Week 2: Buying behavior and the buying process Flashcards
List the people in the buying centre. Who are they?
- Users
- Intiators
- Influencers
- Gatekeepers
- Deciders
What is the “users” role in the buying centre?
- Start the buying process
- Could be an executive making a decision
What is the “influencers” role in the buying centre?
- Directly or indirectly provide information
- Economic influencers: Concerned about the financial aspects of a decision
- Technical influencers: Makes sure the technical requirements are met
- Coach: Advises and directs a salesperson in a buying process
What is the “Gatekeepers” role in the buying centre?
- Control the flow of information and limit the alternatives considered
- Ensures that purchases are consolidated under one contract
- Reduce the costs and increase quality
What is the “Deciders” role in the buying centre?
- Make the final choice
- The purchasing agent usually selects the vendors and places the order
What is the Multiattribute Model?
- An approach that companies can use to take make purchases in complex decisions
- People view a product as a collection of characteristics or attributes
- Is the design or speed the most important for a director or manager
- Scale from 1-10 - what is most important for them?
What is the Multiattribute models formula?
Importance weights x brand ratings
Sales manager: Dell
5 x 5
Overall evolution: computer cost: Benefit cost:
168 / 1600 0,10 (best value)
What is the types of organizational buying decisions?
New purchase:
- A product or service for the first time
- Risk of purchase is bigger: Do not know anything about the seller
Straight rebuys:
- Buying the same product from the source is was bought previously
- Buy stationaries from the same seller
- Not important purchase for an organization
Modified rebuys:
- Obtaining new information of a product that was purchased in the past
- Risk is moderate because an organization decides to change supplier
