buyer-decision-process

ConsumerBehaviorDecision-makingProcessLecturerYueHe2008-2009Semester2TourismMarketingWhyanalyseconsumerbuyingbehavior?Byunderstandingconsumerbehavior,marketersarebetterabletopredicthowcustomerswillreacttoacertainmarketingstrategyThisdirectlyaffectscustomersatisfactionandacompany’ssuccessTypesofconsumerbuyingbehavior•Routineresponsebehavior•Limiteddecision-making•Extensivedecision-making•ImpulsebuyingDecision-makingProcessProblemrecognitionInformationsearchEvaluationofalternativesChoiceatPointofsalePost-purchaseevaluationProblemRecognition•Abuyerbecomesawareifadifferencebetweenadesiredstate&anactualcondition•Tourismproductiseitheranescapefromdailyreality,orameansofself-fulfillment.•Marketersusesalesperson,advertising&packagingtoaidrecognitionInformationSearch•Therearetwoaspectstoaninformationsearch:Internalsearch-buyersfirstsearchtheirmemoryExternalsearch-ismadeiftheinformationcannotbefoundfrommemoryforadecision○sources-personal,commercialInformationSourceMatrixEvaluationofAlternatives•Theconsumerestablishesasetoftermstocomparethecharacteristicsoftheproducts.○Theymightincludequality,price,easeofuse,size,etc.•Differentconsumerswillassigndifferinglevelsofimportancetocertainfeatures○businessman&familychoosingahotelChoiceatpointofsale/purchase•Theconsumerselectstheproducttobepurchased•Twofactorscancomebetweenthepurchaseintention&purchasedecision★Attitudeofothers★Unexpectedsituationfactors(salesonsecondpreferredbrand)FactorsinfluencingthebuyingdecisionprocessCulturebackgroundSub-cultureCultureSocialReferencegroupFamilyRolesSocialclassPersonalPsychologyAgeLifestageOccupationLifesylePerceptionMotivesLearningAttitudesPersonalityConsumerPsychologicalfactors•Factorsthatinfluencepeople’sbehaviorsasconsumers:MotivesPersonality(self-confidence,sociability,aggressive…)PersonalinfluencesApersonalfactorisonethatisuniquetoaparticularindividual.Itmaybe:DemographicGenderLifestageSocialfactorsinfluencingthebuyingdecisionprocess•Socialfactorsaretheforcesthatotherpeopleexertonanindividual’sbuyingbehaviorRoles&FamilyReferencegroup(families,workgroups,schoolfriends)SocialclassesCulturebackgroundConclusion•Marketshavetobeunderstoodbeforemarketingstrategiescanbedeveloped.•Today’sincreasinglycompetitivebusinessenvironmentmeansthatbusinesseswillhavetocontinuouslyimproveatidentifying&understandingtheconsumersthattheyaretryingtoinfluence