Although different consumers belong to the same market segments, they do not behave alike, and the characteristics of the products and services would not appeal to them in the same degree. Just as income tastes and other factors influence the demand for a product, so the behaviour of consumers are influenced by socio-economic and cultural factors. Unless these factors are identified and taken care of the marketing manager may be chasing shadows.
How do buyers choose? What are the hidden influences? How do buyers process information? Unlocking these secrets opens the door to success. Why buy a Coca-Cola? Is it because of thirst? Is it to avoid hypothermia, or to conform to a social norm? Or do some brands offer other benefits — emotional benefits?
Are there hidden reasons? What do the advertisers promise? Perhaps they appeal to other desires? Look at the advertisements. Try to summarise exactly what you think they are saying.
Summarising advertisements is a skill which top marketing people develop. It may give you an insight into society, its values and aspirations; that is, if you believe that advertising reflects society.
We are not perfectly rational, sensible buyers. We do not always choose goods and services solely on price, performance and availability. The truth is that many purchases are influenced by a whole host of emotional reasons like esteem and image.
Many of these non-rational reasons are hidden deep in our subconscious. In-depth research probes into the darker depths of our unconscious. Some research presents such bizarre explanations that many marketers reject the findings.
Common sense observation also provides useful insights into the minds of buyers. Research helps find the real reasons why we buy what we buy. This requires time, money and expertise. Yet understanding customers is at the heart of marketing.
Buyer behaviour Buyer Behaviour involves both simple and complex mental processes. Marketers cannot capture human nature in its entirety but we can learn a lot about customers through research, observation and thinking. I think it is a process of trying to think your way through why people behave in certain ways.
Or if not why, then what that behaviour is likely to be given certain kinds of products, certain kinds of… just stop to think. Imagine the difference between someone with plenty of money who can afford to make a mistake when buying as opposed to someone who has scraped her last few pounds together.
They might both be buying the same product but their financial situation suggests that their approach to buying will be very different. Customers make more of an effort, and become more involved, if the purchase is relatively important to them — particularly if they have no previous experience of buying such a product or service.
On the other hand, if the item being purchased is low value and frequently bought, like a jar of coffee, it follows that the buyer will spend less time and effort and will have less involvement with the purchase.
These frequent, inexpensive purchases generally have little risk, and require less information. In these situations, consumers can fall into a routine purchasing pattern which requires little thought and even less effort. Whenever the need is stimulated — a particular brand is automatically purchased.
Alternatively, an expensive high risk infrequent purchase like your first computer will require a lot of detailed information and careful analysis before deciding which machine. Here the consumer goes through an extensive problem solving process — searching and collecting information, evaluating it and eventually deciding on a particular choice.
There is a third type of buying situation.Buyer behaviour is focused upon the needs of individuals, groups and organisations. It is important to understand the relevance of human needs to buyer behaviour (remember, marketing is .
The buying decision process is the decision-making process used by consumers regarding market transactions before, during, and after the purchase of a good or benjaminpohle.com can be seen as a particular form of a cost–benefit analysis in the presence of multiple alternatives..
Common examples include shopping and deciding what to eat. . A management theory component which analyzes the purchasing habits of individuals and/or groups. Primarily used for marketing purposes, the analysis includes an examination of perception, desire, decision-making and benjaminpohle.com four models that are often used include economic model, learning theory model, psychoanalytic model and information processing model.
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