Buying decision process and Sony overview

get decisiveness process and Sony overviewSony was founded in 1946 in Tokyo to be a new revolution in the cosmos of communications and technology, was able to progress through egress her c atomic number 18er innovative crossings added totally the new and phthisisable to the make its of millions of populate, Sony is one of the vanquish companies in the existences leading manufacturer of Audio VideoIn addition to chastity in the aras of technology and develop ment of industry computer laptops and mobile phonesIt is well known for numerous fans and viewers of the technical world of electronicsSince it was founded in May 1946 and to this day continues to Sony in its bid submission to the infinite and genial welfargon and comfort of all categories of consumers through a variety of senior high- timbre crops.We may need a constituent of pages to twaddle about Sony and its history of achievements, which had said the welf are of peoples livesBut the society is well known b y its fans and clients and its returns is around devoid of all where in the houseAcquire crossways and all categories of people and on a different level of consumerIn this report we will learn on one of the excellent harvest-times, which is a high-quality TV apparel in terms of purity and clarity of image and soundWhat makes this yield the perfect option for those who wish to enjoy watching favorite programs with all the comfort that it is not only a high quality crossroad in terms of the characteristics contained inBut several of the close to of the essence(predicate) aspects of it addressable to consumers at a competitive determine is almost unmatched by any an otherwise(prenominal) product on the marketAnd where the last to leveraging is the most important decisions of interest to any organization fire in studying the market and the market of their products we will discuss in some(a) important enlarge about.INTRODUCTION TO SONY TV SETThis notch is addressabl e at all Sony retentivitys, and customers would enjoy 10% push aside if they corrupt online from our web site www.sony.comAlso we offer free delivering and one year guaranteeFacilities for honorarium by installments with the possibility of payment in installments over two years60 inch LX900 series 3D Full HD BRAVIA liquid crystal display TVHigh frame rate LCDs with a frame ensuant display, Sony makes it possible to watch Full HD 3D quality video on 3D compatible BRAVIA LCD TVs. This technology involves alternately transmitting images for the left eye and salutary eye to the riddle. When viewed through the active shutter glasses, the two separate images on the shutter glasses are synchronized with the onscreen image with their Full HD quality intact and only transmitted to the viewers eyes. The high-quality super-fine Full HD 3D images deliver unprecedented reality and presence.This offer entangles loudspeakers and a DVD Player which makes the user musical notesLike a hom e movie theatreFeaturesLCD coat 60(152cm), 169TV system digital dvb-t analogDisplay resolution full HD 1080 (1920 x 1080)Buyer sort decision- qualification processHow do customers buy?Customers go through a five-stage decision- qualification process in any barter for. This is summarized in the diagram belowThis model is important for anyone making trade decisions. It effectivenesss the marketer to debate the whole purchasing process rather than just the leverage decision (when it may be excessively late for a business to work on the choice)The model implies that customers pass through all stages in every purchase. However, in to a greater extent routine purchases, customers often skip or reverse some of the stages.For example, a student buying a favorite hamburger would recognize the need (hunger) and go right to the purchase decision, skipping randomness search and evaluation. However, the model is very useful when it comes to recognizeing any purchase that requires s ome fantasy and deliberation.The buying process starts with need recognition. At this stage, the buyer recognizes a problem or need (e.g. I am hungry, I need a new TV localise, I confound a headache) or responds to a selling stimulus (e.g. you pass Sony store and are attracted by a big screen showing a football match or an action movie and).An aroused customer thus take to decide how much instruction (if any) is required. If the need is strong and there is a product or service that meets the need close to hand, then a purchase decision is in all likelihood to be make there and then. If not, then the process of reading search begins.A customer spate obtain t distributivelying from several sources Personal sources family, friends, neighbors etc Commercial sources advertising salespeople retailers dealers packaging point-of-sale displays Public sources newspapers, radio, television, consumer organizations specialist magazines Experiential sources handling, examining, employ the productThe usefulness and influence of these sources of information will vary by product and by customer. Customers pass judgment and respect private sources more than commercial sources (the influence of word of mouth). The challenge for the marketing team is to line which information sources are most influential in their target markets.In the evaluation stage, the customer mustiness opt between the alternative brands, products and services.How can the customer benefit from the information?An important determinant of the effect of evaluation is whether the customer encounters mired in the product. By involvement, we mean the degree of perceived relevance and somebodyal importance that accompanies the choice.Where a purchase is highly involving, the customer is likely to carry out extensive evaluation.High-involvement purchases include those involving high expenditure or individualal risk for example buying a house, a TV set or making investments. Low involvement pur chases (e.g. buying a soft drink, choosing some breakfast cereals in the supermarket) assume very simple evaluation processes.Why should a marketer need to gain the customer evaluation process?The answer lies in the genial of information that the marketing team needs to provide customers in different buying situations.In high-involvement decisions, the marketer needs to provide a proper deal of information about the positive consequences of buying. The sales force may need to stress the important attributes of the product, the advantages compared with the competition and maybe even encourage trial or sampling of the product in the expect of securing the sale.Post-purchase evaluation Cognitive DissonanceThe final stage is the post-purchase evaluation of the decision. It is common for customers to experience concerns subsequently making a purchase decision. This arises from a concept that is known as cognitive dissonance. The customer, having bought a product, may feel that an alternative would take a shit been preferable. In these raft that customer will not repurchase immediately, but is likely to throw brands next time.To manage the post-purchase stage, it is the job of the marketing team to persuade the potential customer that the product will satisfy his or her needs. Then after having do a purchase, the customer should be further that he or she has made the right decision.Factors affecting buying decisionPossible influences on the decision processPersonal influencesDemographicSituationalInvolvementPsychological influencesPerceptionMotivesAttitudesPersonality brotherly influencesRoles and family denotation free radicalsSocial classes grow and sub subtletysPersonal factorsIs one that is unique to a circumstance soul? It can influence buy decisionIn this section we discuss three categories which are demographic, situational, and level of involvement factors.Demographic factorssuch(prenominal) as age, sex, race, ethnic, origin, income, family life-cycle, and occupationDemographic factors cast off a bearing on who is involved in family decision making. For example, its estimated that by 2010 the Middle East and North African countries. Will have the largest market for TV sets because of more new apartments built for old men who is getting married that means more opportunities to sell wide-eyed number of TV sets .Men with age between 25 and 35 are know to have more influence in buying decision process for furniture and other equipments when they are scratch furnishing their new apartments with all Necessities.Another example is a persons age and income may affect the number and types of information sources used and the amount of time devoted to seeking information.Demographic factors overly affect to which a person uses products in a specific product category. Consumers in the 20 to 45 age group are more interested in buying new technology such as this TV set with high definition image specially those who get high inco me they come up it easy to buy a new TV set even if the old one still in a awaitable shape or condition .Here Sony set plans how to attract those potential consumers in term of marketing mix focusing how to set prices andSituational factorsargon the external circumstances or conditions that exist when a consumer is making a purchase decision. Some measure a consumer engages in buying decision-making as a result of surprising situation. For example, a person may hurriedly buy a TV set to watch the world cup 2010 or owner of a coffee shop try to attract more customers by offering them watching their favorite teams in the world cup or Olympic Games just two or three days before it starts or sometimes during that occasions. Yet in other circumstances the same individual might spend numerous weeks shopping around for a discount or any offer obtainable. Situational factors can influence a consumers actions during any stage of the buying process.The time available to make decision is a situational factor that strongly influences consumer buying decision. If there is a little time for selecting and purchasing the TV set, a person may make a quick choice and purchase a readily available brand.Level of involvementMany aspects of consumer buying decisions are affected by the individuals level of involvement it positions why he or she is motivated to seek information about this product and brand but virtually ignores others. The extensiveness of the buying decision process varies greatly with the consumers level of involvement. The sequence of the travel in this process may also be altered. Low-involvement buyers may form an attitude about this product and evaluate its features after purchasing it rather than before. Conversely, high-involvement buyers spend much time and effort re hard-hitting their purchase beforehand.such(prenominal) TV set is a product that undergoes a great deal of investigation before they are chosen.Psychological factors influencing the buy ing decision processOperating within individuals partly determine peoples general deportment and thus influence their way as consumers.PerceptionDifferent people perceive the same matter at the same time in different ways. Similarly, the same individual at different times may perceive the same product in a number of ways. Perception is the process information inputs are the sensations received through sight, hearing, and touch the product.Perception is a three-step process. Although consumers receive numerous pieces of information at once, only a few of them r from each one awareness. They select certain inputs and ignore many others because they do not have the ability to be conscious of every input at the same time. This phenomenon is sometimes called discriminating exposure because they select inputs that are to be exposed to their awareness. For example if they are concentrating reading this paragraph, they probably are not aware that car outside making noise, that the ligh t is on, or that they are touching this book. even up though they are receiving these inputs, they ignore them until they are mentioned.For example a person hoping to buy this TV set is likely to watch an advertisement containing TV set information. An input is likely to reach awareness if the information helps satisfy current needs. If the intensity of an input changes significantly, the input is more likely to reach awareness. When a store jitney reduces a price slightly, they may not notice because the change is not significant, but if the manager cuts the price in half, they are much more likely to recognize the reduction.MotivesIs an upcountry energizing force that directs activities towards satisfying a need or achieving a goal. Motivation is the set of mechanisms for controlling movement toward goals. A buyers action at any time is affected by a set of motives rather than by just one. At a single point in time, some motives in the set have priority, but the priorities of m otives vary from one time to another. For example, a persons motives for having this TV set when not having a TV set rather than if having an old TV set. Motivation also affects the direction and intensity of behavior. Individuals must charter which goals to pursue at a particular time.A buyer may use a particular shop because of such patronage motives as price, service, location, honesty, product variety, or friendliness of salespeople.Thats why Sony marketers should try to determine why regular customers patronize a store and then emphasis these characteristics in the stores marketing mix.The marketing department should do researching by asking group of people for example what motivates them, why they keep buying that brand even if they know that brand is not as profound quality as Sony. alimentation researching what motivates them by other brands and what are motives of other brands.Ability and knowledgeIndividuals vary in their ability, their competence and susceptibility in performing tasks. unity ability of inters to marketers is an individuals capacity to learn. Learning refers to changes in a persons behavior caused by information and experience. The consequence of behavior strongly influences the learning process. Behavior that results in satisfying consequences tends to be repeated. For example, when a consumer buys a TV set and likes it, he or she is more likely to advise friends or relatives to buy the same TV set with the same brand he/she bought. In fact, the individual will probably continue to purchase that brand until it yearner provides satisfaction. But when the affects of the behavior are no longer satisfying, the person will switch to a different brand.This is very important for marketers in SONY Company to keep searching for reasons that makes individuals satisfied with this product related to the marketing mix.Buyers when making purchasing decisions, have to process information. Individuals have differing abilities in this regard. For example, when purchasing this TV set , a well-educated potential buyer who has experience with technology and good brands available in the market may be able to read, comprehend, and synthesis the considerable quantities of information in technical brochures for various competing brands. On the other hand, another buyer with more limited abilities may be incapable of performing this task and will have to rely on information obtained from advertisements or from a sales representative of a particular brand.Here SONY marketers should offer all informations that attract different levels of people, and choose smart advertisements that introduce the product, and its benefits.Inexperienced buyers use different types of information from more experienced shoppers who are acquainted(predicate) with the product and purchase situation. Inexperienced buyers use price as an indicator of quality more oft than buyers who have some knowledge of a particular product category.So sources of infor mation are different, opus buyers with expertise are more confidence to compare and find direct information related to the product, consumers who overleap expertise may seek the advice of others making a purchase or take a long a friend.Marketers should be aware of what general consumer back ground of the company and its products, while some consumers speak up SONY is quite expensive others believe that SONY has the best quality and so on, here SONY have to create the best tools of providing positive information and knowledge for thoseAttitudeRefers to knowledge and positive or negative feelings about the product.The acts towards which consumers have attitudes may be tangible or intangible, living or non-living.An individual learns attitudes through experience and interaction with other people. Just as attitudes are learned, they can be also changed.An individuals attitudes remain generally horse barn and do not change from moment to moment. Likewise, at any one time, a persons attitudes do not all have equal impact some are stronger than others.Consumer attitudes towards a firm and its products greatly influence the success or failure of the firms marketing strategy. When consumers have strong negative attitudes towards one or more aspects of a firms marketing practices, they may not only stop using the firms product but also urge their relatives and friends to do likewise. For example, one of SONY stores in NORTH AFRICA is was not trusted by wide melt down of customers because of unfair prices related to other branches in the MIDDEL EAST countries, consumers in those countries does not know that was not SONY company, so the image of SONY was affected in that area, and sales started to flow down because of that big mistake by the company who was representing SONY company in NORTH AFRICA.Marketers in SONY should always measure consumers attitudes towards prices, package design, the brand name, advertisements, salespeople, services after sale, stores locat ions, features of the product, and also social responsibility activities.Several methods can help gauge these attitudes. One of the simplest ways is to motion people directly. Asking about the consumer satisfaction about the TV set, are they satisfied with quality and the price, penetrating the feedback of consumers, and keep going determining the positive and negative points , to check the performance of all steps involved while marketing the product, trying to attract more consumers by studying their attitudes.PersonalityIncludes all the internal traits and behaviors that make a person unique. Each persons unique nature arises from both heredity and personal experience. Personalities are typically describes as having one or more characteristics, such as compulsiveness, ambitiousness, gregariousness, dogmatism, authoritarianism, introversion, extroversion, aggressiveness, competitiveness.Here should attempt to find relationships among such characteristics and buying behavior. Ev en though a few links between several disposition characteristics and buyer behavior have been determined, the results of many studies have been inconclusive. Some researchers see the apparently weak link between temperament and buying behavior as due to unreliable measures rather than a drop of relationship. A number of marketers are convinced that a consumers personality does influence the types and brands of products purchased. For example the type TV set brand that a person buys may reflect one or more personality characteristics.At times, SONY aim advertising campaigns at general types of personalities. In doing so, they use positively valued personality characteristics, such as gregariousness, independence, or competitiveness. more or less products promoted this way.Social factors influencing the buying decision processThe forces that other people exert on buying behavior.Roles and family influencesEvery person occupies position within groups, organizations, and instituti ons. Associated with each position is a role. A set of actions and activities that a person in a particular position is supposed to perform, ground on the expectations of both the individual and surrounding persons. Because people occupy numerous positions, they also have many roles. For example, a man may perform the roles of son, wife, father, employee or employer, civic organization member, and student in an change surface class. Thus are several sets of expectations placed on each persons behavior.An individuals roles influence both general behavior and buying behavior. The demands of a persons role may be inconsistent and confusing. To illustrate, assume that the man mentioned above is thought about buying this TV set. While he wants this TV set to enjoy watching world news or football games, his children want to watch cartoons or connect the screen to play send out and play games. His wife wants him to delay the TV set purchase until next month. A colleague at work insists that he should buy a particular brand, known for high quality. Thus an individuals buying behavior is partially affected by input and opinions of family and friends.Family roles related directly to purchase decisions. The male head of firm is likely to be involved heavily in the purchase of this product. Deciding if its the right time to purchase or not. Although female roles have changed, women still make buying decisions related to many household items. Husbands and wives record jointly in the purchase of products, especially durable goods such this TV set. Some young men aged 25 to 35 who is getting married in summer season their brand verity can be quite changeable.In this case marketers in SONY frequently promote for such product during holidays to catch this hard to reach group at time when they are more receptive to a promotional message.When two or more family members participate in a purchase, their roles may dictate each is responsible for performing certain tasks init iating the idea, gathering information, deciding whether to buy this TV set, or selecting another brand.Thats why marketers need to be aware of how roles affect buying behavior. To develop a marketing mix that precisely meets the needs of the target market, and they must know not only who does the actual buying, but also what other roles influence the purchase. Because sex roles are changing so rapidly, they must ensure that information is current and accurate.Reference groupsA group becomes a credit rating group when an individual identifies with it so much that he or she takes on many of the values, attitudes, or behavior of group members. The person who views a group as a reference group may or may not know the actual size of the group. Most people have several reference groups, such as families, friends, religious, civic, and professional organizations.A group can be negative reference group for an individual. Someone may have been a part of a specific group at one time but lat er rejected its values and members. One can also specifically take action to avoid a particular group.A reference group may serve as a point of comparison and a source of information for an individual. A customers behavior may change to be more in line with the actions and beliefs of a group member. For example, a person might stop buying one brand of TV set and switch to SONY on the advice of members of the reference group. Generally, the more conspicuous the product, the more likely it is that the brand decision will be reference group.This days reference groups plays a big role affecting the buying decision, specially in advertising and the way the company choose to promote for the product, it was a very successful experience when SONY do a smart advertisement for its products specially TV screens, a hand out of consumers enjoyed watching the Brazilian football player RECARDO KAKA doing the advertisement, he attracted a lot of customers, even who dont watch football matches.Soci al classesWithin all societies, people rank others into higher or lower positions of respect.This ranking results in social classes. A social class is an dedicate group of individuals who have similar social rank. A class referred to as open because people can move into and out of it. The criteria for grouping people into classes vary from one society to another. In western countries, many factors are taken into account, including occupation, education, income, riches, race, ethnic group, and possession. In some countries like Arabic countries, wealth and income are more important than education and occupation in determining social classes.A person is ranking someone does not necessarily apply all of societys criteria. The number and the importance of the factors chosen depend on the characteristics of the individual being ranked and the values of the person who is doing the ranking.Social class influence many aspects. For example, it affects childhood training, choice of religion , selection of occupation, and how people spend their time. Because social class has a bearing on so many aspects of a persons life, it also affect buying decisions, for example, upper-class seem to prefer extravagance automobiles such as the BMW and MERCEDES-BENZ, which symbolize their status, income, and financial comfort.Thos upper-class would buy TV set with the latest technologies available which is full HD screens and 3D with 60ince size with all the approach pathories, they like to make it like a home cinema they might spend large amount of money to buy such a TV set. glossiness and subcultureIs everything in surroundings that is made by human beings. It consists of tangible items, and intangible concepts, such as education, welfare, and laws. Culture also includes the values and wide range of behaviors that are acceptable within a specific society. Are learned and passed on from one generation to the next.Culture influences buying behavior because it permeates daily lives. It determines what people wear, eat, where to live and travel. It also influences how people buy and use products and the satisfaction gained from them.While some countries spend a lot of time watching TV , others might spend much time surfing the internet, so culture determines how TV purchased and used, it in turn affects all the marketing mix, promotion, distribution, and pricing of the product.Marketing mixThe Market combine (often referred to as the 4-Ps)Refers to the unique blend of marketingElements designed to meet the needs of theOrganizations target market. The Marketing shamble consists of the organizations Product Price Promotion Distribution (Place)Understanding how to position the market offeringPutting the right product in the right place, at the right price, at the right time.We already have created a TV set that is a particularly group of customers wants, now we put it on sale in a place that those same customers visit regularly, and price it at a level which matc hes the value they feel they get out of it and do all that at a time they want to buy.Theres a lot of truth in this idea. However, a lot of hard work needs to go into finding out what customers want, and identifying where they do their shopping. Then we need to figure out how to produce the item at a price that represents value to them, and get it all to come together at the critical time.The marketing mix is a good place to start when we are thinking through our plans for this TV set, and it helps avoid any kind of mistakes.The marketing mix and the 4 Ps of marketing are often used as synonyms for each other. In fact, they are not necessarily the same thing.Marketing mix is a general style used to describe the different kinds of choices organizations have to make in the whole process of bringing a product or service to market. The 4 Ps is one way. A good way to understand the 4 Ps is by the questions that we need to ask to define marketing mix. Here are some questions that will he lp you understand and define each of the four elementsProductWhat does the customer want from the product/service? What needs does it satisfy?What features does it have to meet these needs?Are there any features weve disoriented out? Are we including costly features that the customer wont actually use?How and where will the customer use it?What does it look like? How will customers experience it?What size(s), color(s), and so on, should it be?What is it to be called? How is it branded?How is it differentiated versus your competitors?What is the most it can cost to provide, and still be sold sufficiently profitably? (See also Price, below).PlaceWhere do buyers look for this product? If they look in a store, what kind? A specialist boutique or in a supermarket, or both? Or online? Or direct, via a catalogue? How can you access the right distribution channels? Do you need to use a sales force? Or attend trade fairs? Or make online submissions? Or send samples to catalogue companies?Wh at does competitors do, and how can we learn from that and/or differentiate?PriceWhat is the value of the product to the buyer?Are there established price points for the product in this area?Is the customer price sensitive? Will a small decrease in price gain extra market share? Or will a small cast up be indiscernible, and so gain extra profit margin? What discounts should be offered to trade customers, or to other specific segments of your market?How will the price compare competitors?PromotionWhere and when can we get across marketing messages to target market? Will we reach audience by advertising in the press, or on TV, or radio, or on billboards? By using direct marketing mail shot? On the Internet?When is the best time to promote? Is there seasonality in the market? Are there any wider environmental issues that suggest or dictate the timing of market launch, or the timing of subsequent promotions?How do competitors do their promotions? And how does that influence your choice of promotional activity?The 4Ps model is just one of many marketing mix lists that have been developed over the years. And, whilst the questions listed above are the key, they are just a subset of the tiny probing that may be required to optimize marketing mix.Amongst the other marketing mix models have been developed over the years is Boom and Banters 7Ps, sometimes called the extended marketing mix, which include the first 4 Ps, plus people, processes and physical layout decisions.Another marketing mix approach is Lautenbergs 4Cs, which presents the elements of the marketing mix from the buyers, rather than the sellers, perspective. It is made up of Customer needs and wants (the equivalent of product), Cost (price), Convenience (place) and Communication (promotion). In