Download Communications theory and Buyer Behaviour

Communications theory and Buyer
Behaviour
Session 2
Objectives
• To understand communications theory
• To demonstrate alternative models in
marketing communications
• To understand key stages in the decision
making process
Communications Theory
• Good communication = good business
– helps an organization to thrive
– focused and cost effective
• Poor communications = bad business
– can cost market share, jobs and survival
– can damage reputation and image
• The communications process
– very complex
– various theories and models
What is communication?
• …a transactional process by two or more
parties whereby meaning is exchanged
through the intentional symbols.
Engel, 1994
•Transaction
•Intentional
•Symbolic
A simple communication model
The Marketing Communications Process model (P&B)
Until 1954 Marlboro
was positioned as
cigarettes for women,
old slogan:
“To match your lips
and finger-tips”
Taken from Pickton and Broderick, 2005
Nivea creams put the life on pause
Buyer Behaviour
Key first step in developing a marketing strategy is
understanding the target market and their buying
behaviour
• Who is the buyer?
• Why do they buy?
• How, when and where do they buy?
Engel, Blackwell and Miniard model of Consumer behaviour, 2000
Who buys?
Initiator
Influencer
User
Purchasing
decision
Purchaser
Decider
Behavioural sequence model (BSM)
Data inputs
1) WHAT (decision stage)
Need
arousal
Information search Purchase
and evaluation
Usage
2) WHO (roles)
3) WHERE
(location)
4) WHEN
(time and timing)
5) HOW
(description)
Adapted from: Rossiter and Percy, 1997, Advertising communications and promotion management
Advertising and promoting to individuals in role:
• To initiators – to make them aware of the category need
and propose our brand as a possible purchase candidate
• To influencers – to communicate the reasons they
should communicate our brand
• To deciders – to persuade them to select our brand
• To purchasers – to “lock in” the selection of our brand
• To users – to ensure that they actually use and, perhaps
more rapidly use our brand
The intervening variables
– Perception
• means the ways stimuli, such as adverts, commercials,
uniforms, are interpreted
– Learning
– Motivation
• defined as the drive to satisfy a need
• instinctive versus learned
– Maslow’s hierarchy of needs (I954)
•
•
•
•
•
self-actualization
esteem
social
safety
physiological
The intervening variables
– Attitudes
• affect buying behaviour
• are learnt and tend to stick
• can be changed, but not quickly
– Group Influence
•
•
•
•
formal, like committees
informal, like friends
primary
secondary
Types of buying situation
– Extensive problem solving (EPS)
• if the buyer has no previous product experience and
the purchase is infrequent, expensive and/or risky
– Limited problem solving (LPS)
• if the buyer has some knowledge and experience of,
and familiarity with, a particular product or service
– Routinized response behaviour (RRB)
• in the case of strong brand loyalty for a habitually
purchased product, eg baked beans
– High involvement v low involvement decisions
High and Low involvement Decision
Process
High
High involvement decision
Spend lots of effort on expensive,
personal or emotion-laden
products e.g. cars
Low involvement decision
Acquiring products purchased regularly
e.g. milk
Low
Low and high involvement decision making
Adapted from Assael (1992)
Hierarchy of Effects models
Model
Cognitive
Affective
Conative
AIDA
Attention
Interest, desire
Action
AIDCA
Attention
Interest, desire,
conviction
Action
ACCA (or
DAGMAR)
Awareness,
comprehension
Conviction
Action
Lavidge and
Steiner
Awareness,
knowledge
Liking, preference,
conviction
Purchase
AIETA
Awareness
Interest, evaluation
Trial,
adoption
The FCB grid
Think
Feel
High
involvement
Low
involvement
Think
Feel
Do
Feel
Think
Do
cars, furniture, loans, appliances
Jewellery, perfume, fashion
Do
Think
Feel
Do
Feel
Think
Detergents, food, toilet paper
Sweets, soft drinks, ice cream
Adapted from: Pelsmacker, 2004
Communication strategy
High involvement
 Awareness
PR
Advertising
– broadcast then print
– high information content
– factual, rational
– low frequency
 Attitude
Personal selling
- demonstrations
- trial
Sales Promotion
- introductory prices
- brochures
 Behaviour
- product quality
- price
- accessibility
 Long run behaviour
- product quality
- corporate PR
- guarantees, after sales
service
Communication strategy
Low involvement
 Awareness
PR
advertising
- Broadcast
- Low information context
- Emotion
- High frequency
 Attitude
- product satisfaction
 Trial Behaviour
- sales promotion
- advertising
- POS
- packaging
 Long run behaviour
- advertising
- sales promotion
- product quality
Reading
• Pickton, D. and Broderick, A. (2005) Integrated
Marketing Communications Prentice Hal,
Chapters 3, 4
• De Pelsmacker, P. Geuens, M., and Van Den
Bergh ,J. (2004) Marketing Communications,
Prentice Hall, London, Chapter 3
• Fill, C. (2005) Marketing Communications
Prentice Hall, London