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Sport Marketing > Buying behaviour > Flashcards

Buying behaviour Flashcards

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1
Q

What are the reasons for product purchasing by organisations? B2B

A
  • For use in the operation of a business or organization.
  • To manufacture other products
  • For resale to others
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2
Q

What are the reasons for product purchasing by consumers? B2C

A

•For personal or household use

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3
Q

What is consumer behaviour?

A
  • The study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs or wants.
  • How consumer physchology impacts their attitudes, beliefs and behaviours
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4
Q

What is the consumer decision-making process?

A 
1• Need recognition
2•Information search
3•Evaluation of alternatives
4•Purchase
5•Post-purchase evaluation of alternatives
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5
Q

What is the need recognition stage? and application in sport

A

•Buying process starts - recognize problem/need
•Need triggered by stimuli
-Internal stimulus: normal needs, hunger
-External stimulus: love new sports car- triggers buying one
• Like other services problem is in a sense need for more excitement or opportunity to enjoy something in sport e.g. to go watch a match unless buying sports products

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6
Q

What do marketers need to understand from the need recognition stage?

A
  • Identify situation that trigger need
  • Develop strategies that trigger interest
  • Important with discretionary purchase
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7
Q

What is the information search stage? and application to sport

A

Identifying alternative ways of problem solution through an internal and external search. Aim is to build up up an array of brands that may provide a solution to the problem called the awareness set.
e.g. if sport event- search may be which match to watch your team

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8
Q

What is the importance of information search for marketers?

A
  • Consumer’s other brands in awareness set - competition
  • Identify sources & importance
  • Prepare effective communications for target market
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9
Q

What is the evaluation of alternatives stage? and sport example

A

Value judgment process - conscious & rational in order to turn awareness set into evoked/choice set (brands that will be seriously considered)
e.g. which match ill be best to watch

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10
Q

What are consumers evaluation thought process in the evaluation stage?

A
  • Try to satisfy a need
  • Look for certain benefits in solution
  • Each with attributes, benefits sought
  • Time spent evaluating depends on the involvement of product
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11
Q

What are some evaluation of alternative criteria?

A
  • Technical-e.g. Reliability, Durability, Performance
  • Economic-e.g.Price, Value for money, Running costs
  • Personal-e.g.Self-image, Risk reduction, Ethics
  • Social-e.g. Status, Social belonging, Fashion
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12
Q

What are the intervening factors between the evaluation of alternatives and the purchase decision?

A

•Attitudes of others:

  • Intensity of other’s attitude
  • Motivation to comply with other’s wishes

•Unanticipated situational factors-game postponed due to weather, time/money constraints

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13
Q

What is the post-purchase behaviour stage?

A

Level of satisfaction/dissatisfaction felt by consumers after buying their product.

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14
Q

What are some sources in the information search stage?

A
  • Commercial-ads
  • Public
  • Personal-family and friends
  • Experiencial-demo-racket
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15
Q

What are some post-purchase actions?

A
  • Buy again if satisfied with product/service
  • Abandon/return product if dissatisfied
  • Public action - complain, go to lawyer
  • Private actions - stop buying or warn friends
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16
Q

What influences consumer purchasing behaviour?

A
  • Buying situation
  • Personal influences
  • Social influences
17
Q

How does the buying situation effect consumer behaviour?

A

The type of product will effect whether there is:
•Extended problem-solving
•Limited problem-solving
•Habitual problem-solving

18
Q

How does perception as part of personal influences affect consumer behaviour?

A
  • The way we select, organize & interpret information to create meaning.
  • Depends on physical stimuli, surrounding & internal conditions
  • Same reality – perception varies e.g. opinion of sales person
  • Perceptions affect’ actual behaviour
19
Q

What are some impacts of varying perception on consumer behaviour?

A
  • Selective attention-Most stimuli screened out
  • Selective distortion-Interpret to fit preconception
  • Selective retention-Retain information - supports attitudes & beliefs
20
Q

How can firms use selective attention for consumer behaviour?

A

market products based on stimuli people notice:
• Relate to a current need
• Size, colour and movement
• Deviations are large

21
Q

How can marketers use selective distortion to affect consumer behaviour?

A
  • Prevent neutral or ambiguous brand information

* Make it positive

22
Q

How can marketers use selective retention to affect consumer behaviour?

A
  • Advantage of strong brands

* Repeat messages to target market

23
Q

What is Maslow’s hierarchy of needs?

A

A motivational theory in psychology comprising a five-tier model of human needs, often depicted as hierarchical levels within a pyramid with self at the top, then social and bottom physical.

24
Q

What is the importnance of culture in detemrining conusmer behviour?

A

• Fundamental determinant of a person’s wants and behaviours acquired through socialization processes with family and other key institutions e.g. subcultures of religion

25
Q

What example of a social factor affects consumer behaviour?

A

REFERENCE GROUPS

• Influence attitudes or behaviour directly or indirectly
TYPES:
-Primary (Family, friends, neighbours, and co-workers)
-Secondary (Religious, professional, and trade-union groups)

26
Q

How does reference groups impact consumer behaviour?

A
  • Expose new behaviours & lifestyles
  • Influence attitudes & self-concept
  • Pressures to conform - Affect product choices
27
Q

What is organisational buying?

A

Decision making process where formal organizations establish need for purchased products & services & identify, evaluate & choose among alternative brands & suppliers

28
Q

What are some organisational buying characteristics?

A
  • Nature and size of customers-small volume, large firms
  • Complexity of buying-requires time and expertise
  • Reciprocal buying-powerful buyers may negotiate seller to buy some of their products aswell
  • Economic and technical choice criteria-reality is less so as people still make decisions
  • Risks-big investments
  • Derived demand from consumers
  • Negotiations-e.g. price
29
Q

What are the three types of buying situation for B2B?

A
  • STRAIGHT REBUY reorders on a routine basis
  • MODIFIED REBUY modify product, prices etc.
  • NEW TASK buys product for the 1st time-takes the most time and most people
30
Q

What is the decision-making unit for organisational buying and components?

A
  • The stakeholders involved in the decision making or organisational buying
  • Initiator-begin the purchase process.
  • Influencer-supply info and advice e.g accountants/consultants
  • Buyer
  • User-
  • Gatekeeper-control the flow of information to the buying centre e.g. secretaries
31
Q

What are the buying phases for organisational buying?

A
  • Recognition of a problem (need)
  • Specification and quantity of needed item
  • Information search
  • Acquisition and analysis of proposals
  • Evaluation of proposals and selection of supplier
  • Selection of an order routine
  • Feedback and evaluation
32
Q

Explain the Specification and quantity of needed item stage of B2B behaviour?

A

DMU draws up a description of what is required

33
Q

Explain the information search in B2B/

A
  • Buyer identifies appropriate suppliers:
  • Trade directories
  • Contacts with companies
  • Trade advertisements & shows

• Marketers put products, prices online

34
Q

Explain the Acquisition and analysis of proposals stage of B2B?

A
  • Qualified suppliers - submit proposals
  • A few make formal presentations
  • Written proposals - marketing documents - describe value & benefits to customer
35
Q

Explain Evaluation of proposals and selection of supplier(s) stage in B2B?

A

•Desired attributes & importance
-Supplier-evaluation model
•Buying centers to decide number of suppliers

36
Q

Explain the selection of an order routine in B2B?

A

•After selection - negotiates final order

  • Listing technical specifications
  • Quantity needed
  • Expected time of delivery, return policies etc
37
Q

How are suppliers performance reviewed in the performance evaluation of B2B?

A
  • Contact end users for evaluations
  • Rate on criteria - weighted score
  • Aggregate poor performance cost - get adjusted costs of purchase & price
38
Q

How can buying behaviour being affected in the sport industry both for B2B and B2C?

A

• Economically and politically-economic downturn can cause government spending on sport to be cut so less consumption of sports products if sport participation goes down

39
Q

How does the buying situation affect the buying phases of the business in B2B?

A

The simpler the buying situation e.g. straight rebuy-the fewer stages the organisation has to go through

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