https://www.youtube.com/watch?v=fmGCIu3jS44
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Monday, September 21, 2015
heconsumerfactor - Blog on Consumer and behaviour by Fanny Perreau
http://theconsumerfactor.com/en/
the blog is about :
how companies and brands can leverage or use these insights and data to improve the level of satisfaction of their customers, optimize their marketing strategy and increase their sales.
the blog is about :
how companies and brands can leverage or use these insights and data to improve the level of satisfaction of their customers, optimize their marketing strategy and increase their sales.
BUYING DECISIONS BASED ON CHANGE MANAGEMENT
BUYING DECISIONS BASED ON CHANGE MANAGEMENT
Just because we perceive a need(And we are right! They need us!) doesn’t mean our prospects want it fixed, or fixed by us, or fixed now. We enter our conversations with a bias: we believe that our solution will rule the day and pose questions to get buyers to admit they need us: find the need, pitch the solution. Bingo. Except then we sit and wait for them to come back and make the sale. And we wait. Why should the buying decision take so long when their need matches their solution?
But the last thing a buyer needs is a solution. In fact, buyers don’t want to buy anything – they merely need to resolve a business problem. If they are not able to resolve one of their problems with a familiar resource, they are forced to select a solution to purchase. But they don’t really want to.
Stages of the Consumer Buying Process
http://www.udel.edu/alex/chapt6.html
Stages of the Consumer Buying Process
Six Stages to the Consumer Buying Decision Process (For complex decisions). Actual purchasing is only one stage of the process. Not all decision processes lead to a purchase. All consumer decisions do not always include all 6 stages, determined by the degree of complexity...discussed next.The 6 stages are:
- Problem Recognition(awareness of need)--difference between the desired state and the actual condition. Deficit in assortment of products. Hunger--Food. Hunger stimulates your need to eat.
Can be stimulated by the marketer through product information--did not know you were deficient? I.E., see a commercial for a new pair of shoes, stimulates your recognition that you need a new pair of shoes. - Information search--
- Internal search, memory.
- External search if you need more information. Friends and relatives (word of mouth). Marketer dominated sources; comparison shopping; public sources etc.
- chinese food
- indian food
- burger king
- klondike kates etc
- Evaluation of Alternatives--need to establish criteria for evaluation, features the buyer wants or does not want. Rank/weight alternatives or resume search. May decide that you want to eat something spicy, indian gets highest rank etc.
If not satisfied with your choice then return to the search phase. Can you think of another restaurant? Look in the yellow pages etc. Information from different sources may be treated differently. Marketers try to influence by "framing" alternatives. - Purchase decision--Choose buying alternative, includes product, package, store, method of purchase etc.
- Purchase--May differ from decision, time lapse between 4 & 5, product availability.
- Post-Purchase Evaluation--outcome: Satisfaction or Dissatisfaction. Cognitive Dissonance, have you made the right decision. This can be reduced by warranties, after sales communication etc.
After eating an indian meal, may think that really you wanted a chinese meal instead.
Handout...Pillsbury 1-800#s
1-800 #s gives the consumer a way of communicating with the marketer after purchase. This helps reduce cognitive dissonance when a marketer can answer any concerns of a new consumer.Return to Contents List
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