Consumer Buying Behaviour & Organizational Buying Behaviour
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Transcript of Consumer Buying Behaviour & Organizational Buying Behaviour
Consumer buying process&Organizational buying behavior
Akshay JadhavSejal Chaurasia
Consumer buying
process
Video
Internal Stimuli
External Stimuli
1. Need Recognization
Internal information
External information
2. Information Search
Evaluate their attributes on two aspects Each consumer does not attribute the same
importance to each attribute Use the information previously collected and
his perception or image The evoked set (consideration set) Inept set OR Inert set Level of involvement of the consumer and the
importance of the purchase
Evaluation of alternative
choose the product or brand that seems most
appropriate
depend on the information and the selection made in the previous step
Purchase Decision
Satisfied
Dissatisfied
Post-purchase Use and Disposal
Post-purchase behavior
Post Purchase Use and
Disposal
Organizational Buying
Behavior Organization buying is the decision-makig process by
which formal organizations establish the need for purchased and services and identify, evalute, and choose among alternative brands and suppliers.
Organizational Buying
Process
Users : These are the people who will directly
use or consume or require the product or service in order to undertake their operational duties.
Influencers : These are individuals or groups who help specify the requirements or provide information to help evaluate the alternatives. People who provide technical input are usually in this group.
Buyers : These individuals and groups have the formal authority to select vendors and undertake the actual purchase transaction. They may take a major role in the negotiation on price and conditions of supply.
Different groups or individuals may play one or more of the following roles
Environmental Factor Organizational Factor Interpersonal Factors Individual Factors
Major Influences on Business Buyers