Consumers choose brands that they like or to which they are emotionally connected<br />Very little ev...
New Trends in Buyer Behavior<br />Younger generation growing old; older generation refusing to grow up<br />Gender roles h...
B2B Decision-Making<br />BUT people are still making the buying decisions!<br />
Influential Factors in B2B<br />Organizational influences<br />Individual factors<br />Personality<br />Roles and perceive...
Consumer Decision-Making<br />B2B Decision-Making<br />
Dual Channel Marketing<br />Integration of B2C and B2B<br />How will the product/service be represented in each channel? <...
Dual Channel Marketing<br />
Buyer Behavior<br />X50.9212 Integrated Marketing – Week 2<br />
Upcoming SlideShare
Loading in …5
×

X509212 Integrated Marketing Week2 Buyer Behavior

630 views

Published on

Published in: Business, News & Politics
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
630
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
18
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

X509212 Integrated Marketing Week2 Buyer Behavior

  1. 1. Buyer Behavior<br />X50.9212 Integrated Marketing – Week 2<br />
  2. 2. Agenda<br />The consumer decision-making process<br />How is the process influenced<br />Factors that can affect purchasing decisions<br />Integration of business and consumer markets<br />
  3. 3. Consumer Decision-Making<br />
  4. 4. Information Search<br />Internal search<br />Consider positive brands<br />Remove negative or confusing brands<br />External search<br />Word of mouth, advertising, online, reviews, etc. <br />Time spent dependent upon MOTIVATION<br />The search process is an essential time to reach the consumer about your brand!<br />
  5. 5. Consumer Attitudes<br />Mental position taken toward a topic, person or event that influences the holder’s feelings, perceptions, learning processes and behaviors.<br />Cognitive &gt; Affective &gt; Conative<br />Understanding &gt; Feelings &gt; Behaviors<br />ATTITUDES &gt; PURCHASE DECISIONS <br />
  6. 6. What is the difference between an attitude and a belief?<br />
  7. 7. Consumer Values<br />Strongly held beliefs<br />Enduring<br />Not easily changed <br />Brands tied to values (e.g. patriotism)<br />
  8. 8. Cognitive Mapping<br />Knowledge structure and memories<br />Marketing can foster linkages<br />Strengthen current<br />Modify current<br />Create new<br />
  9. 9. Let’s create a cognitive map!<br />
  10. 10. Brand Extensions<br />Cognitive maps can be useful in creating new products, brand extensions, etc. <br />
  11. 11. Evaluation of Alternatives<br />Evoked set approach<br />Multi-attribute approach<br />Affect referral <br />
  12. 12. Evoked Set Approach<br />Which brands come to mind when faced with a purchase decision<br />GOAL: Placing your brand name in a consumer’s evoked set in a positive light <br />
  13. 13. Multi-Attribute Approach<br />Evaluation of brand through product performance/attributes AND the importance of each attribute<br />GOAL: Find out what consumers are looking for and address in your marketing communications!<br />
  14. 14. Evaluation of Multiple Variables<br />
  15. 15. Affect Referral<br />Consumers choose brands that they like or to which they are emotionally connected<br />Very little evaluation; low involvement<br />Creatures of habit<br />GOAL: Strive for brand loyalty and creating connections with the consumer. <br />
  16. 16. New Trends in Buyer Behavior<br />Younger generation growing old; older generation refusing to grow up<br />Gender roles have shifted; change in family units<br />The desire for individualized products<br />Busier lifestyles lead to less time for purchase decisions; leads to cocooning<br />Stressful lives lead to the pursuit of leisure/pleasure<br />New emphasis on healthier lifestyles<br />
  17. 17. B2B Decision-Making<br />BUT people are still making the buying decisions!<br />
  18. 18. Influential Factors in B2B<br />Organizational influences<br />Individual factors<br />Personality<br />Roles and perceived roles<br />Motivational levels<br />Levels of power<br />Attitude toward risk<br />Levels of cognitive involvement<br />Personal objectives<br />
  19. 19. Consumer Decision-Making<br />B2B Decision-Making<br />
  20. 20. Dual Channel Marketing<br />Integration of B2C and B2B<br />How will the product/service be represented in each channel? <br />Products may be the same, but the value propositions may be different! <br />
  21. 21. Dual Channel Marketing<br />
  22. 22. Buyer Behavior<br />X50.9212 Integrated Marketing – Week 2<br />

×