4 - 2Key Learning Points buying behavior purchase decisions when consumers buy technology-based markets... product or service that offers consumers mass customization opportunities?. W
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Chapter
4
Analyzing Consumer Behavior
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Key Learning Points
buying behavior
purchase decisions
when consumers buy
technology-based markets
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Customer Analysis
Customer analysis addresses five
questions:
customers for the product or service?
decisions?
service (what channels are used)?
Trang 4• Helps understand why competitors’
products are being bought.
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Who Are the Customers?
Market segmentation is the key
unique buying habits.
• People in different segments behave differently toward the product.
• Different marketing elements (price, etc.) can be used to effectively reach different segments.
of both primary and secondary data.
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Who Are the Customers?
– More efficient than mass marketing.
probability contacts.
– More effective than mass
marketing.
be customized to appeal to the needs
of each segment.
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Who Are the Customers?
Single-customer segments make
sense in certain circumstances:
individuals are treated as a unique
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would casino marketers use in
developing one-to-one marketing
appeals?
product or service that offers
consumers mass customization
opportunities? Explain.
Discussion Questions
Using one-to-one marketing
effectively requires that marketers
have access to extensive databases
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Product & Service
Decisions
Key Decisions
Who Are the Customers?
Geographic and Psychographic
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Figure 4-1:
Global Differences: India, China, and the United States
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Figure 4-2:
Generational Cohorts
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Who Are the Customers?
Geographic, demographic, and
behavioral usage data have
traditionally been used to form
segments.
More recently, psychographics have been combined with usage data to
better define segments.
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Product & Service
Decisions
Key Decisions
Who Are the Customers?
VALS2 Psychographic Groups
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Figure 4-4:
Pain Reliever Use
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Figure 4-5:
How Tech Customers
Stack Up
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Who Are the Customers?
Not all consumers are equally likely
to adopt new technologies.
The diffusion of innovations model
describes how innovations are
adopted throughout the marketplace.
Positive word-of-mouth generated by innovators is often a key
characteristic in new product
adoption
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Figure 4-6:
Innovator Categories
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Who Are the Customers?
Innovators:
venturesome, price insensitive, often
technologists and beta testers.
Early Adopters:
they will enhance their life.
Early Majority:
are certain new products are not fads.
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Who Are the Customers?
Late Majority:
require established product standard
and substantial service support.
Laggards:
changing current habits.
• Some men still shave with straight edge razors.
Trang 23Who Are the Customers?
Marketing Research Implications: Developing Target Markets
statistically explain differences in
purchasing behavior or other key
variables.
• Behavior = f (segmentation variables)
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Who Are the Customers?
Marketing Research Implications:
Developing Target Markets
one or more segments to target:
• Segment size
• Segment growth rate
• Environmental factors associated with the segment
• Potential competitive position
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Figure 4-7:
Simplified Customer Behavior Model
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Why Do Customers Buy?
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Product & Service
DecisionsMarketing
managers must translate product features into
benefits
The Goodyear web page
provides an excellent example of this premise in
practice.
4 - 27
Trang 28How Do Consumers Make
Purchase Decisions?
Search For Alternatives
• Retrieved from memory.
• May be based on past experience, past conversations, or previously read media.
• New sources of information obtained from the environment.
• Friends, family, salespeople, ads, web sites, and media articles are common sources.
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How Do Consumers Make
Purchase Decisions?
Search For Alternatives
options:
from which the customer will choose.
intention of buying or no information about
actually chosen within a period of time.
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in the evoked set in terms of attributes.
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Product & Service
Decisions
Key Decisions
Key Questions Raised by
the Multi-Attribute Model
to define a product?
each attribute a brand possesses?
determined?
information to make choices?
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Trang 32How Do Consumers Make
Purchase Decisions?
Postpurchase Behavior
the product prior to usage.
• Marketing communications influence expectations
and after consumption.
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How Do Consumers Make
Purchase Decisions?
External influences help to shape
the way consumers make purchase decisions
Key external influences include:
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group
Family life cycle
Culture
transmitted via religion, education, and family
Influences
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Figure 4-9:
Elements of Culture
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Product & Service
Decisions
particularly important in a global
marketing context The biggest
issue facing companies wanting to market products in other countries
is the fact that significant
differences in culture can affect
the way customers respond to the product and the market strategy.”
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- Russell S Winer
Trang 39people where you shop)
time pressure)
(e.g gift purchasing vs buying for self)
mood or current financial position)
Influences
Trang 41Where and When Do
Customers Buy?
Where do customers buy?
distribution channels are most popular, and related trends.
When do customers buy?
of day, day of week, month or season, and purchase cycles defined in years.
(e.g media planning) and operations.