Identify customer buying motives used in selling
The importance of understanding consumer behavior.
Although understanding a consumers behavior is difficult, it is a very important part of marketing. Consumer behavior is how they make their decisions on what to purchase. The two kinds of consumers that interest marketers are business consumers and final consumers. A final consumer purchases products for their own personal use, while a business consumer buy goods to resell.
Understanding the consumer's wants and needs.
A consumer's wants are an unfulfilled desire, such as ice cream, concert tickets, or a video game. A need, on the other hand, is something that a consumer requires to live, such as water, food, and air.
Buying Motives.
Buying motives: the reason why a consumer buys a certain thing.
-Emotional motives: reasons to purchase based on feelings, beliefs, or attitudes. (television commercials, newspaper ads, etc; love, guilt, fear, etc.)
-Rational motives: reasons to buy based on facts or logic. (purchasing a car based on it's reviews)
-Patronage motives: reasons to buy based on loyalty. (You always drink pepsi, so you buy only pepsi products).
Consumer decision making process.
This process is where consumers collect and analyze data to make choices among alternatives.
1. Problem recognition: At this point, a consumer will recognize a need, want, or desire to have a certain product.
2. Information search: Then. the consumer will gather information on the product and it's different options to make sure that there isn't a better alternative.
3. Evaluate alternatives: This is the point where all that gathered information comes into play. By the information gathered, the consumer will pick the best option.
4.Purchase: Once the right and wanted product is found, the consumer will then purchase that product.
5. Post purchase evaluation: After the product is purchased by the consumer, as well as put to use, they will then decide if this was the choice that best fit their needs and/or wants.
Influencing consumers decisions.
Personal identity: What makes a character unique. Below are factors that makes up personal identity
Personality: enduring pattern of emotions and behaviors that define an individual.
-Attitude~a frame of mind developed from a person's values, beliefs, and feelings.
-Self-concept~ an individual's belief about his or her identity, image, and capabilities.
-Lifestyle~ the way a person lives as reflected by material goods, activities, and relationships.
Gender: Male and female. (clothes, grooming, relationships, careers, etc.)
Ethnicity: A set of characteristics uniting a group based on ancestry, country of origin, language, and traditions.
Age: (babies, teenagers, adults, etc.)
Types of Decision Making.
Routine Decision Making: purchases that are made frequently.
Businesses: If a business makes a certain product, then their frequent purchases would be the supplies for that product.
Consumers: We buy these products without much thought for or own use, such as shampoo, food, and other products.
Limited Decision Making: Takes more thought, and is usually a little more expensive.
Businesses: Deciding on new equipment or other things that aren't purchased as frequently as those above.
Consumers: Products that take a little more thought, such as jeans, and trying on different pairs and styles.
Extensive Decision Making: Included all 5 steps of the decision making process, and is almost all the time a big decision with expensive costs.
Businesses: When a purchase has not been previously made or deciding on a big change for you company that will cost a "chunk of change."
Consumers: Things such as building a new house, buying a new car, and things that involve a lot a comparing and researching, as well as saving up money over a long period of time.
The importance of understanding consumer behavior.
Although understanding a consumers behavior is difficult, it is a very important part of marketing. Consumer behavior is how they make their decisions on what to purchase. The two kinds of consumers that interest marketers are business consumers and final consumers. A final consumer purchases products for their own personal use, while a business consumer buy goods to resell.
Understanding the consumer's wants and needs.
A consumer's wants are an unfulfilled desire, such as ice cream, concert tickets, or a video game. A need, on the other hand, is something that a consumer requires to live, such as water, food, and air.
Buying Motives.
Buying motives: the reason why a consumer buys a certain thing.
-Emotional motives: reasons to purchase based on feelings, beliefs, or attitudes. (television commercials, newspaper ads, etc; love, guilt, fear, etc.)
-Rational motives: reasons to buy based on facts or logic. (purchasing a car based on it's reviews)
-Patronage motives: reasons to buy based on loyalty. (You always drink pepsi, so you buy only pepsi products).
Consumer decision making process.
This process is where consumers collect and analyze data to make choices among alternatives.
1. Problem recognition: At this point, a consumer will recognize a need, want, or desire to have a certain product.
2. Information search: Then. the consumer will gather information on the product and it's different options to make sure that there isn't a better alternative.
3. Evaluate alternatives: This is the point where all that gathered information comes into play. By the information gathered, the consumer will pick the best option.
4.Purchase: Once the right and wanted product is found, the consumer will then purchase that product.
5. Post purchase evaluation: After the product is purchased by the consumer, as well as put to use, they will then decide if this was the choice that best fit their needs and/or wants.
Influencing consumers decisions.
Personal identity: What makes a character unique. Below are factors that makes up personal identity
Personality: enduring pattern of emotions and behaviors that define an individual.
-Attitude~a frame of mind developed from a person's values, beliefs, and feelings.
-Self-concept~ an individual's belief about his or her identity, image, and capabilities.
-Lifestyle~ the way a person lives as reflected by material goods, activities, and relationships.
Gender: Male and female. (clothes, grooming, relationships, careers, etc.)
Ethnicity: A set of characteristics uniting a group based on ancestry, country of origin, language, and traditions.
Age: (babies, teenagers, adults, etc.)
Types of Decision Making.
Routine Decision Making: purchases that are made frequently.
Businesses: If a business makes a certain product, then their frequent purchases would be the supplies for that product.
Consumers: We buy these products without much thought for or own use, such as shampoo, food, and other products.
Limited Decision Making: Takes more thought, and is usually a little more expensive.
Businesses: Deciding on new equipment or other things that aren't purchased as frequently as those above.
Consumers: Products that take a little more thought, such as jeans, and trying on different pairs and styles.
Extensive Decision Making: Included all 5 steps of the decision making process, and is almost all the time a big decision with expensive costs.
Businesses: When a purchase has not been previously made or deciding on a big change for you company that will cost a "chunk of change."
Consumers: Things such as building a new house, buying a new car, and things that involve a lot a comparing and researching, as well as saving up money over a long period of time.