Buyer Behavior PDF

**Buyer Behavior** **Understanding Customer Buying Behavior** **Who is the Customer?** - Importance of knowing your target market in detail - Challenges of identifying customers online vs offline - Personas and profiles of \"Generation C\" or \"perpetually connected\" customers - U...

**Buyer Behavior** **Understanding Customer Buying Behavior** **Who is the Customer?** - Importance of knowing your target market in detail - Challenges of identifying customers online vs offline - Personas and profiles of \"Generation C\" or \"perpetually connected\" customers - Using analytics and digital tools to understand website visitors **Decision-Making Units (DMUs)** - PAGES acronym to identify key DMU roles: Purchaser, Adviser, Gatekeeper, End user, Starter - Influence of non-human \"intelligent shopping bots\" on the DMU **Why Do They Buy?** - Rational vs. emotional factors in purchase decisions - Importance of understanding unconscious/subconscious motivations - Insights from brain science and \"nudge theory\" - Behavior as a reflection of self-image and aspirations **How Do They Buy?** **Types of Buying Situations** - High-involvement purchases (extensive problem solving) - Low-involvement purchases (routinized response behavior) - The \"showrooming\" phenomenon and retailer strategies **The Buying Process** - Response hierarchy models (AIDA, etc.) - Black-box, personal-variable, and complex buyer behavior models - Importance of understanding information processing and decision-making stages **Psychological Influences** - Perception: Selective attention, gestalt principles, impact of color - Learning: Classical and operant conditioning, role of memory - Motivation: Maslow\'s hierarchy, intrinsic vs. extrinsic factors - Attitudes: Cognitive, affective, and behavioral components - Group influence: Reference groups, opinion leaders, social proof **Conclusion** - The need for continuous, in-depth customer research and insights - Adapting marketing strategies to evolving buyer behaviors - Leveraging technology and data to understand and influence customers **Key Takeaways** - Buyer behavior is complex, with both rational and emotional drivers - Understanding the decision-making unit and buying process is crucial - Psychological factors like perception, learning, and attitudes heavily influence purchases - Continuous customer research and adaptation is essential for marketing success **Buying Behavior and the Learning Process** **Understanding the Complexity of Buying Behavior** - Buying behavior is a complex, multifaceted process influenced by numerous internal and external factors (Section 4) - There are many different models and approaches to understanding the buying process (Section 4) - Marketers must continuously gather information on customer behavior to stay informed (Section 4) **The Role of Emotion in Decision Making** - Emotional influences remain dominant in B2C markets and are also present in B2B contexts (Section 4) - Marketers must understand how psychological variables like motivation, perception, attitudes, and learning impact buyer behavior (Section 4) - Customers do not always make purely rational decisions - marketers need to understand the deeper, sometimes unconscious, drivers of behavior (Section 4) **The Stimulus-Response Model and Classical Conditioning** - Connectionist learning theories like classical conditioning highlight the importance of timing and frequency in marketing communications (Section 4) - Associations can be built between stimuli (e.g. jingles, logos) and responses (e.g. salivation, purchase) through repeated pairings (Section 4) - Brands can leverage classical conditioning to create automatic, involuntary responses in consumers (Section 4) **Operant Conditioning and Voluntary Learning** - Operant conditioning involves voluntary participation and reinforcement to build associations between behaviors and outcomes (Section 4) - Sales promotions, competitions, and engagement can invite the buyer to participate, be rewarded, and eventually connect a product/service to a need (Section 4) - Reinforcement and reward enhance the learning process - consistent quality and positive experiences strengthen brand-customer relationships (Section 4) **The Role of Motivation and Attitudes** - Motivation, defined as the drive to satisfy a need, can be socially learned or instinctive (Section 4) - Freudian psychoanalytic theory suggests many motives are unconscious but influence behavior (Section 4) - Attitudes, which are learned predispositions, affect buying behavior and can be changed over time through various strategies (Section 4) **Group Influence and the Decision-Making Unit** - Groups, whether cultural, social, or familial, shape individual behavior patterns and buying decisions (Section 4) - Roles played by different group members impact the decision-making process (Section 4) - Changes in traditional gender and family roles have implications for marketing strategies (Section 4) **Buying Behavior Concept** **Key Takeaways** ----------------------------- -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- Stimulus-Response Model \- Associations can be built between stimuli (e.g. jingles, logos) and responses (e.g. salivation, purchase) through repeated pairings - Brands can leverage classical conditioning to create automatic, involuntary responses in consumers Operant Conditioning \- Involves voluntary participation and reinforcement to build associations between behaviors and outcomes - Sales promotions, competitions, and engagement can invite the buyer to participate, be rewarded, and eventually connect a product/service to a need - Reinforcement and reward enhance the learning process Motivation and Attitudes \- Motivation can be socially learned or instinctive, with many unconscious motives influencing behavior - Attitudes, which are learned predispositions, affect buying behavior and can be changed over time **Conclusion** - Buying behavior is a complex, multifaceted process that requires a deep understanding of psychological, social, and environmental factors (Section 4) - Marketers must continuously gather insights on customer behavior and leverage various learning theories to influence and shape buying decisions (Section 4) - Emotion, motivation, attitudes, and group dynamics all play crucial roles in the buying process that marketers must account for (Section 4)