Consumers Buying Behavior Consumer Buying Behavior Marketing

Consumers Buying Behavior

Consumer Buying Behavior

Marketing of Two Brands based on Consumer Buying Behavior Models

Marketing of Two Brands based on Consumer Buying Behavior Models

The report on Case

Performance expectancy

Effort Expectancy

Social Influence

Facilitating Conditions

Trust

Hedonic Factor (Enjoyment)

Marketing of Two Brands based on Consumer Buying Behavior Models

Marketing is a very important component in today's business. And for this purpose the businesses need to know the buying behaviors of the consumers. Chandon, Morwitz and Reinartz (2005) defined purchase intentions as customers' intentions to purchase or repurchase. They showed that purchase intentions are spontaneously directed to purchase behavior. Current paper is a report on the marketing strategies of two brands; Visio television and an Adidas Micoach running pacer based on the consumer buying behavior models.

For the current assignment I have two products. One is a Visio television that I have selected for my son to play video games and second is Adidas Micoach running pacer to help me with an upcoming fitness test. Below is the details and guiding principles that I will use to create a marketing strategy for both the products

Marketing Strategy

As it is the world of internet and social media so I intend to use these sources for marketing of these brands. With the advent of E-commerce, WOM is gaining new significance. Electronic WOM such as online recommender systems, virtual-communities and consumer feedback mechanisms have helped consumers to gather unbiased product information from other consumers in E-commerce. This online WOM served to reduce consumer search costs and uncertainty or risks associated with the purchase of unfamiliar products (Sun, Youn, Wu & Kuntaraporn, 2006). I will take care of the following components of my products while preparing marketing strategy;

Performance expectancy

The performance expectancy is the degree of usefulness of as perceived by consumers. Consumers will make purchase decision if they feel that product is worth the price. In addition to perceived usefulness, performance expectancy was developed based on extrinsic motivation, job-fit, relative advantage and outcome expectations (Compeau and Higgins 1995).

I will include the performance of the products in the product details and focus on its benefits for consumers such as visio television will engage the kids and they will learn through games in a home environment. Similarly Adidas Micoach running pacer is perfect and reliable as regards its durability and performance.

Effort Expectancy

Effort expectancy has been developed from perceived ease of use, complexity, and ease of use. Davis (1989) defined perceived ease of use as "the degree to which a person believes that using a particular system would be free of effort." Complexity was defined as "the degree to which an innovation is perceived as relatively difficult to understand and use" (Thompson. 1991). To market the brands this factor needs to be considered especially for a visio television I will include a manual with easy instruction about on how to operate it.

Social Influence

Social influence (SI) is defined as "the degree to which an individual perceives that important others believe he or she should use the new system" (Venkatesh, 2003). Social influence is also an important determinant behind consumers purchase division. The visio television and fitness both help to improve the social status of individuals. While advertising the Visio television and Adidas Micoach running pacer I will keep this aspect in mind and try to show how having these brands improve buyers social status.

Facilitating Conditions

Facilitating conditions (FC) are defined as "the degree to which an individual believes that an organizational and technical infrastructure exists to support the use of the system." (Venkatesh, 2003). The important constructs used in the development of the item was perceived behavior control, facilitating conditions and compatibility. Facilitating conditions refer to types of support which are provided to users. This support provides important help to users who use the technology (Taylor & Todd, 1995).