cb Industrial buying behavior
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Transcript of cb Industrial buying behavior
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• DEFINITION:– AN ORGANISATIONAL BUYING IS A PROCESS BY
WHICH A COMPANY/ORGANISATION ESTABLISHES A NEED FOR PURCHASING PRODUCTS AND CHOOSE AMONG COMPETING BRANDS AND SUPPLIERS.
– REASON TO BUY PRODUCT:• IN PRODUCTION OF ANOTHER PRODUCT• TO SELL• RENTED• SUPPLIED TO OTHERS
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DIFFER BETWEEN CONSUMER AND INDUSTRIAL BUYING BEHAVIOR
AREAS INDUSTRIAL CONSUMERBUYER BEHAVIOR FUNCTIONAL
INVOLVEMENTFAMILY INVOLVEMENT
RATIONAL/TASK MOTIVES
SOCIAL/PSYCHOLOGICAL MOTIVES PREDOMINATE
TECHNICAL EXPERTISE LESS TECHNICALINTERPERSONAL,STABLE RELATION
NON PERSONAL RELATION TO SOME EXTENT
DECISION MAKING DISTINT, OBSERVABLE STAGES
UNOBSERVABLE MENTAL STAGESAS A MARKETER YOU JOB IS TO IDENTIFY INDIVIDUALS WHO
ARE INVOLVED IN PURCHASING DECISION PROCESS.
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• PRIMARY ROLES– DECIDERS: ORGANISATIONAL MEMBERS WHO
DECISION MAKING POWERS: VICE PRESIDENT FINANCE
– INFLUENCERS: INFLUENCE THE DECISION MAKING PROCESS BY PROVIDING INFORMATION ON CRITERIA FOR BUYING CONSULTANTS: Eg. INSIDE THE ORGANIZATION: R AND D SPECIALIST AND OUTSIDE: CONSULTANTS
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• SECONDARY ROLES:– USERS: THEY USE SO THEY INITIATE THE
PURCHASE PROCESS: WORKERS– BUYERS: HIGH LEVEL OFFICERS, MAJOR ROLE IS
SELECTION OF SUPPLIERS AND NEGOTIATING PURCHASES . Eg PURCHASE DEPARTMENT.
– GATEKEEPERS: CONTROL THE FLOW OF INFO. Eg. RECEPTIONIST, SECRETARY.
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• IMPORTANT ASPECT OF THIS MODEL– DIFFERENCE BETWEEN THE INDIVIDUALS INVOLVED.– JOINT DECISION MAKING– PRODUCT SPECIFIC FACTORS– ORGANISATIONAL FACTORS AFFECTING PURCHASE.– SITUATIONAL FACTORS– WAYS OF INFORMATION SEARCH– CONFLICT RESOLUTION AMONG INDIVIDUALS
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• FOCUSSES ON THE INTERACTIONS THAT TAKE PLACE IN PROCESS OF NEGOTIATIONS.– 4 BASIC ELEMNTS ARE SAID TO CONTRIBUTE TO
THE INTERACTION BETWEEN BUYERS AND SELLERS.• THE INTERACTION PROCESS• THE PARTICIPANTS• THE INTERACTION ENVIRONMENT• THE ATMOSPHERE CREATED BY THE INTERACTION.
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1. THE INTERACTION PROCESS: 2. ENVIRONMENT: Market Structure,
Dynamism, Internationalisation, Position in manufacturing channel, Social system.
3. ATMOSPHERE: Power/dependence, Cooperation, Closeness, Position in the manufacturing channel, Social system
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