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Marketing & Sales II
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Marketing and sales ll notesIntroduction lecture
Consumer buyer behaviour: characteristics and types of behaviour
Customers
Consumers → individuals and household who buy goods and services for
personal consumption.
Businesses → organisations that buy goods and services to use in the production
of other goods and services or for the purpose of reselling or renting them to
others at a profit.
The difference in customers can be affected by the characteristics of the
consumers behaviour:
Characteristic 1: Cultural Factors
1.1 Culture is the set of basic values, perceptions wants and behaviours
learned by a member of society from family and other important
institutions
1.2 Subculture is a group of people with shared value systems bases on
common life experiences and situations (including nationalities, religions,
racial groups and geographic regions (Look at Hofstede PowerIndex)
1.3 Social classes are relatively permanent and ordered divisions in a society
whose members share similar values, interests and behaviours.
Characteristic 2: Social factors
2.1 Reference groups serve as direct or indirect points of comparisons or reefer in
forming a person’s attitudes or behavoir → often aspirational.
Opinion leaders are often people within a reference group who, because of
special skills, knowledge, personality, or other characteristics exert
influence on others (brand investors)
Characteristic 3: Personal factors
3.1 Age and life-cycle stage
3.2 Occupation
3.3 Economic situation
3.4 Lifestyle
→ activities
→ interest
→ opinions
3.5 Personality Referring to the unique psychological characteristics that
distinguish a person or group and self-concept referring to the idea that people’s
possessions contribute to and reflect their identities. → we are what we have
Characteristic 4: Psychological factors
4.1 Motivation
Freud: suggested that a person’s buying decisions are affected by
subconscious motives that even the buyer may not understand
Maslow: human needs are arrange in a hierarchy from the most pressing at
the bottom to the least pressing at the top
pg. 1
,4.2 Perception is the process by which people select, organise and interpret
information to form a meaningful picture of the world. Three perceptual processes:
1. selective attention
2. selective distortion
3. selective retention
4.3 Learning is referring to changes in an individual’s behaviours arising from
experience
4.4 Beliefs and attitudes being descriptive thoughts that a person has about
something and attitudes describing a person’s relatively consistent favourable or
unfavourable evaluations, feeling, and tendencies toward an object or idea.
Additional: brand personality
A brand personality is the specific mix of human traits that may be attributed to a
particular brand. One researcher identified five brand personality traits:
1. Sincerity (down-to-earth, honest)
2. Excitement (daring, spirited)
3. Competence (reliable, intelligent)
4. Sophistication (upper class and charming)
5. Ruggedness (outdoorsy and though)
Purchase behaviour – different situations
pg. 2
, Types of buying behaviour
The customer journey
Customer journey: the sum of experiences that customers go through when
interacting with a company or a brand.
Customers journey map: illustration that details all of the touchpoints at the
company brand hat customers come into contact with as they attempt to achieve
a goal and the emotions they experience during that journey. Helpful to
understand how customers are interacting with your company or brand and
helps to identify areas of improvement of your customers’ experience.
Persona: a persona is based on characteristics. It is a fiction character created to
represent a user type that might use a site, brand or product in a similar way.
Example of customer journey map:
Stages → actions → thoughts → TOUCHPOINTS
Touchpoints are interactions with the customer and the company
Steps to create a customer journey map
1. Make sure you have done your research
2. Define behavioural stages from customers perspective
3. Capture your customer’s considerations
4. Detail every touchpoint
5. Detail customer pain points
6. Chart changing customers
emotions
7. Consider what other details
can be added to the map
8. Outline opportunities for
improvements
pg. 3
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