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Guide to Marketing to Consumers
The Buying Decision Process
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Consumer Buying Secret Revealed is a marketer's guide for business. This guide
provides a major source of information on consumer buying behavior for marketers.
This marketing guide will be the premier source for many years to come.
Why is this so?
Consumer Buying Secret Revealed is created based on six years of author's own
practical field experience and his relentless theoretical research for sound theories on
consumer behavior.
Now you have the opportunity tap in to this lucrative source and add it to your own
library as a hot reference tool.
If you've been trying to figure out the puzzle of selling your products to consumers
online, you will agree it's one of the most challenging problems on the Internet!
No sooner do you think you have it mastered when along comes another "how to"
that dips into your wallet and completely turn you around and off in another direction!
First, let's brutally honest for a change. Consumer Buying Secret REVEALED is not
some new regurgitated guru program that gives you a song and dance about earning
untold riches. You have to be sick and tired of hearing those promises.
What exactly do you get? Here is the tip of the iceberg:
- All about consumer behavior - Learn to understand the type of stimuli that
can yield favorable response from consumers and also to identify the factors and
interactions that go into decision-making.
- The process of buying decisions - Learn the five stages that motivates the
buyer to purchase.
- The marketing implications of attitude in consumer behavior - The
consumer’s attitude towards the firm and/or its product can make or break the
marketing programs of the firm. Learn why this is important.
- Attitude and persuasive communication - Some attitudes make a consumer
develop an interest in a product. Marketers have an obligation to use all suitable
communication methods to make consumers form good attitudes toward their
products.
- Economic factors and consumer behavior - No matter how cheap a product
is, the consumer will buy it only if he has purchasing power to do so.
- Consumer behavior online - If you do not know the mind of your prospects
or consumers, then you need to carry out research and surveys to accomplish
this task. This could be achieved with the aid of software or through the use of
questionnaires Also. If you do not know the mind of your prospects or
consumers, then you need to carry out research and surveys to accomplish this
task. This could be achieved with the aid of software or through the use of
questionnaires also.
And, that's just a fraction of what you will learn in this 70+ page guide to everything
you need to know about Consumer Buying Secret REVEALED and why this
information is so important.
Even if you "think" you know everything there is to know about consumer buying,
think again. You will also learn how to set up steps to follow as a routine in order to
explode your sales.
Kiss all the hassle and frustration about sales goodbye. All the answers and more are
just one quick click away.
Get your copy of Consumer Buying Secret REVEALED and bring your site out of the
shadows into the sunlight where all will see it!
Do it now and you can position yourself for the hoards of traffic that will gallop your
way! You'll be glad you did!
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Below is an extract of the book to give you a better feel of the rest of the book:
The Buying Decision Process
When making a decision to buy a product from many competing products, a
consumer unknowingly passes through a few stages of the decision process. There
are five stages and each stage motivates the buyer to purchase. Only one stage is
concerned with actual purchasing. Sometimes, the consumer does not pass through
all the five stages before purchasing a product.
Need Arousal is the first stage of a buying decision process. The need for a given
product is activated by internal and external stimuli. The marketer creates awareness
for his product through sales promotion and advertising. The external stimuli helps to
arouse the consumer’s need for the product while internally, physiological imbalance
such as hunger, thirst, warmth, etc. which are primarily unlearned makes a person
recognize a need. The consumer recognizes a significant difference in his perceived
desire and actual position. He thereafter responds by searching for a product that can
satisfy the identified need.
The consumer having sufficiently been motivated to satisfy a need searches for
information about every product brand that can perfectly match the need. If a suitable
product is available for an urgently felt need, the consumer quickly purchases the
product. However, in most cases, consumers do not purchase products immediately
the products are brought to their awareness. At this stage, consumers look for
further information, and the intensity and duration of this depends on their past
experience together with the importance of the product.
Different products are identified through intensive and passive searches. Passive
search involves the consumer reading information about the product on the Internet
or in newspapers, magazines and other published materials.
Intensive, or heightened search is where the consumer actively searches for
information from many sources, while moving from one place to another. These
sources include personal sources such as family, friends, neighbors, acquaintances,
associates and members of his social group whose opinions he trusts and respects.
Commercial Sources
The consumer pays close attention to commercial messages through advertising,
packaging, talking to salespeople, sales promotion and point of purchase displays.
Public Sources
These provide messages from mass media publicity, government reports, news and
product-testing companies.
These messages are objective, reliable and factual. The motivated consumer tries to
get a feel for the product through his senses. He tastes a sample, tests the product
during a demonstration by the salesperson; this can be achieved by having a trial or
testing period, where he can handle the product to judge its suitability. All these
sources present the consumer with a large number of alternative products and
information on the features of the product, like packaging, operating manual, pricing,
warranty, etc. The product has features or characteristics that attracts
consumers/customers to buying or using it.
Empirical research confirmed that consumers use their cognition consciousness and
rational judgment to examine products before making their purchases.
They evaluate by comparing products in order to make a choice. Evaluation takes the
following dimensions or guiding rules: Those features of interest to the consumers are
listed for further analysis. These consist of performance, taste, color, physical
appearance, packaging, range, price etc. Consumers are asked to list what they prefer
in the product. The preferred attributes of competing products is used to attach
weight or priority or rank the attributes to facilitate ranking, the consumer uses brand
belief or image of each brand (if any) to compare one product with other products.
This evaluation establishes the position of each product in relation to the important
attributes.
Other evaluation criteria and techniques use quantitative and qualitative models to
apply objectivity. They consist of dominance, conjunctive, disjunctive, lexicographic,
expectancy and ideal-product, compensatory and determinant models.
In the Dominance model, the customer lists all his preferred attributes and rates all
available alternative products with the attribute; the product with superiority in many
attributes over others is retained while the inferior quality brands are dropped.
In the Conjunctive model, all products are classified into two groups (acceptable and
unacceptable) based on the minimum attributes that a product must meet.
Unacceptable products are those that fall short of minimum specification and are
eliminated from further consideration.
The disjunctive model only sets in if the consumer only has to pick from products
whose attributes exceed the specified minimum attributes.
In the Lexicographic model, a single dominant attribute which is common to all
products is used to rank them.
The product with the highest score becomes the consumer's choice. If two or more
products have the same score, the consumer uses the next best attribute to compare
each product with others. This process is repeated until a surviving product that has
the highest total score is identified while the rest are eliminated.
The Expectancy model is when the consumer identifies attributes of importance and
assigns a weight that represents degrees of preference to each attribute. The
resultant score is obtained by the aggregate of weights of each attribute, multiplied by
the performance level of the product for each attribute.
In the Ideal product model, the consumer forms an image of his ideal product. He lists
many attributes that the product must possess. If the current products do not have
the attributes he desires, he selects the one whose attribute is closer to the ideal
product. To capitalize on the opportunity offered by this model, a marketer can
interview consumers to find two or more ideal attributes of interest and build these
into his product.
Under the Compensatory model, also known as Multi-attribute model, the product
chosen is the one that has the overall balance of favored features across all attributes.
There is also the Determinant Attribute Model, which states that attributes of
importance sometimes do not significantly influence consumers choices among
competitive products whose attributes are similar.
The choice of product may be made because of a less important attribute that
differentiates the product.
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If you read this far, it is an indication that consumer buying behavior is of great
interest to you.
This ebook sells for $17. I will make you a special offer. You get the following four
ebooks for free, as a bonus from me. These 4 additional books will help you to
achieve even greater success in your marketing effects.
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Yes, for only $17, you get all these ebooks:
Consumer Buying Secret Revealed
+
Top Telesale Techniques
+
Internet Money Revealed (5 Volumes)
+
Quick Turn Marketing Exposed
+
Crafty Selling
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Your purchase through PayPal is secure.
You purchase is also fully guaranteed - if for any reason, you are not
satisfied with your purchase, you can ask for full refund of your purchase.
You can even keep the ebooks.
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Go ahead and click on the PayPal buy button.
You will be glad you did.
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8 weeks Money Back Guarantee!
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Brought to you by Jacob Gan, PhD (Michigan)
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