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Customer Decision Making

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Customer Decision Making How do you know what BENEFITS the customer wants or needs? A good salesperson does not just sell a product s FEATURES. – PowerPoint PPT presentation

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Title: Customer Decision Making


1
(No Transcript)
2
Customer Decision Making
A good salesperson does not just sell a products
FEATURES. They sell . . .
BENEFITS
  • How do you know what BENEFITS the customer wants
    or needs?

3
Lesson Objectives You will be able to
  • describe the difference between rational and
    emotive customer motives to buy.
  • identify a few rational and emotive motives for
    making purchases.
  • describe extensive, limited and routine decision
    making processes.

4
A rational buying motive is
a conscious, factual reason to buy.
  • dependability
  • time savings
  • money savings
  • convenience
  • comfort
  • health or safety
  • recreational value
  • service
  • quality

5
My Mountain Bike
dependability
money savings
time savings
convenience
quality
comfort
service
health safety
recreational value
6
An emotive (emotional) motive is
a feeling experienced by a customer through
association with a product.
  • social approval
  • recognition
  • power
  • love
  • affection
  • prestige

7
social approval
recognition
power
prestige
love
affection
8
Both rational and emotional motives may be
present in the same purchase.
Rational motives
Emotional motives
  • Safety
  • Wide tread for traction
  • 80,000 mile warranty
  • Quality name brand
  • Loved ones
  • look MACHO on my truck
  • I can afford expensive tires!
  • I buy only the BEST!

9
Guess which buying motive . . .
Products
Customers
  • Ford Focus
  • Ferrari
  • Levis jeans
  • Hilfiger jeans
  • Keds
  • Air Jordans
  • Teenager buying a car
  • YUPPY buying a car
  • Parent buying a car
  • Retiree buying a car

10
How much thought and consideration does a
customer put into a buying decision?
  • Amount of previous experience with the product or
    company
  • How often the product is purchased
  • Amount of information necessary to make a wise
    buying decision
  • Importance of the purchase to the customer
  • Perceived risk
  • Time available to make the decision

11
  • Extensive decision making
  • little or no information known
  • high perceived risk
  • Limited decision making
  • has purchased before but not regularly
  • moderate degree of perceived risk
  • needs some information
  • Routine decision making
  • purchased before
  • high prior experience
  • low risk

Degrees of decision making
?
12
Remember!
1
  • Brand loyalty will move the decision-making
    process from Extensive toward the Routine.

13
On a clean sheet of paper . . .
  • Write down four (4) products for each of the
    decision-making levels
  • Extensive
  • Limited
  • Routine
  • Using your product, write down four (4) detailed
    rational and four (4) emotional buying motives
    that a customer may experience with your product.

14
  • Due before the end of class today.

15
HomeworkComplete end-of-chapter exercises A
BDue tomorrow at beginning of class
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