Consumer Buyer
Behaviour
Chapter 3 with Duane Weaver
OUTLINE
• Purchasing Process
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PP – Problem Recognition
PP – Information Search
PP – Evaluation of Alternatives
PP – Purchase Decision
PP – Post purchase Evaluation
• Buying Environment
– Traditional Factors
– New Trends
– Future Trends??
Purchasing Process
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PP – Problem Recognition
PP – Information Search
PP – Evaluation of Alternatives
PP – Purchase Decision
PP – Post purchase Evaluation
PP – Problem Recognition
• Recognizing a need or want
• Not always cognitive (smells, sounds,
sights, emotions----impulses)
PP – Information Search (1of2)
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Search for information of how to satisfy need or want
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Internal Search
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Evoked set (top of mind and already approved by self)
Time searching:
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Ability to search (education level and product knowledge)
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Motivation
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Cost of search
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(the higher the “involvement” the more likely external search is conducted)
Need for cognition (personal)
Enthusiasm for shopping
Actual product cost
Subjective costs (time, anxiety…etc)
Opportunity cost
Benefits of search
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Reduce purchase risk
Gained knowledge of additional use
PP – Information Search (2of2)
• Attitudes and Values
• Information Processing Models
– ELM
– HEM
• Cognitive Mapping
PP – Evaluation of Alternatives
• Evoked set method
• Multi-attribute Approach
• Affect Referral
PP – Purchase Decision
• Situation Changes
• Desire for Variety
• Impulse Decisions
• Ads, Promos, and other mktg. materials
• Impact of Friends and Family
PP – Post purchase Evaluation
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Buyer’s Remorse a.k.a post purchase
cognitive dissonance
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Occurs when:
1. High involvement
2. Expensive item
3. Socially visible purchasing experience (others will know)
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Importance of managing such remorse in
IMC … managing follow-up
Buying Environment (1 of 3)
• Traditional Factors
– Demographics
(buyer types an attitudes as segmented by demographics)
– Heredity and Environment
(attitudes and buying habits learned or instinctual)
– Family Life Cycle
(single, newlywed no children, families young children…)
– Life-Changing Events
(divorce, marriage, death, major illness in family, parent
moves home, …)
Buying Environment (2 of 3)
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New Trends
– Cultural change
1. monitor for changes
2. create products and services compatible with changes
3. design mktg. messages that build on the changing attitudes being held
by target markets
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How might these current factors impact our decisions
to reach our customers with IMC?
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Time Pressures
Cocooning
Indulgences/Binges
Excitement/Fantasy
Emphasis on Health
Clanning
Buying Environment (3 of 3)
• Future Trends??
– What factors do you feel will affect
advertising in the future?
(Group Analysis)
Please summarize your analysis so that we can discuss
your findings as a class
THANK YOU!