Principles of marketing: Chapter 4 - Buyer behavior analysis

TS Nguyễn Minh Đức

PRINCIPLES OF MARKETING
Chapter 4. BUYER BEHAVIOR ANALYSIS

Dr. NGUYỄN MINH ĐỨC
NONG LAM UNIVERSITY HCM CITY

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The most
important
thing is to
forecast
where
customers
are moving,
and be in
front of them.
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BUYER BEHAVIOR ANALYSIS

§ How do the buyers’ characteristics – cultural,
social, personal, and psychological –
influence buying behavior?
§ How does the buyer make purchasing
decisions?
§ How individuals, groups, and organizations
select, purchase, use, and dispose of goods,
services, ideas, or experiences to satisfy their
needs and desires.
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Reason to analyze buyer behavior?

v Keys for product development
v Create characteristics of a new product
v Select marketing distribution
v Select message for communication
v Apply marketing mix

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MODEL OF BUYER’S DECISION

Marketing
stimuli
- Product
- Price
- Place
- Promotion

Other stimuli
- Economic
- Technological
- Political
- Cultural

Buyer’s
Characteristics:
- Cultural
- Social

- Personal
- Psychological

Buyer’s decision process:
- Problem recognition
- Information search
- Evaluation of alternatives
- Purchase decision
- Post-purchase behavior

Buyer’s decision
- Product choice (Sản phẩm)
- Brand choice (Nhãn hiệu)
- Dealer choice (Cửa hàng)
- Purchase timing (Thời gian)
- Purchase amount (Số lượng)

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INFLUENCES OF BUYEER BEHAVIORS
Cultural

Psychological

BUYER
DECISION

Social

Personal

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Cultural Factors
v Subcultures
§ Diversity marketing

v Social class
§ Reference Groups
• Reference groups
• Membership groups
• Opinion leader

§ Family
• Family of orientation
• Family of procreation

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Personal/Demographic Factors

v Age
v Stage in family life cycle
v Occupation
v Economic circumstances
v Lifestyle

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Stages
inStages
the Family
Life

Cycle
Table 7.2:
in the Family
Life Cycle
1. Bachelor stage:
Young, single, not
living at home

Few financial burdens. Fashion opinion
leaders. Recreation oriented. Buy: basic home
equipment, furniture, cars, equipment for the
mating game; vacations.

2. Newly married
couples:
Young, no children

Highest purchase rate and highest average
purchase of durables: cars, appliances,
furniture, vacations.

3. Full nest I:
Youngest child under
six

Home purchasing at peak. Liquid assets low.
Interested in new products, advertised
products. Buy: washers, dryers, TV, baby food,
chest rubs and cough medicines, vitamins,
dolls, wagons, sleds, skates.

4. Full nest II:
Youngest child six or
over

Financial position better. Less influenced by
advertising. Buy larger-size packages,
multiple-unit deals. Buy: many foods, cleaning
materials, bicycles, music lessons, pianos.

See text for complete table
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Dominant Family Purchase - Cozenza 1985

PRODUCT
Women’s casual clothing

DOMINANT DECISION TYPICAL DECISION
MAKER
Wife

Price, style

Syncratic (both)

Whether and where
to go

Men’s casual clothing

Husband

Type, price, style

Life insurance

Husband

Company, coverage

Homeowner’s insurance

Husband

Company, coverage

Wife

Style, brand, price

Vacations

Household appliances

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PSYCHOLOGICAL FACTORS

§ Motivation
§ Perception
§ Learning
§ Beliefs and attitudes

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Who is our customers?

I. Initiator
II. Influencer
Customers

III. Decider
IV. Buyer

V. User

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Maslow’s Hierarchy of Needs

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BUYING DECISION PROCESS
External and internal
factors

Problem recognition
(Nhận ra nhu cầu)

Information from

personal knowledge,
marketing, mass
media, public or
personal experiences
Compare values,
features, and prices

Information search
(Tìm kiếm thông tin)

Evaluation of alternatives
(Xem xét các lựa chọn)

Attitudes of others
Unpredictable
circumstances
Satisfied?
Action? (use, dispose,
recommend,…)

Purchase decision
(Quyết định mua)

Post purchase behavior
(Đánh giá sau khi mua)

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Developing marketing mix to
create customers’ demand and
wants
Selecting effective
communication channelss
toward target markets

Developing marketing
strategies to consolidate
consumers’ like: affirm
comparative advantages,
differentiation
Providing information and
support to minimize risks to
customer

Keeping contacts: Thanks,
congratulation, greeting,
technical support, guarantees,

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Example: Successive Sets Involved in
Customer Decision Making

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Successive Sets Involved in Customer Decision Making

The Buying Decision Process
§ Consumer Reports
§ Unanticipated situational factors
§ Perceived risk
§ Brand decision
§ Vendor decision
§ Quantity decision
§ Timing decision
§ Payment-method decision

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Types of buyer behaviour
v Phức tạp (Complex buyer behaviour)
VD: laptop, motobikes
=> Tư vấn, nêu bật điểm khác biệt, sự ưu việt của sản phẩm

v Giảm rắc rối (Dissonance-reducing behaviour): brand reduces
after-sales discomfort, mua trước tin sau
VD: s n ph m m ph m, th c ph m
=> Cung cấp niềm tin (cho thử)

v Theo thói quen (Habitual buying behaviour - little difference
between products)
e.g. nư c ch m
=> khuyến mãi, quảng cáo

v Thích thay đổi (variety seeking behaviour - significant brand
differences)
e.g soap powder
=> gia tăng sự có mặt của sản phẩm trên thị trường
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Post-purchase Behavior

§ Postpurchase Satisfaction
• Disappointed

• Satisfied
• Delighted

§ Postpurchase Use and Disposal

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How Customers Dispose of Products

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