6 Con & Org Buy Behav 080
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Transcript of 6 Con & Org Buy Behav 080
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8/7/2019 6 Con & Org Buy Behav 080
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MKT4010
Lecture 6
Analysing Consumers Needs,Expectations and Buying
Patterns
Marketing Strategy for
Management
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To understand the process arising from the simple act ofbuying a product or service
To identify the key factors that influence the buying
decision process
The characteristics of organisational buying, who buys andhow
To provide a framework for understanding how marketerscan influence the buying decision process
Aims
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Product
Price
Place
Promotion
EconomicTechnological
PoliticalCultural
Other stimuliMarketingStimuli
Buyers blackbox
Buyer
CharacteristicsBuyer
decisionprocess
Buyersresponses
Product choiceBrand choiceDealer choicePurchase timingPurchase amount
Consumer Behaviour
A Simple BlackBox Model.
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Whobuysand forwhom?
How dotheybuy?
When dotheybuy?
What are
theirchoice
Criteria?
Wheredo
theybuy?
Customers
Dimensions of ConsumerBehaviour: The Key
Questions
Consumer Behaviour
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Five Roles identified(Blackwell et al., 2000)
Initiator (begins process)
Influencer (persuades others) Decider (Power/funds)
Buyer (conducts transaction)
User (actual consumer/user of product)
Who Buys?
Consumer Behaviour
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Problem recognition
How they buy : One ClassicModel of Buying Behaviour
Evaluation of alternatives
Information search
Purchase decision
Post purchase behaviour
Engel-Kollat-Blackwell, 1968
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Reduce the awareness set (solutions) to
a smaller set of brands
Produce an evoked set: a shortlist of brands forcareful evaluation
Rank the evoked set through an applicationof criteria
Evaluation of Alternativesand Purchase
Consumer Behaviour
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Criteria
Technical Economic Social Personal
ReliabilityDurability
PerformanceStyle/looks
ComfortDelivery
ConvenienceTaste
PriceValue formoney
Runningcosts
Residualvalue
Life stylecosts
Status
Socialbelonging
ConventionFashion
Self-imageMorals
Emotions
Choice Criteria used whenevaluating Alternatives
Consumer Behaviour
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ActualPerformance ? ExpectedPerformance
MarketingImplications:
Reinforce wisdomof decision
Solve problem at root
CognitiveDissonance
Cognitive DissonanceHigher when:Expensive productMany Alternatives
Irrevocable Decision
Post-Purchase EvaluationConsumer Behaviour
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Influences on ConsumerBehaviour
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Extended
Problem
Solving
Habitual
Problem
solvingLimited Problem
solving
The BuyingSituation
Consumer Behaviour
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Influences
values, attitudes, beliefs, opinions, perception
motivation, concept of Self
The subconscious (Freud)
marketing and the subconsciousHierarchy of needs (Maslow)
physiological, safety, security, status, self-becomingneeds
Demography
Personal/Psychological Factors
Consumer Behaviour
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Reference groups
Roles andfamily
Social
Classes
Male head of household?
Changing family structures
Strong identification
Opinion leaders
Similar social rank
Common behaviour
Affects product quality/quantity
Culture and Sub-culture Values, generational
Social FactorsConsumer Behaviour
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Organisational Buying Some
Characteristics
Organis/nal
purchas
es
Lengthy
negotiation
s
M
ore
people
involved
Econ
omic/
Tech
nical
cr
iteria
Small
numbe
r
Of
custom
ers
Largertransacti
ons
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Buying Centre
Users Final users
Buyers
Select suppliers and
negotiate terms
Influencers
specifications
and alternatives
Deciders
Choose products and suppliers
Gatekeepers Control flow of information
Who buys
OrganisationalBehaviour
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Performance Feedback and Evaluation
Organisational Decision Making
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The black box model
Factors influencing the buying process
Difference between consumer buying behaviourand organisational buying behaviour
The buying decision making process
Note: Surgery seminar session next week:Final Clarification on DVD case studies
Summary
AnyQuestions?