英国大学市场营销讲义(一)2.ppt

3 3 2 1 1 10 10 9 8 8 17 17 16 15 15 13 13 12 11 11 14 14 13 12 12 15 15 14 13 13 16 16 15 14 14 CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT Lecture 2: Buyer Behaviour in Consumer and Organisational MarketsLecture Objectives Buyer Behaviour Consumer Decision Making Process Characteristics of Organisational Buying 2 Understanding customers How do they buy? What are their choice criteria? Customers Who is important? Where do they buy? When do they buy? The Consumer Decision-Making Process Need recognition/problem awareness 9 Information search Evaluation Of alternatives Purchase Post-purchase evaluation of alternatives Choice Criteria Used When Evaluating Alternatives 5 Technical- Reliability Durability Performance Style/looks Comfort Delivery Convenience Taste Economic- Price Value for money Running costs Residual value Life style costs Social- Status Social belonging Convention Fashion Personal- Self-image Morals Emotions 8 Determinants of the extent of problem solving Self-image Perceived risk Social factors Hedonism Differentiation and number of alternatives Level of involvement Time pressure Extent of problem solving The consumer decision-making process and level of purchase involvement 10 Stage Low Involvement High Involvement Need recognition problem awareness Minor Major personality important Information search Limited search Extensive search Evaluation of alternatives and the purchase Few alternatives evaluated on few choice criteria Many alternatives evaluated on many choice criteria Post-purchase evaluation of the decision Limited evaluation media search Extensive evaluation including media search Sony The importance of emotion and the relationship between feelings and rationalisations is highlighted in this Sony ad. 4 Orange Marketers use colour to convey meaning in this advertisement 11 12 Ford Ka Marketers use colour to convey meaning in this advertise-ment Consumer or Organisational Products Why was the product Purchased ?