§ 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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PRINCIPLES OF MARKETING
Chapter 4. BUYER BEHAVIOR ANALYSIS
Dr. NGUYỄN MINH ĐỨC
NONG LAM UNIVERSITY HCM CITY
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The most
important
thing is to
forecast
where
customers
are moving,
and be in
front of them.
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§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
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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?
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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
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INFLUENCES OF BUYEER BEHAVIORS
Cultural
Psychological
Personal
Social
BUYER
DECISION
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v Subcultures
§ Diversity marketing
v Social class
§Reference Groups
• Reference groups
• Membership groups
• Opinion leader
§ Family
• Family of orientation
• Family of procreation
Cultural Factors
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Personal/Demographic Factors
v Age
v Stage in family life cycle
v Occupation
v Economic circumstances
v Lifestyle
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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
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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
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PSYCHOLOGICAL FACTORS
§Motivation
§Perception
§Learning
§Beliefs and attitudes
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V. User
IV. Buyer
III. Decider
II. Influencer
I. Initiator
Customers
Who is our customers?
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Maslow’s Hierarchy of Needs
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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,
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Example: Successive Sets Involved in
Customer Decision Making
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§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
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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
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§ Postpurchase Satisfaction
• Disappointed
• Satisfied
• Delighted
§ Postpurchase Use and Disposal
Post-purchase Behavior
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How Customers Dispose of Products