Select any one of the following starter bullet point sections. Review the important themes within the sub questions of each bullet point. The sub questions are designed to get you thinking about some of the important issues. Your response should provide a succinct synthesis of the key themes in a way that articulates a clear point, position, or conclusion supported by research. Select a different bullet point section than what your classmates have already posted so that we can engage several discussions on relevant topics. If all of the bullet points have been addressed, then you may begin to reuse the bullet points with the expectation that varied responses continue.
- You work for a firm that produces packaged potato chips. Your firm is interested in exporting its product to a different country. You need to select a country other than the one you live in and describe the culture of that country along with the key elements of its marketing system.
- Describe the different tastes, needs, and customs of your intended customers.
- Would these differences be consistent or different among multiple countries in a geographic region? Explain why.
- Explain how culture influences the way consumers view the different attributes of a product. Also, explain how the culture in which individuals are raised has an impact on the products they buy. How can a seller use culture to sell a product successfully? Provide two examples showing how culture influences the purchasing process.
- Using the physiological, safety, social, and personal (PSSP) hierarchy of needs discussed in the lecture, analyze a recent purchase.
- Explain which of the needs in the hierarchy it addresses directly.
- Explain which of the needs indirectly influenced your decision to purchase.
- How did the advertising of the product focus on those needs?
- Evaluate the impact of macro trends such as the globalization of businesses, international migration, and conservationism on consumer behavior. How will these trends affect the marketing of selected goods or services in the future?
- You are the business manager of a trendy hairstyle shop in downtown Chicago. As a manager, you are in charge of payrolls, paying the bills, hiring and firing, purchasing, training, and customer service. You provide a luxury service, and your average customer has different demographics from the rest of the population in the city. Due to recent competitive developments, you feel the need to learn more about your customers; you specifically want to know how they choose your services over that of the competition. You are aware of the steps in the consumer purchase behavior model and are determined to analyze them in detail. On the basis of the given scenario, answer the following questions:
- Using Maslow’s hierarchy of needs model as a backdrop, with an eye on the consumer Purchase Behavior Model, determine the real motivations behind the use of the service provided by you.
- Evaluate an additional social and cultural factor that will help you analyze your customers' behavior.
- What service criteria do you think your customers use to select the type of service you offer? Explain your answer using an example to illustrate your point.
- Assess methods (think about the entire marketing mix) that might be useful to encourage loyalty among existing customers.
Respond to 2 peers attachment (attachment for student s will be added on 8/30. Justify your answers with examples, research, and reasoning.
Your initial posting should be the equivalent of 1.5 single-spaced pages (700 to 800 words) in length. Be sure to cite your sources using APA format.
Evaluation of Alternatives, Purchase Decision, Post Purchase Behavior.html
Evaluation of Alternatives, Purchase Decision, Post Purchase Behavior
After identifying the desired attributes, evaluation of alternatives is the next stage of the consumer buying decision process. Using some type of point score system, the consumer evaluates different brands by comparing the desired attributes with the attributes of these brands. The consumer may have his or her own quality values to point-score the attributes. For example, the consumer can evaluate an attribute by allocating it a high, medium, or low quality value.
Moreover, the consumer's buying decision may be influenced by a brand preference he or she has developed on the basis of personal experience or the experience of family and friends. The consumer may favor specific attributes offered by a particular brand over others. The final decision can even be influenced by reading reviews in magazines.
Marketing managers need to have a thorough understanding of the attributes their target consumers prefer and the ranks they allocate to these attributes. At this point, a well-designed marketing campaign plays an important role in helping a consumer decide and select the product of his or her choice. The campaign should take the message clearly to the target audience, highlighting the desirable attributes.
After a customer evaluates a product, he or she makes a purchase decision. At this juncture, the consumer might choose to make the purchase by going to the dealership, by placing a purchase order over the phone, or by searching for information on the Internet.
Post purchase behavior is the fifth and final stage of the consumer buying decision process. Research shows that a consumer often has doubts about the product he or she has purchased and terms this as post purchase behavior. A buyer needs reassurance that he or she has bought a reliable and dependable product.
You have decided to buy. You purchase the Apple iPod in apple green color online at Amazon.com because you qualify for free shipping. You decide to buy the Velcro armband that will hold the iPod while you jog, but you do not buy other optional equipment or extras. Now what?
Implementing the consumer decision making process is not the end. In fact, the purchase is often the start of a new experience that will influence your current reference groups as well as create new reference groups.
After you buy the iPod you evaluate the purchase. You may feel some cognitive dissonance: "I can't believe I just spent every last bit of my graduation money my aunt gave me!" You may feel excited: "I bought it, finally!" Therefore, you may feel that it was a hasty decision or you may feel happy.
Whether or not you act on your feelings depends on your personality, how much the money means to you, the time frame available, and the importance of your relationship with the giver of the graduation gift. In addition, your perception of Apple versus other competitors may well contribute to your decision.
After the purchase of the iPod, your post-purchase behavior may be nearly as chaotic and intense as that during the purchase.
Post-purchase typically leads to different behaviors and feelings in consumers.
The post-purchase issues that consumers often face include:
- Use of the product or service—appreciation, length of use
- Sense of possession—how does it make you feel when you run at the gym with your iPod and others have cassette players?
- Collecting similar products, using the same company and brand
- Disposing of the product or service when no longer necessary or functioning
There are feelings and emotions that are part of the post-purchase process too, which can be positive or negative depending on previous experience:
- Consumer satisfaction
- Change in brand perception
- Change in quality of life
- Change in attitude, lifestyle, emotion about the product
- Changes in activities and habits that stem from using the product
In the example of the iPod you also need to consider your general perception of the company, the brand, and the product or service you purchased.
How do you feel about the iPod compared to other MP3 players that you could have purchased? How do you feel using the iPod when compared with your old portable cassette player? How do you feel about Apple computers? Have they provided the required service? Did the iPod come with batteries and all add-ons? Was it packaged and sealed appropriately? What was your experience in service and warrantee issues?
How was the online purchase experience? Will you buy from Amazon.com again, or did you find an iPod at a better price elsewhere a week later? Was the process of buying simple? Did someone steal your credit card number? Was the delivery slow? Did they try to charge you for shipping that was supposed to be free? Note that you form an opinion of the distribution point, just as you do of the product and the company.
There are other relationships that may have been altered, for good or bad, in this transaction. If your credit card number actually was stolen how did your bank handle it? Did their behavior alter your opinion of who you will buy banking services from in the future?
Did you buy the iPod or use Amazon.com at the suggestion of one of your reference group members? If your new friend's suggestion did not work out, you may choose to disregard his or her advice in the future. If it worked out, you will likely seek information and advice from this person in the future.
You learned that purchase and post-purchase behaviors are not the end of the process. In reality, the outcomes of purchase and post-purchase behaviors alter or support perceptions, expectations, influence groups, lifestyle, and information sources. You are more likely to change your behavior as a result of a purchase than you are based on research!
Additional Materials
View the PDF transcript for Evaluation of Alternatives
View the PDF transcript for Purchase Decision
View the PDF transcript for Postpurchase Behavior
media/week3/SU_MBA6011_W3_L2_S3_G1.pdf
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© 2011 South University
Evaluation of Alternatives
The information search stage provides the couple with the relevant details about each brand. But how should the couple eventually choose from the available alternatives? Which brand should the couple purchase? Should it be A, B, or C?
Let’s see how the couple evaluates the available alternatives.
Three weeks later . . .
Husband: We have three models that we need to focus on: Tiger, Saber, and Leo. Wife: Let’s visit these dealerships this weekend. The following point score is given to each attribute:
Brand
Attributes Tiger Saber Leo
Lifestyle image Medium High Medium
Service offerings Low Medium High
Price High Low Low
Safety High Medium High
Rank Third choice Second choice First choice
Husband: Leo looks like the best bet. Let’s check it out.
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Purchase Decision
Let’s see how the couple arrives at a purchase decision. Husband: How do you feel about the various dealers that we’ve visited over the past three weeks? I kind of lean toward Red’s auto dealership. This guy has lived in our community forever, and he is always helping the city with different types of social work. So I feel I owe something to the guy.
Wife: Are you kidding me? What does this public relations guy have to do with us buying a car? Since when do you like this guy? Besides, I think he is flamboyant and arrogant. If you are so gung ho about helping the city, we should buy the car from a minority dealership in the east side of the town.
Husband: I think he is a decent guy. I was also thinking about the last car we purchased and the bad experience we had with the dealer. I don’t want to go through that again.
Wife: Neither do I, but that was a long time ago. We should make our decision on the basis of experience and common sense, not feelings. Let’s go and visit Trinity Car Dealership; I heard that its service is excellent, and moreover, it’s the closest to our house.
Husband: OK.
At the Trinity dealership . . .
Dealer: Good morning! What can I do for you?
Husband: Ahem . . . good morning! We’d like to see your midrange models.
Wife: We’d also like to have information about your “exchange the old car for new” plan and some information on payment options.
Dealer: Please wait for ten minutes. I am busy at the moment. Anyway, we are not offering any exchange plans at present.
Wife: Well, in that case, thank you very much for your time. We’ll come back when someone can answer all of our questions.
In the car, while going back . . .
Husband: What was that all about? You were rude with that man. He was just doing his job.
Wife: He denied the exchange plan mentioned in Leo’s ads. How could he do it?
Husband: Maybe he is not aware of the exchange plan advertised by Leo. You only said that we should use common sense and not be guided by feelings.
Wife: I know. Let’s come back some other time.
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Two weeks later, at the same dealership . . .
Dealer: Well, the Leo model you selected comes with a three-year bumper-to-bumper warranty and the interest rate of 2.9 percent for sixty months. We will also give a good price on your old car. You are also qualified for a discount on your car insurance.
Wife: Car insurance? We totally forgot about the cost of the insurance. I am sorry, but my husband and I need to discuss this further. We’ll call you back.
Two weeks later, the couple purchased the car.
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Postpurchase Behavior
Did you ever have doubts and anxiety about the product after you purchased it? Don’t worry; you’re not the only one. This is known as “cognitive dissonance” (or buyer’s remorse), which is a common psychological trait among the purchasers of high-ticket items.
Let’s see how the couple is coping with postpurchase doubts.
Two months after the couple purchased the car . . .
Husband: I am not sure whether we made the right decision. I wonder if we could have made it without buying a brand new car.
Wife: Well, if we knew how long the new car would run without any repairs, we would not be having these worries. Husband: Hmmm . . . I can understand what you mean.
How do you think the manufacturer of Leo‘s brand can defuse these postpurchase doubts?
Leo has taken care of this through its Assurance campaign.
Using the slogan "You got the best because you deserve the best," the campaign is targeted at fearful consumers who are doubtful after purchasing a new car.
The underlying motto of the campaign is to reiterate the fact that Leo is the most affordable car in the market, providing the best safety features and high-end after-sales services. The campaign is slotted at a prime time on television and radio broadcast, assuring maximum reach.
In addition, Leo has started a blog as part of this campaign, where consumers can enter their comments and suggestions after using their new cars. Proper monitoring of the blog is done to ensure that all comments and suggestions are appropriately addressed by a panel of experts. This has helped Leo develop and manifest a positive attitude toward its newly acquired consumers.
Twelve months after the purchase . . . Wife: Well, I am so glad we made the decision to buy the new car. We haven’t been to the car shop in months, and it sure is nice to drive to work without having to worry about a bad transmission. Husband: Good night, dear!
,
Consumer Buying Decision Process.html
Consumer Buying Decision Process
The study of the consumer buying decision process is an important tool in marketing. It helps marketing managers understand the behaviors and decisions buyers engage in before, during, and after the purchase. It also helps marketing managers develop appropriate tactics to help buyers through the stages of the process.
The consumer buying decision process involves the following stages:
- Need recognition
- Information search
- Evaluation of alternatives
- Purchase decision
- Post purchase behavior
The second stage of the consumer buying decision process is information search, which is an important step as we consider marketing. A consumer searches for and collects information that can help him or her arrive at a purchase decision. Sources of information are varied. One source might be the consumer's family members, friends, and neighbors who might be using the product the consumer has in mind to purchase.
Alternatively, the consumer may search online, ask salespeople or dealers, or read specialist magazines. The consumer may actually examine the product before he or she decides to purchase it.
At the conclusion of this stage, the consumer identifies the attributes he or she desires in the product.
The basic consumer decision making model seems elaborate and time consuming but in reality, much of the process occurs without our conscious thinking. Consider your own purchase decisions. If you want to buy a very expensive piece of jewelry you are likely to deliberately and consciously follow through all the stages in the process: researching, seeking the advice of friends and relatives, visiting multiple stores, viewing advertisements, and comparing alternatives.
Similarly, when you want to buy a carton of milk, the same process is followed, whether or not it is the same brand and quantity that you always buy, or from the same store. From habit, you base your decision on the various factors that create the stimulus, your influence groups, your experiences, and your implementation of the purchase in the past. It takes very little cognitive or emotional awareness for you to make this purchase decision but the process occurs all the same.
Additional Materials
View the PDF transcript for Consumer Buying Decision Process
media/transcripts/SUO_MBA6011 W3 L1.pdf
Consumer Buying and Decision Process
© 2016 South University
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Strategic Marketing
©2016 South University
2 Consumer Buying and Decision Process
MBA6011 Week 3 Lecture 1
The study of the consumer buying decision process is an important tool in marketing. It helps marketing managers understand the behaviors and decisions buyers engage in before, during, and after the purchase. It also helps marketing managers develop appropriate tactics to help buyers through the stages of the process.
The consumer buying decision process involves the following stages:
1. Need recognition 2. Information search 3. Evaluation of alternatives 4. Purchase decision 5. Postpurchase behavior
Information Search So there’s a problem at hand. The old car no longer works, and there is a need to buy a new one. What’s the solution? Go out and purchase a new one; but which brand? Should the couple buy the same brand as the old car or look for new brand options? Let’s see how the couple searches for information. Husband: I talked to Tony, our neighbor down the street, and he says that his Super X model is a great value. He’s had it for two years, and he’s yet to find something wrong with it. He is also happy with the dealership from which he bought the car. Moreover, the dealer keeps sending discounted oil change coupons to him. Wife: That’s a good piece of information. He and his wife usually don’t like to talk. Husband: So did you find out anything on Delta last night?
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MBA6011 Week 3 Lecture 1
Wife: Yes, I think Delta has all the features that we want in a car. The only problem is the price. Maybe we should lease a car for a year or two until we save enough money for a large down payment. Husband: Leasing is overrated. We need to buy a car that meets our basic needs and should find a way to bring the monthly payments down to a minimum. Let’s keep searching for a more affordable car. Wife: What exactly do you want in the car? Husband: I am looking for four things:
• First, the car should fit our lifestyle. • Second, the price of the car should be within our budget. • Third, the car should have good safety features. • Fourth, the company should provide good after-sales service.
Wife: I agree.
Need Recognition
For high-value and less frequently purchased products, such as a car, we will follow the consumer buying decision process. The following scenario simulates the decision stages and behaviors a consumer goes through when making a decision to purchase a commodity.
The second stage of the consumer buying decision process is information search. A consumer searches for and collects information that can help him or her arrive at a purchase decision. Sources of information are varied. One source might be the
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Strategic Marketing
©2016 South University
4 Consumer Buying and Decision Process
MBA6011 Week 3 Lecture 1
consumer's family members, friends, and neighbors who might be using the product the consumer has in mind to purchase.
Alternatively, the consumer may search online, ask salespeople or dealers, or read specialist magazines. The consumer may actually examine the product before he or she decides to purchase it.
At the conclusion of this stage, the consumer identifies the attributes he or she desires in the product.
Need Recognition It’s breakfast time, and you’re out of orange juice. A hurried dash to the nearest store is prompted by the sudden need that has arisen. When do you start thinking about buying a new product or a service? The decision to buy starts with the identification of a new need. For example, your car has stopped working and you now need to look for another one. Buying starts with need recognition, when the consumer recognizes a need to buy a product or a service. Let’s look at an illustration of need recognition through a dialog between a husband and a wife who want to purchase a new car. Husband: The car has been acting up again; I took it to the auto- repair shop, and the mechanic told me I needed a new transmission. Wife: More repairs? You just had the brakes and shocks fixed two weeks ago. It seems that the repairs in your car never end. I knew buying a used car wasn’t a good idea. Husband: Well, I don’t know what to think. It seems as if we bought “a lemon.” We’ve had nothing but problems with this car.
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5 Consumer Buying and Decision Process
MBA6011 Week 3 Lecture 1
Wife: I think we should consider buying a new car. Husband: That’s a good idea. Used cars have given us too many problems. Wife: Let’s see which car fits our budget, and let’s apply for a loan. Husband: Let’s do that. I’ll start looking for a new car today.
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Organizational Buying Process, Service Delivery.html
Organizational Buying Process, Service Delivery
The organizational buying decision process has the same five steps as the consumer buying decision process. The consumer and the organizational processes are compared below using the example of a car dealership as an organizational buyer purchasing new cars from car manufacturers.
The main difference between the two processes at the first stage of decision making is in the number of people who are involved in the recognition of the need (problem). The decision-making unit (DMU) in the organization is more complex and is usually influenced by many people across the organization.
An information search is more complicated for an organizational buyer than for a consumer. Depending on whether the organization is doing a straight rebuy or new task buying, the amount of time, effort, and money invested in the search for information is much higher.
The main difference between consumers and organizations here is that an organizational buyer's evaluation criteria are more elaborate and stringent than a consumer's. There is an emphasis on obtaining good post purchase services.
An established organizational buyer typically has contracts already worked out with vendors. Therefore, the purchase process for an organizational buyer tends to be less complicated than that for a new buyer.
Post purchase evaluations of a product are more formal for an organizational buyer than for a household consumer. A major component of a post purchase evaluation is the service provided by the vendor.
Every business sells either a product (a physical item) or a service (something intangible), or both. Many businesses develop one first, and extend into the second.
The organization’s buying process is a process in which the organizations recognize the need of a product or service and search for the best available brand or supplier among all the alternatives. Understanding the organization’s buying process is now given immense importance as with globalization there is an increased competition in the market, there are many brands or suppliers available for the same product but one has to be street smart to choose the best product or service in quality and price. (Kurtz, 2009, p. 639,)
Reference
Kurtz, D. L, (2009), Contemporary Marketing. Boston, MA: Cengage Learning.
Additional Materials
View the PDF transcript for Organizational Buying Process, Service Delivery
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Organizational Buying Process / Service Delivery
© 2016 South University
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Strategic Marketing
©2016 South University
2 Organizational Buying Process / Service Delivery Process
MBA6011 Week 3 Lecture 3
Steps 1 and 2
The organizational buying decision process has the same five steps as the consumer buying decision process. The consumer and the organizational processes are compared below using the example of a car dealership as an organizational buyer purchasing new cars from car manufacturers.
Need Recognition
The main difference between the two processes at the first stage of decision making is in the number of people who are involved in the recognition of the need (problem). The decision-making unit (DMU) in the organization is more complex and is usually influenced by many people across the organization.
A typical car dealership has several departments: new-car sales, used-car sales, service, parts, accounting, and body shop. The requirement for the purchase of new cars in a dealership setting is usually recognized by the sales manager; however, the sales manager may have strong inputs from the owner and the chief financial officer (CFO) of the dealership chain. So for practical purposes, the