CHAPTER 3 BUYER BEHAVIOR BUYER BEHAVIOR Buying Units
![CHAPTER 3 BUYER BEHAVIOR CHAPTER 3 BUYER BEHAVIOR](https://slidetodoc.com/presentation_image_h2/c29097f5244f061eb858ac6f1e4a8e42/image-1.jpg)
CHAPTER 3 BUYER BEHAVIOR
![BUYER BEHAVIOR • Buying Units and Roles • Buying Process • Influences on Buyer BUYER BEHAVIOR • Buying Units and Roles • Buying Process • Influences on Buyer](http://slidetodoc.com/presentation_image_h2/c29097f5244f061eb858ac6f1e4a8e42/image-2.jpg)
BUYER BEHAVIOR • Buying Units and Roles • Buying Process • Influences on Buyer Behavior
![BUYING UNIT # of People Consumer Market Business Market One Individual Purchasing Agent More BUYING UNIT # of People Consumer Market Business Market One Individual Purchasing Agent More](http://slidetodoc.com/presentation_image_h2/c29097f5244f061eb858ac6f1e4a8e42/image-3.jpg)
BUYING UNIT # of People Consumer Market Business Market One Individual Purchasing Agent More than one Family Buying Committee
![BUYING ROLES Buyer Purchaser of the product Influencer Person(s) who influence the sale User BUYING ROLES Buyer Purchaser of the product Influencer Person(s) who influence the sale User](http://slidetodoc.com/presentation_image_h2/c29097f5244f061eb858ac6f1e4a8e42/image-4.jpg)
BUYING ROLES Buyer Purchaser of the product Influencer Person(s) who influence the sale User Person(s) who use the product
![EXAMPLE OF BUYING ROLES Buyer Boyfriend buys perfume for girlfriend at Christmas Influencer Clerk EXAMPLE OF BUYING ROLES Buyer Boyfriend buys perfume for girlfriend at Christmas Influencer Clerk](http://slidetodoc.com/presentation_image_h2/c29097f5244f061eb858ac6f1e4a8e42/image-5.jpg)
EXAMPLE OF BUYING ROLES Buyer Boyfriend buys perfume for girlfriend at Christmas Influencer Clerk at Marcy’s suggests a brand of perfume User Girlfriend receives the gift from her boyfriend
![INFLUENCERS OF THE BUYING PROCESS Doctors Prescription Drugs Executive Secretary Gatekeeper for Vice President INFLUENCERS OF THE BUYING PROCESS Doctors Prescription Drugs Executive Secretary Gatekeeper for Vice President](http://slidetodoc.com/presentation_image_h2/c29097f5244f061eb858ac6f1e4a8e42/image-6.jpg)
INFLUENCERS OF THE BUYING PROCESS Doctors Prescription Drugs Executive Secretary Gatekeeper for Vice President Professor College Textbooks
![](http://slidetodoc.com/presentation_image_h2/c29097f5244f061eb858ac6f1e4a8e42/image-7.jpg)
![BUYING PROCESS Wants and Needs Pre-Purchase Activity Purchase Decision Post-Purchase Evaluation BUYING PROCESS Wants and Needs Pre-Purchase Activity Purchase Decision Post-Purchase Evaluation](http://slidetodoc.com/presentation_image_h2/c29097f5244f061eb858ac6f1e4a8e42/image-8.jpg)
BUYING PROCESS Wants and Needs Pre-Purchase Activity Purchase Decision Post-Purchase Evaluation
![WANTS AND NEEDS • Food trucks at UH • Defective goods • Safe drinking WANTS AND NEEDS • Food trucks at UH • Defective goods • Safe drinking](http://slidetodoc.com/presentation_image_h2/c29097f5244f061eb858ac6f1e4a8e42/image-9.jpg)
WANTS AND NEEDS • Food trucks at UH • Defective goods • Safe drinking water
![PRE-PURCHASE ACTIVITY • Relevant information search • Evaluation of alternative choices PRE-PURCHASE ACTIVITY • Relevant information search • Evaluation of alternative choices](http://slidetodoc.com/presentation_image_h2/c29097f5244f061eb858ac6f1e4a8e42/image-10.jpg)
PRE-PURCHASE ACTIVITY • Relevant information search • Evaluation of alternative choices
![RELEVANT INFORMATION SEARCH • Personal Experience • External Searches RELEVANT INFORMATION SEARCH • Personal Experience • External Searches](http://slidetodoc.com/presentation_image_h2/c29097f5244f061eb858ac6f1e4a8e42/image-11.jpg)
RELEVANT INFORMATION SEARCH • Personal Experience • External Searches
![PERSONAL EXPERIENCE • Previous Purchasing • Previous Shopping • Current Shopping PERSONAL EXPERIENCE • Previous Purchasing • Previous Shopping • Current Shopping](http://slidetodoc.com/presentation_image_h2/c29097f5244f061eb858ac6f1e4a8e42/image-12.jpg)
PERSONAL EXPERIENCE • Previous Purchasing • Previous Shopping • Current Shopping
![CURRENT SHOPPING EXAMPLES • Buying cars • Showrooming • Shopping malls CURRENT SHOPPING EXAMPLES • Buying cars • Showrooming • Shopping malls](http://slidetodoc.com/presentation_image_h2/c29097f5244f061eb858ac6f1e4a8e42/image-13.jpg)
CURRENT SHOPPING EXAMPLES • Buying cars • Showrooming • Shopping malls
![EXTERNAL SEARCHES • Formal searches • Informal searches • Internet searches EXTERNAL SEARCHES • Formal searches • Informal searches • Internet searches](http://slidetodoc.com/presentation_image_h2/c29097f5244f061eb858ac6f1e4a8e42/image-14.jpg)
EXTERNAL SEARCHES • Formal searches • Informal searches • Internet searches
![FORMAL SEARCHES • Magazines • Newspapers • TV FORMAL SEARCHES • Magazines • Newspapers • TV](http://slidetodoc.com/presentation_image_h2/c29097f5244f061eb858ac6f1e4a8e42/image-15.jpg)
FORMAL SEARCHES • Magazines • Newspapers • TV
![INFORMAL SEARCHES • Friends • Family • Fellow Students INFORMAL SEARCHES • Friends • Family • Fellow Students](http://slidetodoc.com/presentation_image_h2/c29097f5244f061eb858ac6f1e4a8e42/image-16.jpg)
INFORMAL SEARCHES • Friends • Family • Fellow Students
![INTERNET SEARCHES • Car Buyers • Angie’s List • App Examples INTERNET SEARCHES • Car Buyers • Angie’s List • App Examples](http://slidetodoc.com/presentation_image_h2/c29097f5244f061eb858ac6f1e4a8e42/image-17.jpg)
INTERNET SEARCHES • Car Buyers • Angie’s List • App Examples
![BUYING A CAR USING THE INTERNET • Kelly Blue Book: www. kbb. com Get BUYING A CAR USING THE INTERNET • Kelly Blue Book: www. kbb. com Get](http://slidetodoc.com/presentation_image_h2/c29097f5244f061eb858ac6f1e4a8e42/image-18.jpg)
BUYING A CAR USING THE INTERNET • Kelly Blue Book: www. kbb. com Get value of your existing automobile • Edmunds: www. edmunds. com Edmunds has the latest automobile prices for new cars • Auto-by-tel: www. autobytel. com Retailer pays the commission to Auto-by-tel
![APP EXAMPLES • Moving • Traveling with kids • Smartphones and Digital wallets APP EXAMPLES • Moving • Traveling with kids • Smartphones and Digital wallets](http://slidetodoc.com/presentation_image_h2/c29097f5244f061eb858ac6f1e4a8e42/image-19.jpg)
APP EXAMPLES • Moving • Traveling with kids • Smartphones and Digital wallets
![APPS FOR MOVING • Padmapper • Street Advisor • Homesnap • Updater APPS FOR MOVING • Padmapper • Street Advisor • Homesnap • Updater](http://slidetodoc.com/presentation_image_h2/c29097f5244f061eb858ac6f1e4a8e42/image-20.jpg)
APPS FOR MOVING • Padmapper • Street Advisor • Homesnap • Updater
![APPS FOR TRAVELING WITH KIDS • Bag It! • Where’s My Perry • Coloring APPS FOR TRAVELING WITH KIDS • Bag It! • Where’s My Perry • Coloring](http://slidetodoc.com/presentation_image_h2/c29097f5244f061eb858ac6f1e4a8e42/image-21.jpg)
APPS FOR TRAVELING WITH KIDS • Bag It! • Where’s My Perry • Coloring Farm Touch
![ALTERNATIVE CHOICES Total Set of Alternatives All Choices Available Awareness Set Buyer Awareness Choice ALTERNATIVE CHOICES Total Set of Alternatives All Choices Available Awareness Set Buyer Awareness Choice](http://slidetodoc.com/presentation_image_h2/c29097f5244f061eb858ac6f1e4a8e42/image-22.jpg)
ALTERNATIVE CHOICES Total Set of Alternatives All Choices Available Awareness Set Buyer Awareness Choice Set (serious) Final Choice Three or Four Buy / Do Not Buy
![PURCHASE DECISION • Purchase the product • Do not purchase the product • Continue PURCHASE DECISION • Purchase the product • Do not purchase the product • Continue](http://slidetodoc.com/presentation_image_h2/c29097f5244f061eb858ac6f1e4a8e42/image-23.jpg)
PURCHASE DECISION • Purchase the product • Do not purchase the product • Continue pre-purchase activities
![POST-PURCHASE EVALUATION After the buyer actually purchases the product, the buyer then evaluates how POST-PURCHASE EVALUATION After the buyer actually purchases the product, the buyer then evaluates how](http://slidetodoc.com/presentation_image_h2/c29097f5244f061eb858ac6f1e4a8e42/image-24.jpg)
POST-PURCHASE EVALUATION After the buyer actually purchases the product, the buyer then evaluates how satisfied he/she is with the product.
![POST-PURCHASE BEHAVIOR • Satisfied with purchase • Disappointed in product POST-PURCHASE BEHAVIOR • Satisfied with purchase • Disappointed in product](http://slidetodoc.com/presentation_image_h2/c29097f5244f061eb858ac6f1e4a8e42/image-25.jpg)
POST-PURCHASE BEHAVIOR • Satisfied with purchase • Disappointed in product
![POST-PURCHASE EXAMPLES • Costco return policy • USAA • Sewell Cadillac POST-PURCHASE EXAMPLES • Costco return policy • USAA • Sewell Cadillac](http://slidetodoc.com/presentation_image_h2/c29097f5244f061eb858ac6f1e4a8e42/image-26.jpg)
POST-PURCHASE EXAMPLES • Costco return policy • USAA • Sewell Cadillac
![HOW TO SATISFY CUSTOMERS AT SEWELL CADILLAC • Underpromise and overdeliver • Assign service HOW TO SATISFY CUSTOMERS AT SEWELL CADILLAC • Underpromise and overdeliver • Assign service](http://slidetodoc.com/presentation_image_h2/c29097f5244f061eb858ac6f1e4a8e42/image-27.jpg)
HOW TO SATISFY CUSTOMERS AT SEWELL CADILLAC • Underpromise and overdeliver • Assign service advisor to a repeat customer • When something goes wrong, apologize first, and then fix the problem
![EXPANDING AUTOMOBILE CUSTOMER SERVICE Stage 1 Extend hours of service Stage 2 Provide free EXPANDING AUTOMOBILE CUSTOMER SERVICE Stage 1 Extend hours of service Stage 2 Provide free](http://slidetodoc.com/presentation_image_h2/c29097f5244f061eb858ac6f1e4a8e42/image-28.jpg)
EXPANDING AUTOMOBILE CUSTOMER SERVICE Stage 1 Extend hours of service Stage 2 Provide free loaner car Stage 3 Take loaner car to and from customer’s house
![RESPONSES TO CUSTOMER COMPLAINTS • Encourage customer complaints • Fix any problems first • RESPONSES TO CUSTOMER COMPLAINTS • Encourage customer complaints • Fix any problems first •](http://slidetodoc.com/presentation_image_h2/c29097f5244f061eb858ac6f1e4a8e42/image-29.jpg)
RESPONSES TO CUSTOMER COMPLAINTS • Encourage customer complaints • Fix any problems first • Reward employees who provide exceptional customer service
![INFLUENCES ON THE BUYING BEHAVIOR • Social Influences • Perception Influences • Marketing Influences INFLUENCES ON THE BUYING BEHAVIOR • Social Influences • Perception Influences • Marketing Influences](http://slidetodoc.com/presentation_image_h2/c29097f5244f061eb858ac6f1e4a8e42/image-30.jpg)
INFLUENCES ON THE BUYING BEHAVIOR • Social Influences • Perception Influences • Marketing Influences
![SOCIAL INFLUENCES • Culture • Reference Groups • Family SOCIAL INFLUENCES • Culture • Reference Groups • Family](http://slidetodoc.com/presentation_image_h2/c29097f5244f061eb858ac6f1e4a8e42/image-31.jpg)
SOCIAL INFLUENCES • Culture • Reference Groups • Family
![CULTURAL INFLUENCES Values accepted by a homogeneous group and transmitted to succeeding generations CULTURAL INFLUENCES Values accepted by a homogeneous group and transmitted to succeeding generations](http://slidetodoc.com/presentation_image_h2/c29097f5244f061eb858ac6f1e4a8e42/image-32.jpg)
CULTURAL INFLUENCES Values accepted by a homogeneous group and transmitted to succeeding generations
![CULTURAL GROUPS IN HOUSTON • Hispanic • Vietnamese • Indian CULTURAL GROUPS IN HOUSTON • Hispanic • Vietnamese • Indian](http://slidetodoc.com/presentation_image_h2/c29097f5244f061eb858ac6f1e4a8e42/image-33.jpg)
CULTURAL GROUPS IN HOUSTON • Hispanic • Vietnamese • Indian
![REFERENCE GROUPS Groups to whom a person belongs or is a source of personal REFERENCE GROUPS Groups to whom a person belongs or is a source of personal](http://slidetodoc.com/presentation_image_h2/c29097f5244f061eb858ac6f1e4a8e42/image-34.jpg)
REFERENCE GROUPS Groups to whom a person belongs or is a source of personal standards • Membership Groups • Aspiration Groups • Opinion Leadership
![MEMBERSHIP GROUPS • Fellow Students • Churches • Professional Groups MEMBERSHIP GROUPS • Fellow Students • Churches • Professional Groups](http://slidetodoc.com/presentation_image_h2/c29097f5244f061eb858ac6f1e4a8e42/image-35.jpg)
MEMBERSHIP GROUPS • Fellow Students • Churches • Professional Groups
![ASPIRATION GROUPS • Country Clubs • River Oaks • Sororities ASPIRATION GROUPS • Country Clubs • River Oaks • Sororities](http://slidetodoc.com/presentation_image_h2/c29097f5244f061eb858ac6f1e4a8e42/image-36.jpg)
ASPIRATION GROUPS • Country Clubs • River Oaks • Sororities
![OPINION LEADERS • Movies Stars • Sports Stars • Business CEO’s OPINION LEADERS • Movies Stars • Sports Stars • Business CEO’s](http://slidetodoc.com/presentation_image_h2/c29097f5244f061eb858ac6f1e4a8e42/image-37.jpg)
OPINION LEADERS • Movies Stars • Sports Stars • Business CEO’s
![FAMILY Primary group of people which includes parents, spouses, and children • Changing Structure FAMILY Primary group of people which includes parents, spouses, and children • Changing Structure](http://slidetodoc.com/presentation_image_h2/c29097f5244f061eb858ac6f1e4a8e42/image-38.jpg)
FAMILY Primary group of people which includes parents, spouses, and children • Changing Structure of Families • Changing Family Roles
![CHANGING FAMILY ROLES • Buying a Car • Raising Children • Grocery Shopping CHANGING FAMILY ROLES • Buying a Car • Raising Children • Grocery Shopping](http://slidetodoc.com/presentation_image_h2/c29097f5244f061eb858ac6f1e4a8e42/image-39.jpg)
CHANGING FAMILY ROLES • Buying a Car • Raising Children • Grocery Shopping
![PERCEPTION INFLUENCES The level of uncertainty a buyer believes exists for a product or PERCEPTION INFLUENCES The level of uncertainty a buyer believes exists for a product or](http://slidetodoc.com/presentation_image_h2/c29097f5244f061eb858ac6f1e4a8e42/image-40.jpg)
PERCEPTION INFLUENCES The level of uncertainty a buyer believes exists for a product or service • Selective Perception • Perceived Risk • Perceived Reality
![SELECTIVE PERCEPTION Selective Exposure Screens out Messages Selective Distortion Filters Messages Selective Retention Remembers SELECTIVE PERCEPTION Selective Exposure Screens out Messages Selective Distortion Filters Messages Selective Retention Remembers](http://slidetodoc.com/presentation_image_h2/c29097f5244f061eb858ac6f1e4a8e42/image-41.jpg)
SELECTIVE PERCEPTION Selective Exposure Screens out Messages Selective Distortion Filters Messages Selective Retention Remembers Messages that Support Beliefs
![PERCEIVED RISK • A level of uncertainty a buyer believes exists for a product PERCEIVED RISK • A level of uncertainty a buyer believes exists for a product](http://slidetodoc.com/presentation_image_h2/c29097f5244f061eb858ac6f1e4a8e42/image-42.jpg)
PERCEIVED RISK • A level of uncertainty a buyer believes exists for a product or service
![PERCEIVED RISK EXAMPLES • Fear of flying • Buying your first house • Giving PERCEIVED RISK EXAMPLES • Fear of flying • Buying your first house • Giving](http://slidetodoc.com/presentation_image_h2/c29097f5244f061eb858ac6f1e4a8e42/image-43.jpg)
PERCEIVED RISK EXAMPLES • Fear of flying • Buying your first house • Giving blood
![PERCEIVED REALITY • If a buyer perceives something to be true, then it becomes PERCEIVED REALITY • If a buyer perceives something to be true, then it becomes](http://slidetodoc.com/presentation_image_h2/c29097f5244f061eb858ac6f1e4a8e42/image-44.jpg)
PERCEIVED REALITY • If a buyer perceives something to be true, then it becomes reality to that buyer
![PERCEIVED REALITY EXAMPLES • Shell gasoline • Proctor & Gamble logo • Fresh bread PERCEIVED REALITY EXAMPLES • Shell gasoline • Proctor & Gamble logo • Fresh bread](http://slidetodoc.com/presentation_image_h2/c29097f5244f061eb858ac6f1e4a8e42/image-45.jpg)
PERCEIVED REALITY EXAMPLES • Shell gasoline • Proctor & Gamble logo • Fresh bread
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