LESSON 8

change in purchase behaviour

Introduction

In this lesson we will understand the new “Consumer behaviour” theories.

Consumer Behaviour is the study of individuals, groups, or organizations and the processes they use to select, secure, and dispose of products, services,

experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society.

It attempts to understand the decision-making processes of buyers, both individually and in groups.

As a consequence of the digital revolution the consumer behaviour is changing.

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the old buYing process

This was the “old” model: a linear path from the first “contact” with brand to the final purchase act .

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LOYALTY

COMMITMENT

EVALUATION

INTEREST

AWARENESS

GO TOSTORE

COMPAREOPTIONS

VIEW TV OR

PRINT AD

CHOOSEBEST

OPTION

BUYITEM

ALIGN WITH

BRAND

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SITUATIONS

Today customers get in touch with brands in various situations - be it relaxed at home or in a hurry while travelling. They may live in a big city or in a small town where the next retailer is miles away.

the customer journey

The customer journey map is an oriented graph that describes the journey of a user by representing the different touchpoints that characterize their interactions with services.

People get in touch with brands on different “touchpoints”, analog and digital, during different times of the day.

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Home Travel Work Retail Work Travel Social Home Bed

MOBILE

COMPUTER

TV

RETAIL

PRINT

RADIO

OOH

the new path

Customers are now smarter, and the path is more complicated!

There are so many different touchpoints and the path is no longer linear.

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SEARCH

WATCHVIDEO ON

PHONE

DOWNLOADIPHONE

APP

COMPARESHOP

ONLINE

LIKE US ON

FACEBOOK

BUYITEM

DEMOPRODUCTIN STORE

WATCHTUTORIAL

READREVIEWS

VIEWBANNER

AD

SHOPON

WEBSITE

READBLOG

VIEWPRINT AD

WATCHYOUTUBE

COMMERCIAL

The purchase path (european analysis)

The path can start online or offline, and then the experience is often “cross channel” as you can see from this graphic.

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}

61%

}61%

}

} 28%

72%

START RESEARCH CONTINUE RESEARCH PURCHASE

( Forrester 2009, Depicting European Shoppers’ Complex Purchasing Decision Path )

A new theory: ZMOT

We have seen in the previous lesson how the digital revolution has changed the way we live.

Based on this big change, Google has developed The “zero moment of truth”: a new way to rethink the marketing model.

In this video you can follow Jim Lecinski, Managing Director in Google, to explain this new theory.

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http://www.youtube.com/watch?v=PzNbPLD-V2Y

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A new theory: ZMOT

ZMOT is that moment when you grab your laptop, mobile phone or some other wired

device and start learning about a product or service (or potencial boyfriend) you’re

thinking about trying or buying.

I’m sure you know what I mean - you probably do web searches like this every day.

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A new theory: ZMOT

BUT...Would it surprise you to know that a full 70% of

Americans now say they look at product reviews before making a purchase?

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A new theory: ZMOT

BUT...Or that 79% of consumers now say they use

a smartphone to help with shopping?

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A new theory: ZMOT

BUT...Or that 83% of moms say do online research

after seeing TV commercials for products that interest them?

The automotive market consumer behaviour

An infographic

Digital has changed the purchase path for auto shoppers. As pre-market, in-market, and post-market phases have evolved into a cycle of constant consideration, brand loyalty can be won or lost at any point.

This infographic demonstrates the impact of these changes, and illuminates some of the key moments of brand influence.

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http://goo.gl/rO2tD

See this infographic in full here:

Looking at the future

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http://goo.gl/Hb8ac

What about the younger generation?

Teens and young adults are always connected. In fact, 92% are using more than one device at a time.

So, how's a marketer to stand out with this over-stimulated group? To shed some light on this we've gathered important facts about which devices they're using and how they're using them.

It’s not just about google!

Consumer behaviour is changing thanks to other social networks!

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consumer behaviour on facebook

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52% of americans over 18 spend at least one hour a week on Facebook

consumer behaviour on facebook

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People interact with their favorite brands on Facebook far more than other social networks

A recent study by Sociable Labs which included 1088 online shoppers revealed that social sharing is as helpful as Google search in shopping.

Social Sharing is a Vital Activity for Discovering What to Buy 62% of online shoppers read their friends product related comments on Facebook.

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consumer behaviour on facebook

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consumer behaviour on facebook

Social Sharing Causes Consumers to Act

75% of shoppers who read social sharing comments have clicked on the product link in their friends’ Facebook posts, taking them to the product page on a retailer’s website.

53% of the shoppers who have clicked through to the retailer’s site.

49%

48%

23%

17%

In this infographic you can find interesting data about the new consumer behaviour on Facebook.

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consumer behaviour on facebook

http://goo.gl/p4EEN

Download the infographic here:

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Most twitter users are selective about brands they follow; 79% follow fewer than 10 brands

consumer behaviour on facebook

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Twitter users are frequent online users overall; 50% go online more than once an hour

consumer behaviour on facebook

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60% of followers say they’re more likely to recommend a brand to a friend after following

consumer behaviour on facebook

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Thank you!What’s next?

In the next lesson We are excited

to share with you 10 hot trends

including examples of brands and

businesses that are already

putting them into practice.