rojectsforAssignmentOTC购买行为分析及营销策略（论文资料）.ppt

Chapter 4 Consumer Buying Behavior,Projects for Assignment 1,Consumer Buying Behavior,What & Why ?,Four Types of Buying Decision Behavior,Type:,Complex Buying Behavior,computer,brands,price,high-technology,models,purchased infrequently,risky,Implications & Suggestions,differentiate brands features , especially the benefits,set reasonable and competitive price,motivate salespeople to give information,enhance the ability to innovote,Dissonance-Reducing Buying Behavior,Type: Reasons Suggestions,carpeting,Habitual Buying Behavior,Type: 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,Variety-seeking Buying Behavior,Type: Reasons: 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,Big to Small,Conclusion,Projects for Assignment 2,BUY IT or NOT ?,My Own Buying Experience,Conclusion,Besides personal factors, there are many factors 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.,Projects for Assignment 3,With the improvement of medical system,consumers can buy OTC (Over The Counter 非处方药）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?,1. The decision-making process of OTC,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(疾病多发季节）is coming. 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,A customer can obtain OTC information from several sources: Personal sources: family, friends, neighbours etc Commercial sources: advertising; salespeople; retailers; dealers; packaging; point-of-sale displays Public sources: newspapers, radio, television, consumer organisations; specialist magazines Experiential sources: handling, examining, using the product,Information Search,Consumers evaluate 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,Generally,the 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,OTC will have detailed instructions for the consumers, it is very convenient for them to take the medicine accordingly. Whether 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 and repurchase immediately next time.,Postpurchase Behavior,2. Impact factors on consumer decision-making,Cultural Factors,With the development of peoples educational level and health care consciousness, people pay more attention to 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 willing to buy OTC drugs for slimming and beauty.,Personal Factors,Psychological Factors,Affecting 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 family will prepare sanqi shang tablets(三七伤药片), jianweixiaoshi tablets (健胃消食片)and so on.,3. Types of Buying Decision Behavior,Buying OTC drugs belongs to variety-seeking buying behavior. Compare to prescription drug(处方药），OTC drug has features of high safety,definite effect,stable quality ,and its 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.,4. Marketing recommendations to marketers,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 customers. (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.),Price Strategy,Marketers should make various price strategies according to different 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 (止咳和感冒药) as an example, the demand of this kind of medicine is relatively large, the dose(药量) 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.),Place Strategy,It is important for the marketers to cultivate the distributors and build up the marketing network. They should not only make good use of the middleman -distributors, but also try to improve the comprehensive quality of their employees through training and absorb professors with professional knowledge. Besides, adopting various selling ways t