Title: What
1Whats Happening?
- http//www.youtube.com/watch?vNB3NPNM4xgofeature
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- http//www.youtube.com/watch?vVQ3d3KigPQMfeature
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2Consumer and Business Buyer Behaviour
3Discussion 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.
4Decision Making Situations
Routine Response Behavior
Limited ProblemSolving
Extensive Decision Making
5Consumer decision-making processes - Exhibit 6-2
6Traditional factors affecting consumer purchasing
behaviours
- Demographics (age, gender, income, etc.)
- Heredity and home environment
- Family life cycle
- Life changing events
- Social environment
- Situational environment
7Information 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.
8Evaluation of Alternatives Step 3
- Choice criteria
- 1. Evoked set
- 2. Inept set
- 3. Inert set
- Product/service features
- Need/want factors
9The 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,..
10Postpurchase Evaluation Step 5
- Evaluation of product/service performance.
- Cognitive dissonance.
- Impacts future purchases.
- Impacts word-of-mouth communications.
11Discussion/Group Questions
- Page 166, question 3
- Page 167, question 14 (group work)
12Individual factors that shape the decision-making
process
- Motivation
- Perception
- Learning
- Attitudes
- Personality and Self-Concept
13Business Markets and Organizational Buying
14Common Types of Organizational Consumers
Exhibit 7-1
15Factors affecting Organizational purchasing
behaviours
- Product and service quality
- Customer related services examples?
- Price and terms of purchase
- Delivery and inventory management systems
- Collaboration
16Characteristics of theThree Types of Buying
Decisions
Straight Rebuy
Modified Rebuy
New Task
17Steps 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?
18Organizational Buying Center
- Roles of the Buying Center
- Users
- Gatekeepers
- Influencers
- Deciders
- Buyers