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Ch 4 Customer Behavior, Social Influences, 6 Roles Buying Centre,…

- - - - Information Search
        
        Evaluation of Althernatives
        
        Purchase / Conversion
        
        Post-purchase / Conversion Evaluation & Behavior
        
        comparing
        
        product’s performance
        vs
        expectations
        
        3 more items...
        
        cognitive dissonance
        
        feeling of doubt or anxiety about whether the right choice was made
        
        Common in high-risk purchases
        (like a car or hairstyle).
        
        1 more item...
        
        Customer Feedback
        
        Direct feedback helps companies improve.
        
        Satisfaction surveys capture immediate reactions.
        
        word of mouth
        
        2 more items...
        
        3 keys issues
        
        Where to buy?
        
        (in-store vs. online)
        
        How to pay ?
        
        (cash, credit, financing options)
        
        When to buy ?
        
        (now, later, or during a promotion)
        
        factor influence
        perceived value are
        
        Attitude
        
        customer’s feelings of like or dislike toward a product or brand
        
        Marketers use promotion and other tools to get positive attitudes
        
        Customers make decisions in 2 ways
        
        high-risk or important purchases
        
        formal decision rules
        
        low-risk / simplify decision-making
        
        Heuristics
        
        2 more items...
        
        Internal
        
        memory
        
        External
        
        has 3 sources
        
        personal sources
        
        ex. friend, family, co-work
        
        third-party information/review
        
        consumers who have used a product before
        
        company-sponsored information,
      - Needs
      - Wants
  - - - long: buy house
      - short: but morning cofee
- - - - age, gender, family life cycle, income, and race directly impact what customers want, how they buy, and how they experience marketing messages.
    - - influences how people shop
      - customer thoughts, feelings, and behaviors
      - To classify customers use
        
        VALS (Values and Lifestyles)
        +
        Myers-Briggs Type Indicator
    - - how a person wants
        to be seen by others
        
        :red_flag: Someone who values fashion may buy luxury brands.
        :recycle: Someone who values sustainability may choose eco-friendly products and companies
    - - Selective attention
        
        focus only on information that interests them and ignore the rest
        
        (e.g., a golf fan notices golf ads but ignores soccer news).
      - Selective interpretation
        
        interpret information in a way that confirms their existing beliefs
      - Selective retention
        
        remember only what matters to them or supports their views.
  - - - Routine Decision Making
        
        Low effort, habitual
        
        Buying the same brand
        of cereal regularly
      - Limited
        Problem Solving
        
        Moderate effort,
        uses shortcuts (heuristics)
      - Extensive
        Problem Solving
        
        High effort, high risk, more post-purchase behavior
        
        Example: Buying a car or engagement ring
        
        Often results in cognitive dissonance if not well supported
        
        cognitive dissonance
    - - 5 needs level
        
        Safety: Shelter, security
        
        Social: Love, friendship
        
        Esteem: Respect, achievement
        
        Self-Actualization: Creativity, morality
        
        Physiological: Food, water
    - - Experts
        
        Use internal information
        
        Want technical details
        
        Are harder to persuade but know what they want
    - - Marketers create environments that influence decisions:
      - Music, lighting, store layout
      - Example: Playing French music in a wine shop increased French wine sales
- - - - Purchase decisions are made by groups, not individuals.
      - The group is called the Buying Centre, and it involves different roles and people working together.
        
        Buying Center
    - - Usually make personal decisions based on individual needs, motivation, and budget.
      - Influenced by personal preference, emotion, convenience, and lifestyle.
  - - - Consumers buy for personal use
        (e.g., a family buying paper towels).
      - Businesses buy for company use to help operations
        (e.g., a car company buying tires for manufacturing).
    - - Businesses buy more frequently
        and in large amounts.
    - - B2B decisions carry more risk:
    - - B2B sellers try to build strong personal relationships with clients to manage the high stakes.
- - - - Filling detergent up to a marked line
      - Covering your toothbrush fully with toothpaste
- - - - trusted sources of advice in a specific category (like fitness gear or gaming laptops)
        
        (e.g., athletes, influencers)
- - - - (e.g., vegetarians, gamers, students)
        are smaller groups with
        unique values and wants.
        
        Target Market