Question

MARKETING: CONSUMER BEHAVIOR QUESTION

How might you expect the family purchase process change with changes in family structure (e.g., DEWKS vs. TRADITIONAL)? Note: You must address two (different) stages (in detail) of the family decision making process in you answer (choose any product/service). Further, your answer should address the following questions for two different stages of the family decision making process (e.g., problem recognition).

Q1: What are the behavioral issues of interest under each DM stage (2 different stages)?

Q2: How might customer behavior change across these stages because of family influence?

Q3: How might marketers adjusted the marketing mix to respond to these behavior changes?

Answer 1

1)Consumer Buying Behavior mentions about buying behavior of the final consumer. A firm is required to investigate buying behavior for:

• Buyers response to a firms strategy of marketing has wider impact on the success of firms.
• The marketing thought stresses about creation of Marketing Mix (MM) that gives satisfaction to(gives utility to) customers, therefore want to examine the where, what, how and when consumers buy.

Marketers can predict how consumers are willing to respond to strategies of marketing .

2) The two different stages of decision making process

1. Problem Recognition

· Most decision making is initiated with problem of some kind. The consumer develops a want or need that they want to be satisfied. The consumer assumes like something is missing and needs to address it to lay back to feel normal. If you can mention your target demographic development of these needs or wants, it would be a crucial time to advertise to them. For example, they ran out of toothpaste and now they need to go to the store and get more.

2. Search Process

· Most of us are not perfect on everything that is prevailing around us. In the phase of searching we research for products or services which can satisfy our needs or wants. Search Engines have become primary research tool for getting answers. It is an immediate and easy way to find out what you are watching for.

· Also don’t overlook actual human beings. Our friends and families all have had many varied experiences and can offer us references. In most cases, recommendations from actual people inspite of a search engines are preferred.

Ans1. Behavioural issues of interest under each stage:

1) Problem recognition:

Prioritize the problem

If you find that you are looking at various problems of related nature, then prioritize which ones you might address first.

Follow the difference between "important" and "urgent" problems. Often, what we reflect to be important problems to consider are really just problems of urgent nature. Important problems require more attention.

For example, if you're regularly answering "urgent" phone calls, then you've possibly got a more "important" problem and that's to design a scheme that screens and prioritizes your phone calls.

2)Search process:

It is remarkable how much you don't know about what you don't know. Therefore, in this phase, it's dangerous to get effort from other people who notify the problem and who are the ones effected by it.

It's often beneficial to collect input from other individuals and that too one at a time (at least at first). Otherwise, people tend to be repressed about offering their impressions of the real issues of problems.

Ans2. Family has an important role to play in most of our decisions relating to buying. Our selections are dependent upon various crucial considerations, most of them are influenced by our families and our roles in them.

Whether the choice is related to your fashion or food, friends or family they are bonded to have certain influence.

The influence of family lies on our buying decisions during our lives from the time when we are kids to the time we are becoming grandparents. From the time others make purchases for us to the time we are independent and start making decisions on our own, family’s role is significant. It is just attached from consumer behaviour as an individual from the family.

Ans3.-Marketing mix to respond behaviour changes.

a) Product-How will the product help your customer achieve their goals? Are they aspirational? Status-seekers? Family- oriented? Do they consider value over quality?

b)Price- What income support do your target consumers sit in? Are they wealthy consumers or students, for example?

c)Place- What online networks are your target market using the most? Where are they appealing with similar brands?

d)Promotion- How do people visualize to be advanced on the channels you’ve recognized? How can you speak to them in a way that resounds?