Introduction to Consumer Behaviour; Consumer Behaviour and Marketing Strategy; Consumer Involvement – Levels of involvement, and Decision Making Consumer Decision Process – Stages in Decision Process, Information Search Process; Evaluative Criteria and Decision Rules, Consumer Motivation – Types of Consumer Needs, Ways of Motivating Consumers. Information Processing and Consumer Perception. Consumer Attitudes and Attitude Change; Influence of Personality and Self Concept on Buying Behaviour, Psychographics and Lifestyles, Impuse Buying. Diffusion of Innovation and Opinion Leadership, Family Decision Making, Influence of Reference Group Industrial Buying Behaviour– Process and factors, Models of Consumer Behaviour – Harward Seth, Nicosia, E& D, Economic Model; Introduction to Consumer Behaviour Audit; Consumer Behaviour Studies in India

1. CONSUMER BEHAVIOUR
Industrial Buying
Behaviour

2. Outlines
Introduction
Industrial Buyer
Meaning
Definition
Factors Influencing
Characteristics
Conclusions

3. Introduction
Industrial buying is a complex process of Decision
making and communication. It Involves several
members and considerations. Need recognition is
the first step while making a purchase
decision.Increase in economy results into
creation of demand for Industrial goods &
services,Industrial buying different from
consumer buying involves buying like machinery,
Packaging material & services such as Insurance
consultation & transportation, few buyer of
industrial goods.

4. Industrial Products Involves
• Raw Materials
• Fabrication parts &Material
• Installation of Machinery
• Operating Suppliers
• Equipments

5. PARTICIPANTS IN BUYING BEHAVIOUR

6. INDUSTRIAL BUYING BEHAVIOUR
Meaning:
Industrial buying behaviour refers to
the study of the motives and actions of, and
influences upon, industrial buyers while
engaged in the purchasing of goods and services

7. Indusrtial Buyers
Indusrtial buyer is an individual business,
government agencies are associations who
make purchase decisions regarding services, raw
materials, product components are finished
goods are called organizational buyers.

8. Typical Work Activities of Buyers

9. Factors Influencing Buying Behaviours
There are number of external and internal
factors that directly or indirectly effect
organizational buying behavoiur. Economic
factors are considered very important role in
buying. Other factors are political influncers that
are dominant. Organizational buying is also
situational and situationsplay an important role.
Most thinkers feel that these influencers can be
grouped under four major headings.

10. External Environmental Factors
Under this heading we have
social,political,legal,cultural,economic factors
that interact with each other, for example they
could be power shortages, credit
squeezes,political and economic changes, which
govern many of the rules regulations. The
shortage of raw meterials leads excessive tariffs
and taxes for a particular item. These affect the
buyer behaviour and the industey has to adapt
itself to these chenges.

11. Organizational Factors
• An organization is purposefully created and
deliberately structured to attain specific
objectives. These objectives and polices differ in
every organization. Every organization had a
climate and culture of its own. The organization is
interested in selling its products to the industries
that have a “buying center” or, a group of people
who have the authority to buy. The marketer of
industrial products thus wants to know who
constitutes this “power center”,

12. Interpersonal Factors
The buying center consjsts of a number of persons
who are involved in buying. It is an inter Personal
activity. Those people come from various levels of
the organization . They have different backgrounds,
different expiries, different values and
considerations. They play different roles and make
the buying more complex. In some cases this leads
to a conflict, which has to be solved, and uniformity
and harmony is made to prevail between members
involved in buying.

13. Individual Factors
The buying center consists of individual
factors such as, income, education, job, position
and risk taking.

14. Characteristics of Industrial Buying
Behaviour
• Organizational buying is a multi-persone
buying activity
• It is a formal activity which follows the
procedures laid down in a organization
• Longer time lags between efforts and results
• Rational but also emotional activity
• The uniqueness of organizations