Meaning and nature of buyer behavior, differences between consumer buying and organizational buying in terms of characteristics and process, Strategic use of consumer behavior knowledge in marketing and public policy decisions. Modern Consumerism and the global consumer movement
Buying Decision Making Process
Buying roles, Stages of the decision process – High and low effort decisions, Post purchase decisions, Models of consumer behaviour
Meaning and nature of buyer behavior, differences between consumer buying and organizational buying in terms of characteristics and process, Strategic use of consumer behavior knowledge in marketing and public policy decisions. Modern Consumerism and the global consumer movement
Buying Decision Making Process
Buying roles, Stages of the decision process – High and low effort decisions, Post purchase decisions, Models of consumer behaviour
Product, Services, and Brands - Building Customer Value - MarketingFaHaD .H. NooR
What Is a Product?
Product and Services Decisions
Branding Strategy: Building Strong Brands
Services Marketing
A Product is anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a need or want
Experiences represent what buying the product or service will do for the customer
Business Market and Business Buyer Behavior - Philip Kotler & Gary ArmstrongMD Tamal
Business Market and Business Buyer Behavior - Chapter 6,Principle of Marketing,briefly discussed by MD AMA Tamal,student of University of Barisal-Faculty of Business Studies.
Thanks for visiting.
Identifying Market Segments and Targets
Effective Targeting Requires
Four levels of Micromarketing
What is a Market Segment?
Flexible Marketing Offerings
Preference Segments
Segmenting Consumer Markets
Behavioral Segmentation
The Brand Funnel Illustrates Variations in the Buyer-Readiness Stage
Loyalty Status
Segmenting for Business Markets
Steps in Segmentation Process
Effective Segmentation Criteria
Product concept, level , classification, mix and product life cycle and its m...PROF.JITENDRA PATEL
This Presentation Discuss the first P of Marketing i.e Product. The topic covered are Product concept, level , classification, mix and product life cycle and its management.
Analyzing Consumer Markets
What Influences Consumer Behavior?
What is Culture?
Subcultures
Fast Facts About American Culture
Social Classes
Characteristics of Social Classes
Reference Groups
Roles and Status
Personal Factors
The Family Life Cycle
Lifestyle Influences
Model of Consumer Behavior
Motivation
Maslow’s Hierarchy of Needs
Consumer Buying Process
Problem Recognition
Product, Services, and Brands - Building Customer Value - MarketingFaHaD .H. NooR
What Is a Product?
Product and Services Decisions
Branding Strategy: Building Strong Brands
Services Marketing
A Product is anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a need or want
Experiences represent what buying the product or service will do for the customer
Business Market and Business Buyer Behavior - Philip Kotler & Gary ArmstrongMD Tamal
Business Market and Business Buyer Behavior - Chapter 6,Principle of Marketing,briefly discussed by MD AMA Tamal,student of University of Barisal-Faculty of Business Studies.
Thanks for visiting.
Identifying Market Segments and Targets
Effective Targeting Requires
Four levels of Micromarketing
What is a Market Segment?
Flexible Marketing Offerings
Preference Segments
Segmenting Consumer Markets
Behavioral Segmentation
The Brand Funnel Illustrates Variations in the Buyer-Readiness Stage
Loyalty Status
Segmenting for Business Markets
Steps in Segmentation Process
Effective Segmentation Criteria
Product concept, level , classification, mix and product life cycle and its m...PROF.JITENDRA PATEL
This Presentation Discuss the first P of Marketing i.e Product. The topic covered are Product concept, level , classification, mix and product life cycle and its management.
Analyzing Consumer Markets
What Influences Consumer Behavior?
What is Culture?
Subcultures
Fast Facts About American Culture
Social Classes
Characteristics of Social Classes
Reference Groups
Roles and Status
Personal Factors
The Family Life Cycle
Lifestyle Influences
Model of Consumer Behavior
Motivation
Maslow’s Hierarchy of Needs
Consumer Buying Process
Problem Recognition
The impact of online advertising on consumer buying behaviour towards mobile ...rahul_yadav96
Hey guys i have uploaded my 5th(BMS) semester Research paper on "The impact of internet advertisement On Consumer Buying Behavior Towards Mobile Phones". i hope this will be helpful for getting a brief idea on how research papers are to made and submitted.
This ppt contain the comparison b/w traditional marketing and electronic marketing.
types of traditional marketing & also e-marketing, it`s advantage and disadvantage..... etc.
go through the slides and clear ur doubts.
If any error or mistake found in this ppt kindly give me feed back.
ID- jackherousa@gmail.com
Amit Ranjan.
A presentation about digital marketing regarding Search Engine Optimization, Pay Per Click, and Social Media Marketing.
The presentation includes the advantages and disadvantages of SEO, PPC and Social Media Marketing and a short strategy that you can use with each one of them.
Digital marketing is marketing that makes use of electronic devices such as computers, tablets, smartphones, cellphones, digital billboards, and game consoles to engage with consumers and other business partners. Internet Marketing is a major component of digital marketing.
Digital Marketing PPT(Presentation) - Digital Marketing StrategiesWeb Trainings Academy
In our Digital Marketing Presentation (PPT) we have various methodologies of Digital Marketing. In digital marketing we can generate traffic in both non-paid and paid methods. Based on the budget of the client we can utilize various digital marketing strategies like SEO, PPC, Display Ads, Social Media, Email Marketing etc.
Consumer Behaviour _E-Notes-1 (Introduction,Significance,Ethical Marketing,Co...Venkat. P
Introduction and overview to study of Consumer Behaviour – Definition of Consumer Behaviour – Significance – Development of the concept & The discipline of Consumer Behaviour – Marketing impact on Consumers – Marketing ethics and Social Responsibility – Understanding consumer and Market Segments.
The chapter comprises of Meaning and Characteristics, Importance, Factors Influencing Consumer Behaviour, Consumer Purchase Decision Process, Buying Roles, Buying Motives, Buyer Behaviour Models.
Consumer behaviour is the study of how individual customers, groups or organizations select, buy, use, and dispose ideas, goods, and services to satisfy their needs and wants.
It refers to the. actions of the consumers in the marketplace and the underlying motives for those actions.
Consumer behaviour is the study of how people make decisions about what they buy, want, need, or act in regards to a product, service or company.
It is a study of the actions of the consumers that drive them to buy and use certain products. Understanding consumer buying behavior is most important for marketers as it helps them to relate better to the expectation of the consumers.
a) Consumer behavior is the part of human behavior: This cannot be separated. Human behavior decides what to buy, when to buy etc. This is unpredictable in nature. Based on the past behavioral pattern one can at least estimate like the past he might behave.
b) Learning the consumer is difficult and complex as it involves the study of hum beings: Each Individual behaves differently when he is placed at different situations. Every day is a lesson from each and every individual while we learn the consumer behavior. Today one may purchase a product because of its smell, tomorrow it may vary and he will purchase another due to some another reason.
c) Consumer behavior is dynamic: A consumer's behavior is always changing in nature: The taste and preference of the people vary. According to that consumers behave differently. As the modern world changes the consumer's behaving pattern also changes.
d) Consumer behavior is influenced by psychological, social and physical factors: A consumer may be loyal with a product due to its status values. Another may stick with a product due to its economy in price. Understanding these factors by a marketer is crucial before placing the product to the consumers.
1. To design production policies: This is the first importance of consumer behaviour and it means that all the production policies have designed taking into consideration the consumer preference so that product can be successful in the market.
2. Know the effect of price on buying: This is the second consumer behaviour importance and it means that consumer behavior can help in understanding the effect of price on buying. Whenever the price is moderate on cheap more and more customer will buy the product.
After the time of production, there comes a time in which the company has to decide what the price of our product will be because it helps to divide the categories of the customer and also helps to attain more sales.
3. Exploit the market opportunities: This is the third importance or significance of consumer behaviour and it means that the change in consumer preference can be a good opportunity for the marketing
Without an understanding of consumers, how they think, and the reasons for how they behave, it is very difficult for a business to give them exactly what they want.
The study of consumer behaviour improves decision-making as some of the guesswork is removed.
Through a better understanding of consumer behaviour, businesses can make better choices with their marketing to attract more of their target customers.
What is Consumer Behaviour?
Consumer behaviour is the study of consumption. It aims to have a better understanding of consumer actions and processes used in their purchase decisions, as well as the usage of products and services and how they are disposed of.
Exploring how the consumer’s emotions, attitudes and preferences affect buying behaviour, consumer behaviour draws upon ideas from several fields including psychology, sociology, anthropology, biology, marketing and economics.
An underlying motivation drives a consumer to act and purchase. These motivations fit under the problem recognition phase discussed above.
This motivation can be either positive or negative. A positive motivation could be a pleasure – having dinner a nice restaurant or a night on the town. A negative motivation could be the avoidance of unpleasantness such as purchasing toothpaste to minimise tooth decay, getting toothaches and having to visit a dentist.
Introduction to study of consumer behaviourSindhu .
Meaning, definition and nature of Consumer Behavior, consumer movement in India also its need, rights and responsibilities of consumers in India, benefits of consumerism, role of research in understanding consumer behavior, consumer research paradigms, models and levels of Consumer Behavior, consumer decision making process, research objectives and its characteristics.
Consumer Behavior- meaning, nature and importance, Factors influencing consumer behavior, Buying Behavior process. Market Segmentation- meaning and need Bases for market segmentation, Requisites for effective segmentation, Steps in segmentation process, Targeting- meaning, strategies, Positioning- meaning and types
Consumer behavior and advertising researchZaibunnisa73
Consumer behavior is the study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants.
The strategic approach consists of four main elements
First, the strategic approach is oriented toward the future
Second, the strategic approach has an external emphasis
Third, the strategic approach concentrates on assuring a good fit between the environment and the organisation
Finally, the strategic approach is a process – Not a single activity
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
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Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Explore our most comprehensive guide on lookback analysis at SafePaaS, covering access governance and how it can transform modern ERP audits. Browse now!
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
Remote sensing and monitoring are changing the mining industry for the better. These are providing innovative solutions to long-standing challenges. Those related to exploration, extraction, and overall environmental management by mining technology companies Odisha. These technologies make use of satellite imaging, aerial photography and sensors to collect data that might be inaccessible or from hazardous locations. With the use of this technology, mining operations are becoming increasingly efficient. Let us gain more insight into the key aspects associated with remote sensing and monitoring when it comes to mining.
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
Exploring Patterns of Connection with Social Dreaming
Introduction to Buyer Behaviour
1. Introduction to Buyer Behaviour
Dr Brian Monger
Copyright February 2014
This Power Point program and the associated documents remain the intellectual property and the
copyright of the author and of The Marketing Association of Australia and New Zealand Inc.
2. MAANZ International
• MAANZ International, is a Not for Profit,
internet based professional and educational
institute which has operated for over 25
years.
• MAANZ International offers Professional
Memberships;
• Marketing Courses (Formal and Short)
• And Marketing Publications
• www.marketing.org.au
Marketing In Black and White
2
3. Dr. Brian Monger
• Brian Monger is the CEO of MAANZ International and a
Professional marketer and consultant with over 40 years
experience.
Marketing In Black and White
3
4. Outline
• Buyer behaviour refers to the behaviour that buyers
display in searching for, purchasing, using, evaluating,
and disposing of products and services that they expect
will satisfy their needs.
• The study of buyer behaviour is the study of how
individuals make decisions to spend their available
resources - time, money, effort - on consumption-related
items.
4
5. Buyer behaviour includes the study of:
• What they buy,
• Why they buy it,
• When they buy it,
• Where they buy it,
• How often they buy it,
• How they use it
• How often they use it.
5
6. Different products evidence different
buying motivations
• Buyer researchers are able to provide marketers with
buyer orientated information to enhance their product
and marketing communication.
6
7. Personal Buyers and Organisational
Buyers
• The Personal Buyer buys goods and services for his or
her own use, or as a gift for a friend.
• The Organisational Buyer encompasses profit and notfor-profit businesses, government agencies, and
institutions.
• The marketer must take account of who is the end-user
of this consumption.
7
8. Buyers and Users (Consumers)
• The person who makes a product purchase is not always
the user, or the only user, of the product in question.
• Buyers are not always the users, or the only users, of the
products they buy, nor are they necessarily the persons
who make the product selection decisions.
8
9. Buyers and Users (Consumers)
• Payers, that person who pays for the purchase is not
necessarily either the buyer or buyer.
• Marketers must decide at whom to direct their
promotional efforts: the buyer, payer or the user.
9
10. Buyers and Users (Consumers)
• Buyer behaviour research also considers the uses
buyers make of the goods they buy and their subsequent
post-purchase evaluations.
10
11. Buyers and Users (Consumers)
• Buyer researchers are also interested in how individuals
dispose of their once-new purchases.
11
12. Buyer Behaviour as an academic
discipline and an applied field
• The initial thrust of buyer research was from a
managerial perspective. Marketing managers wanted to
know the specific causes of buyer behaviour, and how
people receive, store, and use consumption-related
information, so that they could predict buyer behaviour
and influence
12
13. Buyer research describes the process and
tools used to study buyer behaviour.
• The two theoretical perspectives are:
• Positivist – objective and empirical, seeking causes for
behaviour and conduct research that can be generalised
to larger populations. This provides data for strategic
managerial decisions.
• Interpretivist – qualitative, based on small samples that
seek to find common patterns of operative values,
meanings and behaviours across consumption
situations.
13
14. The Interdisciplinary Nature of Buyer
Behaviour Research
• There are a number of reasons why the study of buyer
behaviour developed, such as:
• Marketers had long noted that buyers did not always act
or react as economic theory would suggest.
• Buyer preferences were changing and becoming highly
diversified.
• Other factors including: new product development, the
buyer movement, growing consumerism, public policy,
environmental concerns, non-profit marketing, and the
development of international and global markets.
14
15. Buyer behaviour embraces concepts
developed in other scientific disciplines,
• Such as psychology, sociology, social psychology,
cultural anthropology, and economics.
• Buyer behaviour research enables marketers to develop
new market segments and is undertaken by various
marketing and constituted bodies.
15
16. Buyer behaviour
• Buyer researchers need to ask the right questions in
order to design research that will address the needs of
the marketer.
• Buyer research provides the basis for product
development, and identifies target markets based on
customer requirements. It does not guarantee
commercial success but improves the chances of
success.
16
17. Why Marketers Study Buyer Behaviour
• Marketers adopted a policy of market segmentation,
which called for the division of their total potential market
into smaller, homogeneous segments.
• Marketers also used promotional techniques to vary the
image of their products to certain target segments (now
known as positioning
• Technological advancement has resulted in the rapid
introduction of new products at an ever increasing rate,
resulting in shorter product lifecycles.
17
18. Why Marketers Study Buyer Behaviour
• Buyers placed increasing importance on the
environment. Brands positioned to be environmentally
friendly are considered favourably by buyers
• The growth of the buyer movement created an urgent
need to understand how buyers make consumption
decisions. Marketers needed to understand and work
with the buyer protection laws developing at a Federal
and State level
19. Why Marketers Study Buyer Behaviour
• The growth of services marketing forced marketers to
deal with relatively intangible and perishable offerings to
the public.
• Not-for-profit organisations are increasingly using
marketing techniques, and so find the study of buyer
behaviour relevant to them.
• An increased awareness on the part of business to
market on a global basis in order to achieve major
economies of scale. Australian marketers are now aware
of the importance of international buyer research.
20. More About
Buyer Behaviour
The buyer’s goal is to obtain
goods and services that meet
their needs and wants
buyers face varying problems
associated with acquiring
products to satisfy these needs
and wants
People engage in purchase
activities for many purposes
other than consumption
buyers make specific types
of decisions in order to
obtain desired goods and
services
20
21. For example, a research study may ask
buyers...
How they
use the
product
21
22. Benefits of Customer Retention
Are cheaper
to service
Buy more
products
Are less price
sensitive
Loyal
customers
Spread positive
word-of-mouth
Pay less attention
to competitor's
advertising
22
23. Two Broad Types of Buyers
Personal buyers
Organisational buyers
The personal buyer buys goods
and services for:
Organisational buyer includes:
His or her own use
Use by the whole household, or a
household member, or
A gift for someone else
In all contexts, the products are
bought for final use by individuals
(end-users)
Profit businesses
Not-for-profit businesses
Public sector agencies and
Institutions (e.g. schools, churches)
In all cases, they buy products to help run
their organisations
23
24. Buyer Research:
Two Perspectives
POSITIVIST APPROACH
Tends to be objective and
empirical
INTERPRETIVIST
METHODOLOGY
More qualitative
Seeks causes for behaviour
Based on smaller samples
Conduct studies that can be
generalised to larger
populations
View each consumption
situation as unique and nonpredictive
Look for common patterns
across consumption situations
24
25. The Interdisciplinary Nature of Buyer
Behaviour Research
Psychology
The study of
the individual
Social
Psychology
How individuals
operate in groups
Economics
An important
component of
economics is the
study of buyers
Inputs to the study of
buyer behaviour
Sociology
The study of
groups
Cultural
Anthropology
The study of
humans in
society
25
26. Key Model Components
•
Input Process Output
•
Input =
Various firms’ marketing
activities + EXTERNAL
social/culture influences
•
Process =
Decision steps + INTERNAL
psychological factors (modified with experience)
•
Output =
Trial and repeat purchases and
post-purchase evaluation
26
27. • For more information about MAANZ International and articles
about Marketing, visit:
• www.marketing.org.au
• http://smartamarketing.wordpress.com
• http://smartamarketing2.wordpress.com
• . http://www.linkedin.com/groups/MAANZSmartaMarketing-Group-2650856/about
• Email: info@marketing.org.au
• Link to this site - - http://www.slideshare.net/bmonger for
further presentations
Marketing In Black and White
27