1) Understanding customer psychology and buyer behavior is important for identifying the target market and their purchasing habits.
2) There are many factors that influence customer decisions, including rational and emotional reasons as well as their perceptions, needs, and interactions with brands on unconscious levels.
3) Marketers must take a nuanced approach to understanding customers, using methods like anthropological research, testing prototypes, and analyzing purchasing patterns to truly understand why and how customers make choices.
Young Marketers Elite 3 - Assignment 2.1 - Nhóm 2 - Giang, Minh, Thy
1. Thế nào là need states? Cái gì gọi là Maslow needs? Cho ví dụ về brand đáp ứng nhu cầu của consumer trên từng level của Maslow needs. Về thương hiệu, có thương hiệu nào theo thời gian đáp ứng consumer những nhu cầu ở các level khác nhau của Maslow hay không - nếu có, cho ví dụ & thông tin để chứng minh. (40%)
2. Thế nào là need, thế nào là want? Cho ví dụ. Theo bạn, 1 thương hiệu sẽ đáp ứng consumer need hay want, tại sao?
3. Chỉ dành cho Eliters: Thế nào là secret needs, habitual needs, intuitive needs, un-anticipated needs, unconscious needs? Cho ví dụ (20%)
4. Thế nào là functional benefits, emotional benefits của 1 thương hiệu với consumer? Emotional benefits và functional benefits có liên quan đến nhau hay không? Cho ví dụ (20%)
Young Marketers Elite 3 - Assignment 2.1 - Nhóm 2 - Giang, Minh, Thy
1. Thế nào là need states? Cái gì gọi là Maslow needs? Cho ví dụ về brand đáp ứng nhu cầu của consumer trên từng level của Maslow needs. Về thương hiệu, có thương hiệu nào theo thời gian đáp ứng consumer những nhu cầu ở các level khác nhau của Maslow hay không - nếu có, cho ví dụ & thông tin để chứng minh. (40%)
2. Thế nào là need, thế nào là want? Cho ví dụ. Theo bạn, 1 thương hiệu sẽ đáp ứng consumer need hay want, tại sao?
3. Chỉ dành cho Eliters: Thế nào là secret needs, habitual needs, intuitive needs, un-anticipated needs, unconscious needs? Cho ví dụ (20%)
4. Thế nào là functional benefits, emotional benefits của 1 thương hiệu với consumer? Emotional benefits và functional benefits có liên quan đến nhau hay không? Cho ví dụ (20%)
This presentation is prepared by Toran Lal Verma. this presentation deals with Uses of buying motives, sources of discovering buying motives, difficulties in determining buying motives.
This paper explores five shopper fallacies - assumptions we have about our shoppers that are false – and five new shopper truths that will help marketers in any industry to connect, engage, and inspire their shoppers to purchase their brands. The truths presented in this paper are relevant to any business whether packaged goods, durables, or financial services.
This presentation is prepared by Toran Lal Verma. this presentation deals with Uses of buying motives, sources of discovering buying motives, difficulties in determining buying motives.
This paper explores five shopper fallacies - assumptions we have about our shoppers that are false – and five new shopper truths that will help marketers in any industry to connect, engage, and inspire their shoppers to purchase their brands. The truths presented in this paper are relevant to any business whether packaged goods, durables, or financial services.
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Consumer Decision Making
Welcome class to week six of the course, we only have three weeks left to go, yeah. We have officially covered over the last five weeks the foundations of what marketing is, along with discussing in depth the elements (four P’s) of the marketing mix. This week, we are going to discover what I like to call the fifth P of the marketing mix, “people.” We are going to learn all about the consumer this week and the vital role “People,” also known as the consumers play within the wonderful world of marketing. Let’s not waste anymore time and jump right into the role of a consumer.
The Importance of Understanding Consumer Behavior
Consumers’ product and service preferences are constantly changing. Marketing managers must understand these desires in order to create a proper marketing mix for a well-defined market. So it is critical that marketing managers have a thorough knowledge of consumer behavior. Consumer behavior describes how consumers make purchase decisions and how they use and dispose of the purchased goods or services. Understanding how consumers make purchase decisions can help marketing managers know how to meet the demands, needs, and criterion of the consumer.
The Consumer Decision Making Process
When buying products, particularly new or expensive items, consumers generally follow the consumer decision-making process, a five-step process used by consumers when buying goods or services. The five steps of the consumer decision-making process are: (1) need recognition, (2) information search, (3) evaluation of alternatives, (4) purchase, and (5) post-purchase behavior.
These five steps represent a general process that can be used as a guide for studying how consumers make decisions. It is important to note, though that consumers’ decisions do not always proceed in order through all of these steps. In fact, the consumer may end the process at any time or may not even make a purchase. Let’s discuss the five steps of the consumer decision-making process in greater detail.
1. Need Recognition
The first stage in the consumer decision-making process is need recognition. Need recognition is the result of an imbalance between actual and desired states. The imbalance arouses and activates the consumer decision-making process. Need recognition is triggered when a consumer is exposed to either an internal or an external stimulus, which is any unit of input affecting one or more of the five senses: sight, smell, taste, touch, and hearing.
Internal stimuli are occurrences you experience such as hunger or thirst. External stimuli are influences from an outside source such as someone’s recommendation of a new restaurant, the color of an automobile, the design of a package, a brand name mentioned by a friend, or a ...
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Case study of culinarian cookware,Case Synopsis – what is the case about? (like The case focuses on … give a brief on the main issues)
Case Facts – what are the main facts, history and issues in the case?
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Case Facts – what are the main facts, history and issues in the case?
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c) Case Inferences – analyse the exhibits and draw conclusions
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2. Understanding Customer Buyer Behaviour
Why is it Important ????
It helps to understand the target Market & its Buying Behaviour.
It is more complex than it appears.
Individuals are not predictable, groups are.
3. 3 key questions before any IMC can be carried out
1 Who is the buyer ???
(target market profiles and decision-making
units)?
2 Why do they buy (or not buy) a particular brand or
product?
3 How, when and where do they buy?
4. Why buy a burger?
Pavlov’s dog effect.
McDonald’s logo acts as a stimulus to customers to
remind them of food and arouse feelings of hunger.
Maslows Need effect
A teenage burger buyer prefers McDonald’s because friends
hang out there and it feels nice to be in with the in-crowd.
5. Choice is often influenced
By familiarity with the brand or sometimes
the level of trust in a brand name.
Front-of-mind
Awareness.
6. Who is the customer?
Many organizations do not know who their customers are.
Companies spend a lot of time and effort constantly researching
and analyzing exactly who is their target market (in great detail)
Who knows you’re a dog online? (25 y male, 21 f)
Guy from new york girl frm miami, meet at JFK……..
50% British companies do not know who their customers are?
8. Why do they buy?
Customers do not even know the real reasons they buy
Some reasons are rational, and some are emotional
The split between the two is called the emotional–rational
dichotomy (Clash)
9. UK customers
Are prepared to pay 800 per cent more for the ‘The Real thing’
A 2-litre bottle of Coca-Cola 1.2 pounds while on same shelf Asda
will sell for .15 pounds.
Customers prefer Coca-Cola despite High Price
Coca-Cola’s ‘core concept is product engagement
10. Kevin Roberts CEO of Saatchi & Saatchi says….
80 % of decisions are Emotional
Rational Decision making
Emotional decision making
Conclusion
Action
12. Customers Buy
the same product for different reasons.
Americans may buy iPod - to listen to their
favourite music without being disturbed by others
Japanese buy iPods to listen to their favourite
music without disturbing others.
13. Sigmund Freud
Suggested that the mind was like an iceberg
The tip represents the conscious part of the
mind while the greater submerged part is the
unconscious.
Even long-forgotten childhood experiences
can affect Buying
behaviour
14. Penn (4 big ideas in brain science)
Unconscious mind accounts for most of what we think, feel & do.
Conscious reasoning may account for only a small part of our ‘thinking.
Emotion precedes our conscious feelings and works in tandem with
rational thinking to help us make (better) decisions.
15. The interconnectedness of the
thinking and
feeling parts of the
facilitates
the interaction of rationality &
emotion in
Decision making….
17. Tesco
Before launching its Fresh & Easy chain
A team of 20 executives was dispatched to the
United States
The company hired a team of anthropologists to live with
consumers for 2 weeks and analyze what they bought and
why?
It also built a mock store and asked selected customers
to try it.
18. Tesco discovered that US
consumers
were less bothered by the
selection of
wines on offer,
but wanted better-quality
meat than UK consumers.
19. Survey at Tesco (UK)
What customers are buying & not buying?
Young mothers bought fewer baby products in its
stores because they trusted pharmacies more.
So Tesco launched Baby Club to provide expert
advice and targeted coupons.
20. Results
Its share of baby product
sales
in the UK grew from 16% to
24% over 3 years.
21. How do they buy?
New task buying - The organization has no
experience of the product or service and is buying it
for the first time.
Modified rebuy - Situation is where the industrial
buyer has some experience of the product or
service.
Straight rebuy - is where the buyer, or purchasing
department, buys on a regular basis.
22. Trust is increasingly important.
Surprisingly many customers trust a website
more than a person.
People trust well-known and well-respected
brands
In the UK, several major brands score higher
in trust than the church and the police.
23. Trust
Well managed brands are trusted as long as their
promise is never broken.
How does it feel when a website remembers your
name?
And when it remembers your preferences?
It seems customers are happy to have unconscious
relationships with brands.
24. What is it called when people visit to the website
again & again?
Relationship
Remember, the 2nd visit is the start of the
Relationship.
26. Attitudes towards high/low involvement
purchases
Attitudes towards low-involvement brands
can be formed after the brand experience.
In high-involvement purchases attitudes are formed
after awareness but before any purchasing behavior
actually occurs.
27. Relief purchases
require a more of a
rational approach
Reward purchases is
more of a
emotional approach.
31. Perception
Messages and images are not always perceived in
the manner intended by the advertiser.
Perception is selective & biased by Motivation.
We see what we want to see.
Colour affects our perception
(Red is a colour that makes food smell better.)
32. Simple test on Perception
Smokers can you
recall exactly what the health
warning says on the side of their packet of
cigarettes?
Very Few will be able to tell you the exact words.
Smokers screen out messages or stimuli that may
cause dis-comfort, tension or cognitive dissonance
33. It causes discomfort every time a cigarette is taken,
since the box will give the smokers an unpleasant
message.
In order to reduce this tension, the smokers have
two options:
1) Change behaviour (stop smoking)
2) Screen out the message and continue the
behaviour (smoking).
34. Humans are conditioned by music
High tempo music in fast food restaurants
encourages faster knife and fork activity, leading to
quicker table turnover.
Customers buy more expensive wines in a retail
environment playing classical music rather than
pop music.
35. Younger shoppers spend more time in a retail
environment playing loud music
Shoppers aged 50 and over spend more in an
environment with quiet background music.
38. Conclusion
Buying behaviour is complex.
There are many different approaches to buying models.
Marketers need a continual feed of information on
customer behaviour..
Emotional influences in decision making are still dominant
in B2C and exist in B2B markets