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Customer behavior Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Family decision making Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Why is it important to know how families make decisions? For most consumers it is the most common source of contact with other consumers In families, marketers encounter a multi person decision making “team” Families influence children’s decision making Children influence the budget allocation and buying behavior of families. Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Families vs. Households Families are not always the norm. Households are more informal but also relevant structures. Customer units an alternative term Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Customer units Families Married couple Nuclear couple Extended family Single – parent families Other Unmarried couples Friends sharing accommodation Communes Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Functions of Families (Customer units) Socialization Central role in the acculturation process Consumption often a social activity Economic well being By sharing financial responsibilities it increases the buying power of the “group”. Emotional support During the Purchase decision making process Family life styles The chosen lifestyle will determine the priorities ito. spending Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Family decision making Because families / customer units influence consumer behavior we need to understand how the decision are made in them. Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Family decision making Role behavior Influencers – Information givers Gatekeepers – Control the flow of info Deciders – Independent Buyers – actual purchasers Preparers – Transforms the product for consumption Users – of the transformed product Maintainers – Maintenance of products Disposers – Decide if product should be retained or discarded. Recognition of the roles by marketers are critical Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Influences on decision making. Influence by Decision stage Info gathering stage in High risk decisions – done by one party Influence of employment Increase in Working woman changed the pattern Influence of Gender Narrowing gender gap changes the roles in decision making process Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Family life cycle Traditional approach Bachelorhood – Young single living away from parents Honeymooners – Young married couple Parenthood – Married with at least one child in home Post parenthood – married with no children at home Dissolution – One partner passed away. Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Family life cycle – Modern approach Group Age Characteristics At home singles Up to 34 Years Live with parents Starting out singles Up to 34 years Not living with parents Mature singles 35-49 Years No children / Not married Young couples Up to 49 years Married / no children New parents Children up to 12 years Married with children Mature parents At least one child older than 13 years Married with children Single parents Dependant children Children and/or dependant children Golden nests 50 + years Married - No children or dependants Left Alones 50 + years Not married – No children / dependants Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Organizational Buying behavior Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Background Organizational buyers purchase for the following reasons: Manufacture of other products Re-sale to other organizational buyers Carry out organizational operations Organizational buying are also driven by rules and processes apart from the normal personal and environmental factors Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Types of Organizational buying decisions New task buying Large amount of info needed Compliance with processes to be listed as Supplier. Buyers are often not the users in organizations Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Types of Organizational buying decisions Straight Re-buy Non complicated process, more one of replenish than purchase. Goal is to reduce the cost of the buying process for supplier Maintenance of relationships is critical. Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Types of Organizational buying decisions Modified re-buy Re purchase but with different specs, terms or suppliers Opportunity for non listed suppliers to gain access. Risk for listed suppliers in losing business. Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Forces shaping Org. buying Environmental forces – Production figures, exchange rates, seasonal changes…. Organizational forces – Company policies, objectives, systems….. Group forces – Organizational buyers purchase on behalf of other and personal preferences play a role Individual factors – Each individual have a different set of “criteria” that influence outcomes. Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Stages in the buying process Recognition of problem / need Performance feedback and Evaluation Determine specs and quantity Selection of order routine Evaluation of proposals & selection of suppliers Search / Qualify potential suppliers Acquisition / analysis of proposals Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Stages in the buying process Recognition of problem / need Performance feedback and Evaluation Determine specs and quantity Selection of order routine Evaluation of proposals & selection of suppliers Search / Qualify potential suppliers Acquisition / analysis of proposals Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Stages in the buying process Recognition of problem / need Performance feedback and Evaluation Determine specs and quantity Selection of order routine Evaluation of proposals & selection of suppliers Search / Qualify potential suppliers Acquisition / analysis of proposals Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Stages in the buying process Recognition of problem / need Performance feedback and Evaluation Determine specs and quantity Selection of order routine Evaluation of proposals & selection of suppliers Search / Qualify potential suppliers Acquisition / analysis of proposals Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Stages in the buying process Recognition of problem / need Performance feedback and Evaluation Determine specs and quantity Selection of order routine Evaluation of proposals & selection of suppliers Search / Qualify potential suppliers Acquisition / analysis of proposals Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Stages in the buying process Recognition of problem / need Performance feedback and Evaluation Determine specs and quantity Selection of order routine Evaluation of proposals & selection of suppliers Search / Qualify potential suppliers Acquisition / analysis of proposals Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Stages in the buying process Recognition of problem / need Performance feedback and Evaluation Determine specs and quantity Selection of order routine Evaluation of proposals & selection of suppliers Search / Qualify potential suppliers Acquisition / analysis of proposals Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Stages in the buying process Recognition of problem / need Performance feedback and Evaluation Determine specs and quantity Selection of order routine Evaluation of proposals & selection of suppliers Search / Qualify potential suppliers Acquisition / analysis of proposals Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior Relationship building Focus on retaining clients not gaining clients. Technical support Expertise Resource support Service level agreements Risk reduction Hugo van Zyl 083-629 2069 [email protected] Marketing 1B Customer behavior