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Consumer Behavior
Information Search Patterns as an
application of CB on Marketing
Strategies
Ashraf Mady……
LEARNING OBJECTIVES
 Review Consumer Behavior & Decision
making process.
 Rational Consumer VS Real life Consumer
 Definition
 Nature of Consumer Behavior
 Consumer Behavior and Marketing Strategy
 Briefly describe the Information search
process
 Outline Marketing Strategies Based on
Information Search Patterns.
Rational Customer……
Has consistence, stable
preferences.
Evaluate alternative in an
unbiased manner.
Know (and choose) the things
that will make him happy.
Real Life Consumer…..
Individuals are often described as seeking
satisfactory (be happy) rather than optimum
choices.
Consumers rarely have adequate information,
motivation or time to make such a ‘perfect’
decision and are often acted upon by less rational
influences such as social relationships and values
Real Life Consumer…..
Is sensitive to contextual factors
some of which occur unconsciously.
Uses simplifying heuristics (tools)
to evaluate information.
Makes suboptimal decisions he
may later regret.
Definition
“Consumer behavior……
• Is the study of the processes involved
when individuals or groups select,
purchase, use or dispose of products,
services, ideas or experiences to
satisfy needs and desires.” and the
impacts that these processes have
on the consumer and society.
Consumer Purchase Behavior
Post Purchase Behavior
Purchase
Evaluation of Alternatives
Information Search
Awareness ( Need Recognition )
The Nature of Consumer
Behavior
 External Influences
 Internal Influences
 Self-Concept &
lifestyle
 Situations
 Experiences and
acquisitions
The Nature of Consumer Behavior
1-9
Overall Conceptual Model of Consumer Behavior
Self-Concept and Lifestyle
• Self-concept is the totality of an individual’s
thoughts and feelings about him- or herself.
• Lifestyle is how one lives, including the
products one buys, how one uses them,
what one thinks about them, and how one
feels about them.
• Lifestyle is the manifestation of the
individual’s self-concept
The Nature of Consumer Behavior
External Influences
From macro groups to micro groups:
• Culture
• Subculture
• Demographics.
• Social status
• Reference groups
• Family
• Marketing activates
The Nature of Consumer Behavior
Perception
The process by which
individuals receive and
assign meaning to stimuli.
Learning
Changes in the contents
of long term memory.
Memory
Total accumulation of prior
learning experiences
The Nature of Consumer Behavior
Internal Influences
Motives The reason for a behavior.
Personality
An individual characteristic response
tendencies across similar situations
Emotions
Strong relatively uncontrolled feelings that
affect our behavior.
Attitudes
The way a person think, feels, and acts toward
some aspects of his or her environment.
The Nature of Consumer Behavior
Internal Influences
Situations and Consumer
Decisions
• Consumer decisions result from perceived
problems and opportunities.
• Consumer problems arise in specific
situations and the nature of the situation
influences the resulting consumer behavior.
The Nature of Consumer Behavior
Marketing Strategy and Consumer Behavior
Consumer
behavior is
the basis for
strategy
formulation
Consumer
Reaction to the
marketing
strategy
determine the
success or
failure
Creating satisfied customers
Consum
er
decision
process
Superior
value
expecte
d
Sales
Perceive
d value
delivere
d
Customer
satisfaction
Marketing Strategies Based on
Information Search Patterns
Information Search
The Nature of Consumer Behavior
1-22
Overall Conceptual Model of Consumer Behavior
Types of Information Sought
15-23
Nature of Information Search
Internal Search
• Search of long-
term memory to
determine if a
satisfactory
solution is known.
External Search
• If a resolution is not
reached through
internal search, then
the search process is
focused on relevant
external information.
Consumers continually recognize problems and opportunities,
so internal and external searches for information to solve these
problems are ongoing processes.
15-25
Types of Information Sought
Product Classifications
Consumer Products
26
Unsought Products
 New innovations
 Products consumers don’t
want to think about these products
i.e blood donation, car towing
services, burial services, dental
work
Specialty Products
 Special purchase efforts
 High price
 Unique characteristics
 Brand identification
 Few purchase locations
i.e Lamborghini, Rolex
Shopping
Products
 Buy less frequently
 Higher price
 Fewer purchase locations
 Comparison shop
i.e Clothing, cars, appliances
Convenience
Products
 Buy frequently & immediately
 Low priced
 Mass advertising
 Many purchase locations
i.e Candy, newspapers
Positioning Marketing Strategies Based
on Information Search Patterns
Position
Target Market Decision-Making Pattern
Nominal
decision making
NO Search
Limited decision
making
Limited Search
Extended
decision making
Extended
Search
Brand in
Evoked set
Maintenance
Strategy
Capture
Strategy
Preference
Strategy
Brand not in
Evoked set
Disrupt
Strategy
Intercept
Strategy
Acceptance
Strategy
15-32
If the brand is purchased habitually by the
target market, the marketer’s strategy is to
maintain that behavior
This requires consistent attention to
product quality, distribution, and a
reinforcement advertising strategy.
Maintenance Strategy
Examples
 Successful maintenance
Strategy:
Crest
Marlboro
Coke
If the brand is not part of the evoked set and the target
market engages in nominal decision making, the marketer’s
first task is to disrupt the existing decision pattern.
Major Tactic;
Attention Attracting Advertising Campaign
Tools include:
•Free samples, coupons, rebates, and tie-in sales.
•Striking package designs and point-of-purchase displays.
•Comparative advertising.
Disrupt Strategy
Disrupt Strategy Example
Vedeos ‫اندهش‬ ‫فريسكا‬ ‫اعالن‬
. flv
Soy products are a
good example of
how disrupt
strategies have
been used to induce
trial adoption.
Limited decision making generally involves a few brands
evaluated on only a few criteria.
Brand is in evoked set.
Search occurs mainly at the point-of-purchase or in
readily available media.
Objective is to capture as large a share as practical.
Capture Strategy
15-38
The marketer will want to supply information, often on
price and availability, on their website, in local media
through advertising, and at the point-of-purchase through
displays and adequate shelf space.
Capture Strategy
Implementing a capture strategy also
requires emphasis on maintaining
consistent product quality and adequate
distribution
15-39
If limited decision making and brand is not part of evoked
set, objective will be to intercept the consumer during
search.
Major Tactic;
Attention Attracting Advertising Campaign
Tools include:
 Emphasis will be on local media, point-of-purchase
displays, shelf space, package design, etc.
 Coupons, low-involvement learning, product
improvement and free samples can also be effective.
Intercept Strategy
15-40
Extended decision making with the brand in the evoked
set requires a preference strategy.
 A simple capture strategy not likely adequate.
 Instead, marketer needs to structure an information
campaign so brand becomes preferred by target market
such as:
Extensive advertising to groups that don’t purchase
the item but recommend it o others (e.g.
Pharmaceuticals medical promotion)
Preference Strategy
15-41
Similar to preference strategy, but complicated by fact that
target market is not seeking information about the brand.
Beyond preference strategy, marketer must attract
consumer attention or motivate brand learning.
 Incentives to try product
 Long-term advertising to enhance low-involvement
learning
 Use of the Internet are useful for gaining
acceptance.
Acceptance Strategy
Chrysler Acceptance Strategy
 Product improvement and heavy
advertising.
 Offering cash to individuals who would test
drive Chrysler product prior to purchasing a
new car
What is your evaluation??
Vedeos ‫اندهش‬ ‫فريسكا‬ ‫اعالن‬
. flv
Consumer Behavior and Marketing Strategies Based on Information Search Patterns.ppt
Consumer Behavior and Marketing Strategies Based on Information Search Patterns.ppt

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Consumer Behavior and Marketing Strategies Based on Information Search Patterns.ppt

  • 1. Consumer Behavior Information Search Patterns as an application of CB on Marketing Strategies Ashraf Mady……
  • 2. LEARNING OBJECTIVES  Review Consumer Behavior & Decision making process.  Rational Consumer VS Real life Consumer  Definition  Nature of Consumer Behavior  Consumer Behavior and Marketing Strategy  Briefly describe the Information search process  Outline Marketing Strategies Based on Information Search Patterns.
  • 3. Rational Customer…… Has consistence, stable preferences. Evaluate alternative in an unbiased manner. Know (and choose) the things that will make him happy.
  • 4. Real Life Consumer….. Individuals are often described as seeking satisfactory (be happy) rather than optimum choices. Consumers rarely have adequate information, motivation or time to make such a ‘perfect’ decision and are often acted upon by less rational influences such as social relationships and values
  • 5. Real Life Consumer….. Is sensitive to contextual factors some of which occur unconsciously. Uses simplifying heuristics (tools) to evaluate information. Makes suboptimal decisions he may later regret.
  • 6. Definition “Consumer behavior…… • Is the study of the processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas or experiences to satisfy needs and desires.” and the impacts that these processes have on the consumer and society.
  • 7. Consumer Purchase Behavior Post Purchase Behavior Purchase Evaluation of Alternatives Information Search Awareness ( Need Recognition )
  • 8. The Nature of Consumer Behavior  External Influences  Internal Influences  Self-Concept & lifestyle  Situations  Experiences and acquisitions
  • 9. The Nature of Consumer Behavior 1-9 Overall Conceptual Model of Consumer Behavior
  • 10. Self-Concept and Lifestyle • Self-concept is the totality of an individual’s thoughts and feelings about him- or herself. • Lifestyle is how one lives, including the products one buys, how one uses them, what one thinks about them, and how one feels about them. • Lifestyle is the manifestation of the individual’s self-concept The Nature of Consumer Behavior
  • 11. External Influences From macro groups to micro groups: • Culture • Subculture • Demographics. • Social status • Reference groups • Family • Marketing activates The Nature of Consumer Behavior
  • 12. Perception The process by which individuals receive and assign meaning to stimuli. Learning Changes in the contents of long term memory. Memory Total accumulation of prior learning experiences The Nature of Consumer Behavior Internal Influences
  • 13. Motives The reason for a behavior. Personality An individual characteristic response tendencies across similar situations Emotions Strong relatively uncontrolled feelings that affect our behavior. Attitudes The way a person think, feels, and acts toward some aspects of his or her environment. The Nature of Consumer Behavior Internal Influences
  • 14. Situations and Consumer Decisions • Consumer decisions result from perceived problems and opportunities. • Consumer problems arise in specific situations and the nature of the situation influences the resulting consumer behavior. The Nature of Consumer Behavior
  • 15. Marketing Strategy and Consumer Behavior Consumer behavior is the basis for strategy formulation Consumer Reaction to the marketing strategy determine the success or failure
  • 17. Marketing Strategies Based on Information Search Patterns Information Search
  • 18. The Nature of Consumer Behavior 1-22 Overall Conceptual Model of Consumer Behavior
  • 19. Types of Information Sought 15-23
  • 20. Nature of Information Search Internal Search • Search of long- term memory to determine if a satisfactory solution is known. External Search • If a resolution is not reached through internal search, then the search process is focused on relevant external information. Consumers continually recognize problems and opportunities, so internal and external searches for information to solve these problems are ongoing processes.
  • 22. Product Classifications Consumer Products 26 Unsought Products  New innovations  Products consumers don’t want to think about these products i.e blood donation, car towing services, burial services, dental work Specialty Products  Special purchase efforts  High price  Unique characteristics  Brand identification  Few purchase locations i.e Lamborghini, Rolex Shopping Products  Buy less frequently  Higher price  Fewer purchase locations  Comparison shop i.e Clothing, cars, appliances Convenience Products  Buy frequently & immediately  Low priced  Mass advertising  Many purchase locations i.e Candy, newspapers
  • 23. Positioning Marketing Strategies Based on Information Search Patterns Position Target Market Decision-Making Pattern Nominal decision making NO Search Limited decision making Limited Search Extended decision making Extended Search Brand in Evoked set Maintenance Strategy Capture Strategy Preference Strategy Brand not in Evoked set Disrupt Strategy Intercept Strategy Acceptance Strategy
  • 24. 15-32 If the brand is purchased habitually by the target market, the marketer’s strategy is to maintain that behavior This requires consistent attention to product quality, distribution, and a reinforcement advertising strategy. Maintenance Strategy
  • 26. If the brand is not part of the evoked set and the target market engages in nominal decision making, the marketer’s first task is to disrupt the existing decision pattern. Major Tactic; Attention Attracting Advertising Campaign Tools include: •Free samples, coupons, rebates, and tie-in sales. •Striking package designs and point-of-purchase displays. •Comparative advertising. Disrupt Strategy
  • 27. Disrupt Strategy Example Vedeos ‫اندهش‬ ‫فريسكا‬ ‫اعالن‬ . flv Soy products are a good example of how disrupt strategies have been used to induce trial adoption.
  • 28. Limited decision making generally involves a few brands evaluated on only a few criteria. Brand is in evoked set. Search occurs mainly at the point-of-purchase or in readily available media. Objective is to capture as large a share as practical. Capture Strategy
  • 29. 15-38 The marketer will want to supply information, often on price and availability, on their website, in local media through advertising, and at the point-of-purchase through displays and adequate shelf space. Capture Strategy Implementing a capture strategy also requires emphasis on maintaining consistent product quality and adequate distribution
  • 30. 15-39 If limited decision making and brand is not part of evoked set, objective will be to intercept the consumer during search. Major Tactic; Attention Attracting Advertising Campaign Tools include:  Emphasis will be on local media, point-of-purchase displays, shelf space, package design, etc.  Coupons, low-involvement learning, product improvement and free samples can also be effective. Intercept Strategy
  • 31. 15-40 Extended decision making with the brand in the evoked set requires a preference strategy.  A simple capture strategy not likely adequate.  Instead, marketer needs to structure an information campaign so brand becomes preferred by target market such as: Extensive advertising to groups that don’t purchase the item but recommend it o others (e.g. Pharmaceuticals medical promotion) Preference Strategy
  • 32. 15-41 Similar to preference strategy, but complicated by fact that target market is not seeking information about the brand. Beyond preference strategy, marketer must attract consumer attention or motivate brand learning.  Incentives to try product  Long-term advertising to enhance low-involvement learning  Use of the Internet are useful for gaining acceptance. Acceptance Strategy
  • 33. Chrysler Acceptance Strategy  Product improvement and heavy advertising.  Offering cash to individuals who would test drive Chrysler product prior to purchasing a new car
  • 34. What is your evaluation?? Vedeos ‫اندهش‬ ‫فريسكا‬ ‫اعالن‬ . flv