1. Buyer Behavior X50.9212 Integrated Marketing – Week 2

2. Agenda The consumer decision-making process How is the process influenced Factors that can affect purchasing decisions Integration of business and consumer markets

3. Consumer Decision-Making

4. Information Search Internal search Consider positive brands Remove negative or confusing brands External search Word of mouth, advertising, online, reviews, etc. Time spent dependent upon MOTIVATION The search process is an essential time to reach the consumer about your brand!

5. Consumer Attitudes Mental position taken toward a topic, person or event that influences the holder’s feelings, perceptions, learning processes and behaviors. Cognitive > Affective > Conative Understanding > Feelings > Behaviors ATTITUDES > PURCHASE DECISIONS

6. What is the difference between an attitude and a belief?

7. Consumer Values Strongly held beliefs Enduring Not easily changed Brands tied to values (e.g. patriotism)

8. Cognitive Mapping Knowledge structure and memories Marketing can foster linkages Strengthen current Modify current Create new

9. Let’s create a cognitive map!

10. Brand Extensions Cognitive maps can be useful in creating new products, brand extensions, etc.

11. Evaluation of Alternatives Evoked set approach Multi-attribute approach Affect referral

12. Evoked Set Approach Which brands come to mind when faced with a purchase decision GOAL: Placing your brand name in a consumer’s evoked set in a positive light

13. Multi-Attribute Approach Evaluation of brand through product performance/attributes AND the importance of each attribute GOAL: Find out what consumers are looking for and address in your marketing communications!

14. Evaluation of Multiple Variables

15. Affect Referral Consumers choose brands that they like or to which they are emotionally connected Very little evaluation; low involvement Creatures of habit GOAL: Strive for brand loyalty and creating connections with the consumer.

16. New Trends in Buyer Behavior Younger generation growing old; older generation refusing to grow up Gender roles have shifted; change in family units The desire for individualized products Busier lifestyles lead to less time for purchase decisions; leads to cocooning Stressful lives lead to the pursuit of leisure/pleasure New emphasis on healthier lifestyles

17. B2B Decision-Making BUT people are still making the buying decisions!

18. Influential Factors in B2B Organizational influences Individual factors Personality Roles and perceived roles Motivational levels Levels of power Attitude toward risk Levels of cognitive involvement Personal objectives

19. Consumer Decision-Making B2B Decision-Making

20. Dual Channel Marketing Integration of B2C and B2B How will the product/service be represented in each channel? Products may be the same, but the value propositions may be different!

21. Dual Channel Marketing

22. Buyer Behavior X50.9212 Integrated Marketing – Week 2