week 2 understanding customer and their buying behavior

UNDERSTANDING CONSUMER ANDTHEIR BUYING BEHAVIOR

Week 2

Prepared by Anna Riana Putriya | www.slideshare.net/natriumz | [email protected]

The Value Proposition

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THE WHOLE CLUSTER OF BENEFITS THE COMPANY PROMISES TO DELIVER

Organizational Chart


Factors Influencing Marketing Strategy


Consumer Behavior for Marketing Strategy


CH 6: Buying Behavior of Final Consumers

Final

Consumers


They call it a crash test. We call it a product demonstration.


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


� 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


An expanded model of consumer behavior


Factors affecting consumer behavior


MASLOW’SHIERARCHY OF NEEDS


Maslow’s hierarchy of needs

In the other form….


If you have a faucet

You can have a facial.


Possible needs motivating a person to some action”


THE MAJOR AMERICAN

SOCIAL CLASSES



FAMILY LIFE CYCLE


VALS LIFESTYLECLASSIFICATIONS

ThermaCare and Diamond ads


Lifestyle Dimensions (and some related demographic dimensions)


4 types of buying behavior


Buyer Decision Making Process


Relation of Decision - making process, adoption process, and learning (given a problem)


Adopter categorization on the basis of adoption of innovations


Movie: What Woman Wants


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


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


� 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


Characteristic of Business Market


Major Influences on Business Buyers


Business Buying Process


Organizational Buying Processes


Multiple influence and roles in the buying center


Major Sources of Information used by organizational buyers


Example

Kodak offers services that


Kodak offers services that streamline processes for hospital administrators

Sharp & Aramark ad


Hertz and Shell ads


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?



thank you

week 2 understanding customer and their buying behavior

Education

behavior week

behavior of final consumerswww

buying center

business buyerswww

business markets

adoption process

relation of decision

final consumersch