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Consumer behaviour
This document discusses understanding consumer behavior and key factors that influence purchasing decisions. It differentiates between private consumers and organizational buyers, and identifies important questions to consider like who is involved in the buying process, when and where purchases are made, and what criteria drive choice selection. Both consumer and organizational decision making processes are examined, along with common influences on purchasing behavior.
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Consumer behaviour
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- 2. Content marketing andconsumer behaviour Further reading Top content brands of 2014
- 3. Learning outcomes • Dimensionsof customer behaviour who and how they buy? • Differences between consumer and organisational buyer behaviour • Identifying the main influences on consumer behaviour
- 4. Private and organisationalconsumers Private: • Most is individual for example buying a bar of chocolate • Or groups • Or households • Or as a gift Organisations 3 types: • Buy raw materials • Buy products to resell • Government & councils etc.
- 5. Understanding customers- key questionsto ask? (Blackwell, Miniard and Engel 1993) Who is important in the buying decision? When do they buy? What are their choice criteria?How do they buy? Where do they buy?
- 6. Who is important? Private •Initiator • Influencer • Decider • Buyer • User Find out who are these people? Why are they important? When are they important?
- 7. Who is important? Organisational •In the hands of a decision making unit or buying centre • May alter according to knowledge in the decision making process eg software • More difficult as do not always know the real buyer • Gatekeepers • Video
- 8. How do theybuy? Decision making processes Consumers process: Organisations process: Need recognition/problem awareness Information search Evaluation of alternatives Purchase Post purchase evaluation of decision Need recognition/problem awareness Specification & quantity needed Search for potential sources Gain and analyse proposals Evaluate proposals- select supplier How to order? Post purchase evaluation of decision
- 9. Buyer behaviour- marketingtool? McKinsey marketing – consumer decision making- take a look later (also relates to B2B)
- 10. What are theirchoice criteria when evaluating alternatives? Criteria Examples Technical Reliability, durability, performance, style/looks, comfort, delivery, convenience, taste Economic Price, value for money, running costs, residual value, life cycle costs, Social Status, social belonging, convention, fashion, family tastes, peer groups Personal Self image, risk reduction, morals, emotions, integrity
- 11. Influences on consumerpurchasing behaviour
- 12. Some examples… Lifestyles: http://www.youtube.com/watch?v=NBgQ5EbqWE0 Personality: http://www.youtube.com/watch?v=y3EEIcPkcO4 Motivation: http://www.youtube.com/watch?v=_OBPWUijk4M Will yourmarketing campaign generate stage 1 of the buying behaviour process?
- 13. Summary • Many factorsinfluence buyers • Messages form marketers need to be specific and individualised • Need to constantly alter offer and be aware of constant changes • Gathering of valid information and using this is the way forward to help predict purchasing as opposed to influencing purchasing
- 14. Further research… A NewTrend of the Consumer Behaviour: E-books How John Lewis taps into buyers emotions John Lewis goes for the heart