The document discusses industrial buying behavior and processes. It begins by explaining how industrial buying differs from consumer buying in that it involves the purchase of machinery, materials, and services for organizational use rather than direct consumption. Industrial buying is a complex process that typically involves multiple participants in the buying center, including initiators, users, influencers, and gatekeepers. There are three main types of industrial buying situations: straight rebuy, modified rebuy, and new tasks. The buying process generally involves recognizing needs, specifying requirements, searching for suppliers, analyzing proposals, selecting suppliers, and post-purchase evaluation. Decision making power is shared among a decision-making unit (DMU) comprising various roles within the organization. Key factors that influence
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
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
Factors effecting selection of distribution channelsShubhanjali -
introduction to distribution
distribution channel
market intermediaries
factors affecting selection of distribution channels:-
1. Nature of product
2. Nature of market
3. Nature of middle men
4. Nature of manufacturing units
5. Competition
6. Govt. rules & policies
conclusion
references
Channel Information Systems
Purpose
Information - Advantages
Classification of Information
Information Process
Developing a Channel MIS
Use of Information
Sources of Data
Competition Tracking
Elements of a Channel Information System
Channel Performance Evaluation
IT System for Channels
Intensive Distribution
Distribution channels marketing management pptGanesh Asokan
Distribution channels - their Nature and importance of channels, Channel behavior & organization, Channel design decisions and Channel Management decisions.
Presentation done by the management students of D.G Vaishnav school of management for marketing internals..
Distribution Channel/Marketing Channels by Amitabh MishraAmitabh Mishra
This presentation talks about Place decision of marketing strategy. It presents fundamentals of Distribution Channels or Marketing Channels, functions of intermediaries, types and levels of channels, and channel management.
Motivation is highly dynamic and constantly changes in response to life experiences. Motivations change as we age, interact with others, change careers, acquire wealth, become ill, marry or divorce, or pursue education. Its an effort to understand Consumer Motivation with human needs, goals and various motives.
Factors effecting selection of distribution channelsShubhanjali -
introduction to distribution
distribution channel
market intermediaries
factors affecting selection of distribution channels:-
1. Nature of product
2. Nature of market
3. Nature of middle men
4. Nature of manufacturing units
5. Competition
6. Govt. rules & policies
conclusion
references
Channel Information Systems
Purpose
Information - Advantages
Classification of Information
Information Process
Developing a Channel MIS
Use of Information
Sources of Data
Competition Tracking
Elements of a Channel Information System
Channel Performance Evaluation
IT System for Channels
Intensive Distribution
Distribution channels marketing management pptGanesh Asokan
Distribution channels - their Nature and importance of channels, Channel behavior & organization, Channel design decisions and Channel Management decisions.
Presentation done by the management students of D.G Vaishnav school of management for marketing internals..
Distribution Channel/Marketing Channels by Amitabh MishraAmitabh Mishra
This presentation talks about Place decision of marketing strategy. It presents fundamentals of Distribution Channels or Marketing Channels, functions of intermediaries, types and levels of channels, and channel management.
Motivation is highly dynamic and constantly changes in response to life experiences. Motivations change as we age, interact with others, change careers, acquire wealth, become ill, marry or divorce, or pursue education. Its an effort to understand Consumer Motivation with human needs, goals and various motives.
Motivation is the driving force within individuals that implies them to action…….
TYPES OF MOTIVATION
Positive Motivation
Negative Motivation
Extrinsic Motivation
Intrinsic Motivation
Represents the drive to satisfy both physiological and psychological needs through product purchase and consumption
Gives insights into why people buy certain products
Stems from consumer needs: industries have been built around basic human needs
Needs and Motivation
Model of the Motivation Process
Types of Needs
Goals
Goals Structure for Weight Control
The Selection of Goals,
The Dynamic Nature of Motivation,
Overview of major theories of personality in psychology, including:
1) Freud's Psychoanalytic theory,
2) Car Jung's, Eysencks and Cattel's trait theories (includes details on both MBTI and Big5),
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9/19/2011 Self-Concept in Consumer BehaviorWalid Abraz
Date: 9/19/2011
Course: MK617 Consumer Behavior
Assignment: Self-Concept in Consumer Behavior
Description: “Every product you purchase reflects who you really are”
A critical review of Joseph Sirgy article about Self-Concept in Consumer Behavior.
For this assignment, students were presented some definitions and theories about Self-Concept in Consumer Behavior. This included the definition of the Image product, the process of identification, congruity and incongruity, but also some self-concept measurements practices.
Unit-I
Marketing:
Definition, general concepts and scope of marketing, distinction between marketing & selling.
Marketing environment. Industry and competitive analysis. Analyzing consumer buying
behaviour and industrial buying behaviour.
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2. Introduction
• Increase in economy results into creation of Demand for
industrial goods & services, new entrant in market , rise
in competition
• Industrial buying different from consumer buying
• Involves buying like machinery, packaging material &
services such as insurance, consultation & transportation
• Commercial Buyers i.e buy to either produce something
new or resell or use for organizational purpose
• refers to the buying activities of organizations that
purchase products and services for end-use purpose.
• derived demand and not for direct consumption.
• Few buyer of industrial goods
• a lengthy process & decision of complex nature
• Each organization evolves its own procedure for making
purchase decision
3. Three important buying decision are
1.Authority to purchase
2.Determine the product specification
3.Choice of supplier
Three types of industrial Buying situations:
1.Straight Rebuy: Buying on routine basis Eg:
stationery
2.Modified Rebuy: Modify products specification,
price, Eg: Spare parts, technology
3.New Task: buying for the first time for a new task
Eg: Plant, building, e
4. • Industrial products involves:
1.Raw material
2.Fabrication parts & material
3.Installation of machinery
4.Accessories equipment's
5.Operating Suppliers
• Exchange process involves
Products/ services
Information
Financial
5. Participants in buying
process
• Initiators: One who request that something is to be
purchased
• Users: one who uses the product or service
• Influencers: People who influence buying decision
• Gatekeepers: People who have power to prevent sellers
or information from reaching members of buying centers.
6. Decision making process /
Industrial buying decision
process:
Recognition of need
Determining product specification / determining quality and
quantity characteristics
Search for suppliers
Analysis of proposals
Selection of suppliers
Selection of an order routine
Post purchase evaluation
7. Decision-Making Units
(DMUs)
• What is a DMU?
• The decision making power in industrial buying is shared by few
persons jointly/ collectively and not by one individual.
• There exists multiple buying patterns and the decision makers
are also large in number. Joint authority or buying center is
useful. Hence it results in making wise decision and also
protecting the interest of industrial organization such authority is
known as DMU.
• In industrial buying the decision making power is shared by
people collectively. DMU may be defined as all the individuals or
groups who are involved in the process of making a decision to
8. Participants Of DMU:
• Actual users: The one who uses the product. He could be a foreman
or labour or the end user help define the product specifications.
• Influencer: May or may not be an end user but whose opinion would
influence the end users choice. Eg- consultant, technical personnel,
Provides information for evaluation of alternatives.
• Buyers: Buyer who makes actual purchase on behalf of the
organization. They have the formal authority to select the suppliers
and finalized terms of purchase. Selection of vendors and negotiating
transactions.
• Deciders: Actual decision to buy, considering economic and technical
factors while making a decision to buy. He finalizes i.e. from
purchasing agent or top management personnel.
• Gatekeeper: Individuals in the organization who keep a check on the
information flow within the organization that is shared. Eg- purchases
9. Factors influencing purchase
decisions buying decisions
• Individual factors
• Age
• Income
• Edu & job
• Personality
• Attitude
• Interpersonal Factors
• Authority
• Status
• Empathy
• Persuasiveness
• Economic
Environment
• Level of demand
• Economic outlook
• Competition
• Organizational
factors
• Obj /goals
• Policies
• Procedures
• Systems
• Structures
10. Different between Industrial
& consumer Buying behavior
BASIS Consumer Market Industrial markets
Market structure Geographical Dispense Geographical
concentration
Buyers & seller Many Seller & many
buyer
Few buyer & few seller
CompeStiton