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CHAPTER4 UNDERSTANDING BUYER BEHAVIOR - Saylor

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.

Consumer behavior refers to buyers who are purchasing for personal, family, or group use. Consumer behavior can be thought of as the combination ofefforts and results related to the consumer

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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.


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