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<ul><li>DEFINITION: </li></ul><ul><ul><li>AN ORGANISATIONAL BUYING IS A PROCESS BY WHICH A COMPANY/ORGANISATION ESTABLISHE...
DIFFER BETWEEN CONSUMER AND INDUSTRIAL BUYING BEHAVIOR AS A MARKETER YOU JOB IS TO IDENTIFY INDIVIDUALS WHO ARE INVOLVED I...
<ul><li>PRIMARY ROLES </li></ul><ul><ul><li>DECIDERS: ORGANISATIONAL MEMBERS WHO DECISION MAKING POWERS: VICE PRESIDENT FI...
<ul><li>SECONDARY ROLES: </li></ul><ul><ul><li>USERS: THEY USE SO THEY INITIATE THE PURCHASE PROCESS: WORKERS </li></ul></...
 
 
<ul><li>IMPORTANT ASPECT OF THIS MODEL </li></ul><ul><ul><li>DIFFERENCE BETWEEN THE INDIVIDUALS INVOLVED. </li></ul></ul><...
<ul><li>FOCUSSES ON THE INTERACTIONS THAT TAKE PLACE IN PROCESS OF NEGOTIATIONS. </li></ul><ul><ul><li>4 BASIC ELEMNTS ARE...
<ul><li>THE INTERACTION PROCESS:  </li></ul><ul><li>ENVIRONMENT: Market Structure, Dynamism, Internationalisation, Positio...
 
 
 
 
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cb Industrial buying behavior

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Transcript of "cb Industrial buying behavior"

  1. 1. <ul><li>DEFINITION: </li></ul><ul><ul><li>AN ORGANISATIONAL BUYING IS A PROCESS BY WHICH A COMPANY/ORGANISATION ESTABLISHES A NEED FOR PURCHASING PRODUCTS AND CHOOSE AMONG COMPETING BRANDS AND SUPPLIERS. </li></ul></ul><ul><ul><li>REASON TO BUY PRODUCT: </li></ul></ul><ul><ul><ul><li>IN PRODUCTION OF ANOTHER PRODUCT </li></ul></ul></ul><ul><ul><ul><li>TO SELL </li></ul></ul></ul><ul><ul><ul><li>RENTED </li></ul></ul></ul><ul><ul><ul><li>SUPPLIED TO OTHERS </li></ul></ul></ul>
  2. 2. DIFFER BETWEEN CONSUMER AND INDUSTRIAL BUYING BEHAVIOR AS A MARKETER YOU JOB IS TO IDENTIFY INDIVIDUALS WHO ARE INVOLVED IN PURCHASING DECISION PROCESS. AREAS INDUSTRIAL CONSUMER BUYER BEHAVIOR FUNCTIONAL INVOLVEMENT FAMILY INVOLVEMENT RATIONAL/TASK MOTIVES SOCIAL/PSYCHOLOGICAL MOTIVES PREDOMINATE TECHNICAL EXPERTISE LESS TECHNICAL INTERPERSONAL,STABLE RELATION NON PERSONAL RELATION TO SOME EXTENT DECISION MAKING DISTINT, OBSERVABLE STAGES UNOBSERVABLE MENTAL STAGES
  3. 3. <ul><li>PRIMARY ROLES </li></ul><ul><ul><li>DECIDERS: ORGANISATIONAL MEMBERS WHO DECISION MAKING POWERS: VICE PRESIDENT FINANCE </li></ul></ul><ul><ul><li>INFLUENCERS: INFLUENCE THE DECISION MAKING PROCESS BY PROVIDING INFORMATION ON CRITERIA FOR BUYING CONSULTANTS: Eg. INSIDE THE ORGANIZATION: R AND D SPECIALIST AND OUTSIDE: CONSULTANTS </li></ul></ul>
  4. 4. <ul><li>SECONDARY ROLES: </li></ul><ul><ul><li>USERS: THEY USE SO THEY INITIATE THE PURCHASE PROCESS: WORKERS </li></ul></ul><ul><ul><li>BUYERS: HIGH LEVEL OFFICERS, MAJOR ROLE IS SELECTION OF SUPPLIERS AND NEGOTIATING PURCHASES . Eg PURCHASE DEPARTMENT. </li></ul></ul><ul><ul><li>GATEKEEPERS: CONTROL THE FLOW OF INFO. Eg. RECEPTIONIST, SECRETARY. </li></ul></ul>
  5. 7. <ul><li>IMPORTANT ASPECT OF THIS MODEL </li></ul><ul><ul><li>DIFFERENCE BETWEEN THE INDIVIDUALS INVOLVED. </li></ul></ul><ul><ul><li>JOINT DECISION MAKING </li></ul></ul><ul><ul><li>PRODUCT SPECIFIC FACTORS </li></ul></ul><ul><ul><li>ORGANISATIONAL FACTORS AFFECTING PURCHASE. </li></ul></ul><ul><ul><li>SITUATIONAL FACTORS </li></ul></ul><ul><ul><li>WAYS OF INFORMATION SEARCH </li></ul></ul><ul><ul><li>CONFLICT RESOLUTION AMONG INDIVIDUALS </li></ul></ul>
  6. 8. <ul><li>FOCUSSES ON THE INTERACTIONS THAT TAKE PLACE IN PROCESS OF NEGOTIATIONS. </li></ul><ul><ul><li>4 BASIC ELEMNTS ARE SAID TO CONTRIBUTE TO THE INTERACTION BETWEEN BUYERS AND SELLERS. </li></ul></ul><ul><ul><ul><li>THE INTERACTION PROCESS </li></ul></ul></ul><ul><ul><ul><li>THE PARTICIPANTS </li></ul></ul></ul><ul><ul><ul><li>THE INTERACTION ENVIRONMENT </li></ul></ul></ul><ul><ul><ul><li>THE ATMOSPHERE CREATED BY THE INTERACTION. </li></ul></ul></ul>
  7. 9. <ul><li>THE INTERACTION PROCESS: </li></ul><ul><li>ENVIRONMENT: Market Structure, Dynamism, Internationalisation, Position in manufacturing channel, Social system. </li></ul><ul><li>ATMOSPHERE: Power/dependence, Cooperation, Closeness, Position in the manufacturing channel, Social system </li></ul>
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