+ Selective retention: People forget much of what they learn. They tend to retain information that supports their attitudes and beliefs. (Selective retention causes people to remember the good things that were said about Toyota cars and forget the good things that were said about competing brands. The person remembers the good things about Toyota cars because they have “pondered” them the most when thinking about choosing a car brand.)
Knowledge: Knowledge helps people generalize and differentiate when exposed to goods of similar size. When consumers understand goods, they will consume them in the most beneficial way.
Belief and attitude: Through practice and understanding, people form beliefs and attitudes about products. According to some people, price goes hand in hand with quality. They do not believe that cheap prices can have good quality goods. That makes them hesitant to buy goods with lower prices than other goods of the same type. Consumers' beliefs or attitudes towards a manufacturer greatly affect that company's revenue. Beliefs and attitudes are very difficult to change, creating quite sustainable habits for consumers.
1.1.3. Types of shopping behavior
The table below shows
four types of consumer behavior based on the level
participation of
buyers and the degree of differentiation between brands.
Table 1.1. Classification of consumer behavior
Level of participation, high interest | Level of participation, low interest | |
Brands much different | Complex buying behavior | Search buying behavior diversity |
Brands little different | Shopping behavior is down trouble | Habitual buying behavior |
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1.1.3.1. Complex buying behavior
Consumers have complex buying behavior when they are involved, highly interested in the purchase, aware of differences between brands, or when the goods are expensive, when the purchase is risky, or when the purchase is infrequent… Typically, consumers do not know much about the product and have to learn more. They will have to go through a learning process to first build beliefs about the product, then attitudes, and then make a purchase choice.
Marketers need to understand and grasp consumer behavior, collect information and evaluate products, and develop strategies to help buyers learn about the features of that product class, helping them understand the importance and different values that the product brings. (For car products, it is necessary to advise customers, highlight the differences and superiority of the product compared to other similar products, for example, BMW cars often pay more attention to the comfort of the driver, MercedesBenz focuses on the position of the rear seat, Toyota emphasizes the issue of fuel economy...)
1.1.3.2. Shopping behavior reduces hassle
Intricacy-reducing buying behavior occurs when consumers have a high level of interest in a product, but there is not much difference between brands in the market. In this case, buyers will tend to learn more to see what is on sale, but then buy quite quickly because the differences between brands are not very obvious. They may react mainly according to price or according to the conditions of purchase. For example, buying an industrial desk or carpet does not require outstanding advantages compared to other similar products. When there is not much difference between brands, buyers will decide to buy a carpet, or a cheaper desk or condition.
more convenient purchasing conditions. After purchase, consumers can see that product
inappropriate or learns about a better product and is hesitant about his purchase decision. In this case, the consumer has acted
First, and then comes trust and attitude towards the product. Marketers must build trust with customers and provide reviews to help consumers feel secure in their choice.
1.1.3.3. Normal shopping behavior
Normal shopping behavior occurs when consumers buy low-value products and services, used daily, products that do not have much difference between brands on the market, and at the same time, buyers do not pay high attention to the product. For example, buying rice in the supermarket, buying sugar, salt, consumers do not have to worry about this product, they can go to the store and buy a brand they see. If they try to find an old brand, it is only due to habit, not due to brand loyalty. In this case, consumer behavior does not go through the process of learning, forming beliefs, attitudes. Consumers do not spend effort to find information about brands, evaluate their characteristics to buy. On the contrary, they passively receive information when watching television or advertisements in newspapers, consumers do not form a clear attitude about a brand, but choose it just because it is familiar. After purchase, they may not evaluate the product choice further because they do not care much about it. Thus, the purchase process begins with brand beliefs, which are formed by passive learning, followed by purchase behavior, and then possibly post-purchase product evaluation.
Marketers need to pay close attention to pricing and sales promotion to encourage product trial, since buyers are not strongly attached to any one brand. Advertising needs to be planned specifically and repeated many times with short duration, since buyers in this case often identify the product by the symbol attached to it repeatedly.
1.1.3.4. Variety-seeking shopping behavior
Some shopping situations are characterized by low consumer awareness, products
Products with little differentiation between brands in the market. In this case, we often see consumers switching brands many times. Take the case of buying fresh milk for example. Consumers choose a brand of milk without much consideration and then evaluate it when consuming. But the next time the consumer may choose another brand without thinking or looking for a different flavor. Changing brands is just to seek variety, not because of dissatisfaction. In this case, marketers need to encourage regular shopping behavior by controlling most of the display space, preventing out-of-stock situations, and supporting advertising activities aimed at imprinting the product image in the consumer's mind. Smaller competitors often encourage customers to buy their products with pricing and promotion strategies to persuade consumers to try the product.
1.1.4. Consumer purchase decision process
Consumers have different purchasing patterns for any given product.
after purchase. Recognizing the need
Search for information
Evaluate the solutions
Purchase decision
20
Considerations after purchase
certain product . Normally , when shopping , consumers often go through 5 stages : Recognizing the need , searching for information , evaluating solutions , deciding to buy .
Introduction – Exhibition
The art of selling and customer relations
After-sales service
Figure 1.3. Consumer purchase decision process [5]
In reality it is not necessary to go through all 5 stages, especially in the
In the case of low-involvement purchases, consumers may skip some stages.
1.1.4.1. Recognizing the need
so cool
The buying process begins when the buyer becomes aware of a problem or need. The need may be triggered by internal stimuli (such as hunger or thirst leading to the need to eat) or external stimuli (such as seeing an advertisement for a product or service leading to the need to buy that product). When the buyer feels that the difference between the actual situation and the desired situation reaches a certain threshold, they will form a motivation to act towards the class of objects that can satisfy their desire.
1.1.4.2. Search for information
Consumers with a need will start looking for more information. The more urgent the need, the less initial information, the greater the value of the product to be purchased, the more people are urged to search for information. Consumer information sources are divided into 4 groups:
Personal information sources: Family, friends, neighbors, acquaintances.
Commercial sources: Advertising, salespeople, dealers, packaging, exhibitions.
Public sources: Mass media, consumer research organizations.
Empirical sources of information: Touching, examining and using the product.
Which information source has the strongest impact on consumers depends on the type of product and the characteristics of the customer. For example, careful people often do not trust advertising, they have to look for additional information from different sources, or for important purchasing decisions such as buying a car, a house, or studying abroad, people often want to have as much information as possible to increase the reliability of the decision. Consumers receive the most information about products from commercial sources. However, personal sources of information are the sources that have the most impact on consumers. Each source of information also performs different functions to some extent affecting the purchasing decision. Commercial sources of information often perform the function of informing, while personal sources of information perform the function of confirming or evaluating.
1.1.4.3. Evaluation of options
From different product brands known through the information search stage, customers begin to evaluate to choose the brand and product that suits their needs.
Businesses need to know how customers evaluate options? What criteria do they use to choose? Is quality or price more important? … To understand how customers evaluate, marketers need to pay attention to the following issues: Product attributes that customers care about, the level of importance of attributes to customers, customer trust in brands, and the usefulness of attributes.
Consumers view each product as a set of attributes with the ability to deliver the benefits sought and satisfy different needs. The attributes that buyers care about vary depending on the type of product (for example, when deciding to buy a high-end smartphone, consumers care about whether the device has a strong configuration, is sensitive to the touch, or takes good photos, etc.). They will pay the most attention to the attributes that will bring them the benefits they are looking for.
The importance of different attributes to different customer groups. Sometimes the most salient attributes may not be the most important ones, an attribute that is important to one customer group may not be important to another, some attributes may be salient because consumers have just seen an advertisement that mentions them rather than because they have determined the importance of that attribute to themselves. Marketers need to pay more attention to the importance of attributes that exist in a product to meet the needs of consumers.
Customers' beliefs about brands and products have a great influence on their purchasing decisions. Consumers tend to build up a set of beliefs about brands. Consumers' beliefs about brands will change according to their experiences and the effects of selective perception, selective distortion and selective memory. When a brand has won the trust of customers, it will be easier for them to choose it in the next purchase. Brand is an intangible asset of the company, so building a strong brand is extremely important.
Each attribute of a product is usually assigned a different level of utility by consumers. When deciding to buy a product, customers always tend to choose the product with the largest total utility value from the attributes.
1.1.4.4. Purchase decision
In the evaluation stage, the consumer has formed preferences for the brands in the choice set. The consumer may also form an intention to purchase the most preferred brand. However, two other factors may intervene between the purchase intention and the purchase decision.
Attitude of
other people
Evaluate the
plan
Purchase Intent
Decision
buy
Weaknesses
surprise factor
Figure 1.2. Factors influencing purchasing decisions
The first factor is the attitude of others (friends, family, colleagues, etc.). Before deciding to buy a product, consumers always tend to consult their relatives or the opinions of those around them about the product.
Attitude
Are consumer attitudes influenced by
of people around or
does not depend on two characteristics:
+ The first is the intensity of the reaction of people around the product conveyed to consumers.
+ The second is the motive to follow other people's reactions.
The more intense the other person's attitude, the closer one is to the other.
the more likely the consumer is to adjust his or her purchasing decisions according to that person. However, the influence of others will become