Professional Documents
Culture Documents
Session 5
1
OBJECTIVES
Why study buyer behaviour? How do we describe buyer behaviour? What are the major factors that influence buyer behaviour? How do industrial buyers differ from the consumer buyers?
Marketers
Customers
which came first? the chicken or the egg? the marketer or the customer?
3
recognize identify
Decision-Making Process
Problem Recognition Awareness that there is a discrepancy between an actual and a desired condition.
Decision-Making Process
Information Search. Internal and external search for information to make a decision.
Performance risk Financial risk Physical risk Social risk Time-loss risk
10
11
Decision-Making Process
Performance
Lots of storage
Safety
Variety of colours
12
Decision-Making Process
13
Decision-Making Process
Decision involvement
HIGH INVOLVEMENT
LOW INVOLVEMENT
16
Dont Buy Problem Recognition Extensive information search Extensive weighing of alternatives Purchase decision
Buy
Postpurchase evaluation
17
Problem Recognition
Purchase decision
18
Individual Influences
19
Interpersonal Influences
20
Industrial vs Consumer BB
How does the industrial buyer differ from a consumer buyer? What is business-to-business marketing?
21
Business-to-Business Marketing
Marketing aimed at bringing about an exchange in which a product is sold for any use other than personal consumption. Buyers can be: Manufacturers or resellers Governments Not-for-profit organisations
23
25
Straight rebuy: Automatic and regular purchase of familiar products. Modified rebuy: Buyer is not completely satisfied with current suppliers and shops around. New task buying: Buyer seeks to fill a need never before addressed.
26
Buying Center
Buying Center: Informal, crossdepartmental decision unit which acquires, disseminates, and processes purchase information.
27
28
Product Quality
Price
Related Services
Bottom Line
29
KEY POINTS