《市场营销 MARKETING MANAGEMENT》教学课件（英文版）Lecture 2 Buyer Behaviour in Consumer and Organisational Markets

Lecture 2: Buyer Behaviour in Consumer and organisational Markets Lecture Objectives Buyer Behaviour Consumer Decision Making Process Characteristics of Organisational Buying

Lecture 2: Buyer Behaviour in Consumer and Organisational Markets Lecture Objectives Buyer Behaviour Consumer Decision Making Process Characteristics of Organisational Buying

Understanding customers Who is important? What are How do their choice they buy? criteria? Customers Where do When do they buy? they buy?

2 Understanding customers How do they buy? What are their choice criteria? Customers Who is important? Where do they buy? When do they buy?

The Consumer Decision-Making Process Need recognition/problem awareness Information search Evaluation Of alternatives Purchase Post-purchase evaluation of alternatives

The Consumer Decision-Making Process Need recognition/problem awareness 9 Information search Evaluation Of alternatives Purchase Post-purchase evaluation of alternatives

Choice Criteria Used when Evaluating Alternatives Social Technical- Status Reliability Social belonging Convention Durability Fashion Performance Style/looks Comfort Delivery Convenience 三 CononIe Personal- Taste Price Self-image value for money Morals Running costs Emotions Residual value Life style costs

Choice Criteria Used When Evaluating Alternatives 5 Technical￾Reliability Durability Performance Style/looks Comfort Delivery Convenience Taste Economic￾Price Value for money Running costs Residual value Life style costs Social￾Status Social belonging Convention Fashion Personal￾Self-image Morals Emotions

Determinants of the extent of problem solving Self-image Level of involvement Perceived risk Social factors Hedonism Differentiation Extent of and number of problem alternatives solving Time pressure

8 Determinants of the extent of problem solving Self-image Perceived risk Social factors Hedonism Differentiation and number of alternatives Level of involvement Time pressure Extent of problem solving

The consumer decision-making process and level of purchase involvement Stage ow Involvement High Involvement Need recognition Major personality problem awarenessMinor important Information search Limited search Extensive search Evaluation of Few alternatives Many alternatives alternatives and the evaluated on few evaluated on many purchase choice criteria choice criteria Post-purchase Limited evaluation EXtensive evaluation evaluation of the media search including media decision search

The consumer decision-making process and level of purchase involvement 10 Stage Low Involvement High Involvement Need recognition problem awareness Minor Major personality important Information search Limited search Extensive search Evaluation of alternatives and the purchase Few alternatives evaluated on few choice criteria Many alternatives evaluated on many choice criteria Post-purchase evaluation of the decision Limited evaluation media search Extensive evaluation including media search

diaplaysAsony Sony The importance of [lust] emotion and the relationship between feelings and rationalisations is highlighted in this Sony ad go create 08705424424 www.sony-cp.com SONY

Sony The importance of emotion and the relationship between feelings and rationalisations is highlighted in this Sony ad. 4

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Orange Marketers use colour to convey meaning in this advertisement 11

Ford Ka Marketers use colour OIO)( to convey meaning In town 2 this advertise ment

12 Ford Ka Marketers use colour to convey meaning in this advertise￾ment

Consumer or Organisational Products Why was the product Purchased For use in the operation of a business or organisation For personal or household To manufacture other products use For resale to others CONSUMER ORGANISATIONAL PRODUCT PRODUCT

Consumer or Organisational Products Why was the product Purchased ? ➢ For personal or household use ➢ For use in the operation of a business or organisation. ➢ To manufacture other products ➢ For resale to others ORGANISATIONAL PRODUCT CONSUMER PRODUCT 2