CONSUMER BUYING BEHAVIORClass: MMM, Sem IVRoll No. 26
Consumer Buying BehaviorAccording to Kotler, the consumer buying behavior starts from "need recognition, then moves toinformation search, evaluation of alternatives, purchase decision, and post-purchase behavior".Video link: http://www.youtube.com/watch?v=xKk-CbDQrHs&feature=player_embeddedThe commercial begins by asking if you are tired of "flat, boring" hair. The black and white screenshotof the woman looking frazzled helps to convince other women of needing fuller volume. Next, thecommercial gives you information about the product, including how to use it by simply parting yourhair, teasing it, inserting the Bumpit and fluffing it up. It also highlights the attributes of the productbeing self-gripping, comfortable, concealed, and secure. Third, comparisons are made to alternativesolutions to getting greater volume. First, you could style your hair yourself, but that takes a long timeand falls flat quickly. Another solution could be to go to a salon and get your hair styled professionally.However, that would cost over $100 for each visit. Thus, the best choice would be the Bumpit. Last,the informercial instills a sense of urgency by telling the viewer to purchase the product now becausethere is a limited time offer to double the order of Bumpits.Consumers Buying Behavior (Need Recognition)Advertisements are directed to all five steps of the consumers buying behavior. The first step thatfocused on is need recognition. Need recognition is encouraging consumers to see the existing stateis NOT the desired state. Or in simpler terms telling the consumer something is wrong and if he/sheuses the companys product everything will be fixed.Video Link: http://www.youtube.com/watch?feature=player_embedded&v=dFuuHPkORsAThis example is a great demonstration of Viagra advertising to the need recognition of the buyingdecision process. It shows the targeted consumer it is not normal to have a boring relationship andthat having erectile dysfunction can be fixed. Also, it helps the consumer visualize what he could have(desired relationship). It shows the man dancing with his wife and having a fun time. Thisadvertisement is great because it not only shows that the existing state is not desired, but also showswhat the desired state could be.Consumers Buying Behavior (Information Search) o Internal search, memory. o External search if you need more information. Friends and relatives (word of mouth). Marketer dominated sources; comparison shopping; public sources etc. A successful information search leaves a buyer with possible alternatives, the evoked set. Hungry, want to go out and eat, evoked set is o chinese food o indian food o burger king
o klondike kates etcThe advertisement for General Motors cars is an example of the later goal. Many consumers believethat Japanese cars, like Honda and Toyota, always deliver better fuel economy than American madecars, like GMs products. This ad presents the EPA estimated fuel economy for several GM vehicles inan attempt to show potential customers that their assumptions about the companys cars may not beentirely accurate. The ad does not directly state the comparison to Honda and Toyota, instead optingto talk only about GMs cars, but the suggestion that viewers would be surprised by the fuel economyof the GM vehicles means that the company believes that consumers view the GM product line asbeing deficient in this area, which would imply a comparison to other companies offerings.Consumers Buying Behavior (Evaluation of Alternatives)Evaluation of Alternatives: How the consumer processes information to arrive at brand choices.The world has seen the evolution of cell phones; the dramatic change in size, style, features, andinnovations. Apple has definitely changed the way we use our phones, it practically reinvented thesmart phone segment. The ability to access the web, download apps, and fit in our pockets all from thetouch of our fingertips is truly amazing. But when it comes to phone shopping, consumers enjoyexamining the alternatives and evaluating the positives or negatives about a product. Apple has takena large part of the smart phone market, but some alternatives and competitors are just hard to ignorebefore making a certain purchase.Video Link: http://www.youtube.com/watch?v=COWvwjfC0igAt the beginning of the month, Google released the Nexus One, their smart phone that would competehead to head with the Iphone. Both phones are similar in their attributes, features, hardware, but theNexus seems to offer more at a better advantage; it makes the Iphone look outdated. Although Googlemade the Nexus One a big hype, the phone has not revolutionized the standard; the phone’scomponents are just better than its main rivals. Google, though, tried to create a new, simplifiedexperience in purchasing the phone. Instead of going to a retail store to purchase/activate a phone,they made it possible to have two straightforward options: Buy it with or without a contract online.From my perspective, there is nothing revolutionizing or groundbreaking about this buying method, butGoogle hoped to capture those consumers who just want to avoid the complications of phone buying.This example is relevant to “evaluation of alternatives” because there are many different consumers inthe world, they need choices to choose from, having the ability to compare, and the capability tonarrow down decisions based on their satisfaction.Consumers Buying Behavior (Purchase Decision)Once the alternatives have been evaluated, the consumer is ready to make a purchase decision.Sometimes purchase intention does not result in an actual purchase. The marketing organisation mustfacilitate the consumer to act on their purchase intention. The organisation can use a variety oftechniques to achieve this. The provision of credit or payment terms may encourage purchase, or asales promotion such as the opportunity to receive a premium or enter a competition may provide anincentive to buy now. The relevant internal psychological process that is associated with purchasedecision is integration. Once the integration is achieved, the organisation can influence the purchasedecisions much more easily.
The choice to purchase the product and then finally the actual purchase of the product.This shows thecomplete process that a consumer will most likely, whether recognisably or not, go through when theygo to buy a product.Consumers Buying Behavior (Post Purchase Behavior)Post-purchase behavior involves all the consumers activities and the experiences that follow thepurchase. Usually, after making a purchase, consumers experience post-purchase dissonance. Inother words, they regret their purchase decision. It is important for the marketer to know whether hisproduct is liked by the consumer or not.He wants the feedback about his product so that correctiveaction, if necessary, can be taken,and the marketing mix be modified accordingly. Post-purchasebehavior is the reaction of the consumer, it gives an idea of his likes and dislikes, preferences andattitudes and satisfaction towards the product. It indicates whether or not the purchase motives havebeen achieved.Purchase is the means, and post purchase is the end. Post purchase behavior indicates whether ornot repeat purchases will be made. Whether the customer will recommend the product to others ornot. It indicates whether long-term profits can or cannot be expected. All this can be found out by thepost-purchase behavior of the customers. Post purchase is the last phase in the decision-makingprocess as indicated by Figure below.