Economy Alliances

Archive for the ‘Marketing strategies’ Category

Consumers can be segmented in terms of styles and can purchase different target marketing strategies to each segment. For common stages of the buying process, marketers can make an insight into the likely behavior itself (introspective method), although this has limited usefulness. They can interview a small number of recent buyers, asking them to remember the events that led to the acquisition of the product (retrospective method). They can look for some consumers planning to buy the product and ask them to point out loud their buying process (prospective method). Or, consumers can apply to describe the ideal way to buy the product (prescriptive method).

STAGES OF PURCHASE DECISION

The buying process starts long before the purchase itself and has consequences long after the purchase was made.

Recognition of the need: the buying process starts when the buyer recognizes a problem or need. The need may be triggered by internal or external stimuli.

If collecting information from multiple consumers, the marketer can identify the most common stimuli that generate interest in a particular class of product.

Search for information: a consumer pleased manifest propensity to seek more information. The search state increased attention is called moderate. An active information search is to find material and undertake other research to learn more. The enthusiasm with which the search is undertaken depends on the intensity of the impulse, the initial information with which account, in the ease of obtaining information, the value to be granted and the satisfaction you get from it. Usually, the search by the consumer increases as the consumer goes situations of limited solution of the problem to solution of the problem extensively.

For the marketer interest are the main sources of information will appeal to consumers and influence each will have on the subsequent purchase decision. The consumer information sources comprise four groups:

- Personal Sources: family, friends, neighbors, acquaintances.
- Trade sources: advertising, sellers, distributors, packaging, displays.
- Public sources: mass media, consumer rating organizations.
- Sources Experimental management, analysis, use of the product.

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