CH 5 - The Buyer Behavior Process
esteem needs
(ego) internal esteem needs (self-respect, autonomy, achievement) and external needs (status, recognition)
routine purchases
(habitual purchases) purchases made regularly by a customer
buyer behavior process for services
- attributed evaluation after consumption - riskier purchase situation
consumer's variation of conclusions (reaction)
- delight - satisfaction -dissatisfaction
marketing for the B2B
- focus on relationship marketing - provide ongoing support - prep relevant info
steps of the buyer behavior process
- need recognition - information search - evaluation of alternatives - purchase - reaction (post-purchase behavior)
maslow's hierarchy of needs
- physiological needs - safety needs - social needs - esteem needs (ego) - self-actualization needs
need
a gap between their current state and their desired state
buyer's remorse
a phenomenon that occurs when a customer regrets a purchase decision
word of mouth
a recommendation about a product/service from a satisfied customer
marketing in the purchase stage
assist customers in making the purchase decision that they can actually follow through on a purchase
physiological needs
basic needs for food, sleep, etc.
buyer behavior process for B2B purchases
business to business (e.g., companies, business entities. institutions, distributors)
need recognition, information search, evaluation of alternatives, purchase, reaction
buyer behavior process
need recognition, information search, purchase, evaluation of alternatives, reaction
services buyer behavior process
reaction
consumer consumed the product, is either pleased/displeased from the physical product or service
purchase
consumer decides to purchase, include where and how to purchase
evaluation of alternatives
consumer looks at different viable options, weighing pros/cons
need recognition
consumer recognized that he/she has a need to be filled
information search
consumer searched for info regarding the options for purchase/consumption
marketing in high-involvement buying process
marketers providing additional info needed to consumers; provide assurances (warranty, money-back guarantee)
marketing in the need recognition stage
marketers shape consumer's perception of his/her needs; serve as an external cue
safety needs
need for shelter, protection from harm
self-actualization needs
needs for finding enjoyment and purpose in life
consideration set
choices that a consumer considers and evaluates for consumption/purchase
marketing for services buying process
communicating elements of credibility and trustworthiness (e.g., training, experience, reviews, certifications, rewards)
external cue
cue in the environment that signals a need (e.g., advertising)
internal cue
cue w/in a person that signals a needs (e.g., hunger, thirst)
search engine optimization (SEO)
designing/enhancing a website in ways the improve its visibility w/in one or more search engines
marketing in the information search stage
ensuring relevant info is available and easily accessible; search engine optimization
external search
looking for info from outside sources
need recognition, evaluation of alternatives, purchase, reaction
low-involvement purchase
marketing in the evaluation of alternatives stage
make customers aware of how your product matched the attributes they value
marketing in the reaction stage
marketers finding ways to increase word of mouth; working on decreasing possibility of buyer's remorse after purchase
marketing in the low-involvement buying process
marketers needing to ensure items are available and stocked where customers shop; promotions aiding with need recognition
internal search
past experience or memory
high-involvement purchases
purchaser of greater consequence to the consumer; costly, made less frequently, riskier; higher change of buyer's remorse
impulse purchases
purchases made with very little thought/planning
top of mind awareness
the brands that a consumer first recalls from memory
dissatisfaction
the experience didn't meet expectations
satisfaction
the experience met expectation
delight
the experience of exceeded expectation
evaluative criteria
the product attributes that are important to the consumer
low-involvement purchase
the purchase cost much or there isn't a risk for the consumer if he/she makes a purchase mistake; simpler, made more frequently
buyer behavior process
the stages that consumers go through when deciding to purchase and consume a product
consumption
using goods and services to fulfill needs