#5 Flashcards
Consumer Buyer Behaviour
buying behaviour of final consumers, individuals and households who buy goods and services for personal consumption
Model of buyer behaviour
Marketing and Other stimuli
Buyer black box
Buyer response
Model of buyer behaviour: Marketing and other stimuli
Product
Price
Place
Promotion
Economic
Technological
Political
Cultural
Model of buyer behaviour: black box
Buyer characteristics
Buyer decision process
Model of buyer behaviour: buyer response
Product Choice
Brand Choice
Dealer Choice
Purchase Timing
Purchase Amount
consumer market
combined total behaviour of all final consumers
Charateristic affecting Consumer Behaviour
Cultural
Social
Personal
Physchological
Cultural factors
broadest and deepest influence on consumer behaviour
Culture
Subculture
Social Class
Culture
most basic cause of a person’s wants and behaviour. It is set of basic values, perceptions, wants, and behaviours learned by a member of a society from family and other important institutions
Subculture
Subculture
shared value systems of a group of people based on common life experiences and situation
Social Class
relatively permanent and ordered divisions in a society whose
members share similar values, interests and behaviours.
Social factors
relating to the consumer’s position and roles society
small groups, family, social roles and status
Personal factors
buyer’s age and stage of life-cycle, occupation, economic situation, lifestyle, and personality and self concept.
Psychological Factors
motivation, perception,
learning, beliefs and attitudes
Buyer decision process
Need Recognition
Information search
Evaluation of alternatives
Purchase Decision
Post Purchase Behaviour
Need recognition
Personal: family, friends, neighbours (most effective)
Commercial: Advertising, Salesperson (most information)
Public: Mass media
Experiential: using the product
Evaluation of brand alternatives
Careful calculations & logical thinking
buy on impulse and rely on intuition
Make buying decisions on their own
make buying decisions only after consulting others
Business Buyer Behaviour
buying behaviour of organisations that buy goods and
services for use in the production of other products and services and are sold, rented, or supplied to others
Business Market: Market Structure and Demand
Fewer, Larger buyers
geographically concentrated
Demand derived from consumers
Fluctuating Demand
Business Market: Nature of buying unit
more buyer
more professional purchasing effort
Business Market: Types of decision and decision process
more complex decisions
process is more formalised
buyer and seller are more dependent on each other
build close relationship with customers
Model of Business buyer
Marketing and other stimuli
Buyer Organization (buying center and decision process)
Buyer Response
Model of Business buyer: Marketing and other stimuli
Product
Price
Place
Promotion
Economic
Technological
Political
Cultural
Model of Business buyer:
Buyer Organization (buying center and decision process)
Organizational influence
Interpersonal and Individual influence
Model of Business buyer: Buyer Response
Product or service choice
supplier choice
Order Quantity
Delivery terms and times
Service terms
Payment
Difference of business buying market and consumer buying market
Buying center in addition to buying decision process
Buying Center
Users
Deciders
Influencers
Buyers
Gatekeepers
Major influences on Business Buyer Behaviour
Environmental
* Economical, Technological, political, competitive
Organizational
* Objectives, policies, procedure, system, structure
Interpersonal
* authority, status, persuasiveness, empathy
Individual
* age, education, job position, personality, risk attributes
