AcadX
Customer Buying Behavior
PPT 4-1
Buying Process
• The buying process, the steps consumers go through when buying a product or service, begins when customers recognize in unsatisfied need.
• They seek information about how to satisfy the need, such as what products might be useful and how they can be bought.
• Customers evaluate the alternative retailers and channels available for purchasing the merchandise, such as stores, catalogs, and the Internet, and then choose a store or Internet site to visit or a catalog to review. PPT 4-2
Buying Process
• This encounter with the retailer’s merchandise offering by weighing both objective and subjective criteria, customers may make a purchase or go to another retailer to collect more information.
• Eventually, customers make a purchase, use the product, and then decide whether the product satisfies their needs during the post purchase evaluation stage of the customer buying process.
PPT 4-3
Types of Purchase Decisions
Extended Problem Solving
-High financial or Social Risk
Limited Problem Solving
-Some Prior Buying Experience
Habitual Decision Making
-Store Brand, Loyalty
PPT 4-4
What Retailers Need to do for Customers Engaged in
Extended Problem Solving
Provide a Lot Information
-Use Salespeople rather than advertising to communication with customers
Reduce the Risks
-Offer Guarantees
-Return Privileges
PPT 4-5
What Retailers Need to do for Customers to
Engage in Habitual Decision Making
It Depends
If the Customer Habitually Comes to You, Reinforce
Behavior
-Make Sure Merchandise in Stock
-Provide Good Service
-Offer Rewards to Loyal Customer
If the Customer Goes to Your Competitor’s Store,
Break the Habit
-Offer Special Promotions
PPT 4-6
Customer Loyalty
Brand Loyalty
Committed to a Specific Brand
Reluctant to Switch to a Different Brand
May Switch Retailers to Buy Brand
Store Loyalty
Committed to a Specific Retailer
PPT 4-1
Buying Process
• The buying process, the steps consumers go through when buying a product or service, begins when customers recognize in unsatisfied need.
• They seek information about how to satisfy the need, such as what products might be useful and how they can be bought.
• Customers evaluate the alternative retailers and channels available for purchasing the merchandise, such as stores, catalogs, and the Internet, and then choose a store or Internet site to visit or a catalog to review. PPT 4-2
Buying Process
• This encounter with the retailer’s merchandise offering by weighing both objective and subjective criteria, customers may make a purchase or go to another retailer to collect more information.
• Eventually, customers make a purchase, use the product, and then decide whether the product satisfies their needs during the post purchase evaluation stage of the customer buying process.
PPT 4-3
Types of Purchase Decisions
Extended Problem Solving
-High financial or Social Risk
Limited Problem Solving
-Some Prior Buying Experience
Habitual Decision Making
-Store Brand, Loyalty
PPT 4-4
What Retailers Need to do for Customers Engaged in
Extended Problem Solving
Provide a Lot Information
-Use Salespeople rather than advertising to communication with customers
Reduce the Risks
-Offer Guarantees
-Return Privileges
PPT 4-5
What Retailers Need to do for Customers to
Engage in Habitual Decision Making
It Depends
If the Customer Habitually Comes to You, Reinforce
Behavior
-Make Sure Merchandise in Stock
-Provide Good Service
-Offer Rewards to Loyal Customer
If the Customer Goes to Your Competitor’s Store,
Break the Habit
-Offer Special Promotions
PPT 4-6
Customer Loyalty
Brand Loyalty
Committed to a Specific Brand
Reluctant to Switch to a Different Brand
May Switch Retailers to Buy Brand
Store Loyalty
Committed to a Specific Retailer