MARKETING COMMUNICATIONS PROJEC
viena1992
chapter_3_buying_behavior.pptxCopyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
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Chapter Three
Buyer Behaviors
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Stirrings
Products/services offered
Describe the market segment(s) that purchase their products
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F I G U R E 3 . 1
Consumer Decision-Making Process
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Need Recognition
Can marketers create attention to a need that consumers weren’t conscious of before?
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External Search
Ability to search
Motivation
Level of involvement
Need for cognition
Shopping enthusiasm
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Comfortable life
Freedom
Fun, exciting life
Happiness
Personal accomplishment
Love
Pleasure
Security
Sense of belonging
Social acceptance
Wisdom
F I G U R E 3 . 3
Personal Values
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Problem
Recognition
Information
Search
Evaluation of
Alternatives
Evoked set
Multiattribute
Affect referral
Problem
Recognition
F I G U R E 3 . 6
Methods of Evaluating Alternatives
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The Evoked Set Method
Inept set
Inert set
Evoked set
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The Multiattribute Approach
Brand’s performance for each attribute.
Importance of each attribute.
High-Involvement
Products
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Affect Referral
Saves mental energy.
Multiattribute approach may have been used previously.
Consumers often develop emotional bonds with brands.
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Age complexity
Gender Complexity
SHEconomy http://www.youtube.com/watch?v=aRumSe6CoR0
Active, busy lifestyles
Diverse lifestyles
Cocooning
Communication revolution
Experience pursuits
Health emphasis
F I G U R E 3 . 7
Trends Affecting Consumer Buyer Behavior
