Getting started up again. Next Tuesday is a test.Rahashing the stuff we did last class. Purchase decision process.
Learning
- Behavioral learning — Learning because you do something. I want to purchase this drink because I’ve had it before, and liked it.
- Cognitive Learning — Learning because of information. I want to purchase this drink because I’ve been told things which make me think I’ll like it.
- Brand Loyalty — Associating positive qualities with particular brands. I want to purchase this drink because I liked some other drink by the same company.
Values, Beliefs, and Attitudes.
Attitude Formation — Attitudes and Beliefs affect each other. They can reinforce each other or fight each other.
- Attitude — Perspective with which you approach a product, service, company, etc.
- Beliefs — Perceptions of how a product or service will perform on some point.
Attitude Change — If you don’t like the attitude people have about your product or service, you need to take steps to change that attitude
- Change Beliefs About a Brand’s Attributes — Advertise some feature that you want to improve people’s attitudes on. “We have a strong safety record.” “Tastes great.”
- Change Perceived Importance of Attributes — Make people think that the things you do and your competitors don’t are very important. Convince people that the things you don’t do well and your competitors do well aren’t important.
- Add New Attributes to the Product — Catch up to your competitor’s features, or get new features that competitors lack. Combine with previous two methods.
Sociocultural Influences on Consumer Behavior
Personal Influence
- Opinion Leadership — Famous people use product.
- Word of Mouth — Very effective. Possibly most effective method of all.
Reference Groups
- Membership Group — Peers, people you feel you are currently grouped with. I want this hat because it impresses my friends.
- Aspiration Group — Groups you are not a part of, but wish to be a part of. Rich people, or professional groups, or fun people, or whatever. I want this watch because it advertises I’m a diver.
- Dissociative Groups — Negative influence. Groups you do not want to be a part of or associate with, and will choose products to not associate with. I won’t wear that shirt because people would think I’m a Dallas Cowboys fan.
Culture and Subculture
- African-American Buying Patterns
- Hispanic Buying Patterns
- Asian Buying Patterns
- Local Buying Patterns
Chapter 6: Organizations and Buying behavior
Organizational Buyers — Organizations which purchase goods for their own use or for resale.
- Industrial Markets — Typically buy parts and subassemblies to use in producing finished goods
- Reseller Market — Wholesalers or retailers who buy goods and resell them for profit with further processing.
- Government Markets — Buys goods and services for use or distribution to constituents
- Global Organizations — Variations of the above
Characteristics of Organizational Buying
- Demand Characteristics — Demand for goods is derived from consumer demand from end customers for their goods. You can’t make a car manufaturer buy more assemblies unless they’re selling more finished cars.
- Size of orders or purchases — Typically large
- Number of Potential Buyers
- Organizational Buying Criteria
- Buyer-Seller Relationships and Supply Partnerships
- Reciprocity
- Supply Partnerships
Companies go through the same buying process individuals do, but generally in a more formal and structured fashion.
Companies have a “Buying Center”. The Buying Center consists of all the people in the organization who will participate in the buying process. This group will likely vary from purchase to purchase.