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Markkinoinnin ja Myynnin perusteet
6.9.2010MAR1LH001
Anna Hankimaa
04/19/23 Lähde: Kotler-Armstrong, Chapter 5-6
Consumer Buying Behavior
• Buying behavior of people who buy goods and services for personal use -> consumer market
• The central question for marketers is:– “How do consumers respond to various marketing
efforts the company might use?”
04/19/23 Lähde: Kotler-Armstrong, Chapter 5-6
Model of Buyer Behavior
04/19/23 Lähde: Kotler-Armstrong, Chapter 5-6
Factors Influencing Consumer Behavior
04/19/23 Lähde: Kotler-Armstrong, Chapter 5-6
Cultural
Culture
Subculture
Social Class
Personal
Age & Life-Cycle Stage
Occupation
Economic Situation
Lifestyle
Personality & Self-Concept
Psychological
Motivation
Perception
Learning
Beliefs & Attitudes
Social
Reference Groups
Family
Roles & Status
Culture
• Culture is the most basic cause of a person's wants and behavior
• Culture is learned from family, church, school, peers, colleagues.
• Culture includes basic values, perceptions, wants, and behaviors.
04/19/23 Lähde: Kotler-Armstrong, Chapter 5-6
Cultural
Culture
Subculture
Social Class
Social Class
• Society’s relatively permanent and ordered divisions whose members share similar values, interests, and behaviors.
• Measured by a combination of: occupation, income, education, wealth, and other variables.
04/19/23 Lähde: Kotler-Armstrong, Chapter 5-6
Cultural
Culture
Subculture
Social Class
Social Factors
04/19/23 Lähde: Kotler-Armstrong, Chapter 5-6
Social
Reference Groups
Family
Roles & Status
Viiteryhmällä (reference group) tarkoitetaan kaikkia sellaisia ryhmiä, joihin yksilöt samaistuvat tai haluavat samaistua
Millaisia viiteryhmiä tunnistat?
Personal Factors
• Elämänvaiheet: – Esim. Gen Y (alle 25 v), Young
Professionls/D.I.N.K (25-34 v.) , Families (35-54) and Zoomers (55- ) / Sony seg.
• Elämäntyylit– Elämäntyylien perusteella tehdään
luokitteluja eli typologioita, joiden avulla ostokäyttäytymistä selitetään:
– Suomessa Risc Monitor-tutkimus (TNS Gallup Oy) ja Valuegraphics- analyysi (Taloustutkimus)
04/19/23 Lähde: Kotler-Armstrong, Chapter 5-6
Personal
Age & Life-Cycle Stage
Occupation
Economic Situation
Lifestyle
Personality & Self-Concept
Personality & Self-Concept
• Personality refers to the unique psychological characteristics that lead to relatively consistent and lasting responses to one’s own environment.
• Generally defined in terms of traits (=luonteenpiirre)
• Self-concept suggests that people’s possessions contribute to and reflect their identities.
04/19/23 Lähde: Kotler-Armstrong, Chapter 5-6
Personal
Age & Life-Cycle Stage
Occupation
Economic Situation
Lifestyle
Personality & Self-Concept
Maslow’s Hierarchy of
Needs
04/19/23 Lähde: Kotler-Armstrong, Chapter 5-6
Psychological
Motivation
Perception
Learning
Beliefs & Attitudes
Perception
• PerceptionInformation InputsInterpretation (tulkinta)Selective Attention
(huomio)Selective Distortion
(tulkinta)Selective Retention
(muisti)04/19/23 Lähde: Kotler-Armstrong, Chapter 5-6
Psychological
Motivation
Perception
Learning
Beliefs & Attitudes
• Perception = the process by which people select, organize, and interpret information inputs to form a meningful picture of the world (oman käsityksen muodostaminen)
Perception
• Selective Attention: the process of selecting some inputs to attend to while ignoring others.
• Selective distortion is an individual’s changing or twisting of information when it is inconsistent with personal feelings or beliefs.
• Selective retention is remembering information that supports personal feelings and beliefs and forgetting inputs that do not.
04/19/23 Lähde: Kotler-Armstrong, Chapter 5-6
Learning
• Learning: a relatively permanent change in behavior due to experience.
• Interplay of drives, stimuli, cues, responses, and reinforcement.
• Strongly influenced by the consequences of an individual’s behavior– Behaviors with satisfying results tend to be repeated.– Behaviors with unsatisfying results tend not to be
repeated.04/19/23 Lähde: Kotler-Armstrong, Chapter 5-6
Psychological
Motivation, Perception
Learning
Beliefs & Attitudes
Types of Buying BehaviorTypes of Buying Behavior
04/19/23 Lähde: Kotler-Armstrong, Chapter 5-6
Complex buying behavior Varietyseeking behavior
Dissonance reducing buying behavior
Habitual buying behvior
High Involvement Low Involvement
Significant differences between brands
Few differences between brands
Buying Decision Process
04/19/23 Lähde: Kotler-Armstrong, Chapter 5-6
Internal stimuli /External stimuli
Heightened attention / active information search
How well the expectations are met?Cognitive dissonance
Purchase intention -> action
Buying Decision Process
• Consumers may use careful calculations & logical thinking
• Consumers may buy on impulse and rely on intuition• Consumers may make buying decisions on their own• Consumers may make decisions after talking with
others Marketers must study buyers to find out how they
evaluate brand alternatives!
04/19/23 Lähde: Kotler-Armstrong, Chapter 5-6
Buying Decision Process
• Cognitive dissonance: a buyer’s doubts shortly after a purchase about whether it was the right decision.
04/19/23 Lähde: Kotler-Armstrong, Chapter 5-6
Product Adopter Categories
• When an organization introduces a new product, people do not begin the adoption process at the same time, nor do they move through it at the same speed.
• Adopters are divided into five categories:– Innovators– Early Adaptors– Early Majority– Late Majority– Laggards
04/19/23 Lähde: Kotler-Armstrong, Chapter 5-6
• Mihin ryhmään itse kuulut?
04/19/23 Lähde: Kotler-Armstrong, Chapter 5-6
Business Markets &Business Buyer Behavior
• The business market is vast and involves far bigger sales and items than do consumer markets.
• Business buyer behavior refers to the buying behavior of the organizations that buy – goods and services for use in the production of other
products– services that are sold, rented, or supplied to others.
04/19/23 Lähde: Kotler-Armstrong, Chapter 5-6
Business Markets
• Market Structure and Demand:– Contains far fewer but
larger buyers.– Customers are more
geographically concentrated.
– Business demand is derived from consumer demand.
• Nature of the Buying Unit:– Business purchases
involve more decision participants.
– Business buying involves a more professional purchasing effort.
04/19/23 Lähde: Kotler-Armstrong, Chapter 5-6
Types of Decisions and the Decision Process
• Business buyers usually face more complex buying decisions
• Business buying process tends to be more formalized• Buyers and seller work more closely together and build
close long-run relationships
04/19/23 Lähde: Kotler-Armstrong, Chapter 5-6
Model of Business Buyer Behavior
04/19/23 Lähde: Kotler-Armstrong, Chapter 5-6
Major Types of Buying Situations
Straight Rebuy The buyer routinely reorders something without any modifications
Modified Rebuy The buyer wants to modify product specifications, prices, terms, or suppliers.
New Task The buyer purchases a product or service for the first time.
Participants in the Business Buying Process
• Decision-making unit of a buying organization is called its buying center.
• Not a fixed and formally identified unit.
• Membership will vary for different products and buying situations.
• Buying Center Members:– Users– Deciders– Influencers– Buyers– Gatekeepers
04/19/23 Lähde: Kotler-Armstrong, Chapter 5-6
Major Influences on Business Buyer Behavior
04/19/23 Lähde: Kotler-Armstrong, Chapter 5-6
The Business Buying Process
04/19/23 Lähde: Kotler-Armstrong, Chapter 5-6
SEGMENTATION
04/19/23 Lähde: Kotler-Armstrong, Chapter 5-6
Steps in Market Segmentation, Targeting,
and Positioning
04/19/23 Lähde: Kotler-Armstrong, Chapter 5-6
Segmentation Terminology
• Segment Marketing– Adopting a company’s offerings so taht tehy more closely match the
needs of one or more segments
• Niche Marketing– Adapting a company’s offerings to more closedly match the needs of one
more sub-segments where there is often little competition
• Micromarketing– A form of target marketing in which companies tailor their marketing
programmes to the wants and needs of very narrowly defined demographic, psychogracphic or behavioural segments
04/19/23 Lähde: Kotler-Armstrong, Chapter 5-6
Market Segmentation
• Geographic• Demographic• Psychographic• Behavioral
04/19/23 Lähde: Kotler-Armstrong, Chapter 5-6
Market Segmentation
GEOGRAPHIC • World region or country, City• Density (Urban, suburban, rural)• Climate (Northern, Southern)DEMOGRAPHIC • Age, gender, family size, income, occupation, etc.• The most popular bases for segmenting customer
groups.• Easier to measure than most other types of variables.04/19/23 Lähde: Kotler-Armstrong, Chapter 5-6
Market Segmentation
PSYCHOGRAPHIC• Social class• Lifestyle• Personality
04/19/23 Lähde: Kotler-Armstrong, Chapter 5-6
Market Segmentation
BEHAVIORAL• Occasion: Regular / special• Benefits: quality, service, economy, convenience, speed• User status: nonuser, ex-user, potential, first-time, regular• User rates: light user, medium user, heavy user• Loyalty status: none, medium, strong, absolute• Readiness stage: unaware, aware, informed, interested,
desirous, intending to buy• Attitude toward product: enthusiastic, positive, indifferent,
negative, hostile
04/19/23 Lähde: Kotler-Armstrong, Chapter 5-6
Market Segmentation
• Best to use multiple approaches in order to identify smaller, better-defined target groups.
• Start with a single base and then expand to other bases.
04/19/23 Lähde: Kotler-Armstrong, Chapter 5-6
Segmenting Business Markets
• Consumer and business markets use many of the same variables for segmentation.
• Business marketers can also use:• DEMOGRAPHICAL: industry, company size• OPERATIONAL: by technology, light/medium/heavy
users• PURCHASING: quality or best value, leasing or buying• SITUATIONAL: urgency (DHL), specific use• PERSONAL: Commited long-term customer
relationships04/19/23 Lähde: Kotler-Armstrong, Chapter 5-6
Segmenting International Markets
• Geographic location• Economic factors• Political and legal factors• Cultural factors
04/19/23 Lähde: Kotler-Armstrong, Chapter 5-6
Requirements for Effective Segmentation
• Measurable• Accessible• Substantial• Differentiable• Actionable
04/19/23 Lähde: Kotler-Armstrong, Chapter 5-6
Evaluating Market Segments
• Segment Size and Growth– Analyze current segment sales, growth rates, and expected profitability.
• Segment Structural Attractiveness– Consider effects of: competitors, existence of substitute products, and
the power of buyers & suppliers.• Company Objectives and Resources
– Examine company skills & resources needed to succeed in that segment.
– Offer superior value and gain advantages over competitors.
04/19/23 Lähde: Kotler-Armstrong, Chapter 5-6
Target Marketing Strategies
04/19/23 Lähde: Kotler-Armstrong, Chapter 5-6
Choosing a Market Coverage Strategy
Factors to consider:• Company resources• Product variability• Product’s life-cycle stage• Market variability• Competitors’ marketing strategies
04/19/23 Lähde: Kotler-Armstrong, Chapter 5-6
Positioning for Competitive Advantage
• Product’s position is the way the product is defined by consumers on important attributes.
• The place the product occupies in consumers’ minds relative to competing products.
04/19/23 Lähde: Kotler-Armstrong, Chapter 5-6
Positioning Map
04/19/23 Lähde: Kotler-Armstrong, Chapter 5-6
Choosing a Positioning Strategy
1. Identify a set of possible competitive advantages on which to build a position
2. Choose the right competitive advantages3. Select an overall positioning strategy
MUST EFFECTIVELY COMMUNICATE AND DELIVER POSITION TO MARKET!
04/19/23 Lähde: Kotler-Armtrong, Chapter 5-6
Identifying Possible Competitive Advantages
• Key to winning target customers is to understand their needs better than competitors do and to deliver more value.
• Competitive advantage – extent to which a company can position itself as providing superior value.
04/19/23 Lähde: Kotler-Armstrong, Chapter 5-6
Identifying Possible Competitive Advantages
• Product Differentation: – e.g.consistency, durability, repairability
• Services Differentiation: – e.g. speed, convenience, careful delivery
• Image Differentation: – e.g. communicate benefits and positioning
• Channel Differentation: – e.g. coverage, expertise, performance
• People Differentation: – eg. hiring, training better
04/19/23 Lähde: Kotler-Armstrong, Chapter 5-6
Positioning Errors
• Underpositioning:– Failing to really position the company at all.
• Overpositioning:– Giving buyers too narrow a picture of the company.
• Confused Positioning:– Leaving buyers with a confused image of a company.
04/19/23 Lähde: Kotler-Armstrong, Chapter 5-6
Choosing Right Competitive Advantages
1. Important: The difference delivers a highly valued benefit to target buyers.
2. Distinctive: Competitors do not offer the difference, or the company can offer it in a more distinctive way.
3. Superior: The difference is superior to other ways that customers might obtain the same benefit.
4. Communicable: The difference is communicable and visible to buyers.
5. Preemptive: Competitors cannot easily copy the difference.6. Affordable: Buyers can afford to pay for the difference.7. Profitable: The company can introduce the difference profitably.
04/19/23 Lähde: Kotler-Armstrong, Chapter 5-6
Value Proposition
04/19/23 Lähde: Kotler-Armstrong, Chapter 5-6
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