rojectsforAssignmentOTC購買行為分析及營銷策略(論文)課件

1、Chapter 4Consumer Buying BehaviorProjects for Assignment 1第1頁，共32頁。Consumer Buying Behavior The buying behavior of final consumers -indiciduals and households who buy goods and services for personal consumption.Researching these kinds of behavior may helps the manufacturers produce more products whi

2、ch meet consumers needs in order to sell more products, extend market share and finally make more profits.What & Why ?第2頁，共32頁。Four Types of Buying Decision BehaviorComplex Buying Behavior (復(fù)雜型購買行為)Dissonance-Reducing Buying Behavior (和諧型購買行為)Habitual Buying Behavior (習(xí)慣型購買行為)Variety-seeking Buying

3、Behavior (多變型購買行為)第3頁，共32頁。Type: Complex Buying BehaviorcomputerReasonsbrandspricehigh-technologymodelspurchased infrequentlyrisky第4頁，共32頁。Implications & Suggestionsdifferentiate brands features , especially the benefits set reasonable and competitive price motivate salespeople to give information e

4、nhance the ability to innovote 第5頁，共32頁。Dissonance-Reducing Buying BehaviorType: Reasons Suggestions carpetingexpensive infrequently buyingexperience postpurchase dissonance little difference among brands set reasonable & competitive price constantly enhance the quality perfect the after -sale servi

5、cesconstantly enhance the quality第6頁，共32頁。Habitual Buying BehaviorType: Reasons: little brand difference ,attach low involvement to the brand , with low price ,etc Suggestions: price and sales promotions to stimulate product trial, ads on TV,etc.Salt第7頁，共32頁。Variety-seeking Buying BehaviorType: Reas

6、ons: low consumer involvement ,lots of brand switching,etc.Suggestions: offer lower prices, special deals, coupons, free samples,dominate shelf space, keeping shelves fully stocked and running frequent reminder advertising. cookies第8頁，共32頁。Consumers Involvement ( High to Low)Difference among BrandsC

7、omplex Buying BehaviorVariety-seeking Buying Behavior Dissonance-reducing Buying BehaviorHabitual Buying BehaviorBig to SmallConclusion第9頁，共32頁。Projects for Assignment 2BUY IT or NOT ?第10頁，共32頁。My Own Buying ExperienceNeed RecognitionBuying Decision Making ProcessFactors may Influence the Buying Dec

8、ision Making ProcessPersonal FactorsEconomic situation (income,salary .)Age and life -cycle stage (different kinds of families .)Occupation (clothes ,gold ,white ,blue collar.)Lifestyle (different countries.)Personality and self-concept.第11頁，共32頁。ConclusionBesides personal factors, there are many fa

9、ctors affect peoples buying decision. Its vital for marketers to know different factors that influence consumers attitudes andbuying decision making process in order to promote their products well and finally get more profit.第12頁，共32頁。Projects for Assignment 3第13頁，共32頁。 With the improvement of medic

10、al system,consumers can buy OTC (Over The Counter 非處方藥）drugs from open channel more easily.However, there is an enormous variety of OTC drugs in the market.In this case,how do consumers normally choose OTC drugs?OTC?第14頁，共32頁。1. The decision-making process of OTC Need recognition Information searchE

11、valuation of OTCPurchase decisionPostpurchase BehaviorBefore Buying第15頁，共32頁。 The consumer may recognize a need for buying OTC under the following situations:The diseases attacks them or they are feeling sick.（eg. I have a headache）The season that diseases are more likely to spread(疾病多發(fā)季節(jié)）is coming.

12、Buying OTC in advance in order to prevent some kinds of small illness. (eg.In summer, consumers are likely to buy certain OTC to prevent from being bitten by mosquitoes)Need Recognition第16頁，共32頁。A customer can obtain OTC information from several sources:Personal sources: family, friends, neighbours

13、etcCommercial sources: advertising; salespeople; retailers; dealers; packaging; point-of-sale displaysPublic sources: newspapers, radio, television, consumer organisations; specialist magazines Experiential sources: handling, examining, using the productInformation Search第17頁，共32頁。Consumers evaluate

14、 the OTC brands mainly according to the following factors: function, safety, whether it is convenient to take, price, packages,brands,the reputation of the manufacturer.Generally, consumers are likely to choose the brand whose comprehensive assessment is good.Evaluation of OTC第18頁，共32頁。 Generally,th

15、e consumers will form a purchase intention during the evaluation period and they will likely to buy the most preferred brand, but two factors come before they make decision:Purchase Decision attitudes of othersunexpected situational factors第19頁，共32頁。According to the research of the US Scott-levin He

16、alth Care Consulting Corporation(美國Scott-Levin醫(yī)療保健咨詢公司), it shows that 50% of the patients turn to the doctors for buying OTC advice. The OTC sample which the doctors give the patients also plays an important role for the consumers buying decision. It proved that 35% of the patients accept the OTC g

17、iven by the doctors and 50% of them indicates that they tend to buy the same medicine which they have ever take before.Some surveys show that when the salesperson sells a certain kind of OTC to a consumer, 74% of consumers will accept their advice and when the salesperson recommends other brands to

18、the consumers, 66% of consumers changed their minds and accept their advice.This proved that the salesperson also plays a positive role in consumer decision-making.第20頁，共32頁。OTC will have detailed instructions for the consumers, it is very convenient for them to take the medicine accordingly. Whethe

19、r the consumers will be satisfied with the medicine depends on whether the medicine is suitable for their illness.If the medicine is highly effective without any side-effect, they will certainly be satisfied with the OTC and believe in their products. Thus, it will stimulate their buying decision an

20、d repurchase immediately next time.Postpurchase Behavior第21頁，共32頁。2. Impact factors on consumer decision-makingCultural FactorsPersonal FactorsPsychological Factors第22頁，共32頁。Cultural FactorsWith the development of peoples educational level and health care consciousness, people pay more attention to

21、health promotion and disease prevention. People, especially high-income class and elderly people,spend more money in OTC drugs in order to supplement vitamin, strengthen immune function, prevent disease , improve the quality of life and so on. In additions, young and middle-aged women are more willi

22、ng to buy OTC drugs for slimming and beauty.第23頁，共32頁。Personal FactorsAdults, and the person who have strong judgment to his condition, are more likely to buy OTC drugs ; people who have strong health care and the people who are in fast-paced business environment tend to buy drugs in drugstores.Pati

23、ents with chronic ailments such as diabetes(糖尿病), high blood pressure and asthma(氣喘) need to take medicine for a long term. They are probably buy drugs in retail drugstores when they know their conditions and medicines after doctors made a diagnosis and provide treatments.第24頁，共32頁。Psychological Fac

24、torsAffecting by traditional Chinese Medicine culture, Chinese always consider that Chinese Medicine has a little side effect and notably effective on illness prevention and health care, and it is safer than Western medicine; it is more effective on the treatment of chronic diseases. Usually,a famil

25、y will prepare sanqi shang tablets(三七傷藥片), jianweixiaoshi tablets (健胃消食片)and so on.第25頁，共32頁。3. Types of Buying Decision BehaviorBuying OTC drugs belongs to variety-seeking buying behavior.Compare to prescription drug(處方藥），OTC drug has features of high safety,definite effect,stable quality ,and its

26、easy to use.Therefore,the buyer decision process is quite simple,and it is low involvement.However,different OTC drugs of different brands which are used to the same illness are quite different in effect ,price, package, and coporate reputation.In such cases, consumer often do a lot of switching.第26

27、頁，共32頁。4. Marketing recommendations to marketers The 4Ps Theory ProductPricePlacePromotion第27頁，共32頁。Product Strategy Marketers should focus on researching and developing the functions of a product, and the product should have its unique selling points. Only reliable and effective OTC can win the cus

28、tomers.(eg. In selling OTC, marketers should insure that their medicines are safe and effective. They should also consider the quantity of each package according to different illness and the treatment period.)第28頁，共32頁。Price Strategy Marketers should make various price strategies according to differ

29、ent market positioning. And the prices should be based on their brands and the needs of consumers.(eg. Marketers need to analyze the features of the OTC, the needs and payment capacity of customers, and their demand intensity to each medicine.Take Cough & Cold Remedies (止咳和感冒藥) as an example, the de

30、mand of this kind of medicine is relatively large, the dose(藥量) of each package can be 2-3 days,and the price can be about 10 yuan, trying to lower the unit price for adopting economical packages so that the consumers can be more acceptable about the medicine.)第29頁，共32頁。Place Strategy It is important for the marketers to cultivate the distributors and bu