Questions in P.
107
1. Compare and contrast consumer buyer behavior in Vietnam before and after
the COVID-19 outbreak
Before After
- Vietnamese often go to - Vietnamese have become more
traditional markets to buy daily comfortable with buying food
needs like meat, vegetables, and groceries online, including
cooking oil, and rice items that are usually bought
offline
- E-commerces are more popular
with consumers and it seems to
be a one-stop channel for
customers
2. What should marketers do to respond to these buying behaviors in Vietnam?
- Sellers and brands are adapting to this new normal by offering a wider
variety of food products online and using live streaming to assure buyers
of quality in real-time
- In Vietnam, with high smartphone penetration, many consumers rely on
mobile devices for shopping. Marketers should optimize websites and apps
for mobile use to provide a smooth experience. Additionally, since many
consumers prefer using apps, developing a dedicated app or integrating
with popular platforms like Shopee, Lazada, and Tiki can improve
accessibility and customer reach.
8 key terms
- Complex buying behavior: This buying behavior occurs when consumers
are highly involved in the purchase of products that are expensive, risky, or
purchased infrequently
- Dissonance-reducing buying behavior: This buying behavior occurs when
consumers are involved in the purchase of expensive products,
infrequently bought but see little difference among brands
- Habitual buying behavior: This buying occurs when consumers have low
involvement with the purchase and there are little significant perceived
differences among brands
- Variety-seeking buying behavior: Consumer buying behavior in situations
characterized by low consumer involvement but significant perceived
brand differences
- Postpurchase behavior: Consumers take further action after purchase based
on their satisfaction or dissatisfaction
- Need recognition: This is the first step of the buyer decision process when
the buyer recognizes a problem or need
- Information search: The consumer is motivated to search for more
information related to the need
- Purchase decision: The buyer’s decision about which brand to purchase
Starting up (discuss)
1. What will you do first if you want to buy a piece of groceries/ a smartphone?
If I want to buy a smartphone, I will
- Information search about the device: I would begin by searching for
information on the internet even on websites like Lazada, Tiki, or even
specialized review sites to find which model fits my budget and needs.
- Check Reviews: I would read user reviews and expert opinions on
platforms like YouTube or tech blogs to ensure the phone is reliable.
- Compare Prices: Similar to groceries, I’d compare prices across different
platforms to find the best offer, check for promotions or discounts, and
consider free shipping or other perks.
2. Why should marketers study the buyer decision process?
- Understanding the buyer decision process helps marketers segment their
audience better and create targeted campaigns for each stage, ensuring
messages address specific consumer needs.
- points, allowing them to improve the customer experience and create a
seamless, positive shopping journey that fosters loyalty.
- Understanding customer behavior allows marketers to time offers and
promotions effectively, boosting conversion rates.
- Understanding the decision process gives insights into customer
preferences, helping businesses innovate or adjust products to better meet
demand.
