Grocery stores have long offered free samples, hoping to whet a customer's appetite at the very moment when it is easiest for them to buy food.
We summarized that  Consumers "ingest" marketing and other stimuli, such as the four P's: Product, Price, Place and Promotion  the stimuli enters their "buyer black box"  the "black box" creates buyer responses.
Next we looked at Cultural Factors affecting consumer purchases, noting that Cultural Factors are some of the strongest influences of consumer buyer behavior, because they are the set of basic values, perceptions, wants and behaviors that are "learned" by a consumer from their families and other important social institutions.
Also recall the fact that we need to remember that every group or society has a culture influencing them in some form or degree. Along with cultural factors, there are also Social Factors affecting consumer buyer behavior.
Human beings are social, and they need people around them to interact with and to discuss various issues in order to reach better solutions and ideas.
We learned that these social factors typically consist of the consumer's small groups, their family, and their social roles and status.
These roles play a part within social groups consisting of friends and familes. We also quickly examined how economic status enables or disables a person's abilties as a consumer. On top of the social factors affecting consumer buyer behavior, we also have Psychological Factors.
The consumer's own personality is constructed by the unique psychological characteristics that create relatively consistent, lasting behavior in response to their own environment. These characteristics include Self Concept, Motivation and the five motivational needs, Perception, Learning, and Beliefs and Attitudes.
In summary, all of these factors and stimuli illustrate an important point: Now let's see how complicated reaching a buying decision can be.
Defining the Buyer Decision Process The Buyer Decision Process is conducted by a consumer before, during, and after the purchase of products and services. Purchasing decisions are usually considered to be psychological constructs, because although we never "see" a decision, usually we infer from observed behaviors that a decision has been made.
Therefore we are able to conclude that a psychological event, the "decision", has occurred. This assumption of a process suggests a commitment to action; that commitment to buy. The Buyer Decision Process is usually split up into 5 distinct stages that typically occur in a certain order: This order seems to suggest that a consumer will pass through all five stages, however this is not always the case.
Often with habitual buying behavior a consumer will usually skip or reverse some of these steps in the Buyer Decision Process.
However one step, Need Recognition, is never skipped. Need Recognition The first stage of the buyer decision process is Need Recognition. Need Recognition refers to the instance where a consumer recognizes that a need or problem exists that needs to be satfisfied.
Need Recognition is usually triggered by an internal stimuli when a particular need, such as hunger or thirst, rises to a high enough level to become a drive. External stimuli can also create a need and lead to drives. For example, advertisements that consumers hear and see, or discussions with other people can cause them to consider buying a particular product.
When preparing a campaign and settling on your target audience, you need to conduct research that helps you define the needs of the consumer, how the needs arose, what stimuli brought them about, and how that stimuli led the consumer to determine they needed your product.Students interested in a career in marketing or business analytics can choose from one of two concentrations in the Department of Marketing and B usiness Analytics.A concentration in Marketing prepares students to pursue a career in a number of different areas such as sales and promotion, marketing management and social media marketing, in just about any sector.
Product marketing decisions include coming up with a brand name, creating a quality product, determining the functionality of the item and making the item safe to use. AccuData Integrated Marketing drives success for thousands of businesses with our consumer and B2B data, including mailing list services and database lists; powerful technologies; and unparalleled service.
A marketing information system (MKIS) is a management information system (MIS) designed to support marketing decision making. Jobber () defines it as a "system in which marketing data is formally gathered, stored, analysed and distributed to managers in .
Jan 04, · Dr. Dale Fodness is an associate professor and academic director of marketing at the University of Dallas (leslutinsduphoenix.com) and principal of Business Decision Resources (leslutinsduphoenix.com).
This external and internal data is actually used in forming the MIS or Database. Once this MIS is formed, Marketing decisions can be taken based on MIS. By tallying both internal and external data, you can take Marketing decisions on time.
The critical thing here is that your MIS be updated regularly and in sync.