Transcription of CHAPTER4 UNDERSTANDING BUYER BEHAVIOR - Saylor
1 CHAPTER4 UNDERSTANDINGBUYERBEHAVIORLEARNINGOBJECT IVESH avingreadthischa~ter,yousrouldbeableto: Understandthebehavicroftheindividualcons umersinthemarl:e~place. Examinethemanyfactorsthatinfluenceconsum erbehavior. Recogni zethevariousprinciplesofpsychology,socio logy,andsocialpsychologythatare(Ifvaluei nexplainingconsumerbehavior. Examinet h erelationshi ,targetmarketselectionandt h edesign")fthemarketingmix. Understandhoworganizationalmarketbehavio rdiffersfromcon-sumer marketbehavior. Examinehoworganizationsmak ,May5,in Houston's 's EpiscopalHospital,aconsumer namewas ,andbythetimeshewenthomethreedayslater, someofAmerica'sbiggestmarketerswerepursu ingherwithsamples,coupons,andassorted freebies.
2 Proctor&GamblehopeditsPampersbrandwouldw inthebattlefor Alyssa'sbottom. Johnson&Johnsonoffereda stol-MyersSquibb ~omeofits , Alyssaentersaconsumerculturesurroundedby logos,labels, andacts almost AlyssamaywearSesameStreet di 's20monthsold,shewillstarttorecognizesom eofthethousandsofbrandsflashedinfrontofh ereach age7,if she's anyth inglike thetypicalkid, shewillseesome20,000 TVcommer-cials a thetimeshe's12, ultiplyAlyssaby30million-trenumberofbabi esborninthiscountrysince1990-andyouhavet helargestgenera, ,though, anddual-earner householdsmeansthatIc.
3 ;dsaremakingshoppingdecisionsonce left ,earnings, andgifts,kidsaged14andunderwilldirectlys pendanestimated$20billionthisyear,andwil linfluenceanother$ URL: Saylor URL: Attributed to: John Burnett 1 of 26 74 CHAPTER4 UNDERSTANDINGBUYERBEHAVIORNo wondertheyhavebecomethetarget of marketingcampaignsso sophisticatedastomaketheki d-aimedpitchesof yore looklike,well, Mickey whohadlongignored children nowsystematicallypursu ethem-evenwhenthetykesareyears away frombeingableto buytheir products.
4 "Ten yearsagoitwas cereal, candy, andtoys. Todayit's also computersandairlinesand hotelsandbanks,"says Julie Halpin, gen eral managerofSaatchi & SaatchiAdvertising's KidCon-nectionDivision."Alotofpeoplearet urningto awholesegmentofthepopulationtheyhaven't beentalking tobefore."Thosebusinessesthat havealways targeted ki ds,such asfast-foodrestaurantsandtoymakers, havesteppedup theirpitches, hoping to re ac h ki dsearlier andbindthe'llmoretightly. Movies,T-shirts,hamburgerwrappers, anddolls areallpartofthecross-promotionalblitzaim edat convincing c umulative effectofinitiatingchildren intoa consumeristethos atanearly age theworld aroundthem, many of th eircultural encounters-frombookstomoviestoTV-havebec omelittle more than salespitches.
5 Even their classroomsare filledwith ychologist MaryPipher, "Insteadoftransmittinga senseofwhowearean d whatwehold important,today's marketing-drivencultureis instillingin themthesensethatlittleex ists without a salespitch attachedandth at self-worthissomethingyoubuy ata shoppingmall."Somewonderifmarketersarecr eating a relationshipwith consumerstoosoo;,andfor allthewrong : DavidLeonhardt. " ," ;LarryArmstrong."Pssst!ComeInloMyWeb."Bl lsinessWeek .June30, . 67;TomMcGee,"GeningInsideKids Heads,"AmericanDemographics,January1997, 59:"Kids These Days,"Ame ricanDemographics,April2000, ;JoanRaymond,"KidsJustWannaHaveFun,"A merican Demographics ,February2000,pp.
6 5 7- , manyof theparentsoftoday'skidsare thebaby boomersmarketers havebeentracking foroverfortyyears. Primarily, their importanc e is basedontheirgroup'senor-moussize. Justasimportant, however,is that they have a great dealincommon; somedemo-graphics, s uchasage, income, andhealth;somesharedc;oncern ssuchascollegefortheirchildren, retirement, anddiminishinghealth; an d some behaviors suchasvotingRepubli-can,eating out, an d buyingexpensivewalking shoes. Nevertheless, theystillremainindi-vidualswhowere broughtupin aunique family andre tain a personal wayofthinkingandbehaving.
7 Theultimatechallengefacing marketersis to understandthebuyerbothasanindividualanda sa memberofsociety so that thebuyer's needsare this chapteristo present a discussionofseveralofthekeybuyerbehavior sconsideredimportant to notedin anearlierchapter,therelationshipbetween thebuyer andtheseller existsthrougha phenomenoncalledamarket gepro cess allowsthepartiestoassessthe relativetrade-offs theymustmaketo satisfy theirrespective needsandwants. FortheSource URL: Saylor URL: Attributed to: John Burnett 2 of 26 BUYERBEHAVIORASPROBLEMSOLVING75marketer, ,a companymayengageinexchangesonlywhenthepr ofitmarginis10% ~r,theothermemberintheexchange, , ,theyoftendon'tunderstandwhatpromptsthem tobehaveina "blackbox"ofbuyerbehav-iorthatmakestheex changeprocesssounpredictable , ; , , , ,incommercialsituations,"vote"(withtheir dollars) decisionallowsthemarketertobuildanofferi ngthatwillattractbuyers.
8 Twoofthekeyquestionsthata ,and,ulti-mately,thedesignofa " BUYER ,"wearereferringtoanindividual,gro up,ororgani-zationthatengagesinmarket , ,individualsandgroupsaretraditionallypla cedintheconsumercategory, ,family, ' triggeredbytheiden-tificationofsomeunmet need. problemwhichmus t :physical(suchasa needforfood)orpsychological(forexample,t heneedtobeacceptedbyothers).Althoughthed ifferenceisa subtleone,thereissomebenefitin basicdeficiencygivena ,water,air,security, ,whenwearehungry,weoftenhavea ,a teenagerwilllamenttoa frustratedparentthatthereis noth-ingtoeat,standinginfrontofa inthewant-fulfillingbusiness, 'twant youtobuyjustanywatch,theywantyoutowanta , RalphLaurenwantsyoutowantSource URL: Saylor URL: Attributed to: John Burnett 3 of 26 76 CHAPTER 4U NDERSTANDINGBUYER BEHAVIORP olowhenyoushopforclothes.
9 On theotherhand,theAmerican CancerAssociationwouldlikeyouto feela needfora check-upanddoesn' t carewhichdoctoryougoto.:ntheend,however, marketingis mostlyinterestedincreatingandsa theprocessa co nsumergoesthroughinmakinga illustratedinthefol1owing sectionsof e processisstarted,a potentialbuyer canwithdrawatanystageofmakingtheactu" tendencyfora persontogothroughal1sixstagesis l ikelyonlyincertainbuyingsituations-afirs t-timepurchaseofa product,forinstance,orwhen buyinghighpriced, long-lasting,infre-quentlypurchasedartic les.
10 Thisisre ferred to , thepurchasingbehavioris a routineaffair inwhichthearousedneedissatisfied in ahabitu al mannerbyrepurchasingthesame , pastrein-forcementinlearningexperiences leadsdirectlytobuying, and thusthe secondandthirdstages , if somethingchangesap preciabl y(price, product,availability, services),thebuyermayreenter the ful1decisionprocessandconsideralternativ ebrands. Whethercomplex0,simple,the the r weacttoresolvea particularproblemdependsupontwofactors:( 1)themagni-tudeofthediscrepancybetweenwh atwe have andwhatweneed,and (2)the importanceoftheproblem.