Bài giảng Principles of marketing - Chapter 4. Buyer behavior analysis

§ How do the buyers’ characteristics – cultural, social, personal, and psychological – influence buying behavior? § How does the buyer make purchasing decisions? § How individuals, groups, and organizations select, purchase, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and desires

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TS Nguyễn Minh Đức Lưu ý: Chỉ sử dụng nội bộ cho sinh viên KTS, ðH Nông Lâm TPHCM, nghiêm cấm sao chép, upload, phổ biến ở tất cả các hình thức 1 1 Nguyễn Minh Đức 2009 PRINCIPLES OF MARKETING Chapter 4. BUYER BEHAVIOR ANALYSIS Dr. NGUYỄN MINH ĐỨC NONG LAM UNIVERSITY HCM CITY 2 Nguyễn Minh Đức 2009 The most important thing is to forecast where customers are moving, and be in front of them. TS Nguyễn Minh Đức Lưu ý: Chỉ sử dụng nội bộ cho sinh viên KTS, ðH Nông Lâm TPHCM, nghiêm cấm sao chép, upload, phổ biến ở tất cả các hình thức 2 3 Nguyễn Minh Đức 2009 §How do the buyers’ characteristics – cultural, social, personal, and psychological – influence buying behavior? §How does the buyer make purchasing decisions? §How individuals, groups, and organizations select, purchase, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and desires. BUYER BEHAVIOR ANALYSIS 4 Nguyễn Minh Đức 2009 v Keys for product development v Create characteristics of a new product v Select marketing distribution v Select message for communication v Apply marketing mix Reason to analyze buyer behavior? TS Nguyễn Minh Đức Lưu ý: Chỉ sử dụng nội bộ cho sinh viên KTS, ðH Nông Lâm TPHCM, nghiêm cấm sao chép, upload, phổ biến ở tất cả các hình thức 3 5 Nguyễn Minh Đức 2009 Marketing stimuli - Product - Price - Place - Promotion Other stimuli - Economic - Technological - Political - Cultural Buyer’s Characteristics: - Cultural - Social - Personal - Psychological Buyer’s decision process: - Problem recognition - Information search - Evaluation of alternatives - Purchase decision - Post-purchase behavior Buyer’s decision - Product choice (Sản phẩm) - Brand choice (Nhãn hiệu) - Dealer choice (Cửa hàng) - Purchase timing (Thời gian) - Purchase amount (Số lượng) MODEL OF BUYER’S DECISION 6 Nguyễn Minh Đức 2009 INFLUENCES OF BUYEER BEHAVIORS Cultural Psychological Personal Social BUYER DECISION TS Nguyễn Minh Đức Lưu ý: Chỉ sử dụng nội bộ cho sinh viên KTS, ðH Nông Lâm TPHCM, nghiêm cấm sao chép, upload, phổ biến ở tất cả các hình thức 4 7 Nguyễn Minh Đức 2009 v Subcultures § Diversity marketing v Social class §Reference Groups • Reference groups • Membership groups • Opinion leader § Family • Family of orientation • Family of procreation Cultural Factors 8 Nguyễn Minh Đức 2009 Personal/Demographic Factors v Age v Stage in family life cycle v Occupation v Economic circumstances v Lifestyle TS Nguyễn Minh Đức Lưu ý: Chỉ sử dụng nội bộ cho sinh viên KTS, ðH Nông Lâm TPHCM, nghiêm cấm sao chép, upload, phổ biến ở tất cả các hình thức 5 9 Nguyễn Minh Đức 2009 Table 7.2: Stages in the Family Life Cycle See text for complete table Financial position better. Less influenced by advertising. Buy larger-size packages, multiple-unit deals. Buy: many foods, cleaning materials, bicycles, music lessons, pianos. 4. Full nest II: Youngest child six or over Home purchasing at peak. Liquid assets low. Interested in new products, advertised products. Buy: washers, dryers, TV, baby food, chest rubs and cough medicines, vitamins, dolls, wagons, sleds, skates. 3. Full nest I: Youngest child under six Highest purchase rate and highest average purchase of durables: cars, appliances, furniture, vacations. 2. Newly married couples: Young, no children Few financial burdens. Fashion opinion leaders. Recreation oriented. Buy: basic home equipment, furniture, cars, equipment for the mating game; vacations. 1. Bachelor stage: Young, single, not living at home Stag s in th Family Life ycle 10 Nguyễn Minh Đức 2009 PRODUCT DOMINANT DECISION MAKER TYPICAL DECISION Women’s casual clothing Wife Price, style Vacations Syncratic (both) Whether and where to go Men’s casual clothing Husband Type, price, style Life insurance Husband Company, coverage Homeowner’s insurance Husband Company, coverage Household appliances Wife Style, brand, price Dominant Family Purchase - Cozenza 1985 TS Nguyễn Minh Đức Lưu ý: Chỉ sử dụng nội bộ cho sinh viên KTS, ðH Nông Lâm TPHCM, nghiêm cấm sao chép, upload, phổ biến ở tất cả các hình thức 6 11 Nguyễn Minh Đức 2009 PSYCHOLOGICAL FACTORS §Motivation §Perception §Learning §Beliefs and attitudes 12 Nguyễn Minh Đức 2009 V. User IV. Buyer III. Decider II. Influencer I. Initiator Customers Who is our customers? TS Nguyễn Minh Đức Lưu ý: Chỉ sử dụng nội bộ cho sinh viên KTS, ðH Nông Lâm TPHCM, nghiêm cấm sao chép, upload, phổ biến ở tất cả các hình thức 7 13 Nguyễn Minh Đức 2009 Maslow’s Hierarchy of Needs 14 Nguyễn Minh Đức 2009 Problem recognition (Nhận ra nhu cầu) Information search (Tìm kiếm thông tin) Evaluation of alternatives (Xem xét các lựa chọn) Purchase decision (Quyết định mua) Post purchase behavior (Đánh giá sau khi mua) BUYING DECISION PROCESS External and internal factors Developing marketing mix to create customers’ demand and wants Information from personal knowledge, marketing, mass media, public or personal experiences Selecting effective communication channelss toward target markets Compare values, features, and prices Developing marketing strategies to consolidate consumers’ like: affirm comparative advantages, differentiation Attitudes of others Unpredictable circumstances Providing information and support to minimize risks to customer Satisfied? Action? (use, dispose, recommend,) Keeping contacts: Thanks, congratulation, greeting, technical support, guarantees, TS Nguyễn Minh Đức Lưu ý: Chỉ sử dụng nội bộ cho sinh viên KTS, ðH Nông Lâm TPHCM, nghiêm cấm sao chép, upload, phổ biến ở tất cả các hình thức 8 15 Nguyễn Minh Đức 2009 Example: Successive Sets Involved in Customer Decision Making 16 Nguyễn Minh Đức 2009 §Consumer Reports §Unanticipated situational factors § Perceived risk § Brand decision § Vendor decision §Quantity decision § Timing decision § Payment-method decision The Buying Decision Process Successive Sets Involved in Customer Decision Making TS Nguyễn Minh Đức Lưu ý: Chỉ sử dụng nội bộ cho sinh viên KTS, ðH Nông Lâm TPHCM, nghiêm cấm sao chép, upload, phổ biến ở tất cả các hình thức 9 17 Nguyễn Minh Đức 2009 Types of buyer behaviour v Phức tạp (Complex buyer behaviour) VD: laptop, motobikes => Tư vấn, nêu bật điểm khác biệt, sự ưu việt của sản phẩm v Giảm rắc rối (Dissonance-reducing behaviour): brand reduces after-sales discomfort, mua trước tin sau VD: sn phm m phm, thc phm => Cung cấp niềm tin (cho thử) v Theo thói quen (Habitual buying behaviour - little difference between products) e.g. nưc chm => khuyến mãi, quảng cáo v Thích thay đổi (variety seeking behaviour - significant brand differences) e.g soap powder => gia tăng sự có mặt của sản phẩm trên thị trường 18 Nguyễn Minh Đức 2009 § Postpurchase Satisfaction • Disappointed • Satisfied • Delighted § Postpurchase Use and Disposal Post-purchase Behavior TS Nguyễn Minh Đức Lưu ý: Chỉ sử dụng nội bộ cho sinh viên KTS, ðH Nông Lâm TPHCM, nghiêm cấm sao chép, upload, phổ biến ở tất cả các hình thức 10 19 Nguyễn Minh Đức 2009 How Customers Dispose of Products