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What s Happening? http://www.youtube.com/watch?v=NB3NPNM4xgo&feature=relmfu http://www.youtube.com/watch?v=VQ3d3KigPQM&feature=relmfu Consumer and Business Buyer ... – PowerPoint PPT presentation

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Title: What


1
Whats Happening?
  • http//www.youtube.com/watch?vNB3NPNM4xgofeature
    relmfu
  •  
  • http//www.youtube.com/watch?vVQ3d3KigPQMfeature
    relmfu

2
Consumer and Business Buyer Behaviour
  • Chapter 6

3
Discussion Questions
  • Think about a specific major purchase youve
    made recently. What buying process did you
    follow (How did you decide)? What major factors
    influenced your decision?
  • Pick a company. Does the company you chose
    understand its customers and their buying
    behaviour? Explain.

4
Decision Making Situations
Routine Response Behavior
Limited ProblemSolving
Extensive Decision Making
5
Consumer decision-making processes - Exhibit 6-2
6
Traditional factors affecting consumer purchasing
behaviours
  • Demographics (age, gender, income, etc.)
  • Heredity and home environment
  • Family life cycle
  • Life changing events
  • Social environment
  • Situational environment

7
Information Search Step 2
  • Two ways of gathering information
  • 1. Internally
  • 2. Externally requires time and effort
  • Consumers look to reduce risks and uncertainty
    associated with their purchases
  • Consumer risks include performance, financial,
    physical, social and time.

8
Evaluation of Alternatives Step 3
  • Choice criteria
  • 1. Evoked set
  • 2. Inept set
  • 3. Inert set
  • Product/service features
  • Need/want factors

9
The Purchase/Buy Decision Step 4
  • Decision to purchase a particular product may be
    based on several factors
  • Brands
  • Price
  • Need
  • Quality
  • Situation
  • Attitudes of others
  • Enticements
  • And many others,..

10
Postpurchase Evaluation Step 5
  • Evaluation of product/service performance.
  • Cognitive dissonance.
  • Impacts future purchases.
  • Impacts word-of-mouth communications.

11
Discussion/Group Questions
  • Page 166, question 3
  • Page 167, question 14 (group work)

12
Individual factors that shape the decision-making
process
  • Motivation
  • Perception
  • Learning
  • Attitudes
  • Personality and Self-Concept

13
Business Markets and Organizational Buying
  • Chapter 7

14
Common Types of Organizational Consumers
Exhibit 7-1
15
Factors affecting Organizational purchasing
behaviours
  • Product and service quality
  • Customer related services examples?
  • Price and terms of purchase
  • Delivery and inventory management systems
  • Collaboration

16
Characteristics of theThree Types of Buying
Decisions
Straight Rebuy
Modified Rebuy
New Task
17
Steps in Organizational Decision Making (Exhibit
7-4)
  • Identification of a Need
  • Deciding on Objectives and Specifications
  • Identification of Suppliers and Evaluation of
    Alternatives
  • Selection of Suppliers and Negotiations
  • Establishing a Valued Customer Relationship
  • How if at all do these steps differ from the
    consumer decision-making process?

18
Organizational Buying Center
  • Roles of the Buying Center
  • Users
  • Gatekeepers
  • Influencers
  • Deciders
  • Buyers
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