Lecture Topic 6
Ch. 5 & 6 (p. 188 - 201)

Buyer Behavior
MKTG 2501 Lecturer: Yin Mei NG

Model of Consumer Behavior
External Stimuli
• Marketing Stimuli • Environmental Forces

BUYER’S BLACK BOX • Buyer’s decision process • Buyer’s characterist ics

Buyer Responses
• Buying attitude and preference • Purchase behavior (what, when, where, and how much) • Relationship behavior with brand and company

Five Stages in the Consumer Decision Process
Need recognition Information search Evaluation of alternatives

Purchase decision

Class Discussion: Customer Needs
• What do parents-to-be need? • How can a company meet their important needs?

Identify and Evaluate Alternatives
Example: Brand Choice of Your Computer Purchased Recently

Company: What can you do?
Dear Company, We’re sorry to let you know your brand is not in our evoked set.
To: The Company

Yours sincerely, Your target customers

Question: • What can a company do if its brand is NOT in the evoked set of the target consumers?
– Inept set (avoided alternatives) – Inert set (backup alternatives) – Unawareness set

Example: A customer’s evaluation of 3 computer brands • Which brand would this consumer most likely choose to purchase? • Which brand would this consumer least likely choose to purchase?
Attributes (Criteria) Importance Weight (Sum = 1.0) Evaluation on the Performance of Alternative Computer Brands (Score: 1-7)

Evaluation of Alternatives

Brand A
Price Speed Warranty Size

Brand B 6 3 5 6

Brand C 2 7 4 7

0.2 0.5 0.1 0.2

4 6 5 4

Purchase Decision Stage: In-Store Influences that Affect Brand Choice
Point-ofPurchase Displays ?

?

Alternative evaluation (In-store)
? ?

Final Purchase Decision

Five Stages in the Consumer Decision Process
Need recognition Information search Evaluation of alternatives

Purchase decision