buyers behaviour Flashcards
buying roles
initiator influencer decidier buyer user payer
buyer decision process
problem recognition information search evaluation of alternatives purchase post purchase evaluation
1.problem recognition
buyer recognising a need
-sensing a difference between actual state and desired state
internal stimuli
external stimuli
2.information search
- commercial sources(marketing driven)
- personal sources
- public sources (media)
- experiential sources (personal experience)
3.evaluation of alternatives
processing the information to help make the purchase decision-choice set and evaluative criteria
depends on
- indiviudal consumer
- buying situation
if marketers can understand these processes, then they may be able to influence the buyers evaluation
4.product choice
consumers rely on decision guidelines when weighing the claims that the companies make. the heuristics help simplify the process
eg. price=quality
brand loyalty: a belief that company makes a superior product therefore by over an over
5.post purchase evaluation
level of consumer satisfaction/disatisfaction. determined by feelings attitude.
- experience influence future behaviour
- cognitive discordance can occur
evaluating customer value
fundamental/instrumental value=performance
experimental/hedonic= emotional/social
symbolic/expressive= social meaning
involvement
perception of risk financial social emotional physical functional involvement low=impulsive high=extended decision, significant effect
factors influencing buyers behaviour
internal influences
social influences
situational influences
perception
exposure
attention
interpretation
motivation
a state of drive
internal influences
personality and self concept extrovert neuroticism agreeableness opens
age and life cycle
lifestyle and psychographics
social influences
social and subculture -values and accepted behaviours -smaller groups of people with shared values social class -ordered status division -education -occupation -income group influence -group membership -opinion leaders
situational influences
physical environment
-effects our behaviour
time
-a perception of time available or time it will take influence our choices
business buyer behaviour
industrial firms
-reprocess a product or service they buy before selling it to the next customer
resellers
-wholesalers or retailers that buy physical products and resell again without reprocessing resellers
government and non-for profit
-federal, state or local agencies that buy goods and services for the constituats they serve
characteristics of organisational markets
buying process characteristics -professional buyers -formalised objectives -more people involved market characteristics -fewer and larger buyers -close supplier customer relationships -business demand is ultimately derived from consumer demand
