Target different marketing strategies for each segment
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.
The amount and relative influence of these sources of information varies by product category and consumer characteristics. Each source of information plays a somewhat different role in influencing the purchase decision. Commercial information, generally, has an informative function, and personal sources, built legitimacy and / or evaluation.
Through gathering information, the consumer knows the brands on the market and its characteristics. The total set of brands available is called a group of knowledge. Some of these brands meet the initial criteria of purchase and integrate the group account. As it gathers more information, only some brands will remain important alternatives and form the set of alternatives.
Therefore, a company must “strategize” so that your brand is part of the group known prospects, and consideration of alternatives.
In regard to sources of consumer information, the marketer must identify carefully and assess their relative importance.
Evaluation of alternatives: there is no single evaluation process using all consumers, or even a consumer in all buying situations. There are several processes for evaluating the decision. The models that are used in the evaluation process by the consumer are cognitively oriented, meaning that consumers are forming product judgments, primarily on conscious and rational basis.
The attributes that are relevant to consumers vary depending on product.
Consumers differ in terms of product attributes they consider important or salient. Put more attention on those who will give them the benefits they seek. Often, the market for a product can be segmented according to the outstanding attributes for different consumer groups.
A marketers should be more concerned the importance of the attributes that stand out. They should measure the weights of importance consumers ascribe to the different attributes.
Beliefs concerning the mark up the brand image. Consumer beliefs regarding the mark may vary depending on their experiences and the effect of selective perception, selective distortion and selective retention.
It is presumed that the consumer has a utility function for each attribute. This function describes the way consumers expect that the satisfaction provided by the product varies with the different levels of each attribute.
The consumer comes to attitudes (such as trial or preferences) to alternative brands, through an assessment procedure.
The model values of expectations is one of several possible models to describe how consumers evaluate alternatives.
A manufacturer can do several things to influence consumer decisions:
• Change the product.
• Altering beliefs about the brand.
• Altering beliefs about competing brands.
• Altering the important points.
• Call attention to unnoticed features.
• Changing consumer ideals.
Purchasing decision, two factors can intervene between purchase intent and purchase decisions:
1. The attitude of others: the extent that action by another person reduces one’s preferred alternative depends on two things: the intensity of the negative attitude of the other person to the alternative preferred by the consumer and consumer motivation to give please the other person’s wishes.
2. Unanticipated situational factors: the way a consumer purchase intent based on factors such as income expectations, the expected price and expected benefits of the product. When the consumer is about to act, can sprout unexpected situational factors that modify purchase intent.
The consumer’s decision to modify, postpone or avoid a purchase decision is heavily influenced by the perceived risk. The magnitude of perceived risk varies with the amount of money involved, the degree of uncertainty regarding the nature and level of confidence of the consumer. The marketer must understand the factors that create a sense of risk to consumers, and commensurate with the information and support to reduce the perceived risk.
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