The Savvy Buyer
Savvy Buyer is the formation of customer demand, offering a choice of goods subject to price and your personal budget that is their own monetary income; just a collection of signs and indicators that characterize the actions of consumers, including their demand for goods and services, consumer preferences and consumption patterns. Consumer behavior is determined by various factors - cultural, personal, social and psychological. Savvy behavior varies considerably depending on what the Savvy buys goods (Kannan 755–775). Harder than he decides to buy, the more carefully it behaves. Accordingly, the complexity of decision-making powers of the purchasing behavior is divided into four types: the uncertain Savvy behavior, Savvy behavior is complex, exploratory Savvy behavior and habitual Savvy behavior (Choi, Thomas and Zhaohui 13).
DISCUSSION OF FINDINGS
Each model of Savvy behavior shows the degree of relationship of the Savvy to the product. Depending on this, the company builds its marketing policy. For example, when the user is already familiar with a particular item, the main thing - keep it. If the buyer is already familiar to us faithful to the producer, but continued to look for something else, a new, similar to better quality, the most important thing - to convince him that "we are the best." This goal is relevant for the situation when the Savvy already has the necessary information about the interest of his goods (Stanko 1099).
In marketing, there is such a thing as the theory of Savvy behavior, which examines the behavior of Savvys in the market and reveals the mechanisms of the interaction of supply and needs. As the basis for the formation of market demand solutions are an individual Savvy, dictated by the desire to get the most benefit, or return, or a beneficial effect when available his opportunities or limited cost (Hill et al. 290). Scientific and applied literature is to explore the various factors of Savvy behavior that affect the decision of buying a citizen, which should be taken into account in the development of advertising and sales planning (Claycomb and Gary 258).
Analysis of Savvy behavior, made subject of needs, to determine what motivates specific buyer in planning and making a purchase:
- Safety is calm, strength, reliability of goods or services. This need provide warranty time of the product.
- Attachment is loyalty to the brand, which is often the result of habit, or confidence in the quality of the product of this company.
- Comfort acquired with the purchase of goods convenience.
We have in mind the advantages of this product are:
- Easy to use, easy to clean, etc.
- Pride is the desire to stand out somehow, something different. Game manufacturers on unique, exclusive product put the so-called "policy of high prices."
- Novelty is attractive in itself and is connected with the need to be updated changes. This kind of search is for new sensations.
- Savings is a common, but not dominant. Often ignore the lower price if they see additional guarantee of quality and durability up sell.
Savvy buyer does not obey the simple laws of maximizing benefits, rational assessments, calculations and choice. In addition to functional demand, in which are the leading qualities of the product itself, there is a non-functional demand (Bonner 55). It is caused by a variety of psychological reasons (Claycomb and Gary 261). Prestige and fashion, the desire to imitate or to stand out, hope to improve their way of "I" with the help of the goods, to compensate for their shortcomings and soften inferiority complexes; however, all this utility converts the goods passing it through the prism of psychological factors.
Freedom of Savvy choice is very important. Its restriction may make it impossible for the buyer to purchase a particular product on the market and its impact on production and decision will be taken by administrative means, it may lead to crisis. Freedom of choice may be distorted because of:
- follow the Savvy for most buyers (the bandwagon effect or bandwagon effect);
- Savvy desire to stand out from the general environment (snob effect);
- Persistent demonstrations prestigious consumption (Veblen effect or demonstration effect of exclusivity)
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Bonner, Joseph M., and Roger J. Calantone. “Buyer Attentiveness in Buyer-Supplier Relationships.” Industrial Marketing Management 34 (2005): 53–61.
Choi, Thomas Y, and Zhaohui Wu. “Triads in Supply Networks: Theorizing Buyer-Supplier-Supplier Relationships.” Journal of Supply Chain Management 45 (2009): 8–25.
Claycomb, Cindy, and Gary L. Frankwick. “Buyers’ Perspectives of Buyer-Seller Relationship Development.” Industrial Marketing Management 39 (2010): 252–263.
Hill, James A. et al. “The Effect of Unethical Behavior on Trust in a Buyer-Supplier Relationship: The Mediating Role of Psychological Contract Violation.” Journal of Operations Management 27 (2009): 281–293.
Stanko, Michael A., Joseph M. Bonner, and Roger J. Calantone. “Building Commitment in Buyer-Seller Relationships: A Tie Strength Perspective.” Industrial Marketing Management 36 (2007): 1094–1103.