Individuals in households are buyers and acquirers. Consumer behavior when making a purchase

Producer market - organizations that purchase goods and services for use in the production process.

Reseller market - organizations that purchase goods and services for their subsequent resale at a profit for themselves.

4. Market public institutions- Mrs. organizations that purchase goods and services or for their subsequent use in the field of utilities or to provide those goods and services to those who need them.

5. international market– buyers outside the country, including foreign consumers, manufacturers, resellers and government agencies.

Every firm operates in an environment contact audiences seven types:

1. Financial circles (banks, shareholders, company brokers, stock exchanges);

2. Contact audiences among the information (organizations that distribute news, articles, comments);

3. Contact audiences state. institutions;

4. Civic action groups (consumers, advocacy groups environment, representatives of national minorities);

5. Local contact audiences (neighborhood residents and community organizations);

General public

Internal contact audiences (own workers and employees).

Reference groups - groups that have a direct or indirect influence on the attitude or behavior of a person. Groups that have a direct influence on a person, called. membership groups: family, roles and statuses, factors of a personal order, age and stage of the life cycle of the family, occupation, economic. position, lifestyle, personality type and self-image.

2 question. Models of consumer behavior in the markets.

It is necessary to understand that the buyer is different from the consumer (difference). And in order to win over the consumer, it is necessary to understand what he is guided by when choosing a product.

Key moment:- motivating factors of marketing: product, price, methods of distribution and sales promotion.

Buying Behavior Models:

A. Simple model.

The black box is the mind of the customer (for us). The task is to reveal its contents. At the entrance to it are marketing incentives and other irritants. At the output - the choice that the buyer will make, the responses of the buyer.

b. Expanded model.

In the Black Box, the characteristics of the buyer are more detailed (the more, the better) and the decision-making process.

Drivers- this is the whole set of marketing mix (product price, distribution, promotion) and other stimuli (economic, scientific and technical, political, cultural).

Responsiveness - 5 choices:

1. product selection,

2. choice of brand.

3. dealer,

4. time

5. object of purchase.

The task of the marketer is to understand what is happening in the black box of the consumer's mind..

There are several factors that directly affect buying behavior:

1. Cultural factors(culture, subculture and factors of social status). TOulura- widely recognized views, norms and values ​​that determine the behavior of members of a given society. Subculture - geographic features. Ethnic, national, educational. Social status- You can talk about social classes. Under social class usually understood as a set individual people or families that are characterized by similar beliefs, lifestyles, interests and behaviors.

2. Social factors These are reference groups (member groups), family, roles and statuses. Under reference group usually understood as a certain set of people capable of influencing the attitudes and behavior of a person. Family – as a guiding force – the most important shopping organization within society. Role and status - determine the position of the individual in certain groups and in society as a whole.

3. Psychological factors(motivation, perception, learning, experience, belief and attitude).

4. Personal or personal factors(age, stage life cycle family, occupation, lifestyle, personality type, self-image).

If we analyze the process of any of our purchases, we will see that it began long before the act of sale was completed. Moreover, this process continued for some time after the purchase and consisted of evaluating our satisfaction with the purchased product.

The firm needs to carefully study its customers. It can perform in five types of client markets.

1. Consumer market - individuals and households that purchase goods and services for personal consumption.

2. Producer market - organizations that purchase goods and services for use in the production process.

3. Reseller market - organizations that purchase

goods and services for subsequent resale at a profit

for myself.

4. The market of state institutions - state organizations - acquiring goods and services either for their subsequent use in the field of public services, or for the transfer of these goods and services to those who need them.

5. International market - buyers outside the country, including foreign consumers, manufacturers, resellers and government agencies.

Schwinn sells its bikes in all these markets. Some bicycles are sold to consumers directly from the factory or through retailers. outlets. It sells its bicycles to manufacturers who use them to deliver goods or travel on business premises. The Firm also sells bicycles to wholesalers and retailers who resell them in consumer and manufacturer markets. She could be a salesperson. their bicycles and government agencies. And of course, it sells them to overseas consumers, manufacturers, resellers and government bodies. Each type of market has its own specific features that the seller needs to carefully study.

Competitors

Every firm faces a wide variety of competitors. Suppose the VP of Marketing wants to identify all of Schwnnn's competitors.<>. The best way do something to conduct research on how people decide to buy a bike. The researcher might interview a first-year college student, John Adams, who is just about to spend a certain amount of money (see 25). John considers several options, including buying vehicle, buying a stereo system or a trip to Europe. These are competing desires; desires that the consumer might want to satisfy. Suppose that John Adams decides "we most need to improve our transport possibilities. He has several options before him: buying a car, buying a motorcycle or buying a bicycle. These are commodity-generic competitors, that is, other main ways of satisfying any particular desire. If buying a bike turns out to be the most attractive alternative, John will consider which bike to buy. A number of product-species competitors appear, i.e. other varieties of the same product that can satisfy the specific desire of the buyer. In this case, the varieties of goods will be sin-, five- and deent short-short bicycles. John will probably settle on a ten-speed bike, after which he will probably want to get acquainted with several competing brands. These are different brands of the same product that can satisfy his desire. In this case, these are “Shvnnn”, “Rali”, “Sire”, “Azuki” and “Gitan”.

Understanding exactly how consumers accept! a solution that could make it easier for the VP of marketing to identify all the competitors that are preventing Schwiepn from selling more of its bikes. The manager will want to take a closer look at all four varieties of competitors, paying special attention to the brands-competitors, since they are actively discouraging sales from Schwinn.

Contact audiences

Part marketing environment includes various contact audiences of the firm. We define a contact audience as follows:

A contact audience is any group that has an actual or potential interest in an organization or influences its ability to achieve its goals.

The contact audience can either help or hinder the firm's efforts to serve the markets. A charitable audience is a group whose interest in the company post is very charitable (for example, donors). The target audience is one whose interest the firm seeks but does not always find (for example, the media). An undesirable audience is a group whose interest the company tries not to attract, but is forced to reckon with it if it manifests itself (for example, use the boycott group for the liekpa).

A firm can develop marketing plans for all of its main contact audiences, as well as for all client markets. Suppose a firm wants to win a response from a particular contact audience in the form of favors, testimonials, or donations of time or money. For the logo, the company will need to design a product that is attractive specifically for this contact audience.

Any company operates and is surrounded by contact audiences of seven types (see 26).

1. Financial circles. Influence the firm's ability to provide itself with capital. The main contact audiences of the financial sector are banks, investment companies, brokerage firms stock exchange, shareholders. The firm "Schwinn" achieves the goodwill of dashing audiences by publishing annual reports providing answers to questions about the entire financial activities, and presenting to the financial community evidence of its financial soundness.

2. Contact audiences of the media. Media Audiences

information organizations that distribute news, articles and editorial commentary. First of all, these are newspapers, magazines, radio stations and television centers. Schwinn is interested in having more and better media coverage of its activities, perhaps through articles on good exercise, which is cycling, or articles on charitable activities companies.

3. Contact audiences of state institutions. Leadership must necessarily take into account everything that happens in the public sphere. Schwinn marketers must respond to issues of product safety, truth in advertising, dealer rights, and the like. Schwinn should consider getting in touch with other bicycle manufacturers to jointly push for more benevolent laws.

4. Civic action groups. Marketing decisions made by a firm may raise questions from consumer organizations, environmental groups, minority groups, and the like. Parents, for example, are pushing for better bike safety. Schwinn has the opportunity to become a leader in the design of the safest bicycles. Department of organization public opinion firms can help keep the firm in constant contact with all consumer groups (another example is given in Box 8).

5. Local contact audiences. Any firm deals with local contact audiences, such as neighborhood residents and community organizations. To work with the local population, large firms usually appoint a special person in charge of relations with the community, who is present at meetings of community members, answers questions, and contributes to the resolution of pressing problems.

6. General public. The firm needs to be meticulous about the attitude of the general public towards its products and its activities. And although the general public does not act in relation to the firm as an organized force, the image of the firm in the eyes of the public affects its commercial activities. To create a strong image of "citizenship," Schwinn will assign representatives to fundraise campaigns for the community, make significant donations to charitable causes, and develop a consumer complaints process.

7. Internal contact audiences. The internal contact audiences of the firm include its own workers and employees, volunteers, managers, members of the board of directors. In order to inform and motivate members of their internal contact audiences, large firms publish information; newsletters and resort to other forms of communication. When workers and employees are well disposed towards their own firm, they positive attitude extends to other contact audiences.

Box 8. Citizens' Action Group Calls for Boycott of Nestlé Products

Even the most respected firm in the market may one day be attacked by civic action groups on any of its products if, in the opinion of these groups, the firm is acting irresponsibly. By the way, most likely the dissatisfied group will call for a boycott of all the company's products, even if all one has come under fire from criticism. The publicity associated with such a boycott could damage the firm's good name, which has taken many years to develop.

In 1978, the Nestle company became the target for such attacks. This firm, headquartered in Switzerland, produces such well-known products as chocolate bars, coffee, a whole range of frozen food products. She also produces a mixture for baby food. The group that has come forward with allegations against the firm is known as Infact, or the Coalition of Action Against the Distribution of Baby Formula. According to the group, Nestlé is aggressively forcing its formula on mothers in third world countries who don't know how to use it properly. The mixture is often diluted with dirty water, stored in poorly washed bottles and not always able to keep it in the refrigerator. As a result, children get sick. There were also deaths.

The Infact group called for a worldwide boycott of all Nestlé products. The direct mail campaign she organized contained the call "As many people as possible should know about this" and a request for financial assistance to organize a wider distribution of the group's message. In the letters of the group "Infact" were listed all branded sponges "Nestlé". which consumers should have boycotted.

The firm, for its part, maintained that it was marketing formula responsibly and that formula 1 was often, under certain conditions, the best food for infants. Nevertheless, the negative publicity was very unpleasant for the company. In March 1482, Nestlé agreed to adhere to the provisions of the "Code of Health" developed by the United Nations and designed to encourage breastfeeding. The Code prohibits the promotion of infant formula, the distribution of free samples, and the payment of commissions to sellers.

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Consumer market - Individuals and households who buy or otherwise acquire goods and services for personal consumption.

A detailed model of consumer behavior is shown in Figure 5.1.

Fig.5.1. Expanded model of buying behavior

We present the characteristics of the buyer in the form of a diagram (Fig. 5.2.)

Rice. 5.2. Buyer characteristics

Let's take a closer look at some of the factors.

The human life cycle includes the following stages:
1. Stage of single life (young singles living separately from their parents).
2. Young newlyweds without children.
3. "Full nest" first stage ( younger child less than six years).
4. "Full nest" second stage (the youngest child is six years old or more).
5. "Full nest" third stage (elderly spouses with children in their care).
6. "Empty nest" the first stage (elderly spouses, whose children already live separately, the head of the family works).
7. "Empty nest" second stage (elderly spouses whose children live separately, the head of the family is retired).
8. The dowager works.
9. Retired widow.

The type of personality that characterizes one's own "I" is usually described on the basis of such traits inherent in the individual as influence, independence, inconstancy, reverence, lust for power, sociability, alertness, affection, aggressiveness, restraint, striving for success, love of order, adaptability.

The marketer should strive to create a brand image that matches the self of the members of the target market.

From psychological factors Let's take a look at the concept of motive. The motive is need, which has become so urgent that it forces a person to look for ways and means to satisfy it. There are several theories of behavioral motivation.

1. Freud's theory of motivation, in which he argues that people are basically unaware of the real psychological forces that shape their behavior, suppressing many drives. However, one can never completely suppress a person's desires, because. suppression necessarily manifests itself in neurotic behavior, obsessive states, psychoses.

2. Maslow's theory of motivation tries to explain why some people spend a lot of time on self-preservation, while others on gaining the respect of others? He developed a hierarchy of needs (Fig. 5.3.), In which human needs are ranked in order of importance from most to least urgent. As soon as a person manages to satisfy some important need, it ceases to be a driving motive for a while and an incentive appears to satisfy the next most important need.

Rice. 5.3. Maslow's hierarchy of needs

The factors listed in the diagram (fig. 5.2.) give an idea of ​​how to attract and serve the buyer more efficiently.

As a result of the collection of information, consumer awareness of the brands of goods available on the market and their properties is increased. In a practical sense, the firm must develop a marketing mix that would place its brand in both the awareness and consumer choice bundles. If the product fails to penetrate these bundles, the firm will miss the opportunity to sell its product.

The sequence of bundles involved in the purchasing decision process is shown in Figure 5.4.

Fig.5.4. Sequence of kits when making a purchase decision

The decision to buy can be held back by other people's attitudes or unforeseen circumstances.

Fig.5.5. Typical shopper adaptation function over time

Before developing marketing plans, you need to understand the markets. In the consumer market, people buy goods and services for personal consumption. This market consists of many sub-markets such as the youth market, the elderly market, etc.

Buyer behavior is influenced by four main groups of factors: cultural level factors (culture, subculture and social status), social factors (reference groups, family, roles, statuses), personal factors (age, stage of the family life cycle, occupation, lifestyle, personality type and self-image) and psychological factors (motivation, perception, belief and attitude). All of them give an idea of ​​how to effectively serve and reach the customer.

The challenge for the marketer is to understand the various participants in the buying process and understand the major factors influencing buying behavior in order to create an effective marketing program.

1. The consumer market is individuals and households who buy or otherwise acquire goods and services for personal consumption. This market consists of many sub-markets.
2. Buyer behavior is influenced by four main groups of factors:

• Cultural order (culture, subculture and social position).
• social order(reference groups, family, roles and statuses).
• personal order(age and stage of the family life cycle, occupation, economic status, lifestyle, self-image).
• psychological order(motivation, perception, learning, beliefs and attitudes).

1. Before planning its marketing, a firm needs to identify all potential customers, determine how they go through the process of making a purchase decision, understand the various participants in the consumer market, and establish the main factors influencing purchasing behavior.

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