Ind. Buyer Behavior
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Transcript of Ind. Buyer Behavior
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MARKETINGBuyer Behaviour
Session 5
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OBJECTIVES
Why study buyer behaviour?
How do we describe buyer behaviour?
What are the major factors that influencebuyer behaviour?
How do industrial buyers differ from theconsumer buyers?
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Marketers Customers
which came first?the chicken or the egg?the marketer or the customer?
Why study buyer behaviour?
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Why do you do what you do?
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What is Consumer Behaviour?
Activities people engage in when selecting, purchasing, and using
products so as to satisfy needs and desires.
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Creating & using buyerbehaviour information
research & model typical buyers
behaviour
recognize behaviour groups/segments
identify marketing leverage points
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Decision-Making Process
Problem Recognition
Awareness that there is a discrepancy between an actual
and a desired condition.
My car hasdied!
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Decision-Making Process
Information Search.
Internal and external search for information to make a
decision.
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Decision-Making Process: Information
Search
Perceived risk: Consumers uncertainty about the consequences of
future actions.
Types of risk:
Performance risk
Financial risk
Physical risk
Social risk
Time-loss risk
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Decision-Making Process: Information
Search
Internal Search:
Scan memory
External Search:
Shopping
Personal sourcesPublic media
Advertisements
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Decision-Making Process
Evaluation of Alternatives.
Determine choice criteria to evaluate product alternatives.
Performance Lots of storage
Variety ofcolours
Safety
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Decision-Making Process
Purchase Decision
Choose which brand to buy or not to buy
Ill takethat one.
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Decision-Making Process
Post-purchase Evaluation
Purchase satisfaction
Cognitive dissonance
Why did I buysuch an expensivecar?
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Decision involvement
HIGH INVOLVEMENT
Extensive problem-
solving (EPS)
LOW INVOLVEMENT
Limited problem-
solving (LPS)
Routinized response
behavior (RRB)
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Decision-Making Process:
High Involvement Products
ProblemRecognition
Extensiveinformationsearch
Extensiveweighing ofalternatives
Purchasedecision
Dont
Buy
Buy
Problem
stillfaced
Post-purchaseevaluation
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Decision-Making Process:Low Involvement Products
ProblemRecognition
Minimalinformationsearch
Purchasedecision
Postpurchaseconsumption;minimalevaluation
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Individual Influences
Individual factors that shape thebuyer behavior process
involvement
motivation
perception
learning attitudes
personality / self-concept
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Interpersonal Influences
Interpersonal influences that shapethe buyer behavior process
social values / norms / roles
culture / subculture
social class
reference groups / opinion leaders family
social situations
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Industrial vs Consumer BB
How does the industrial buyer differ froma consumer buyer?
What is business-to-businessmarketing?
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Business-to-Business Marketing
Marketing aimed at bringing about an exchange in which a product
is sold for any use other than personal consumption.
Buyers can be:
Manufacturers or resellersGovernments
Not-for-profit organisations
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Characteristics of the Business Market
Relativelyfew customers
Derived demandfor goods &services
Prefer to buydirect from
manufacturer
Expertise inbuying
Importanceof repeat
transactions
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Steps in Buying Process
Step 1:Recognizeneed.
Step 2:Determineproduct &
quantity.
Step 3:Describespecifications.
Step 4:Search forpotential
sources.
Step 5:Acquire and
analyzeproposals.
Step 6:Evaluate &
selectsupplier.
Step 7:Select an
orderroutine.
Step 8:Evaluate
performance.
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Three Kinds of Buying
Straight rebuy: Automatic and regular purchase of familiar products.
Modified rebuy: Buyer is not completely satisfied with current
suppliers and shops around.
New task buying: Buyer seeks to fill a need never before addressed.
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Buying Center
Buying Center:Informal, cross-
departmentaldecision unit whichacquires,
disseminates, andprocesses purchaseinformation.
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Roles in Organisational Buying
Users
Buyers
Gatekeepers
DecidersInfluencers
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Why Organisations Buy
Product
QualityRelatedServices
Price
Delivery &Inventory
BottomLine
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KEY POINTS
Know your customer! create a customized model of your buyers
behaviour decision process
Identify key buyer groups
(segments)
Identify key marketing influenceopportunities (marketing levers)