First of all, we looked at buyer behaviour. It is key to us to know how buyers behave, this will give us an insight on how to create designs that hit all the correct points for the buyer. To begin the buyer behaviour design process, you have to initially recognise the need. That need triggers research and pre-purchase evaluation, accessing your memory to ask questions what worked last time and what didn't. For example, is this new car going to last me 10 years or is it going to be like the othe models you may have knowledge about, or how much better is the mac better than the PC I am using. The more complicated the product the longer the evaluation. After this phase, we move onward to the purchase and consumption phase. The consumption phase is using the product you have purchased and during this process you are evaluating how good or bad the product is. This is the post purchase evaluation lodged into your memory. Would you buy the product again, would you recommend it to a friend, was anything about the product memorable.
Next we investigated the buyer behaviour process and how it is affected by the environment. Factors include, environment, culture, social, class, family, work and ethics to name a few. what you see in advertising and how it impacts your family and friends will also have an impact upon you. Equally, memory has an impact upon the buyer behaviour process. This is impacted buy your exposure to a range of different adverts to get you to comprehend what ever is being advertised. Once you have managed to get a viewer past comprehension they will retain the information whether they accept the advert or not. If a design gets the viewer to retain the information, the design is doing its job whether they accept it or not.
With this in mind we was shown Maslow's Hierarchy of Needs in a way to clarify the information we have just learnt. I was told to imagine that I was put on an island and ask myself what are the first things you will need to survive. Obviously we begin with physiological needs, such as food and water. Then we create a sense of safety by building a shelter and a form of defence. After this, you start to develop relationships, form a home and create families, developing a form of belonging. Then we start to develop esteem and status within the community, to generate a aura of power, respect and worth. Finally ending with self actualisation. Maslow states that very few people reach this level, this is priministerial level where you reach such a huge degree it begins to effect your personal values. This lead us to the 80/20 rule, which is important to know as a designer. Only 20% of people in the world want to make decisions and the other 80% are happy with having a nice income, a family, a home and content with what they have. Interestingly 20% of the people earn 80% of the income and 80% own 20% of the wealth. This is known as the Pareto principle and is an standardised statistic.
Next we discussed buyer behaviour in terms of which product they will buy. First, the buyer will access their memory and reflect on whether the product was good, bad or indifferent and then many other different experiences and outside factors influence their behaviour when it comes to buying a product. Me as a designer needs to research and have knowledge about this when advertising products to audiences with different buyer behaviours.
Finally we looked at how design and business connect. If you are designing for business there has to be a two flow way and that the business are aware of what you can do for them. When you talk to a business in this way it is important to understand that there is market issues. As a designer in industry it is important to know what is going on in the world and knowing what is happening in their markets and the direction it is going. Do this by researching their market segment issues, the real market issues and what their customers actually want. This will enable you to come up with a design that fits the business far better and brand their product to meet the consumer demand. Expanding upon this, we also have to consider the macro environment issues and the ethical and social issues, understanding the public relations. All of the public relations stuff is, damage limitation for a business. Damage limitation will always occur, big or small, it is our job to understand and know ways to reduce the impact of the damage for the business. This is investing in the local community to make sure when something goes wrong, the business has a bank of stuff they can cash in at the time and not create a bad name for the business. I have learnt a lot from this and I now understand a lot of different factors will allow you to target your design for a business in the best way possible.
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