This document discusses consumer and business-to-business buyer behavior and decision making processes. It covers how consumers search for information internally and externally, how their attitudes and values influence purchase decisions, and how they evaluate alternatives using evoked sets or multi-attribute approaches. New trends in consumer behavior are mentioned like changing family structures and busier lifestyles. For business buyers, organizational and individual factors can influence purchasing decisions. Finally, it notes the importance of dual channel marketing to represent products and services appropriately for both consumer and business audiences.

1. Buyer BehaviorX50.9212 Integrated Marketing – Week 2

2. AgendaThe consumer decision-making processHow is the process influencedFactors that can affect purchasing decisionsIntegration of business and consumer markets

3. Consumer Decision-Making

4. Information SearchInternal searchConsider positive brandsRemove negative or confusing brandsExternal searchWord of mouth, advertising, online, reviews, etc. Time spent dependent upon MOTIVATIONThe search process is an essential time to reach the consumer about your brand!

5. Consumer AttitudesMental position taken toward a topic, person or event that influences the holder’s feelings, perceptions, learning processes and behaviors.Cognitive > Affective > ConativeUnderstanding > Feelings > BehaviorsATTITUDES > PURCHASE DECISIONS

6. What is the difference between an attitude and a belief?

7. Consumer ValuesStrongly held beliefsEnduringNot easily changed Brands tied to values (e.g. patriotism)

8. Cognitive MappingKnowledge structure and memoriesMarketing can foster linkagesStrengthen currentModify currentCreate new

9. Let’s create a cognitive map!

10. Brand ExtensionsCognitive maps can be useful in creating new products, brand extensions, etc.

11. Evaluation of AlternativesEvoked set approachMulti-attribute approachAffect referral

12. Evoked Set ApproachWhich brands come to mind when faced with a purchase decisionGOAL: Placing your brand name in a consumer’s evoked set in a positive light

13. Multi-Attribute ApproachEvaluation of brand through product performance/attributes AND the importance of each attributeGOAL: Find out what consumers are looking for and address in your marketing communications!

14. Evaluation of Multiple Variables

15. Affect ReferralConsumers choose brands that they like or to which they are emotionally connectedVery little evaluation; low involvementCreatures of habitGOAL: Strive for brand loyalty and creating connections with the consumer.

16. New Trends in Buyer BehaviorYounger generation growing old; older generation refusing to grow upGender roles have shifted; change in family unitsThe desire for individualized productsBusier lifestyles lead to less time for purchase decisions; leads to cocooningStressful lives lead to the pursuit of leisure/pleasureNew emphasis on healthier lifestyles

17. B2B Decision-MakingBUT people are still making the buying decisions!

18. Influential Factors in B2BOrganizational influencesIndividual factorsPersonalityRoles and perceived rolesMotivational levelsLevels of powerAttitude toward riskLevels of cognitive involvementPersonal objectives

19. Consumer Decision-MakingB2B Decision-Making

20. Dual Channel MarketingIntegration of B2C and B2BHow will the product/service be represented in each channel? Products may be the same, but the value propositions may be different!

21. Dual Channel Marketing

22. Buyer BehaviorX50.9212 Integrated Marketing – Week 2