Buyer Behaviour
The buyer behaviour process:
Need, recognition
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Search
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Pre Purchase Evaluation (is it quick or slow)
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Purchase
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Consumption (takes period of time)
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Post Purchase Evaluation;
is it: good, bad, buy again, bad vile,
Maslow's Hierarchy of needs:
(1 being at the bottom, 5 being at the top)
1. Physiological; Food and water (primal desire)
2. Safety; Shelter and defence (is it comfortable, warm?)
3. Belonginess; Relationships, family, home, sex (it's nature, what humans do)
4. Esteem and Status; Power, respect, and worth (Respected for whatever, all moves and shortcuts)
5. (last level) Self Actualisation; Personal values (Deciding on how to move forward)
Straight forward system, if I'm made redundant and lost my status I would look to people who have helped me in the past for support. If in a natural disaster, like when Hurricane Katrina hit, you'd be at bottom of the hierarchy (1).
/ Which product to buy?
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Memory (evokes trigger memory)
--> good, bad or indifferent
--> long term or short term?
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Aesthetics
--> looking good/ what does it look like?
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Emotion
--> Communication triggering emotions
--> Hedonism, live with guilt?! Conscience and love?
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Genetics
--> Men vs Women
--> Women different to men, women good on one to one basis. However men are better in groups
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Logic
--> Range of choice
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Attitude to risk (Self Explanatory, risk acceptive) attitude to personal risk
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Nature of problem routine
--> Simple vs Complex, low / high involvement
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Religion or belief structures
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Legal issues
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Others views: Peers, Family and Friends
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Financial Issues
Images based clever ads:
Some advertising billboards don't just stay with the format that you've been assigned. We shouldn't be scared or nervous or even worried of changing things. We should think about 3D objects, thinking outside of the box to make it more memorable. We should be using something that's clever and dramatic for press and social media to promote it for you.
Chosen product: A woman's watch, DKNY dress watch waterproof
Political yes acceptable
Economical yes feasible
Social yes acceptable
Technological yes as it works for it functions
Opportunities you can focus more on look then functionality because people pay for dress watches, waterproof watch, designs on all sorts of mediums and materials.
Threats other designer brands.
Need, recognition
-->
Search
-->
Pre Purchase Evaluation (is it quick or slow)
-->
Purchase
-->
Consumption (takes period of time)
-->
Post Purchase Evaluation;
is it: good, bad, buy again, bad vile,
Maslow's Hierarchy of needs:
(1 being at the bottom, 5 being at the top)
1. Physiological; Food and water (primal desire)
2. Safety; Shelter and defence (is it comfortable, warm?)
3. Belonginess; Relationships, family, home, sex (it's nature, what humans do)
4. Esteem and Status; Power, respect, and worth (Respected for whatever, all moves and shortcuts)
5. (last level) Self Actualisation; Personal values (Deciding on how to move forward)
Straight forward system, if I'm made redundant and lost my status I would look to people who have helped me in the past for support. If in a natural disaster, like when Hurricane Katrina hit, you'd be at bottom of the hierarchy (1).
/ Which product to buy?
-->
Memory (evokes trigger memory)
--> good, bad or indifferent
--> long term or short term?
-->
Aesthetics
--> looking good/ what does it look like?
-->
Emotion
--> Communication triggering emotions
--> Hedonism, live with guilt?! Conscience and love?
-->
Genetics
--> Men vs Women
--> Women different to men, women good on one to one basis. However men are better in groups
-->
Logic
--> Range of choice
-->
Attitude to risk (Self Explanatory, risk acceptive) attitude to personal risk
-->
Nature of problem routine
--> Simple vs Complex, low / high involvement
-->
Religion or belief structures
-->
Legal issues
-->
Others views: Peers, Family and Friends
-->
Financial Issues
Images based clever ads:
Some advertising billboards don't just stay with the format that you've been assigned. We shouldn't be scared or nervous or even worried of changing things. We should think about 3D objects, thinking outside of the box to make it more memorable. We should be using something that's clever and dramatic for press and social media to promote it for you.
Brief Discussion in groups:
Choose a product and discuss it's functionalities etc:
Political yes acceptable
Economical yes feasible
Social yes acceptable
Technological yes as it works for it functions
Opportunities you can focus more on look then functionality because people pay for dress watches, waterproof watch, designs on all sorts of mediums and materials.
Threats other designer brands.