CONSUMER

MARKETING
STRATEGIES
Presented by: Kim Rodulph Soriano
Learning Outcomes
At the end of this chapter, students must have to:

• discuss the concept of consumer buying behaviour,

• describe the need for entrepreneurial research, and
• determine the marketing mix

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Consumer
Buying
Behavior
Behavior refers to the reaction of the consumers to changes
happening in the environment that influences their buying decisions.

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Consumer Buying Behaviour is simply the reaction
of consumers to various events or forces that are happening
in the business community which contribute to the decision
process.
1. What are the taste and preferences of the consumers?
2. What makes the consumers buy or not buy the product?
3. What factors influence the consumer buying behavior?
4. How does the consumer decide in buying the product?

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Environmental Factors
• Cultural Factor (perceptions, attitudes, value system, religion)
• Social Factor (social class, social roles)
• Personal Factor (age, occupation, income and lifestyle)
• Psychological Factor (beliefs, attitude, experience)

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Need/Want Recognition
• the buying decision process
begins when a consumer
realizes they have a need.
They become aware they have
a problem they want to solve
or a gap they want to fill.
• at this point, the customer may or
may not know what will solve their
problem. They may only be aware
that they want to change their
reality or situation. Or they may
have an idea about what will help
them but are not quite sure which
brand, product, service, or solution
will provide the best option.
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Information Search
• the next phase of the buying
decision process begins when
the customer starts looking for
information that will help
them solve their problem.
They know they need
something to fix their situation
but aren’t sure which solution
is best for them.
• the customer starts searching for
information that will help him or
her better understand their situation
and identify what will fix their
issues. At this point, the customer
frequently turns to online research
and conducts searches to find
solutions.
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Option Evaluation
• once the initial information
search is complete, customers
start reflecting on what they
learned or discovered. They
begin to evaluate their options
to determine which is the best
solution for their problem.
• customers at this point in the buying
decision process have a lot to
consider. They must determine what
solution is the most trustworthy,
affordable, highest quality, and
highest performing. They look for
reasons to believe why one solution
has more benefits than the other.
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Purchase Decision
• at this point of the buying
decision process, the customer
is ready to pull the trigger and
make a purchase. They have
made their decision about
which product, service, brand,
or solution is best for them,
and they are ready to buy.
• the research and evaluation are
over, so now the customer just
needs a clear pathway to purchase.
For a brand to help customers
through this phase, you need to
make it simple to buy.
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Post-Purchase Evaluation
• at the last step of the five-stage •
consumer decision-making
process, the path to buying is
complete. The customer has made
a purchase. But that doesn’t mean
the customer journey is complete.
Now is the time when the
customer reflects on whether they
made the right decision.
the customer will consider if the
solution accurately and fully meets
their needs. They will decide if it
was worth the cost and if the brand
delivered on their promises. They
will feel either satisfaction or
buyer’s remorse.
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 Entrepreneurial
Research on
Consumer Behaviour
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Entrepreneurial Research
• A scientific investigation
• It involves the collection, presentation, analysis, and
interpretation of gathered data
• Conducted to find out the buying behaviour of the
consumers by following a procedural process

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Research may be conducted to:
• Determine the • Know the • Determine the
taste and competitors, the relationship of the
preferences of the suppliers of raw different
consumers materials, and the marketing
processing variables relative
methods that best to the buying
apply to the behaviour of the
business, and: consumers

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 Procedural steps:
Deciding the type Evaluating how
Identifying the
of data to be data will be Gathering the data
problem
gathered collected

Reporting the result Making a

Analysing the date
of the research conclusion and
gathered
work recommendation

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Explanatory Research
Preliminary research work
conducted by an entrepreneur
Hypothesis – a statement of
that is primarily designed to
assertion that must be proven
gather baseline information to
in a subsequent research work
be used in solving a problem
whether it is true or not.
or forming a hypothesis.

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Descriptive Research
Conducted by the entrepreneur when the foremost objective is to
describe the present buying behaviours of the customers in terms of
environmental factors, buying decision process, and marketing
mix.

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Causal Research
Correlational study when the
objective is to determine
whether the buying behaviour
of the consumer is caused by
some environmental factors
The entrepreneur must test
whether the hypothesis is true
or not by determining the
relationship of the buying
behaviours and other variables
of the study.
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Research Data

Quantitative Data
Can be
counted and
mathematic

Qualitative data
Descriptive
ally data (cannot
computed be counted)

Primary data
Direct from
consumers
belonging

Secondary data
Previously
in the gathered by
market other
segment researchers
for other
purposes

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“
Research Instrument is the tool used by the entrepreneur
in gathering or collecting data. Choice of instrument to be
used will depend on the type of research to be conducted and
the type of data to be gathered.

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 Commonly used research instruments:
Survey Questionnaire Personal Interview Focus Group
- any written set Discussion (FGD)
of questions, while -  the foremost tool to - a qualitative research
a survey is both the set judge the abilities of a method and data
of questions and the person. In the face-to- collection technique in
process of collecting, face contact between the which a selected group
aggregating, and interviewer & of people discusses a
analyzing the responses interviewee, it is possible given topic or issue in-
from those questions.  to record more than only depth, facilitated by a
verbal responses; which professional, external
are often superficial.  moderator.
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Types of Buying
Behavior

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Complex Buying Behaviour
• Manifested when they are buying expensive goods.
• They normally go through the buying decision process
where they gather enough information about the features of
the product that they intend to buy.

** The term complex in this context simply indicates that there are
several variables involved in the buying decision process because
the consumer makes a critical evaluation of the different variables.

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Simple Buying Behaviour
• Usually exhibited when the goods are not highly prices and
the consumers are not deeply attached to certain brands
• Mostly manifested when buying common household
products.
• Consumers in this buying behaviour are mostly concerned
with the PRICE.

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Brand-Sensitive Buying Behaviour

• Consumers in this buying behaviour are very particular with

PRODUCT BRAND.
• They highly value branded products or those that have
established a certain image in the market.
• Consumers are less conscious with the price.

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Price-Sensitive Buying Behaviour

• Consumers with this buying behaviour are mostly

concerned with the PRICE of the product instead of the
brand – the price becomes the determining factor when they
buy a product.
• For consumers, the higher the price of the product, the
better it is than low-priced ones.
• They equate high price with high quality, and inversely, low
price with low quality, regardless of the brand.
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THANK YOU!
Any questions?