Consumer behavior part 1 purchasing process and consumer as decision maker final
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Join AIPMM Anthropologist Paula Gray for her 3 part, in depth webcast series on consumer behavior. Part 1 is all about the product purchasing process. What drives a person's decision to purchase a product? All purchase decisions are made by people, either an individual or a group, but always people. This is one of the most crucial human behaviors to understand as a product manager and as a product marketer. Whether it’s in the design of a new product or keeping a current one competitive, understanding why your customers buy will help you stay ahead. You can use this information to inform your marketing strategy, create more relevant messaging and improve your social media strategy. This information is relevant for both tangible goods and intangible services. Equip yourself with the tools and knowledge for a deep understanding of what drives people through the purchase process.
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Consumer behavior part 1 purchasing process and consumer as decision maker final
- 1. AIPMM Webinar Series Consumer Behavior: The Purchasing Process and Consumer as Decision Maker (Part 1 of 3)
- 2. Paula Gray AIPMM Director of Research & Knowledge Development Applied Anthropologist Our Speaker
- 4. People don’t buy goods or services, they buy BENEFITS QualityBrand Functionality PackagingDesign Guarantee / Warranty Customer Support Delivery Payment Terms Education & Training Main- tenance & Care Assembly & Installation On-site Service Core- Product Actual Product (Product appearance) Customer benefit (Goods or service) Extended Product (Product related service)
- 5. Different people seek different benefits in different situations
- 6. Market Segmentation Natural grouping of consumers seeking similar benefits ◦Behave in similar ways ◦Make similar decisions in similar situations
- 7. Segment Bounding The methods used to differentiate consumers and market segments ◦Descriptors ◦Location ◦Time
- 8. Segment Viability Evaluating the identified segment using specific criteria ◦Sufficient Size ◦Measurable ◦Clearly Differentiated ◦Reachable
- 9. Product Positioning Aligning a product’s actual or perceived benefits with the benefits sought by a particular segment ◦Based on Characteristics ◦Based on Image ◦Positioned Against Competitor ◦Combination of the Above
- 10. So how do consumers choose between seemingly similar goods and services?
- 13. Problem or Opportunity Recognition Recognizing need or want ◦Actual versus desired state
- 16. Types of Information Search Internal Information Search External Search Strategy ◦Limiting search to manageable level ◦Information sources and believability
- 18. Alternative Evaluation Consumer benefits and evaluation criteria Price, brand and country of origin as evaluation criteria Consumer decision rules Initial commitment by consumers
- 19. Planned Versus Unplanned Purchase Planned ◦Specifically Planned ◦Generally Planned ◦Substitute Unplanned ◦Pure Impulse ◦Reminder Impulse ◦Suggestion Impulse ◦Planned Impulse
- 20. Choice
- 21. Choice Outlet Selection Outlet or Brand? Outlet Image How Consumers Choose Between Outlets
- 22. Choice and Shopping Behavior The Shopping Process Choice Decision Making
- 23. Consumption and Post- Purchase Behavior
- 24. Goods and Service Consumption Consumption Situation Ritual Consumption Sacred and Profane Consumption Compulsive Consumption Deception in Consumption Self- Reporting
- 25. Consumption Effects on Satisfaction Satisfaction versus dissatisfaction Expectation and satisfaction Performance and satisfaction How marketers can close the gap between expectation and performance
- 26. Cognitive Dissonance ◦ Consumers and marketers attempt to reduce dissonance
- 27. Post-Purchase Behavior Customer Loyalty Word of Mouth Negative Post-Purchase Behavior
- 28. Product Disposal Role of Marketer Role of Consumer
- 29. Summary Consumers Buy Benefits We Segment Those Consumers Based on Behavior We Target Those Segments Then, It’s Up to the Consumer as They Go Through the Process: ◦Need Recognition ◦Information Search ◦Evaluation of Alternatives ◦Choice/Purchase ◦Consumption/Post Purchase
- 30. July 14, Part 2 of 3 "Psychological Influences on Purchase Decision Making“ August 11, Part 3 of 3 "Socio-Cultural Influences on Purchase Decision Making" You can reach me: paula.gray@aipmm.com
- 31. Upcoming Webcast Untangling the MVP in Lean Product Validation June 30, 2017 12pm Eastern/9am Pacific WWW.AIPMM.COM/NEW-EVENTS Topic Suggestions: support@aipmm.com Website: http://www.aipmm.com LinkedIn: http://www.linkedin.com/company/aipmm Membership: http://www.aipmm.com/join Certification: http://aipmm.com/certification