Download Consumer Buyer Behaviour

What’s Happening?
 Mid-term Exam
 Marketing groups for term project
Consumer and Business
Buyer Behaviour
Chapter 6
Discussion Questions
 Think about a specific major purchase you’ve
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.
Decision Making: Situations
Routine
Response
Behavior
Less
Involvement
Limited
Problem
Solving
Extensive
Decision
Making
More
Involvement
Consumer decision-making processes Exhibit 6-2
Traditional factors affecting consumer
purchasing behaviours
 Demographics (age, gender, income, etc.)
 Heredity and home environment
 Family life cycle
 Life changing events
 Social environment
 Situational environment
Information Search – Step 2
Two ways of gathering information:
1.
2.
Internally
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.
Evaluation of Alternatives – Step 3
 Choice criteria
1. Evoked set
2. Inept set
3. Inert set
 Product/service
features
 Need/want factors
The 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,…..
Postpurchase Evaluation – Step 5
Evaluation of product/service performance.
Cognitive dissonance.
Impacts future purchases.
Impacts word-of-mouth communications.
Discussion/Group Questions
 Page 166, question 3
 Page 167, question 14 (group work)
Individual factors that shape the
decision-making process
 Motivation
 Perception
 Learning
 Attitudes
 Personality and Self-Concept
What’s Happening?
http://www.webdesignerdepot.com/2009/11/40-seriously-funny-print-ads/
 Term Project Proposal due next class!
 http://www.youtube.com/user/BridgestoneSuperBowl?v=EBUcG7xZB-
g&feature=pyv&ad=5564215583&kw=2009%20superbowl%20ad#p/c/3
EB426E628B08939/4/beF0LTvbdfw
 http://www.youtube.com/watch?v=R55e-uHQna0
Business Markets and
Organizational Buying
Chapter 7
Common Types of
Organizational Consumers – Exhibit 7-1
Factors affecting Organizational
purchasing behaviours
 Product and service quality
 Customer related services – examples?
 Price and terms of purchase
 Delivery and inventory management systems
 Collaboration
Characteristics of the
Three Types of Buying Decisions
Straight Modified
Rebuy Rebuy
Newness of Problem or Need
Information Requirements
Information Search
Consideration of New Alternatives
Multiple Buying Influence
Financial Risks
Low
Minimal
Minimal
None
Very Small
Low
Medium
Moderate
Limited
Limited
Moderate
Moderate
New
Task
High
Maximum
Extensive
Extensive
Large
High
Steps in Organizational Decision
Making (Exhibit 7-4)
Identification of a Need
2. Deciding on Objectives and Specifications
3. Identification of Suppliers and Evaluation of
Alternatives
4. Selection of Suppliers and Negotiations
5. Establishing a Valued Customer
Relationship
How if at all do these steps differ from the
consumer decision-making process?
1.
Organizational Buying Center
Roles of the Buying Center
 Users
 Gatekeepers
 Influencers
 Deciders
 Buyers