Premium Essay

Buyer Behavior in Imc

In: Business and Management

Submitted By hinduaz
Words 2664
Pages 11
Hind El Azhari Spring 2014

Integrated Advertising, Promotion and Marketing Communications

Buyer Behavior

Steps and issues associated with the consumer buying decision-making process:

In marketing, it is important to understand the consumer’s needs and wants in order to be able to provide him with the best product possible, enhance its experience and fulfill its expectation to ensure satisfaction and hopefully loyalty. But, this understanding alone would be worthless without the comprehensive understanding of the consumer purchasing and decision making process.
The consumer purchasing process is composed of five steps: * Problem recognition: that is the fact a person realizes that it has a certain issue or need that need to be satisfied. * Information search: that is the process by which the consumer is gathering information regarding the products or ways that might help him fulfill his or her needs or solve the problem according to some specifics (explained further in this paper). * Evaluation of alternatives: that the process of evaluating the value of the different possibilities at hand. * Purchase decision: that the act of selecting a particular brand/ product and make the actual purchase. * Post purchase evaluation: Determine whether the decision was right or wrong. Determine the level of satisfaction regarding the decision and the initial need or problem.
It is important to highlight that two of those steps are relevant when constructing a communication and marketing strategy. As a matter of fact, the “information search” and the “evaluation of alternatives” present more accurate information regarding marketing concerns. * Information search:
This step include two types of search, the “internal search” which the very first search that any consumer starts considering because it is linked to previous experiences…...

Similar Documents

Premium Essay

Business Marketing Perspective & Organizational Buyer Behavior

...Business Marketing Perspective & Organizational buyer behavior The Business marketing or Industrial marketing is the marketing of goods and services to commercial enterprises, governments, and other nonprofit institutions for use in the goods and services that they, in turn, produce for resale to other industrial customers. By contrast, consumer goods marketing are the marketing of goods and services to individuals and family units for personal consumption and to wholesalers and retailers in consumer goods distribution systems. What consumers buy, they use for themselves or for consumption by members of a family. Individual customers buy to support the profit-making or nonprofit functions in which the organization is engaged. To understand some of the major differences between business-to-business and consumer marketing, it is useful to think of the industrial marketing system as consisting of two key linkages. The first is the external interface between the marketing/sales function of the producer and the end user. The second is internal interface between the producer’s marketing/sales and production functions. While each of these linkages has considerable complexity, the two sets of linkages serve as convenient handles to explore the major differences between business-to-business and consumer marketing. Given the distinguishing characteristics of both the internal and the external linkages, the formulation and execution of the marketing mix poses different......

Words: 1866 - Pages: 8

Premium Essay

Buyer Behavior

...CRITERIA Use different theories to EXPLAIN the behaviour of the young towards luxury products. INTRODUCTION This report will analyse the behaviour of young adults towards luxury products. With the use of different theories the attitude, culture and behaviour of young adults will be studied. Two types of theories will be used including both psychological and sociological principles. A conclusion will follow the main body to help analyse, ‘the behaviour of the young towards luxury products’. MAIN BODY In the current society, many young people are often influenced by role models to always be part of the trend and the latest fashion. Big high street brands ensure that their designer labels are always on people’s minds when they are out shopping. The aim is to try getting young people to always buy luxury products. Luxury products are goods which are usually not considered to be essential and are associated with affluence. These products define a clear difference between the social class and the elite, and therefore there is a high demand for these products as many young people wish to be seen in the upper-class. A definition of luxury products has been shown below, ‘A luxury good is a good for which demand increases more than proportionally as income rises’ [www.google.co.uk]. These products range from perfumes and jewellery to clothes and handbags. Luxury products are available throughout the world but the price paid for them is usually steeper than something from a......

Words: 551 - Pages: 3

Premium Essay

Buyer Behavior

...Despite the relative strength of Germany-based Adidas in Europe and weakness in Nike's flagship U.S. market, Nike has expanded its global lead over its rival over the past three years. Nike's 36 percent worldwide market share dwarfs the 21.8 percent share for Adidas, according to Sporting Goods Intelligence. Adidas has been consistently dragged down by the once-mighty Reebok brand, which contributes about 6 percent to its parent's total. The problem for Adidas is that, while it's staked out its turf as an official sportswear partner, Nike has more top athletes. They include Swiss tennis ace Roger Federer and Australian track star Craig Mottram, along with old standby basketball legends Kobe Bryant and LeBron James. Nike, Inc., an American corporation originally known as Blue Ribbon Sports or BRS was founded by Philip Knight, a track athlete at the University of Oregon, and his coach Bill Bowerman in January 1964.   Bowerman, who also attended the University of Oregon in his early days, and also achieved his career by winning two gold medals in the 1960’s Summer Olympics; he wanted to make his own pair of Nike shoes for him, but claimed they were Phil Knight’s, one of his athletes he was very proud of. By 1974, Nike Inc. was officially registered and became the new big thing with the millionaire dollar money slogan of “Just Do it”. Adidas is a multinational corporation based on European designs and manufacturers. It was founded in the year of 1948 by a man named Adolf......

Words: 742 - Pages: 3

Premium Essay

Analyzing Buyer Behavior

...Introduction Understanding consumer buying behavior entails marketing, relationships, and consumer behavior. Consumer behavior comprises all the consumer decisions and activities connected with the choosing, buying, using and disposing of goods and services. Marketers must pay very close attention to consumer behavior that occurs before the purchase and after the particular product has been used. In addition to other basic principles of consumer buying habits, marketers also need to study the decision and actions of real people. Today marketers can collect and analyze data about consumer behavior, one individual at a time; this is the relationship approach to marketing. This simulation is a great representation of learning the needs of the consumers in the male grooming industry.      Salon Makeover Realizing the growth potential of this market Arnold Stonewall has hired me to determine the business opportunities and analyze consumer behavior within this market. He has allotted $550,000 to execute a marketing plan. Data that was collected through surveys of men in the Brooklyn area and the information gathered from the male salon industry indicated that men want more services. The direction will take the barber shop into a barber spa. This barber spa concept is midrange in pricing and services which will keep the current customer base comfortable with minimal changes but also attract a new client base with spa-style treatments. Our competitive edge is a......

Words: 883 - Pages: 4

Premium Essay

Buyer Behavior

...Campus Principal Instruction Mode Name and contact details of offering coordinator MKTG 1052 Buyer Behaviour Singapore Lectures and online support Dr Kaleel Rahman School of Economics, Finance and Marketing RMIT University, Melbourne, Australia kaleel.rahman@rmit.edu.au Name / contact details of other relevant staff Visiting lecturers: Dr Kaleel Rahman / Dr. Linda Robinson / Mr. Brian McCauley Teacher guided hours Learner directed hours Course Description 36 108 Concentrating on buyers needs is fundamental to the marketing concept. The emphasis of this subject is to look more closely at the buyer, covering the factors effecting: • • • • • why people make purchase decisions what products (goods and services) people buy how people go about the purchase process the frequency with which people purchase the buying decision process It is crucial that practitioners are able to usefully apply these buyer behaviour concepts to their marketing programs. The increasing complexity, competitiveness and change in today’s markets require a marketing practitioner to have a thorough understanding of buyer behaviour theories and dynamics if they are to have a competitive edge. MKTG 1052 BUYER BEHAVIOUR S1 2014 Course Guide 1 On completion of the course, students will normally be able to: Learning Outcomes • • Develop familiarity with the theories of buyer behaviour in consumer markets. Enhance their abilities to appraise models of consumer......

Words: 3468 - Pages: 14

Premium Essay

Analyzing Buyer Behavior

...ANALYZING BUYER BEHAVIOR FOR GRAVES ENTERPRISES DEVRY UNIVERSITY (KELLER GRADUATE SCHOOL OF MANAGEMENT) According to Kotler, A consumers buyer behavior is influenced by four major factors; cultural, social, personal, and psychological factors. These factors cause consumers to develop product and brand preferences. Although many of these factors cannot be directly controlled by marketers, understanding of their impact is essential as marketing mix strategies can be developed to appeal to the preferences of the target marketmarketers with clues to reach and serve consumers more effectively. When purchasing any product, a consumer goes through a decision process. This process consists of up to five stages: problem recognition, information search, evaluation of alternatives, purchase decisions and post purchase behavior. The length of this decision process will vary, ranging from a shorter routine response behavior, to limited problem solving and a more comprehensive extensive problem solving. A consumer may not act in isolation in the purchase, but rather may be influenced by any of several people in various roles. The number of people involved in the buying decision increases with the level of involvement and complexity of the buying decision behavior. Every individual is different from each other. One personal idea cannot be enough for the product’s success. Only strong research of consumer behavior in the bundle with innovative technologies would lead to the......

Words: 876 - Pages: 4

Premium Essay

Analysis of Campbell's Advertising Buyer and Consumer Behavior

...products. They prefer to read the message. In the advertisement, it has showed the prices, so the verbalizers would tend to compare the information with others. Apart from this, at the right bottom of the advertisement, it has introduced two ways of cooking the soup. Customers could either re-heat it and eat with spaghetti. This attracted verbalizers. Product Positioning The Campbell’s soup mainly used the red color as its package and each Russian borsch only priced $12.9 in the advertisement. It left the customer impression that the price compared as the image of Campbell soup is not high. As Campbell soup is an international brand. This could lead to the concept of consumer behavior that packaging as a positioning element. The brand is communicating with it targeted customer through its packaging, image and color. From the advertisement, it could guess that the target customer of Campbell soup is housewives who love the taste of Campbell soup. As the soup is easy to make, just re-heat it then can drink. So, it targeted customers could be the married couple but have busy life such as work so late, so they do not have much time to cook. In extension, it could attract peoples who have busy life but interested in drinking the western style soup. So, the Campbells` soup has used the above methods to get to its market position. Maslow’s Hierarchy Based on the advertisement, it shows a can of Campbell’s Russian......

Words: 1667 - Pages: 7

Premium Essay

Imc Apple

...Task You will write a report on three different campaigns that have used all or some integrated marketing communication (IMC) tools to achieve communications objectives such as awareness, image building, direct response and consumer engagement. A campaign has several executions under the same theme, so look for IMC campaigns where the same creative idea has been communicated across all or some IMC tools and media.   Report 2500 words Your report, with correct referencing has to cover the following elements: a. introduce the three different IMC campaigns briefly b. explain why you chose the three IMC campaigns c. Describe each campaign to cover its target audience, communication objectives (speculate if you need to if these are not described in your research resources), its campaign idea, and how all or some IMC tools were used to convey the idea. d. Include also how the three IMC campaigns had generated news media coverage and/or social media communication e. Analyse similarities and differences of the three IMC campaigns f. Conclude on your favourite IMC campaign and reasons g. Suggest integrated marketing communications tips for marketers based on your analysis of the three IMC campaigns individual reflection (500 words) include in your report at the end a reflection on these questions:   1. what were the  'high' and 'low' moments of self-directed learning during the research and writing process, especially since part of......

Words: 2176 - Pages: 9

Premium Essay

Buyer Behavior

...vacation the father may make the hotel reservations but others in the family may have input on the hotel choice. Therefore, understanding consumer purchase behavior involves not only understanding how decisions are made but also understanding the dynamics that influence purchases. Consumer buyer behavior refers to the buying behavior of final consumers (individuals and households who buy goods and services for personal consumption). All of there final consumers combine to make up the consumer market. Customers go through a five-stage decision-making process in any purchase: 1. Need Recognition & Problem Awareness 2. Information Search Customers make purchases in order to satisfy needs. Some of these needs are basic and must be filled by everyone on the planet, example: food and shelter, while others are not required for basic survival and vary depending on the person. Sometimes in the consumer market people are involved in a purchase decision, example: in planning for a family vacation the father may make the hotel reservations but others in the family may have input on the hotel choice. Therefore, understanding consumer purchase behavior involves not only understanding how decisions are made but also understanding the dynamics that influence purchases. Consumer buyer behavior refers to the buying behavior of final consumers (individuals and households who buy goods and services for personal consumption). All of there final consumers combine to make up the......

Words: 308 - Pages: 2

Premium Essay

Advertising & Imc

...interactive agencies, and public relations companies to better serve their clients’ marketing communications needs. Their clients have become “media-neutral” and are asking that they consider whatever form of marketing communication works best to target market segments and build long-term reputations and short-term sales. This text will introduce students to this fast-changing field of advertising and promotion. While advertising is its primary focus, it is more than just an introductory advertising text because there is more to most organizations’ promotional programs than just advertising. The changes discussed above are leading marketers and their agencies to approach advertising and promotion from an integrated marketing communications (IMC) perspective, which calls for a “big picture” approach to planning marketing and promotion programs and coordinating the various communication functions. To understand the role of advertising and promotion in today’s business world, one must recognize how a firm can use all the promotional tools to communicate with its customers. To the Student: Preparing You for the New World of Advertising and Promotion Some of you are taking this course to learn more about this fascinating field; many of you hope to work in advertising or some other promotional area. The changes in the industry have profound implications for the way today’s student is trained and educated. You will not be working for the same kind of communication agencies that......

Words: 31428 - Pages: 126

Premium Essay

Analyzing Buyer Behavior

...Analyzing Buyer Behavior MM520: Marketing Management Analyzing Buyer Behavior Graves Enterprises is a maker of consumer and commercial grade floor care products. Currently, Graves Floor Care Products are marketed at a price comparable to direct competitors in both markets. The products are also distributed through the same channels. Though Graves Floor Care Products are superior to the other floor care products with whom they are in competition with, there has not been any emphasis placed on this superiority that would make distributors and retailers choose Graves above the others. As the new Vice President of Marketing, I have been tasked with finding a way to make Graves Floor Care Products more marketable, hence increasing sales in both the consumer and commercial market. I have requested that my marketing directors review the various primary and secondary market research available in each of their areas. I have asked each of them to create a new marketing plan which would include their target markets, analysis of their primary competitors, a pricing position, and a distribution strategy. Their findings and my recommendations are summarized below. Research showed that the consumer products target market for Graves Floor Care Products is homeowners, age 29 – 59, with a household income of $75 -$150K. The products primary competitors are rented carpet steam cleaners, Kleen Floor Spray ‘n Vac and Kleen Floor Spot Cleaner, and those who do nothing to clean their......

Words: 1233 - Pages: 5

Premium Essay

Buyer Behavior

...MK 4010 October 19, 2015 miderm This class has given me much insight on the behind the scene process that goes into making a person into a consumer. The topics in class are very interesting mix between psychology and marketing. The topic I enjoyed and agree with the most is how the consumer memory works. It was very interesting to learn about the different types of memory such as: sensory memory, short term memory, and long term memory. In marketing, it is imperative that your consumer encodes your brand into their long term memory, therefore, when it is time to make the purchase your product comes to mind. This can be done through low involvement learning such as jingles and package recognition or high involvement learning such as knowing product benefits and long message content. I can personally attest to seeing a product and immediately singing their jingle, because it has been learned and encoded into my memory. One theory I don’t completely agree with from class is the Maslow’s model of hierarchy of needs. After seeing the in class presentations, I felt like one more category could be added to the model of hierarchy of needs. I believe Maslow did a good job capturing a lot of our core values, but missed a core value that included pleasure and enjoyment. I would agree with the model more if it had a category for hedonic motives. As humans sometime we do something just for the intrinsic enjoyment and nothing more. Overall, this class has been very interesting......

Words: 273 - Pages: 2

Premium Essay

Imc of Apple

...Integrated Marketing Communications (IMC) is defined as customer centric, data driven method of communicating with the customers. IMC is the coordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost. This management concept is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation. (Clow, Kenneth E.; Baack, Donald,2007) The components of Integrated Marketing Communications The components of Integrated Marketing Communications including the foundation - corporate image and brand management; buyer behavior; promotions opportunity analysis. Advertising Tools - advertising management, advertising design: theoretical frameworks and types of appeals; advertising design: message strategies and executional frameworks; advertising media selection. Advertising also reinforces brand and firm image. Promotional Tools - trade promotions; consumer promotions; personal selling, database marketing, and customer relations management; public relations and sponsorship programs. Integration Tools - Internet Marketing; IMC for small business and entrepreneurial ventures; evaluating and integrated marketing program. All of these communications tools work better if they work......

Words: 560 - Pages: 3

Premium Essay

Customer Buyer Behavior Regarding Luxury Goods in

...Customer Buyer Behavior Regarding Luxury Goods in Peter Jones By [Author’s Name] [Faculty Name] [Department or School Name] [Month Year] ACKNOWLEDGEMENT My thanks go out to all who have helped me complete this study and with whom this project may have not been possible. In particular, my gratitude goes out to friends, facilitator and family for extensive and helpful comments on early drafts. I am also deeply indebted to the authors who have shared my interest and preceded me. Their works provided me with a host of information to learn from and build upon, also served as examples to emulate. DECLARATION I, (Your name), would like to declare that all contents included in this thesis/dissertation stand for my individual work without any aid, & this thesis/dissertation has not been submitted for any examination at academic as well as professional level previously. It is also representing my very own views & not essentially which are associated with the university. Signature: Date: ABSTRACT TABLE OF CONTENTS LIST OF FIGURES CHAPTER 01: INTRODUCTION 1.1. Outline of the Study Purchasing products and services is common around the world, and almost everyone indulges in shopping. The value of a brand is seen in its brand equity and the brand loyalty that the brand possesses. The way consumers perceive a product or service, and the importance it has in their life is what makes all the difference, watching dogs on the......

Words: 3832 - Pages: 16

Premium Essay

Holden Imc Campaign

...Integrated Marketing Communication (IMC) Campaign: HOLDEN CRUZE SERIES II ‘IT’S NOT JUST A SMALL CAR, IT’S AUSTRALIA’S SMALL CAR’ Executive Summary Consumer behaviour is the study of how individuals behave and decide their purchase, use and dispose of goods and services to fulfil their needs and desires (Kotler & Keller 2009, p. 150). The findings of this report are related to the use two of the consumer behaviour areas: decision making process and consumer motivation to evaluate the integrated marketing communication (IMC) of Holden Series II Cruze. Holden is an Australian automobile brand and Series II Cruze is one of their latest models launched in the beginning of this year. The theme of its IMC campaign is: ‘It’s not just a small car, its Australia’s small car’. The campaign kicked start with a massive launching event and followed by a series of ads on televisions, website, social media and some public relationship activities. Its aim is to build product-specific awareness by displaying various product features of the new car and create preference of Holden Series II Cruze to its target audience. The focus of the Series II Cruze advertisements predominantly highlights the innovative features of the car, proclaim as Australian’s small car and state the reasonable pricing at the end. This message is constant in most of their communications. By doing this they cover product, price, place and eventually using the communications as promotion. Hence......

Words: 5312 - Pages: 22