MA. Marketing

1. Buying behaviour
Consumer behaviour
Key first step in developing a marketing strategy is
understanding the target market and their buying
MAN40037 behaviour
Marketing and Operations Who is the buyer?
Management Why do they buy?
How, when and where do they buy?
Krzysztof Kubacki
Types of customers
Buying behaviour
Private consumers Organisational customers
Why do they buy? Purchase: Purchase:
most complex question of the three for personal or household for use in the operation of a
requires qualitative rather than quantitative insights use business or organisation
and understanding to manufacture other
products
products and services are bought for a range of for resale to others
different reasons and benefits
some conscious, others unconscious
some rational, others emotional
ORGANISATIONAL
CONSUMER PRODUCT
PRODUCT
Influences on consumer behaviour Who is important
Personal Roles in a buying decision process
Social
influences: influences:
Information Culture Gate
processing Initiator Decider
Social class keeper
Motivation Geo-
Beliefs demographics
and attitudes Reference
Personality groups Influencer End user
Lifestyle Buying
Lifecycle situation
Buyer
Source: Jobber, D. and Fahy, J. (2002) ‘Foundations of marketing’, McGraw-Hill Education
PAGES: purchaser, advisor, gatekeeper, end user, starter
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2. Types of buying behaviour How do they buy
Consumer buying behaviour differs between situations, depending on the Cognitive model of the ‘complex’ buying process*
degree of differences between brands (or other objects of choice: e.g.
PROBLEM/NEED RECOGNITION
lifestyle) and on the extent to which a buyer is ‘involved’ in the decision.
High Involvement Low Involvement ACTIVE INFORMATION SEARCH
Significant Complex buying Variety-seeking
differences behaviour behaviour EXTENSIVE EVALUATION OF ALTERNATIVES
between brands
No significant Dissonance- Habitual buying PURCHASE
differences reducing behaviour
between brands behaviour
POST-PURCHASE EVALUATION
*Assumes high involvement and significant differences between brands
Marketing implications of low
involvement buying behaviour Persuading people to persuade
themselves
With low involvement, the hierarchy of effects is different: “Hitting the sweet spot”
AWARENESS → BEHAVIOUR → EVALUATION
Helpful and personal communication is persuasive not
Marketing communications manipulative
With low involvement, marketing communications are Opportunities at every step of the decision making
non-consciously processed, on an emotional level
process to move customers towards (or away) from the
Brand loyalty product
The intensity of consumer attachment to a brand is IMC planning issue: How do these consumers’ insights
usually low, even if s/he is a repeat-buyer
connect with brand perceptions
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