Session 4 – 2013
Sergio Meza
University of Toronto
Agenda
Introduction
Initial questions, comments and clarifications
Where are we?
Learning Objectives
Consumer Markets and Consumer Buyer Behaviour
Business Markets and Business Buying Behaviour
Case: Colgate
Initial Questions / Comments
Mine
Simulation:
Please don’t do anything yet. We will go step by step this Monday.
Class participation:
Choose a group to work wit during this class
Grab a sheet of paper. Write on the top date and names and student id’s
You will write there the result of your discussions during the class
You will handed to me t the en of the class
After this class you can post your thoughts n the discussion board. Maximum 1
paerticipation/5 lines
Initial Questions / Comments
Yours?
Environment
Where are we?
Company Strategy
Environment
Marketing Information
Environment
Today
Company Strategy
Environment
Marketing Information
Consumer Buying Behaviour
Buying Behaviour
Learning Objectives
Consumers Market
Define the consumer market and explain the process of consumer buyer
behaviour.
Name the four major factors that influence consumer buyer behaviour.
Describe the stages in the buyer decision process.
Describe the adoption and diffusion process for new products.
Business Market
Define the business market and explain how business markets differ from
consumer markets.
Identify the major factors that influence business buyer behaviour.
List and define the steps in the business buying decision process.
Consumers Market
Model of Consumer Behaviour
Consumer buyer behaviour refers to the buying behaviour of final consumers—individuals and households who buy goods and services for personal consumption
Consumer market refers to all of the personal consumption of final consumers
Types of Buying Decision Behaviour
Four Types of Buying Behaviour
Consumer behaviour
Group Activity 1
Please think of several product that you purchased recently (laptop, cell phone, coffee, etc.)
In groups of 3 to 4 people share the list of products
Choose one product that is common to all members
(Ideally: complex purchase)
Types of Buying Decision Behaviour
Four Types of Buying Behaviour
Where do you think your product fit?
The Buyer Decision Process
Buyer Decision Making Process
With the product that your group selected in mind
Please write down the main steps of the process you went through when buying it.
The Buyer Decision Process
Buyer Decision Making Process
Need Recognition
Information Search
Evaluation of Alternatives
Purchase Decision
Postpurchase behaviour
The Buyer Decision
Process
Need Recognition
Occurs when the buyer recognizes a problem or
need triggered by:
Internal stimuli
External stimuli
The Buyer Decision
Process
Information Search
Sources of Information
Personal sources—family and friends
Commercial sources—advertising, Internet
Public sources—mass media, consumer
organizations
Experiential sources—handling, examining, using the product
The Buyer Decision
Process
Evaluation of Alternatives
How the consumer processes information to arrive
at brand choices
From a marketers perspective it is important to highlight the features that are your products strengths in the information stage. If those features also benefit the consumer here is where your product will stand out.
The Buyer Decision
Process
Purchase Decision
The act by the consumer to buy the most preferred
brand
The Buyer Decision
Process
Post-Purchase Decision
The satisfaction or dissatisfaction that the
consumer feels about the purchase
Relationship between:
Consumer’s expectations
Product’s perceived performance
The larger the gap between expectation and
performance, the greater the consumer’s dissatisfaction Cognitive dissonance is the discomfort caused by a post-purchase conflict
