MAR 3023 PRINCIPLES OF MARKETING

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MAR 3023 PRINCIPLES OF MARKETING

• Dr. Jaishankar Ganesh
• BA2 308G
• Consumer Organizational Buying Behavior
• September 22, 2003

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Influences on the consumer purchase decision
process
Marketing mix influences

• Product
• Price
• Promotion
• Place

PsychologicalInfluences
Socio-culturalInfluences
Consumer Decision Process
Problem recognition Information
search Alternative evaluation Purchase
decision Post-purchase behavior

• Motivation
• Personality
• Perception
• Learning
• Values, beliefsand attitude
• Lifestyle

• Personalinfluence
• Reference groups
• Family
• Social class
• Culture
• Subculture

Situational Influences

• Time
• Social surroundings
• Physical surroundings
• Buyers Mood
• Purchase Reasons

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Situational Influences on Consumer Buying
Decisions
Consumer Buying Decision Process
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Psychological Influences on Consumer Buying
Decisions
Consumer Buying Decision Process
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Psychological Influences

• Motivation
• The driving force that directs a person to
  satisfy specific needs.
• Perception
• The process by which a person selects,
  organizes, and interprets information and assigns
  meaning to them.
• Learning
• The process of changes in behavior resulting
  from past experiences and information.

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Maslows Hierarchy
Self -actualization
Esteem Needs
Social Needs
Safety Needs
Physiological Needs
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Perception

• Subliminal Perception

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Perception

• Perceptual Explanation Example
• Processes
• Selective Screens out Ignores
• exposure messages messages
• about
• products
• not
• interested
• Selective Filters Danger of
• distortion messages smoking
• message

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Selective Perception

• Perceptual Explanation Example
• Processes
• Selective Remembers Support of
• retention messages a political
• that candidate
• support
• beliefs

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Learning

• Behavioral Learning
• Conditioned
• Trial Error
• Experiential
• Cognitive Learning
• Thinking
• Reasoning
• Problem Solving

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Social Influences on Consumer Buying Decisions
Consumer Buying Decision Process
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Sociocultural Influences

• Family
• References Groups
• Social Classes
• Culture

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Reference Groups

• Definition - groups to whom a person belongs or
  is a source of personal standards.
• Membership reference groups
• Aspiration groups
• Opinion leadership

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Membership Reference Group

• Fellow students
• Girl scouts
• Professional organizations
• Churches

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Aspiration Groups

• Country clubs
• Sorority
• Business club
• Millionaires

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Opinion Leaders

• Movie or Rock star
• Sports personality
• Business leader
• Politician

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Social Classes

• Definition - homogeneous groups in society that
  share similar values, interest, and behavior.
• Social class characteristics
• Social class structure

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Industrial Buying Process

• Recognizing a need
• Specifying the need
• Searching for potential suppliers
• Inviting and examining bids
• Selecting the vendor and placing the order
• Following up on the order

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Industrial Buying Situations

• Straight Rebuy
• Routine purchase
• Little information needed
• Purchases generally made from approved list
• Modified Rebuy
• Modifications are necessary
• More information is needed
• Several individuals may be involved

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Industrial Buying Situations

• New Task
• Complex purchase
• May be buying for first time
• Many individuals may be involved

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Six roles in the buying center
User
Initiator
DecisionMaker
Influencer
Gatekeeper
Purchaser