Buyer. - Person who purchases a product or service. You can purchase it for consumption or for resale. The buyer can be a final consumer or an intermediary.
From the point of view of family roles, the buyer is the person who acquires the product that can be destined for others, in addition to himself.
In the UK, this term is used to define a special type of buyer who makes purchases in a retail store (shopper).
Buyer's Choice Behavior
Experimental studies on purchase motivations and behaviors have multiplied over the last decade, and therefore the market analyst has a significant set of information, usually collected by company initiatives for the sole purpose of selling, but also with understanding to sell
The buyer, Active Agent
For marketing, purchasing behavior encompasses the set of activities that precede, accompany and follow purchasing decisions and in which the individual or organization actively intervenes in order to make informed choices.
The buyer is constantly faced with a multitude of decisions to make, the complexity of which varies depending on the type of product and the purchasing situation.
The set of actions that allow the buyer to find a solution to their problem are then involved in the purchasing process.
5 stages can be distinguished: –Recognition of the problem. –Search for information –Evaluation of possible solutions. –Purchase decision. –Behavior after purchase.
PRE-PURCHASE EVALUATION
Finally, the probability that a product will be bought depends on its being evaluated favorably by consumers.
- When deciding which products and brands to buy, consumers will trust their choice more in their evaluations of available alternatives, those they do not like will be quickly rejected, if not completely ignored Alternatives they like can be considered and compared, selecting those that they receive The most positive evaluation The way in which the alternatives of choice are evaluated is the central part of the third stage of the consumer decision-making process, the pre-purchase evaluation. The search and the evaluation are intermingled in a complex way during the decision making The acquisition of information about a product in the environment will produce some type of evaluation (prices..)
- The fundamental aspects of the pre-purchase evaluation process are presented in the following figure:
EVALUATION STRATEGIES
- Non-compensatory evaluation strategies:
They are characterized by weakness in the attribute of one product that cannot be compensated for by strong performance in another.
This strategy comes in different ways, for example:
a) Lexicographic strategy: According to this strategy, brands are compared based on the attribute of greatest importance. If, according to said attribute, one of the brands is perceived as superior, it is selected. If two or more brands are perceived as good, then they are compared using the second most important attribute. This process continues until a tiebreaker occurs.
b) Aspect strategies: The procedure is similar to the previous one, that is, brands are first evaluated based on the most important attribute. However, the consumer imposes caps, he can for example set caps such as "must cost less than $ 2" or "must be nutritious."
- Compensatory evaluation strategies:
According to these strategies, a perceived weakness in some attributes can be offset by a perceived strength in another attribute. These strategies are of two types:
- The simple additive: the consumer simply counts or adds the number of times each of the alternatives is judged favorably, in terms of the set of outstanding evaluative criteria. The alternative that has the largest number of positive attributes will be selected. The use of this strategy is more likely when the motivation or the ability of the consumers to process is limited. The weighted additive: The consumer now enters more refined judgments about the performance of the alternative, than a simple “yes is favorable, or not". These judgments are then weighted according to the importance given to the attributes. In essence, a weighted additive rule is equivalent to multi-attribute attitude models.
EVALUATION OF ALTERNATIVES BEFORE PURCHASE
To illustrate how these strategies work, consider the information below, which contains attribute performance ratings (excellent to poor) for four grocery brands, and attribute importance ratings (one being the most important).. What brand would you choose?
BUY OR NOT BUY
To buy or not to buy? This is the question that is answered with stage 4 of the PDC model: In the purchase decision process, consumers decide:
- If they buy When do they buy What do they buy (type and brand of product) Where do they buy (type of retailer and specific retailer? How do they pay?
The decision to buy can lead to:
- A fully planned purchase: both the product and the brand have been selected in advance Partially planned purchase: There is an intention to buy the product, but the choice of the brand is postponed until the search Unplanned purchase: both the product and the brand are chosen in the point of sale
RETAIL AND PURCHASE PROCESS
- Retail is the process of bringing consumers and markets together. It is generally the culmination point for supply chain partners' efforts to meet the demands of their consumers. The buying process, carried out, requires consumers to react with retailers of some kind.
Why do people go shopping?
- Whether consumers shop at markets, department stores, markets, the fundamental question to be answered when examining shopping behaviors is "why do people shop?" The most obvious answer is "in order to buy something", but there are a myriad of personal and social reasons why consumers go shopping, as described in the following figure:
Why do people go shopping?
PURCHASE DECISION PROCESS
CONSUMER PURCHASE ACTIVITIES INVOLVING TIME USE
COMMUNICATION WITH CONSUMERS: INTEGRATED MARKETING COMMUNICATIONS
Getting the attention of the consumer is a challenge for the marketer, especially when the product is of limited importance.To get the attention of the consumer, marketers design an Integrated Marketing Communications (IMC) program, comprising:
1.The CMI programs are comprehensive Advertising, websites, personal sales, public relations, etc. are considered within the planning of a BSC
2. The CMI programs are unified. The messages delivered by all means (diverse influences such as employee recruitment, etc.) are equal or supportive of a unified theme.
3. CMI programs are directed towards one goal. The public relations program, advertising programs, in-store and point-of-sale programs all have the same or a related target market.
4. CMI programs have the coordinated execution of all components of the organization's communications.
5. CMI programs emphasize productivity to reach designated goals, when communication channels are selected and resources are allocated to marketing media
Importance of perceived risk
- Financial loss.- In case of replacement or repair to be carried out at your expense if the purchased product is defective. Loss of time.- Due to the hours dedicated to claims, returns to the distributor, repairs, etc. Physical Risk.- Caused by products whose consumption or use could present dangers to health, the environment Psychological Risk.- Reflects a loss of self-esteem or a general dissatisfaction in the case of a bad purchase
Bibliography
- KERIN; ROGER; Eric Berkowitz; Steven Hartley; Willian Rudelius.- "MARKETING" 7th Edition. Edit. McGraw-Hill. Mexico 2004 JOHNSTON, MARK; Greg Marshall.- "SALES ADMINISTRATION". 7th Edition. Edit. McGraw-Hill. Mexico 2003.Arens, Willians.- "ADVERTISING". 7th Edition. Edit. McGraw-Hill. Mexico 2000. Marketing Dictionary. Edit. Cultural SA Madrid 1999. CZINKOTA, MICHAEL; Ilkka Ronkainen. "INTERNATIONAL MARKETING". 6th Edition. Edit. Pretince Hall. Mexico 2002
