Analyzing the buyer behaviour, appraise the links between marketing communications and buyer behaviour theory, discussing the impact of the major variables influencing buying behaviour. Buyer decision making processes. Implications for marketing strategy.
An important part of the marketing process is to understand why a customer or buyer makes a purchase.We do not always choose goods and services solely on price, performance and availability. Once the reasons why people buy or don"t buy are discovered, the marketing mix can be changed to suit the buyer"s needs and wants. A customer"s approach to purchasing a product or service is influenced by their situation - whether they have money and how important, frequent, risky or urgent the purchase is to them in their situation. 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.Evaluative criteria are the various features a consumer looks for in response to a particular problem. The number of evaluative criteria used by consumers depends on the product, the consumer and the situation. ((Neal, Quester & Hawkins, 2000, p.5.3-5.4 & p.5.22) Formal Clothing In the process of evaluation, a student will evaluate the characteristics of various formal clothing and choose the one that is most likely to fulfil her or her needs. The importance of particular evaluative criteria differs from consumer to consumer. A compensatory model involves students evaluating each formal wear they view across all need criteria.As consumer markets become more and more competitive, marketers need to understand very thoroughly both the needs and desires of their potential consumers; which product features can be combined to satisfy these needs and desires. Product bought by habit and low involvement purchases such as health supplements tend to be purchased more frequently in which provide a greater opportunity for positive reinforcement and brand loyalty. With each successive purchase of the same brand, the chances of consumers buying again increases until there is a high probability that the consumer will continue to repurchase. Companies selling low-involvement, habitual products such as health supplements must ensure that their products are distributed extensively. Widespread distribution is important as consumers seeing the products often will help remind them to buy, and it also keeping with the fact that the most consumers purchase the health supplements from a particular store because of the store’s convenience.The decision-making processes of health supplements and formal clothing are completely different. The level of involvement the consumers has in the purchasing decision for formal clothing is high, this is because their perceived risks such as financial and psychological risks are high as well. In contrast, the health supplements purchase has little or no risks involved therefore low involvement occurs in the purchase decision. A consumer simply feels a physical problem will purchase health supplements. There is not need for an extended information search because the consumer does not consider the purchase important enough to was time and effort in its search.
План
Contents
Introduction
1. Consumer Behaviour. Types of Consumer Buying Situation
2. Factors influencing a consumer’s behavior
3. Buyer Decision Making Processes
4. Implications for Marketing Strategy
Conclusion
Bibliography
Вывод
The decision-making processes of health supplements and formal clothing are completely different. The level of involvement the consumers has in the purchasing decision for formal clothing is high, this is because their perceived risks such as financial and psychological risks are high as well. In contrast, the health supplements purchase has little or no risks involved therefore low involvement occurs in the purchase decision. A consumer simply feels a physical problem will purchase health supplements. There is not need for an extended information search because the consumer does not consider the purchase important enough to was time and effort in its search. The formal clothing purchases in another hands; involve an extensive information search. The types of information search also have influences on the types of advertising used. Regarding to the low-involvement health supplements purchase, mass audiences are targeted through repetitive advertising. Marketers must try to induce a higher level of involvement from customers through their advertising and promotion strategies. Formal clothing advertising is much more specialised and focused. Marketer uses persuasive advertising messages to induce sales. And informative and detailed advertising are often used to assist consumers in their information search. The complex nature of the evaluative criteria of formal clothing reinforces this idea, where alternative solutions are evaluated using numerous criteria, in contrast to health supplements are mainly evaluated mainly on the basis of convenience and sales force’s expertise. The decision making processes that consumers goes through is also important as it helps the marketer to gain an understanding of the way to increased their revenue. The ability for marketers to apply strategies that influences the consumers’ decision is the key to successful marketing.
Bibliography
1. The National Business Review, p.32. Hanna, N., & Wozniak, R. (2001).
2. Consumer Behaviour: An applied approach. New Jersey: Prentice-Hall. Mowen, J.C., & Minor, M. (1998).
3. Consumer Behaviour (5th Ed.). New Jersey: Prentice-Hall. Neal, C., Quester, P., & Hawkins, D. (2000).
4. Floyd, K. Making healthy profit: Business booms for naturopaths and herbalists. (1999 June 9).
5. The Independent, p.18. Kotler, P., Armstrong, G., Brown, L., & Adam, S. (1998).
