week 2 understanding customer and their buying behavior
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UNDERSTANDING CONSUMER ANDTHEIR BUYING BEHAVIOR
Week 2
Prepared by Anna Riana Putriya | www.slideshare.net/natriumz | anna_riana@yahoo.com
The Value Proposition
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THE WHOLE CLUSTER OF BENEFITS THE COMPANY PROMISES TO DELIVER
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Organizational Chart
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Factors Influencing Marketing Strategy
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Consumer Behavior for Marketing Strategy
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CH 6: Buying Behavior of Final Consumers
Final
Consumers
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They call it a crash test. We call it a product demonstration.
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Consumer market and buyer behavior
� Consumer market
All individuals and households who buy
or acquire goods and services for personal consumption
� Business market
• Structure and demand• Nature of the buying unit• Types of decisions and the decision-
making process
� Consumer buyer behavior
The buying behavior of final consumers
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� Business buyer behavior
Buying behavior of the organizations that buy
goods and services for use in production of other products and services that are sold, rented, or supplied to others. Also included are retailing and wholesaling firms that acquire goods to resell or rent to others for profit.
Model of consumer behavior
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Model of consumer behavior
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Model of consumer behavior
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An expanded model of consumer behavior
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Factors affecting consumer behavior
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MASLOW’SHIERARCHY OF NEEDS
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Maslow’s hierarchy of needs
In the other form….
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If you have a faucet
You can have a facial.
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Possible needs motivating a person to some action”
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THE MAJOR AMERICAN
SOCIAL CLASSES
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FAMILY LIFE CYCLE
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VALS LIFESTYLECLASSIFICATIONS
ThermaCare and Diamond ads
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Lifestyle Dimensions (and some related demographic dimensions)
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4 types of buying behavior
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Buyer Decision Making Process
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Relation of Decision - making process, adoption process, and learning (given a problem)
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Adopter categorization on the basis of adoption of innovations
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Movie: What Woman Wants
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Discuss !
1. Harley Davidson is a truly American icon, manufactured in the United States with international brand recognition.
2. Who are Harley customers and what is their buying behavior—what is your their buying behavior—what is your opinion?
3. Do some research and find out what the company thinks
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Business market and business buyer behavior
� Consumer market
All individuals and households who buy
or acquire goods and services for personal consumption
� Business market
• Structure and demand• Nature of the buying unit• Types of decisions and the decision-
making process
� Consumer buyer behavior
The buying behavior of final consumers
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� Business buyer behavior
Buying behavior of the organizations that buy
goods and services for use in production of other products and services that are sold, rented, or supplied to others. Also included are retailing and wholesaling firms that acquire goods to resell or rent to others for profit.
EXAMPLES OF DIFFERENT TYPES OF
BUSINESS AND ORGANIZATIONAL
CUSTOMERS
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Characteristic of Business Market
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Major Influences on Business Buyers
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Business Buying Process
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Organizational Buying Processes
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Multiple influence and roles in the buying center
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Major Sources of Information used by organizational buyers
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Example
Kodak offers services that
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Kodak offers services that streamline processes for hospital administrators
Sharp & Aramark ad
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Hertz and Shell ads
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Discuss !
1. Visit the UPS Web site at http://www.ups.com and discuss UPS’s consumer and business markets.
2. What are the similarities and differences?
3. In terms of a global marketplace, which market provides the most opportunity and which presents the greatest threats?
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thank you
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