2. Introduction
- Marketing planning is ultimately driven by the marketing
strategist,s perception of how and why customers behave as they do,
and how they are likely to respond to the various elements of the
marketing mix.
- Despite the complexities of the market, it is imperative that
the marketing strategist understands in detail the dynamics of the
buying process.
3. Model Of Buyer Behaviour
- Who is in the market and what is the extent of their power with
regard to the organisation?
- Who is involved in buying?
4. Factors influencing consumer behaviour
- From the viewpoint of the marketing strategist, the mix of
cultural, social, personal and pschological factors which influence
are NON CONTROLLABLE.
- Efforts should be put into understanding how they interact and
ultimately how they influence purchase behaviour.
5. The significance of Culture
- Culture: These are broad set of values or a set of beliefs
broadly shared.
- Sub culture: This include nationality groups, religious groups,
racial groups, and geographical areas all of which exhibit degrees
of differences in ethnic taste, cultural prefernces, taboos,
attitudes and lifestyles.
6. Social Class
- The influence of subculture is subsequently affected by a third
set of variables that is social stratification.
- People within a particular social class are more similar than
those from different social classes.
- It is determined by a series of variables such as occupation,
income, education and values rather than by a single variable.
- Individual can move from one social class to another.
7. Social Factors
8. Reference group can be divided into four types
- Primary membership groups: Informal and to which individuals
belong and within which they interact.
- Secondary membership groups: More formal, and less interaction
typically takes place. Eg Trade Unions, Religious Groups,
Professional Societies.
- Aspirational Groups to which an individual would like to
belong
- Dissociative Groups whose values and behaviour the individual
rejects.
9. Family
- For many products it is the family which exerts the greatest
single influence on purchase behaviour:
- (A) Family of orientation(Parents,Brothers and Sisters)
- (B) Family of Procreation(Spouse andChildren)
10. Three patterns of decision making within the family
- Husband Dominant: Life insurance, Cars, Televisions.
- Wife Dominant: washing machines, carpets, kitchenware, and non
living room furniture.
- Equal: Living room furniture, holidays, housing, furnishing and
entertainment.
11. Role and Status
- Here the major task before marketing manager is to position the
products and brands in such a way that they reinforce the message
suited to particular individuals and groups.
12. Personal Influence on Behaviour
- Age and life cycle stages
13. Psychological Influences
14. Motivation
- Marketers should understand various motives involved.
- Hergbergs Two factor theory
15. Perception
- It is the way in which motivated individuals perceive a given
situation that determines precisely how they will behave.
- Selective Attention: e.g Simply because of the enormous number
of stimuli that we are exposed to each day, a substantial number
are either ignored or given only cursory attention
16.
- Selective Distortion: It means that messages that confirm
preconceived notions are far more likely to be accepted than those
that challenges these notions.
17. The buying decision process
- There are three distinct elements involved in buying decision
process.
18. Three elements
- The type of buying behaviour
19. The five buying roles
20. 21. Buying Process
- The search for information
- Evaluation of the alternatives
22. Recognition of problem
23. The Search for information
24. The influence of product on Marketing Strategy
- Aspinall proposed a framework for classifying products.
- He suggested five product characterstics that should provide
the basis for identifying the products most effective marketing
strategy.
25. Five Chrs
- The rate at which the product is purchased, consumed, and
replaced( Replacement Rate)
- The amount of adjustment that need to be made to the product so
that it matches the precise need of customer
- The time of consumption over which the product delivers the
utilities demanded by the consumer.
- The amount of searching timethat consumer is willing to give to
the product.
26. Aspinall proposed three categories of product
- Red Goods: High replacement rate, a gross margin, requires
little adjustment, and have little consumption and searching
time.
- Orange goods: medium score across all five dimensions.
- Yellow goods: Low rate of replacement, high gross margin,
require substantial adjustment, and have significant consumption
and searching time.