Retail Customers

Buying Behavior

Business exists because of the customers; therefore, to

succeed in business we must know our customers!
- Fred Wieserma, Customer Intimacy

 Baby Boomers. Generation of children born between

1946 and 1964. A good number have, perhaps,
established leadership positions in industry and society.
Generations X and Y. The young leaders of today,
the yuppies, the NOW generation.
Generation Z. Those born in 2005 and beyond. The
people who will whiteness Al Gores An Inconvenient
Truth and the redrawing of a new global map.

Levy and Weitz (2004) listed the following types of

buying decision under problem solving:

Extended Problem-Solving
Limited Problem-Solving
Habitual Problem Solving

Consumer Adoption
Process

Suggested Marketing
Strategy

Awareness

Communicate the availability of

new product

Interest

Communicate benefits of New

Product

Evaluation

Emphasize advantages of new

product over other alternatives

Trial

Motivate Consumers to try the

new product

Adoption

Ensure consumers are satisfied

with the use of the new product

Know and Take Care of

Your Customers
The following are guidelines excerpted from some of the lessons
learned by a marketer (Arcilla, 2007):

1. Love your consumer above all else including your

boss, if necessary, because even the boss can be fired
by consumers. Ultimately, the consumer is the boss.
2. Do not force consumers to buy what they dont want
or need. You are simply wasting your time, money and
talent, and turning off your prospects.
3. Remember that ultimately, a good product or service
is the best form of marketing as you will win loyal
customers who will generate word-of-mouth
advertising. Conversely, therefore, a bad product or
service is the worst form of advertising.

4. Do not over-intellectualize your message and

advertising. Follow the KISS principle, Keep It
Simple yet Smart for the sales, the trade, and your
consumers.
5. Do not give trade deals just to get quick sales because
deals are addictive like drugs and constitute bribery
of the trade.
6. Do not be greedy as to promote excessive
consumption of your product because that practice
may create a backlash.

7. Do not blame others for any failure since the buck stops with
marketing whether its a lousy ad, a product/package defect,
poor availability, material run-out, ill-timed price, hike,
liquidity crunch, etc. The consumer doesnt care. She/he sees,
knows and remembers only the brand/company, and is
ultimately the consumer is the boss, then marketing owns the
privilege of being his/her direct report.
8. Do not pretend to be who youre not, as consumers will see
through you as phony and this applies as much to brands as
it does to people. Be yourself.
9. Indeed, marketing is vital for any company, but precisely
because of this, you must accept that marketing is too
important to be left only to marketing people.

Social Factors Influencing Buying

Decisions
Family
Reference Groups
Culture

Family. Many purchase decisions are made for products

that the entire family will consume or use.
Kartajayas SQ. Behavior of people may be driven by
his rational, emotional, and spiritual self.
Coveys seven habits or principles. Between
stimulus and response is mans freedom to choose
which is supported by his God-given endowments such
as
awareness,
imagination,
conscience
and
independent will.

Table 8. Coveys Seven Habits (Principles)

Coveys Principles
Be Proactive Principles of Personal Vision
Begin with End in Mind Principles of Personal
Leadership
Put First Things First Principles of Personal
Management
Seek First to Understand, Then to be Understood
Principles of Emphatic Communication
Synergize Principles of Creative Cooperation
Sharpen the Saw Principles of Balanced Renewal

Maslows Hierarchy of Needs

Freuds Two Motives

A persons behavior is basically driven by two motives:
1. By his sex urge
2. By his desire to be great.

Hofstedes Cultural Typology

This oft-quoted cultural typology involves:
Power Distance
Individualistic Cultures
Collectivist Cultures
Masculinity
Feminity
Uncertainty Avoidance

Core-factors that marketers consider in decision making

pertaining to their target market:
1. Attitudes
2. Beliefs
3. Values
4. Culture
5. Language/Communication
6. Aesthetics

F. Landa-Jocanos Pinoy Values

Dangal
Damdamin
Kapwa

Thank You!
Reporters:
Suzette G. Pretencio
Irna Mae C. Javines
Jayson D. Menchavez
Lerma M. Remorosa