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Consumer behavior part 1 purchasing process and consumer as decision maker final
The webinar discusses consumer behavior in the purchasing process, emphasizing that consumers buy benefits rather than just products or services. It explores market segmentation, the consumer decision-making process, and how marketers align product positioning with consumer needs. The session sets the stage for two follow-up webinars focused on psychological and socio-cultural influences on purchasing decisions.
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Consumer behavior part 1 purchasing process and consumer as decision maker final
- 1. AIPMM Webinar Series ConsumerBehavior: The Purchasing Process and Consumer as Decision Maker (Part 1 of 3)
- 2. Paula Gray AIPMM Directorof Research & Knowledge Development Applied Anthropologist Our Speaker
- 3.
- 4. People don’t buy goodsor services, they buy BENEFITS QualityBrand Functionality PackagingDesign Guarantee / Warranty Customer Support Delivery Payment Terms Education & Training Main- tenance & Care Assembly & Installation On-site Service Core- Product Actual Product (Product appearance) Customer benefit (Goods or service) Extended Product (Product related service)
- 5. Different people seekdifferent benefits in different situations
- 6. Market Segmentation Natural grouping ofconsumers seeking similar benefits ◦Behave in similar ways ◦Make similar decisions in similar situations
- 7. Segment Bounding The methods usedto differentiate consumers and market segments ◦Descriptors ◦Location ◦Time
- 8. Segment Viability Evaluating the identifiedsegment using specific criteria ◦Sufficient Size ◦Measurable ◦Clearly Differentiated ◦Reachable
- 9. Product Positioning Aligning a product’sactual or perceived benefits with the benefits sought by a particular segment ◦Based on Characteristics ◦Based on Image ◦Positioned Against Competitor ◦Combination of the Above
- 10. So how doconsumers choose between seemingly similar goods and services?
- 11.
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- 13. Problem or Opportunity Recognition Recognizing needor want ◦Actual versus desired state
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- 16. Types of Information Search Internal InformationSearch External Search Strategy ◦Limiting search to manageable level ◦Information sources and believability
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- 18. Alternative Evaluation Consumer benefits and evaluationcriteria Price, brand and country of origin as evaluation criteria Consumer decision rules Initial commitment by consumers
- 19. Planned Versus Unplanned Purchase Planned ◦Specifically Planned ◦Generally Planned ◦Substitute Unplanned ◦PureImpulse ◦Reminder Impulse ◦Suggestion Impulse ◦Planned Impulse
- 20.
- 21. Choice Outlet Selection Outletor Brand? Outlet Image How Consumers Choose Between Outlets
- 22. Choice and Shopping Behavior The ShoppingProcess Choice Decision Making
- 23. Consumption and Post- PurchaseBehavior
- 24. Goods and Service Consumption Consumption Situation RitualConsumption Sacred and Profane Consumption Compulsive Consumption Deception in Consumption Self- Reporting
- 25. Consumption Effects on Satisfaction Satisfaction versusdissatisfaction Expectation and satisfaction Performance and satisfaction How marketers can close the gap between expectation and performance
- 26. Cognitive Dissonance ◦ Consumers andmarketers attempt to reduce dissonance
- 27. Post-Purchase Behavior Customer Loyalty Word ofMouth Negative Post-Purchase Behavior
- 28. Product Disposal Role of Marketer Roleof Consumer
- 29. Summary Consumers BuyBenefits We Segment Those Consumers Based on Behavior We Target Those Segments Then, It’s Up to the Consumer as They Go Through the Process: ◦Need Recognition ◦Information Search ◦Evaluation of Alternatives ◦Choice/Purchase ◦Consumption/Post Purchase
- 30. July 14, Part2 of 3 "Psychological Influences on Purchase Decision Making“ August 11, Part 3 of 3 "Socio-Cultural Influences on Purchase Decision Making" You can reach me: paula.gray@aipmm.com
- 31. Upcoming Webcast Untangling theMVP in Lean Product Validation June 30, 2017 12pm Eastern/9am Pacific WWW.AIPMM.COM/NEW-EVENTS Topic Suggestions: support@aipmm.com Website: http://www.aipmm.com LinkedIn: http://www.linkedin.com/company/aipmm Membership: http://www.aipmm.com/join Certification: http://aipmm.com/certification