Buyer Behaviour

Buyer Behaviour Process

Businesses have a structure that encourage people to have an interest in their products using the way people think when they are looking to buy.

1. Need Recognition - A commercial or something to grab the buyers attention.
2. Search - The buyer will now search websites and stores for the product 
3. Pre-Purchase Evaluation - They also look up reviews for the product.
4. Purchase - If the buyer likes what they see they will buy the product.
5. Consumption - This is the time when the buyer will use the item.
6. Post-Purchase Evaluation - The buyer will decide what they think of the item (good, ok, buy again, bad, vile).

The market make commercials to interest people and if that person is interested they will remember the product which affects their buyer behaviour process.

80:20 Rule or Pareto

20% of people want to make the choices and be in charge.

80% of people are happy with a steady income and living life at home.

How Do People Decide Which Product They Want?

• Memory - People go to their memories to remember previous commercials that stand out to them and then they review the good and the bad with the product.

• Aesthetics - People like to find a product that matches their personalities and says something about who they are.

• Emotion - People buy a product because it makes them happy and excited.

• Genetics - The gender of the person can decide which product they get, depending on what it is used for and what it looks like. 

• Logic - The intelligence of a person can determine which product they buy because of how technical it could be to use or it could be a product that is used in a specific profession.

• Range of Choice - Having a lot of choice in design and style of a product improves the range of people who will buy.

• Attitude to risk - Some people will get a product or not get a product depending on what other people will think of them.

• Nature of problem - If a product is really technical or is hard to use it will put the buyer off the purchase.

• Religion/Belief -People might not buy a product because it could against their beliefs depending on their religion.

• Legal Issues - Products can be available in some countries but illegal in others depending on the laws within a country.

• Views of loved ones - The views of friends and family can encourage a buyer to purchase a product or put them off.

• Financial  Issues - Some people can't buy a product because they simply don't have the money.

Business 

There has to be a 2 way flow between business and design within a company to effectively deliver the work. Design need to consider that the business side have market issues like who the product should be targeted at and will the product offend anyone. Research then goes underway looking to solve the market issues, macro environment issues and ethical/social issues. Designers can use the research to use targeted marketing to create a product that makes everyone happy.

Summary and What Did I learn?

This lecture was about understanding how people as consumers think when they want to buy a product and how a company can use this knowledge to make advertisements swing their way. I have learnt that companies actually have a lot more to think about than the standard I have a idea that needs to be on the shelves statement. When a company is coming up with a idea for a product the people working on it really think about every aspect on what could be when the product is released, they ask themselves a million questions: Who is it targeted at? Would it offend anyone? How would it stack up against this companies product? If I was a buyer for this product what would I think? All these questions are researched to find a answer to make the launch of the product do the best it can.