How Does Advertising Affect Your Buying Decisions – Figure 1 below shows the process a customer goes through when making a purchase decision. Once the process has been initiated, the potential customer can opt out of any stage before purchasing. This six-step process represents the steps people go through when they make an effort to learn about options and choose a product, such as when they buy a product for the first time or when they buy expensive items. which last a long time. don’t buy too often. It is called
For many products, buying behavior is normal: you recognize a need and satisfy that need based on your habit of buying the same brand, the cheapest brand, or another suitable brand, depending on the analysis your business and value. In these cases, you have learned from your past experiences what appeals to your needs, so you can go through the second and third steps of the process. It is called
- 1 How Does Advertising Affect Your Buying Decisions
- 2 Chart: The Influence Of Influencers
- 3 Low Involvement Versus High Involvement Buying Decisions And The Consumer’s Decision Making Process
- 4 The Marketing Environment
How Does Advertising Affect Your Buying Decisions
. However, if something changes significantly (price, product, availability, services), you can implement a comprehensive decision and consider alternatives.
Chart: The Influence Of Influencers
The first step in making customer decisions is to recognize that there is a problem – or an unmet need – and that this need requires some action. Whether we take action to solve a problem depends on two factors: (1) the size of the gap between what we have and what we need, and (2) the importance of the problem. A man may want a new Lexus and have a five-year-old Ford Focus. The difference can be huge, but it is insignificant compared to the other problems he faces. On the other hand, a woman may have a two-year-old car that works well, but for various reasons she feels it is very important to buy another car this year. Consumers do not move forward until they are convinced that their specific needs are important enough to act on.
Part of identifying a need is defining the problem in a way that enables customers to take the next step in solving the problem. In many cases, recognition and resolution of a problem occur at the same time: for example, a customer has run out of toothpaste. In some cases, these are different jobs. Consider a situation where you injure your knee. Maybe you know that your knee hurts and you can’t walk properly, but you need to explain the problem in detail before taking action: Do you need a good night’s sleep? brace? Painkillers? Physical therapy? Surgery? All these things? As a customer, you can begin to resolve your issue once it has been properly identified.
Marketing interactions through advertisements, websites, salespeople, and any number of other activities create opportunities for marketers to communicate with consumers and participate in demand awareness. Listening to customers through social media or customer service helps you understand how customers perceive the problems they face. Public advertising that highlights the dangers of smoking helps create awareness of the need to do something to prevent cancer. Weekend and evening shopping ads alert parents to limited weekday shopping opportunities for working parents. Once a young man realizes that he needs a new coat, the ad tries to influence his choice: either a cheap trendy jacket from Old Navy or an expensive North Face snowboarding coat (provided he can hide the money to pass. after buying a coat). In each of these situations, marketing plays an important role in helping to identify demand.
Once a need is identified, a potential customer may seek information to help identify and evaluate other products, services, experiences, and services that will satisfy that need. Information can come from any number of sources: family and friends, search engines, Yelp reviews, personal reviews,
Low Involvement Versus High Involvement Buying Decisions And The Consumer’s Decision Making Process
, suppliers, product examples and so on. Which sources are most important depends on the individual and the type of purchase they are considering.
The marketing component of the marketing mix must provide information to assist consumers in their decision making process. When marketers understand which sources of information consumers want to use in their search, they can develop marketing strategies and tactics to position their products and messages along the search path. For example, teenage boys rely heavily on peer networks to find out what is interesting, fun, and desirable. A social media strategy is important for any product – video games, fashion, gadgets, sports equipment, music, etc. – for these customers.
In some cases, customers already have the information they need based on past experiences of buying and using – better or worse. A good experience builds customer loyalty, while a bad experience kills repeat purchases. For example, a customer who needs new tires may look for a sale in the local newspaper or ask friends for recommendations. If he has bought tires before and had a good experience, he may go to the same dealer and buy the same brand.
The process of obtaining information can also identify new needs. When a person buying tires is looking for information, he may decide that the tires are not the real problem and that he needs a new car instead. At that time, his new need may trigger a new search for information.
The Marketing Environment
Information seeking involves the mental and physical activities that consumers must perform to make decisions and solve their problems in the marketplace. Anyone who has bought a car, computer or pet knows that it takes time, energy and money to get a satisfactory result. This often means giving up more desirable jobs. Eventually, many consumers will learn that the benefits of accessing information can outweigh the costs, especially for larger ticket purchases. A thorough search can save money, improve the quality of the selection or reduce risks.
When a customer receives and processes information about the problem they are trying to solve, they identify other products, services, and stores that are viable options. The next step is to evaluate these alternatives and make a choice, assuming that the option is feasible that meets the financial and psychological needs of the customer. Evaluation criteria vary from customer to customer and from purchase to purchase, as do the needs and sources of information. One customer may consider price to be the most important factor, while another may place more weight on quality or convenience.
Information seeking helps inform consumers about options to consider when evaluating options and making a final decision. For any particular purchase decision, each consumer creates a set of values—usually a mental list—along with the relative importance of each value in their final choice. This review process can be very systematic and thorough for other people and purchases. There are also people who find the process of choosing difficult or frustrating, so they cope with their discomfort by reducing the number of alternatives to a minimum or making impulse purchases at the last minute. Note that the stages of selection and evaluation of a solution to a customer’s problem are closely related and often occur simultaneously.
Consider the situation when buying a new vacuum cleaner. In your search for information, you have selected the top five brands in online reviews, along with the review criteria that are most important to you: 1) price, 2) traction, 3) warranty, 4) weight , 5) noise level, and 6) ease of use of attachments. After visiting Sears and Home Depot to look at all the options in person, you are torn between the two brands you listed. Finally you make a painful choice and the salesman heads to the warehouse to get you another one. He returns with bad news: the vacuum cleaner is no longer available, but it is expected to be delivered in three days. With a surprising relief, you take this as a signal to follow another pattern in stock. Even if comfort was not on your first list of options, you will need space before the party you plan to host the next day. You choose the second option and don’t look back.
How Branding Influences Purchase Decisions [infographic]
From a salesperson’s perspective, it’s important to understand the criteria for the customer review you want to do. You need to demonstrate these qualities to be shortlisted. Often, these qualities determine your offer compared to the competition. At the end of the day, choice is still something of an unpredictable black box because people think differently and the circumstances of any buying situation are unique to the person, the product, and the problem being solved.
After a lot of research and analysis (or maybe very little), customers have to decide at some point whether they will buy or not. Anything retailers can do to make shopping easier will appeal to customers. For example, in advertising, marketers may suggest the right size of a product for a particular use or the right wine to go with a particular meal. Sometimes multiple decision levels can be combined and sold as a single package. For example, travel agents often organize tourist trips, and stores that sell goods try to sell them with more guarantees.
To do a better job of marketing at this stage of the buying process, the marketer must have answers to questions about consumer buying behavior. These answers will increase your chances of closing the sale and increase the value at the time of purchase. Helpful questions to ask include the following:
Marketers must look for opportunities to influence things in their favor
Consumer Behavior In Marketing
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