Professional Documents
Culture Documents
ugba 106
Marketing
Lecture 6: Buyer Behavior
David Robinson
faculty.haas.berkeley.edu/robinson/ugba106
© D. Robinson, 2009
Part 1: Consumer Buyer Behavior
Don’t
leave me!
Consumer Behavior
Probably
more important
than most
Americans are
prepared to admit
Factors Affecting Consumer Buying
So-called
“Aspirational
Group”
Factors Affecting Consumer Buying
Opinion leaders
have a social
influence
Life stage
and cohort
Factors Affecting Consumer Buying
more important
than age
per se
Do you consider
yourself “Tech
Savvy”? a “Geek”?
Fashion-forward or
“Classic?
Factors Affecting Consumer Buying
“Lifestyle”
Marketing
Lifestyle Marketing
• “AIO” dimenisions:
• Activities
• Interests
• Opinions
Factors Affecting Consumer Buying
Frankly,
not very
useful
Part II: Models of
Buying Behavior
Consumer Buying Behavior
Consumer Purchase
Consumer Purchase
Low involvement
Habitual
Repurchase
Variety Seeking
Habitual or Variety Seeking ?
1. Varies between
customers (some seek
Habitual more thrills)
Habitual
Variety Seeking
a. Provide variety
within the brand
(yoghurt), or
b. Live with it
(restaurants)
Consumer Buying Behavior
Consumer Purchase
1. No awareness
2. Awareness but no interest
3. Interest but no trial
4. Trial and low repeats
Consumer Buying Behavior
Consumer Purchase
See text
at p. 146
Availability,
price,
features
Critical:
Advertising Performance,
etc. value
proposition
Summary of Consumer Behavior
(from a “case” perspective)
1. Major purchase or “low involvement” ?
2. If low involvement,
a. Habitual
b. Variety seeking
3. If a Major Puchase, get into the consideration set,
then have the best value proposition
4. Think, what are the influences here?
a. Do product attributes dominate, or
social influences (groups), opinion leaders?
b. Are “image” benefits important?
Admin for Week 6
Buyer Behavior in
Business Markets
Business vs. Consumer Markets
• Fewer buyers
• Larger buyers
• Close supplier-customer relationship
• Geographically concentrated
• Derived demand
• Inelastic demand
• Fluctuating demand
Business vs. Consumer Markets
• Professional purchasing
• Gifts and golf trips really don’t work
• Multiple buying influences
• Long time frame …multiple sales calls
• May involve reciprocity or partnership
• Financing likely to be a “reason to buy”
Type Problem/Opportunity
1. Straight re-buy 1. Hard to be even considered
How do we get
“awareness”?