The Buying Process and Buyer Behavior Iowa State 购买过程和买方行为爱荷华州.pptVIP

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The Buying Process and Buyer Behavior Iowa State 购买过程和买方行为爱荷华州.ppt

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The Buying Process and Buyer Behavior Iowa State 购买过程和买方行为爱荷华州

8-* Group Influences Role: expectations associated with position Reference groups: categories of people you see yourself belonging to Social class: group with similar values, interests, lifestyles Culture: influences of group with common language, environment, also subcultures 8-* Discussion Question Overgeneralizing based on demographics can be dangerous. Remember, prospects act as individuals, not stereotypes. Some predict the demise of demographics in marketing. How would this impact customer analysis? 8-* Perception: CustomerNeed Formation “Facts are negotiable. Perception is rock-solid.” Selective attention: We tend to screen out certain messages . . . information overload Buyers conditioned by social-cultural background and need to use various selective processes Salespersons should encourage client to discuss “perceptions” of products 8-* Buying Motives A buying motive is an aroused need, drive, or desire that stimulates behavior to satisfy the aroused need It’s helpful to discover the “dominant buying motive” or DBM Four basic motive types—emotional, rational, patronage, and product 8-* Emotional and Rational Motives Emotional Acts due to passion or sentiment Emotional appeals common If two products are identical, the salesperson who “connects” has the advantage Rational Acts on reason or judgment Relatively free of emotion Salespeople gather, interpret, and disseminate customer-specific information 8-* Discussion Questions What types of purchases would be dominated by emotional buying motives? What types of purchases would be dominated by rational buying motives? 8-* Customers Can MakeBetter Decisions Using: See the Website 8-* Discussion Questions What sort of role would information provided by sources like Consumer Reports play in a customer’s decision? How can a salesperson use this information to his/her advantage? 8-* Patronage and Product Motives Patronage Buy from a particular firm Past experience positive Relevant elements: superior servi