IMC FOUNDATION-BUYER BEHAVIORS

CONSUMER PURCHASING PROCESS

Finding ways to influence the consumer buying decision process is a vital activity in
marketing communications

Information Search-Internal Search

Consumer thinks about the brands he or she is willing to consider.

The consumer removes brands

That were tried but that did not result in a positive experience.

Eliminates brands he or she knows little about

Consumer quickly reduces the number of brands to a more manageable group.

Making sure a companys brand becomes part of the consumers set of potential
purchase alternatives is a key objective for creatives and brand managers.

A brand with high level of brand equity is more likely to be included in the consumers
set of potential alternatives.

High-quality, reasonably priced goods and services accompanied by attractive and

powerful advertising messages usually become finalists in the purchasing decision.

Information Search-External Search

After internal search when customers remain uncertain about the right brand to
purchase, an external search takes place.

External information might be gathered from a variety of sources, including-

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friends and relatives, experts,

books, magazines, newspapers,

advertisements, exposure to public relation activities,

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in-store displays, salespeople, and the Internet.

The amount of time a consumer spends on an external search depends on three

factors;
a) Ability
b) Motivation
c) Costs versus benefits

a) Ability

Ability to search partially determines the extent of an information search.

Ability consists of a persons educational level combined with the specific knowledge
he or she has about a product and the brands in that product category.

Educated individuals are

more likely to spend time searching for information

More inclined to visit stores prior to making decisions.

Consumers possessive excessive knowledge about individual brands and product

categories are better able to conduct a more involved external search.

Consumers possessive excessive knowledge about individual brands and product

categories spend less time on external search.

Consumers possessive less knowledge about individual brands and product

categories spend less time on external search.

Consumers in the middle , typically spend more time

b) Motivation

Motivation is determined by

Level of involvement

Need for cognition

Level of shopping enthusiasm

Involvement means the extent to which a stimulus or task is relevant to a consumers

existing needs, wants, or values.

Cost of product

Importance of product

Need for cognition is a personality characteristic an individual displays when he or

she engages in and enjoys mental activities.

Customers with enthusiasm for shopping will undertake more in depth search for
goods ad services.

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c) Costs versus benefits

The final factors that influence an information search are the perceived costs versus
perceived benefits of the search.

One benefit that a consumer often seeks while external information is the ability to
reduce purchase risk.

The cost of search includes

The actual cost of the goods and services

The subjective costs associated with the search, including time spent and
anxiety experienced while making a decision

The opportunity cost of foregoing other activities to search for information

One ideal time to attempt to influence the decision making process occurs when the
consumer has not yet made up his or her mind.
Marketing experts can utilize three models of the information search process:
a. Attitudes
b. Values
c. Cognitive mapping
a) Attitudes

An attitude is a mental position taken toward a topic, a person, or an event that

influences the holders feelings, perceptions, learning processes and subsequent
behaviours.

Attitudes consist of three components

Affective

Cognitive

Conative

Affective component consists of the feelings or emotions a person has about the object topic
or idea.
The cognitive component refers to a persons mental images, understanding, and
interpretation of the person, object or issue.
The conative component is an individual intentions, actions or behaviour.
A common sequence of events that takes place as an attitude forms is:

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Cognitive- Affective- Conative

Others

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Affective-Conative-Cognitive

Conative- Cognitive-Affective

b) Values

Values are strongly held beliefs about various topics or concepts

Factors that affect persons values include

Comfortable life
Pleasure
Excitement
Equality
Freedom
Fun, exciting life
Sense of belonging

Happiness
Inner peace
Mature love
Personal accomplishment
Security
Self respect
Social acceptance

c) Cognitive mapping

Cognitive maps are simulations of the knowledge structures and memories

embedded in an individuals brain.

The roles of marketing messages in cognitive mapping are

Strengthen current image

Modify current image

Create new linkage

Trends in the Consumer Buying Environment

Age complexity

Gender complexity

Individualism

Active, busy lifestyles

Cocooning

Changes in family units

Pleasure Pursuits

Health Emphasis

Note: For details please see text & reference books.

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