Principles of marketing: Chapter 4 - Buyer behavior analysis

TS Nguy n Minh Đ c<br /> <br /> PRINCIPLES OF MARKETING<br /> Chapter 4. BUYER BEHAVIOR ANALYSIS<br /> <br /> Dr. NGUY N MINH Đ C<br /> NONG LAM UNIVERSITY HCM CITY<br /> <br /> 1<br /> <br /> Nguy n Minh Đ c 2009<br /> <br /> The most<br /> important<br /> thing is to<br /> forecast<br /> where<br /> customers<br /> are moving,<br /> and be in<br /> front of them.<br /> 2<br /> <br /> Lưu ý: Ch s d ng n i b cho sinh viên<br /> KTS, ðH Nông Lâm TPHCM, nghiêm<br /> c m sao chép, upload, ph bi n t t c<br /> các hình th c<br /> <br /> Nguy n Minh Đ c 2009<br /> <br /> 1<br /> <br /> TS Nguy n Minh Đ c<br /> <br /> BUYER BEHAVIOR ANALYSIS<br /> <br /> § How do the buyers’ characteristics – cultural,<br /> social, personal, and psychological –<br /> influence buying behavior?<br /> § How does the buyer make purchasing<br /> decisions?<br /> § How individuals, groups, and organizations<br /> select, purchase, use, and dispose of goods,<br /> services, ideas, or experiences to satisfy their<br /> needs and desires.<br /> 3<br /> <br /> Nguy n Minh Đ c 2009<br /> <br /> Reason to analyze buyer behavior?<br /> <br /> v Keys for product development<br /> v Create characteristics of a new product<br /> v Select marketing distribution<br /> v Select message for communication<br /> v Apply marketing mix<br /> <br /> 4<br /> <br /> Lưu ý: Ch s d ng n i b cho sinh viên<br /> KTS, ðH Nông Lâm TPHCM, nghiêm<br /> c m sao chép, upload, ph bi n t t c<br /> các hình th c<br /> <br /> Nguy n Minh Đ c 2009<br /> <br /> 2<br /> <br /> TS Nguy n Minh Đ c<br /> <br /> MODEL OF BUYER’S DECISION<br /> <br /> Marketing<br /> stimuli<br /> - Product<br /> - Price<br /> - Place<br /> - Promotion<br /> <br /> Other stimuli<br /> - Economic<br /> - Technological<br /> - Political<br /> - Cultural<br /> <br /> Buyer’s<br /> Characteristics:<br /> - Cultural<br /> - Social<br /> - Personal<br /> - Psychological<br /> <br /> Buyer’s decision process:<br /> - Problem recognition<br /> - Information search<br /> - Evaluation of alternatives<br /> - Purchase decision<br /> - Post-purchase behavior<br /> <br /> Buyer’s decision<br /> - Product choice (S n ph m)<br /> - Brand choice (Nhãn hi u)<br /> - Dealer choice (C a hàng)<br /> - Purchase timing (Th i gian)<br /> - Purchase amount (S lư ng)<br /> <br /> 5<br /> <br /> Nguy n Minh Đ c 2009<br /> <br /> INFLUENCES OF BUYEER BEHAVIORS<br /> Cultural<br /> <br /> Psychological<br /> <br /> BUYER<br /> DECISION<br /> <br /> Social<br /> <br /> Personal<br /> <br /> 6<br /> <br /> Lưu ý: Ch s d ng n i b cho sinh viên<br /> KTS, ðH Nông Lâm TPHCM, nghiêm<br /> c m sao chép, upload, ph bi n t t c<br /> các hình th c<br /> <br /> Nguy n Minh Đ c 2009<br /> <br /> 3<br /> <br /> TS Nguy n Minh Đ c<br /> <br /> Cultural Factors<br /> v Subcultures<br /> § Diversity marketing<br /> <br /> v Social class<br /> § Reference Groups<br /> • Reference groups<br /> • Membership groups<br /> • Opinion leader<br /> <br /> § Family<br /> • Family of orientation<br /> • Family of procreation<br /> 7<br /> <br /> Nguy n Minh Đ c 2009<br /> <br /> Personal/Demographic Factors<br /> <br /> v Age<br /> v Stage in family life cycle<br /> v Occupation<br /> v Economic circumstances<br /> v Lifestyle<br /> <br /> 8<br /> <br /> Lưu ý: Ch s d ng n i b cho sinh viên<br /> KTS, ðH Nông Lâm TPHCM, nghiêm<br /> c m sao chép, upload, ph bi n t t c<br /> các hình th c<br /> <br /> Nguy n Minh Đ c 2009<br /> <br /> 4<br /> <br /> TS Nguy n Minh Đ c<br /> <br /> Stages inStages Family Life Cycle<br /> Table 7.2: the in the Family Life Cycle<br /> 1. Bachelor stage:<br /> Young, single, not<br /> living at home<br /> <br /> Few financial burdens. Fashion opinion<br /> leaders. Recreation oriented. Buy: basic home<br /> equipment, furniture, cars, equipment for the<br /> mating game; vacations.<br /> <br /> 2. Newly married<br /> couples:<br /> Young, no children<br /> <br /> Highest purchase rate and highest average<br /> purchase of durables: cars, appliances,<br /> furniture, vacations.<br /> <br /> 3. Full nest I:<br /> Youngest child under<br /> six<br /> <br /> Home purchasing at peak. Liquid assets low.<br /> Interested in new products, advertised<br /> products. Buy: washers, dryers, TV, baby food,<br /> chest rubs and cough medicines, vitamins,<br /> dolls, wagons, sleds, skates.<br /> <br /> 4. Full nest II:<br /> Youngest child six or<br /> over<br /> <br /> Financial position better. Less influenced by<br /> advertising. Buy larger-size packages,<br /> multiple-unit deals. Buy: many foods, cleaning<br /> materials, bicycles, music lessons, pianos.<br /> <br /> See text for complete table<br /> 9<br /> <br /> Nguy n Minh Đ c 2009<br /> <br /> Dominant Family Purchase - Cozenza 1985<br /> <br /> PRODUCT<br /> Women’s casual clothing<br /> <br /> DOMINANT DECISION TYPICAL DECISION<br /> MAKER<br /> Wife<br /> <br /> Price, style<br /> <br /> Syncratic (both)<br /> <br /> Whether and where<br /> to go<br /> <br /> Men’s casual clothing<br /> <br /> Husband<br /> <br /> Type, price, style<br /> <br /> Life insurance<br /> <br /> Husband<br /> <br /> Company, coverage<br /> <br /> Homeowner’s insurance<br /> <br /> Husband<br /> <br /> Company, coverage<br /> <br /> Wife<br /> <br /> Style, brand, price<br /> <br /> Vacations<br /> <br /> Household appliances<br /> <br /> 10<br /> <br /> Lưu ý: Ch s d ng n i b cho sinh viên<br /> KTS, ðH Nông Lâm TPHCM, nghiêm<br /> c m sao chép, upload, ph bi n t t c<br /> các hình th c<br /> <br /> Nguy n Minh Đ c 2009<br /> <br /> 5<br /> <br />