Marketing bán hàng - Chapter 4: Customer buying behavior

Chapter 4Customer Buying Behavior Jennifer Sanchez, at San Francisco State University, is beginning to interview for jobs. For the first interviews on campus, Jennifer had planned to wear the blue suit her parents bought her three years ago. But looking at her suit, she realizes that it’s not very stylish and that the jacket is beginning to show signs of wear. Wanting to make a good first impression during her interview, she decides to buy a new suit.Illustration of Buying ProcessAndrew Ward/Life File/Getty Images2Illustration (Continued) Jennifer surfs the Internet for tips on dressing for interviews (www.collegegrad.com and www.jobsearch.about.com) and looks through some catalogs to see the styles being offered. But she decides to go to retail store so she can try it on and have it for her first interview next week. She likes to shop at Abercrombie and Fitch and American Eagle Outfitter, but neither sells business suits. She remembers an ad in the San Francisco Chronicle for women’s suits at Macy’s. She decides to go to Macy’s in the mall close to her apartment and asks her friend Brenda to come along. Jennifer values Brenda’s opinion, because Brenda is interested in fashion.3Illustration (Continued) Walking through the store, they see some DKNY suits. Jennifer looks at them briefly and decides they’re too expensive for her budget and too stylish. She wants to interview with banks and thinks she needs a more conservative suit.John A. Rizzo/Getty Images4Illustration (Continued) Jennifer and Brenda are approached by a salesperson in the career women’s department. After asking Jennifer what type of suit she wants and her size, the salesperson shows her three suits. Jennifer asks Brenda what she thinks about the suits and then selects one to try on. When Jennifer comes out of the dressing room, she feels that the shoulder pads in the suit make her look too heavy, but Brenda and the salesperson think the suit is attractive. Jennifer decides to buy the suit after another customer in the store tells her she looks very professional in the suit.5Illustration (Continued) Jennifer doesn’t have a Macy’s charge card, so she asks if she can pay with a personal check. The salesperson says yes, but the store also takes VISA and MasterCard. Jennifer decides to pay with her VISA card. As the salesperson walks with Jennifer and Brenda to the cash register, they pass a display of scarves. The salesperson stops, picks up a scarf, and shows Jennifer how well the scarf complements the suit. Jennifer decides to buy the scarf also.6Stages in the Buying Process7Types of NeedsUtilitarian Needs –satisfied when purchases accomplish a specific task. Shopping needs to be easy and effortless like Sam’s or a grocery store.Hedonic needs – satisfied when purchases accomplish a need for entertainment, emotional and recreational experience as in department stores or specialty stores.8StimulationSocial experienceLearn new trends and fashionsSatisfy need for power and statusSelf-rewardsAdventureSatisfied Hedonic Needs(c) image100/PunchStock9Stimulating Need RecognitionSuggestions by Sales AssociatesAdvertising and Direct MailVisual Merchandise in storeSpecial Events in the Store SignageDisplaysStockbyte/Punchstock Images10Factors Affecting Amount of Information SearchNature of the ProductComplexityCostCharacteristics of CustomerPast experiencePerceived riskTime pressureAspects of the MarketNumber of alternative brands11Sources of InformationExternalConsumer reportsAdvertisingWord of mouthInternal Past experiences MemoryDigital Vision / Getty ImagesThe McGraw-Hill Companies, Inc./John Flournoy, photographer12How Can Retailers Limit the Information Search?Information from sales associatesProvide an assortment of servicesProvide good assortmentsEveryday low pricingCreditRoyalty-Free/CORBIS13(c) image100/PunchStockProviding Information on InternetBuying a Car On-line14Characteristics About Food Retailers15Evaluation of Retailers16Info Sanchez Used in Buying Suit17Information Needed to Use Multi-Attribute ModelAlternative retailers consumers can considerCharacteristic/Benefits Sought in Making Store and Merchandise ChoicesRatings of Alternative Performance on CriteriaImportance weights that consumers attach to the merchandise18Getting into the Consideration SetIncrease Performance Beliefs of Your StoreDecrease Performance Beliefs About CompetitorIncrease Importance Weight of Attributes on which You Have an AdvantageAdd a New Benefit on which You Excel19Purchasing Merchandise or ServicesThe high-rated item may not be available in the store.How can a retailer increase the chances that customers will convert their merchandise evaluations into purchases?Customers do not always purchase a brand with the highest overall evaluation.The McGraw-Hill Companies, Inc./Jill Braaten, photographer20Converting Merchandise or Services Evaluations into PurchasesDon’t stock out of popular merchandiseOffer liberal return policies, money back guarantees, and refunds if same merchandise is available at lower prices from another retailerOffer creditMake purchases easy by having convenient checkoutReduce waiting times at checkoutThe McGraw-Hill Companies, Inc./Andrew Resek, photographer21Types of Purchase DecisionsExtended Problem Solving-High financial or Social RiskLimited Problem Solving-Some Prior Buying ExperienceHabitual Decision Making-Store Brand, LoyaltyAdam Crowley/Getty ImagesJanis Christie/Getty ImagesGreg Kuchik/Getty Images22Extended Problem SolvingConsumers devote time and effort analyzing alternativesFinancial risks – purchasing expensive products or servicesPhysical risks – purchases that will affect consumer’s health and safetySocial risks – consumers will believe product will affect how others view them23What Retailers Need to do for Customers Engaged in Extended Problem Solving Provide a Lot Information -Use Salespeople rather than advertising to communication with customersReduce the Risks -Offer Guarantees -Return Privileges© Royalty-Free/CORBIS24Limited Problem SolvingCustomers engage in this when they have had prior experience with products or servicesCustomers rely more on personal knowledgeMajority of customer decisions involve limited problem solving(c) Brand X Pictures/PunchStockPurchase decisions process involving moderate amount of effort and time25It dependsIf the Customer Is Coming to You, Provide a Positive Experience and Create LoyaltyMake Sure Customer is SatisfiedProvide Good Service, Assortments, valueOffer Rewards to Convert to Loyal CustomerIf the Customer Goes to Your Competitor’s Store, Change BehaviorOffer More Convenient Locations, Better Service and AssortmentsWhat do Retailers Need to do for Customers Engaged in Limited Problem Solving?26Encouraging Impulse BuyingHave Salespeople Suggest Add-onsHave Complementary Merchandise Displayed Near Product of InterestUse Signage in Aisle or Special DisplaysPut Merchandise Where Customers Are WaitingPhotoLink/Getty Images27Habitual Problem SolvingFor purchases that aren’t important to the consumerFor merchandise consumers have purchased in the pastFor consumers loyal to brands or a storePurchase decision process involving little or no conscious effortRoyalty-Free/CORBIS28Customer LoyaltyBrand Loyalty Committed to a Specific BrandReluctant to Switch to a Different BrandMay Switch Retailers to Buy BrandStore LoyaltyCommitted to a Specific RetailerReluctant to Switch Retailers29What Retailers Need to do for Customers to Engage in Habitual Decision MakingIf the customer habitually comes to you, reinforce behaviorMake sure merchandise in stockProvide good serviceOffer rewards to loyal customerIf the customer goes to your competitor’s store, break the habitOffer special promotions30Factors Influencing the Buying Decision Process31Family Influences Buying Decisions Purchases are for entire family to use Whole family participates in decision making process Retailers work to satisfy needs of all family members© Digital Vision32Culture Culture is the meaning, beliefs, morals and values shared by most members of a society Western culture: individualism Eastern culture: collectivism Mark Andersen/Getty ImagesSubcultures are distinctive groups of people within a culture33Reference Groups A reference group is one or more people whom a person uses as a basis of comparison for beliefs, feelings and behaviors.Reference groups affect buying decisions by:Offering informationProviding rewards for specific purchasing behaviors Enhancing a consumer’s self-image(c) image100/PunchStock34Criteria for Evaluating Segmentation SchemesActionability Identifiability Accessibility Stability Size35Methods for Segmenting Retail Markets36VALS2 American Lifestyle Segments37What is Fashion? A type of product or way of behaving that is temporarily adopted by a large number of consumers because it is viewed as socially acceptable.Digital Vision / Getty Images(c) Digital Vision/PunchStockThe McGraw-Hill Companies, Inc./Lars A. Niki, photographer38Why Consumers Buy FashionsCommunicate with Others Manage Appearance Express Self-ImageEnhance Ego Impress OthersMcGraw-Hill Companies, Inc./Gary He, photographer39Stages in the Fashion Life Cycle40Theories of Fashion Diffusion Trickle Down Theory: Fashion leaders are consumers with the highest social status – wealthy, well-educated consumers. After they adopt a fashion, the fashion trickles down to consumers of lower classes 41Theories of Fashion Diffusion Mass Market Theory: This theory suggests that fashions spread across social classes and that each social class has its own fashion leaders who play a key role in their own social networks© Digital Vision42 Subculture Theory: This theory is based on the development of recent fashions. These fashions start with people from lower-income groups and “trickled up” to mainstream consumer classes.Theories of Fashion Diffusion© Digital Vision43Saturation to Decline When fashion reaches saturation, it becomes less appealing to consumers. It no longer provides an opportunity for people to express their individuality.Royalty-Free/CORBIS44