Whirlpool EMEA presents: Digital School, Lesson 8: Change in Purchase Behaviour. In this lesson we will understand the new “Consumer behaviour” theories. Consumer Behaviour is the study of individuals, groups, or organizations and the processes they use to select, secure, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. It attempts to understand the decision-making processes of buyers, both individually and in groups. As a consequence of the digital revolution the consumer behaviour is changing, so we need to understand the new Customer Journey!

1. LESSON 8
change in purchase behaviour

2. Introduction
In this lesson we will understand the new “Consumer behaviour” theories.
Consumer Behaviour is the study of individuals, groups, or organizations
and the processes they use to select, secure, and dispose of products, services,
experiences, or ideas to satisfy needs and the impacts that these processes
have on the consumer and society.
It attempts to understand the decision-making processes of buyers,
both individually and in groups.
As a consequence of the digital revolution
the consumer behaviour is changing.
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3. the old buYing process
AWARENESS
INTEREST
This was the “old” model:
a linear path from the first
“contact” with brand
to the final purchase act .
EVALUATION
COMMITMENT
LOYALTY
VIEW TV
OR
PRINT AD
GO TO
STORE
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COMPARE
OPTIONS
CHOOSE
BEST
OPTION
BUY
ITEM
ALIGN
WITH
BRAND

4. SITUATIONS
Today customers get in touch
with brands in various situations
- be it relaxed at home or in a
hurry while travelling. They may
live in a big city or in a small
town where the next retailer
is miles away.
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5. the customer journey
The customer journey map is an oriented graph that describes the journey of a user
by representing the different touchpoints that characterize their interactions with services.
People get in touch with brands on different “touchpoints”,
analog and digital, during different times of the day.
Home
Travel
Work
Retail
Work
MOBILE
COMPUTER
TV
RETAIL
PRINT
RADIO
OOH
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Travel
Social
Home
Bed

6. the new path
DOWNLOAD
IPHONE
APP
WATCH
VIDEO ON
PHONE
SEARCH
Customers are now
smarter, and the path
is more complicated!
COMPARE
SHOP
ONLINE
LIKE US
ON
FACEBOOK
WATCH
YOUTUBE
COMMERCIAL
There are so many
different touchpoints
and the path is no
longer linear.
BUY
ITEM
DEMO
PRODUCT
IN STORE
VIEW
PRINT AD
WATCH
TUTORIAL
SHOP
ON
WEBSITE
READ
REVIEWS
READ
BLOG
VIEW
BANNER
AD
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7. The purchase path (european analysis)
START RESEARCH
61%
}
}
61%
PURCHASE
}
The path can start online
or offline, and then the
experience is often
“cross channel” as
you can see from this
graphic.
CONTINUE RESEARCH
}
( Forrester 2009, Depicting European Shoppers’ Complex Purchasing Decision Path )
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28%
72%

8. A new theory: ZMOT
We have seen in the previous lesson
how the digital revolution has changed
the way we live.
Based on this big change, Google has
developed The “zero moment of truth”:
a new way to rethink the marketing
model.
In this video you can follow Jim Lecinski,
Managing Director in Google, to explain
this new theory.
http://www.youtube.com/watch?v=PzNbPLD-V2Y
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9. A new theory: ZMOT
ZMOT is that moment when you grab
your laptop, mobile phone or some other wired
device and start learning about a product
or service (or potencial boyfriend) you’re
thinking about trying or buying.
I’m sure you know what I mean - you probably
do web searches like this every day.
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10. A new theory: ZMOT
BUT...
Would it surprise you to know that a full 70% of
Americans now say they look at product reviews
before making a purchase?
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11. A new theory: ZMOT
BUT...
Or that 79% of consumers now say they use
a smartphone to help with shopping?
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12. A new theory: ZMOT
BUT...
Or that 83% of moms say do online research
after seeing TV commercials for products
that interest them?
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13. The automotive market consumer behaviour
An infographic
Digital has changed the purchase
path for auto shoppers. As premarket, in-market, and post-market
phases have evolved into a cycle of
constant consideration, brand loyalty
can be won or lost at any point.
This infographic demonstrates the
impact of these changes, and
illuminates some of the key moments
of brand influence.
See this infographic in full here:
http://goo.gl/rO2tD
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14. Looking at the future
What about the younger generation?
Teens and young adults are always
connected. In fact, 92% are using more
than one device at a time.
So, how's a marketer to stand out
with this over-stimulated group?
To shed some light on this we've
gathered important facts about which
devices they're using and how they're
using them.
http://goo.gl/Hb8ac
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15. It’s not just about google!
Consumer behaviour is changing thanks
to other social networks!
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16. consumer behaviour on facebook
52% of americans
over 18 spend
at least one hour
a week on Facebook
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17. consumer behaviour on facebook
People interact with
their favorite brands
on Facebook far
more than other
social networks
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18. consumer behaviour on facebook
A recent study by Sociable Labs which
included 1088 online shoppers revealed
that social sharing is as helpful as
Google search in shopping.
Social Sharing is a Vital Activity for
Discovering What to Buy 62% of online
shoppers read their friends product
related comments on Facebook.
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19. consumer behaviour on facebook
Social Sharing Causes Consumers to Act
49%
75% of shoppers who read social sharing
comments have clicked on the product link
in their friends’ Facebook posts, taking them
to the product page on a retailer’s website.
48%
23%
17%
53% of the shoppers who have clicked through
to the retailer’s site.
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20. consumer behaviour on facebook
In this infographic you can
find interesting data about
the new consumer
behaviour on Facebook.
Download the infographic here:
http://goo.gl/p4EEN
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21. consumer behaviour on facebook
Most twitter users
are selective about
brands they follow;
79% follow fewer
than 10 brands
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22. consumer behaviour on facebook
Twitter users are
frequent online
users overall;
50% go online more
than once an hour
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23. consumer behaviour on facebook
60% of followers
say they’re more
likely to recommend
a brand to a friend
after following
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24. Thank you!
What’s next?
In the next lesson We are excited
to share with you 10 hot trends
including examples of brands and
businesses that are already
putting them into practice.
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