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    Chapter 4 Customer Buying Behavior

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    chariza alap
    This document summarizes customer buying behavior and the buying process. It discusses the 5 stages of the buying process: need recognition, information search, evaluation of alternatives, purchase, and post-purchase evaluation. It also describes the two types of customer needs, the sources of information customers use in their search, and how social factors and different types of buying decisions influence the process. Segmenting the customer market based on geography, demographics, psychographics, buying situation, benefits, and composite approaches is also summarized.

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    Chapter 4 Customer Buying Behavior

    Uploaded by

    chariza alap
    246 views21 pages
    This document summarizes customer buying behavior and the buying process. It discusses the 5 stages of the buying process: need recognition, information search, evaluation of alternatives, purchase, and post-purchase evaluation. It also describes the two types of customer needs, the sources of information customers use in their search, and how social factors and different types of buying decisions influence the process. Segmenting the customer market based on geography, demographics, psychographics, buying situation, benefits, and composite approaches is also summarized.

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    This document summarizes customer buying behavior and the buying process. It discusses the 5 stages of the buying process: need recognition, information search, evaluation of alternatives, purchase, and post-purchase evaluation. It also describes the two types of customer needs, the sources of information customers use in their search, and how social factors and different types of buying decisions influence the process. Segmenting the customer market based on geography, demographics, psychographics, buying situation, benefits, and composite approaches is also summarized.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    246 views21 pages

    Chapter 4 Customer Buying Behavior

    Uploaded by

    chariza alap
    This document summarizes customer buying behavior and the buying process. It discusses the 5 stages of the buying process: need recognition, information search, evaluation of alternatives, purchase, and post-purchase evaluation. It also describes the two types of customer needs, the sources of information customers use in their search, and how social factors and different types of buying decisions influence the process. Segmenting the customer market based on geography, demographics, psychographics, buying situation, benefits, and composite approaches is also summarized.

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    of 21

    Chapter 4

    Customer Buying
    Behavior
    Prepared by:
    Ferrer, Krisha Carla
    Bautista, Nikilyn
    Marmolejo, Christine Mae
    Customer Buying Behavior
    refers to the actions taken (both on
    and offline) by consumers before
    buying a product or service. This
    process may include consulting
    search engines, engaging with
    social media posts, or a variety of
    other actions.
    The Buying Process
    1 2 3
    Need Recognition Information search about Evaluation of alternatives
    channels, stores, for channels stores,
    merchandise and merchandise and
    services services

    4 5
    purchase the postpurchase
    merchandise of service
    Two Types of Needs
    Hedonic Needs Utilitarian Needs

    emotional responses practical and functional


    and fantasies. benefit.

    • Stimulation
    • Status and power
    • Adventure
    Information Search

    is the stage of buyer decision


    process in which the consumer is
    aroused to search for more
    information.
    Sources of Information

    Internal External
    Internet / Social Media / Mobile
    Information search and
    price competition

    increasing applications for


    mobile devices have had a
    profound impact on
    customers' ability to gather
    external information.
    Evaluation of Alternatives
    During this stage, consumers
    evaluate all of their product
    and brand options on a scale
    of attributes which have the
    ability to deliver the benefit
    that the customer is seeking.
    Purchasing the
    Merchandise or
    Service
    This is the stage when the customers
    prefers one, the most promising
    band, out of several brands.
    Postpurchase Evaluation

    In brief, customers will compare


    products with their previous
    expectations and will be either
    satisfied or dissatisfied. Therefore,
    these stages are critical in retaining
    customers
    TypeS of Buying Decisions

    Extended Limited Problem Habitual Decision


    Problem Solving Solving Making
    Extended Problem Solving

    a purchase decision
    process in which
    customers devote
    considerable time and
    effort to analyze their
    alternatives.
    Types of Risk in Extended
    Problem Solving

    ▪ Financial Risk

    ▪ Physical Risk

    ▪ Social Risk
    Limited Problem Solving

    A purchase decision process involving a moderate amount of effort


    and time.
    Habitual Decision Making

    purchase decision process involving


    little or in conscious effort.
    ▪ Brand Loyalty

    ▪ Retailer Loyalty
    Social Factor in Buying Process

    illustrates how customer buying


    decisions are influenced by four
    influential social factors.
    Types of Social Factors
    Influencing the Buying Process
    ▪ The Economy

    ▪ Family

    ▪ Reference Group

    ▪ Culture
    Retail Market Segmentation

    a group of customers who


    are attracted to the same
    retail mix because they
    have similar needs.
    Criteria for Creating Market
    Segment
    ▪ Actionable

    ▪ Identifiable

    ▪ Substantial

    ▪ Reachable
    Approaches for Segmenting
    Markets
    ▪ Geographic Segmentation

    ▪ Demographic Segmentation

    ▪ Psychographic Segmentation
    -Self Values
    -Self Image
    -Self Concept
    -Lifestyle

    ▪ Buying Situation Segmentation

    ▪ Benefit Segmentation

    ▪ Composite Segmentation Approaches


    Thank you
    Prepared by:
    Ferrer, Krisha Carla
    Bautista, Nikilyn
    Marmolejo, Christine Mae

    CREDITS: This
    CREDITS: This presentation
    presentation template
    templatewas created
    was by
    created
    Slidesgo, including icons by Flaticon, infographics
    by Slidesgo, including icons by Flaticon, and &
    imagesby
    infographics & images byFreepik
    Freepik

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