Buytheproduct buyinstore donotbuytheproduct

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Unformatted text preview: yer(Awareness( ( Choice(Set((serious)((((((((((((((((((((Three(or(Four(( ( ((((((((Final(Choice(((((((((((((((((((((((((((((Buy(/(Do(Not(Buy( 5 8/24/11 PURCHASE&DECISION& PURCHASE&BEHAVIOR& •  Buy(the(product(( •  Buy(in(store( •  Do(not(buy(the(product( •  Buy(on(internet( •  ConJnue(preRpurchase(acJviJes( •  Buy(over(phone( POST>PURCHASE&EVALUATION& Afer(the(buyer(actually(purchases(the(( product,(the(buyer(then(evaluates(how(( saJsfied(he/she(is(with(the(product( POST>PURCHASE&EXAMPLES&& •  Costco(return(policy( •  Car(dealer(scams( •  Unintended(errors( 6 8/24/11 CAR&DEALER&SCAMS&TO&AVOID& TWO&DIFFERENT&VIEWS&OF& CUSTOMER&SERVICE& •  The(Ambush(( •  The(ConfiscaJon( •  The(Bum(Rush( •  The(Buried(Bill( First&View& ((((((Customer(service(is(a(large(expense( ( Second&View& ((((((Customer(service(is(an(investment( RESPONSES&TO&CUSTOMER& COMPLAINTS& CONSUMER&BUYING&ROLES& •  Encourage(customer(complaints( •  Habitual(Decision(Making( •  Fix(any(problems(first( •  Limited(Decision(Making( •  Get(feedback(from(employees( •  Complex(Decision(Making( •  Reward(employees(who(provide( ((((excepJonal(customer(service( 7 8/24/11 HABITUAL&DECISION&MAKING& •  LiYle(searching(Jme( •  Low(cost( •  Frequently(purchased(product( COMPLEX&DECISION&MAKING& LIMITED&DECISION&MAKING& •  Limited(searching(Jme( •  Seeking(informaJon(about(brands( •  Familiar(with(product(class( INFLUENCES&ON&THE&& BUYING&BEHAVIOR& •  Extensive(searching(Jme( •  Social(Influences( •  Unfamiliar(with(products( •  Unfamiliar(with(brands( •  Psychological(Influences( •  MarkeJng(Influences( 8 8/24/11 SOCIAL&INFLUENCES& •  Culture( •  Reference(groups( •  Family(( CULTURE& Values(accepted(by(a(homogeneous(group( and(transmiYed(to(succeeding(generaJons( •  Hispanic(( •  Asian(( •  European(( (( REFERENCE&GROUPS& Groups(to(whom(a(person(belongs(or(is( a(source(of(personal(standards( FAMILY& Primary(group(of(people(which(includes( parents,(spouses,(and(children( 9 8/24/11 CHANGING&FAMILY&ROLES& PSYCHOLOGICAL&INFLUENCES& •  Buying(a(Car( •  MoJvaJon( •  Raising(Children( •  Learning(( •  Family(Shopping( •  PercepJon( (( (( PERCEPTION&INFLUENCES&ON&& BUYER&BEHAVIOR& MOTIVATION&INFLUENCES& BUYER&BEHAVIOR& MoJvaJon(is(a(need(that(is(sufficiently(pressing(to( direct(the(buyer(to(seek(some(saJsfacJon( The(level(of(uncertainty(a(buyer(believes( exists(for(a(product(or(service( ( •  Perceived(Risk( •  Perceived(Reality( 10 8/24/11 PERCEIVED&RISK& ( •  A(level(of(uncertainty(a(buyer(believes( exists(for(a(product(or(service( PERCEIVED&RISK&EXAMPLES& •  Fear(of(flying( •  Buying(your(first(house( •  Giving(blood( PERCEIVED&REALITY& •  If(a(buyer(perceives(something(to(be(true,( then(it(becomes(reality(to(that(buyer( PERCEIVED&REALITY&EXAMPLES& •  Shell(gasoline( •  Proctor(&(Gamble(logo( •  Fresh(bread( 11 8/24/11 MARKETING&INFLUENCES& •  Product(( •  DistribuJon( •  Pricing( •  PromoJon( 12...
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