Buying Behaviour
Chapter 5
Understanding Consumer and Business Buyer Behavior • Understand the consumer market and the major factors that influence consumer buyer behavior. • Identify and discuss the stages in the buyer decision process. • Describe the adoption and diffusion process for new products. • Define the business market and identify the major factors that influence business buyer behavior. • List and define the steps in the business buying decision process. Apple’s Loyal Consumers • Macheads: Extremely brand loyal consumers who live for the latest Apple products. • Unique consumer behavior: Tattooing Apple logos on their bodies, buying multiple phones just so they can dissect one and use the other. • How Satisfied Are They? Apple scored an 85% customer satisfaction rating–the highest ever for a PC firm (American Consumer Satisfaction Index). Additionally, 81% of current users plan to buy another Apple.
Apple’s Fanatically Loyal Consumers
First Stop Apple Caters to Customers • Why are they loyal? Strong satisfaction with current products, strong belief in superiority of the brand. Apple understands that their products are a means to self-expression: users are innovators, independent thinkers. • Deepening the experience: Apple stores are designed to get patrons to stay and enjoy technology. • Sales and Profits: Apple saw a 35% sales increase in 2008; iPod and iPhone sales continue to grow despite economic woes.
Consumer Buying Behavior • Consumer buying behavior: o Refers to the buying behavior of individuals and households who buy goods and services for personal use. o These people make up the consumer market. • The central question for marketers is: o “How do consumers respond to various marketing efforts the company might use?”
Model of Consumer Behavior • Marketing mix factors and other external stimuli are inputs into the
Understanding Consumer and Business Buyer Behavior • Understand the consumer market and the major factors that influence consumer buyer behavior. • Identify and discuss the stages in the buyer decision process. • Describe the adoption and diffusion process for new products. • Define the business market and identify the major factors that influence business buyer behavior. • List and define the steps in the business buying decision process. Apple’s Loyal Consumers • Macheads: Extremely brand loyal consumers who live for the latest Apple products. • Unique consumer behavior: Tattooing Apple logos on their bodies, buying multiple phones just so they can dissect one and use the other. • How Satisfied Are They? Apple scored an 85% customer satisfaction rating–the highest ever for a PC firm (American Consumer Satisfaction Index). Additionally, 81% of current users plan to buy another Apple.
Apple’s Fanatically Loyal Consumers
First Stop Apple Caters to Customers • Why are they loyal? Strong satisfaction with current products, strong belief in superiority of the brand. Apple understands that their products are a means to self-expression: users are innovators, independent thinkers. • Deepening the experience: Apple stores are designed to get patrons to stay and enjoy technology. • Sales and Profits: Apple saw a 35% sales increase in 2008; iPod and iPhone sales continue to grow despite economic woes.
Consumer Buying Behavior • Consumer buying behavior: o Refers to the buying behavior of individuals and households who buy goods and services for personal use. o These people make up the consumer market. • The central question for marketers is: o “How do consumers respond to various marketing efforts the company might use?”
Model of Consumer Behavior • Marketing mix factors and other external stimuli are inputs into the