4.2- Factors Affecting Buyers' Behaviour

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来自 University of London 的课程

International Business Capstone

48 个评分

University of London

International Business Capstone

48 个评分

课程 6（共 6 门，Specialization International Business Essentials）

The Capstone project is the culmination of the International Business Essentials specialisation, and brings together knowledge gained in the previous courses and applies this to a real-world scenario. Throughout the Capstone, you’ll be taught new skills, and will use the knowledge you have gained throughout the Specialisation to develop a business plan. This course forms part of a specialisation from the University of London designed to help you develop and build the essential business, academic, and cultural skills necessary to succeed in international business, or in further study. If completed successfully, your certificate from this specialisation can also be used as part of the application process for the University of London Global MBA programme, particularly for early career applicants. If you would like more information about the Global MBA, please visit https://mba.london.ac.uk/. This course is endorsed by CMI

从本节课中

Having A Customer Focus

This week will look at the importance of having a customer focus, such as identifying the customer, consumer behaviour, and market segmentation.

4.1- Identifying the Customer2:14

4.2- Factors Affecting Buyers' Behaviour3:15

4.3- Market Segmentation and Target Market2:00

4.4- Methods of Market Segmentation4:17

4.5- Marketing Aspects and Positioning1:59

4.6- The Marketing Mix | Seven Ps4:27

4.7- Marketing Mix | The Four Cs2:15

4.8- Product Portfolio Analysis, Product Lifecycle, and Boston Box Analysis4:15

4.9- Strategic Selection5:51

4.10- Prioritising Criteria4:51

4.11- Initial Selection of the "Best" Option2:55

与讲师见面

Barry McCarthy
Senior Teaching Fellow
School of Management, UCL

[MUSIC]

Let's have a look at the factors affecting buyer behavior.

Marketing, if it's done correctly, leads to an understanding of

all of the elements that could influence a person in the decision to purchase or

not to purchase a particular product or service.

Typically these might include cultural matters and

these are matters which the customer values, for example, alcohol.

Certain cultures value alcohol and some most certainly do not.

What about subcultures, subsets of culture, social class.

This has an impact on the way that people think and behave towards products.

And thinking about social.

What about preference groups?

People with who the consumer would like to be associated with.

Fashion, pop stars.

There's family values.

Roles and status.

Customers role in society.

There's also personal issues of factors here that need to be addressed.

Age and life cycle, occupation, wages, specific economic circumstances,

the wellbeing of the person, their lifestyle, their self-concept if you wish.

Marketeers make a lot of play on the psychological aspects.

Motivation, the reasoning behind any action, the perception,

if you wish, of the product.

This can be through learning and education, beliefs and attitudes.

But in addition a second strong influence on a person's purchase decision, with

regard to the product or brand choice, is that of what other people's perception is.

There's a term called public luxury.

Public perception, if you wish, of the product and its brand.

Is this of high importance?

Golf clubs, yachts, skis, the latest tech products.

There's a perception of private luxury, public perception

of the product brand sometimes is of higher importance than the product itself.

Maybe a coffee maker, a waste disposal unit, an ice maker.

It doesn't really matter,

you could probably get cheaper versions of these particular products.

But actually, it's the brand that matters.

Public necessity.

The public perception of the product is of high importance than the brand itself.

A typical example here would be watches,

what people perceive about a particular brand of watch.

But there's also private necessity, the public perception of both the product and

its brand is of no consequence, no importance whatsoever.

A mattress, low quality or high quality.

It's up to the individual to choose.

They're not really bothered about what other people think

[MUSIC]

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