Organizational Buyer Decision Roles and Buying Process
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Engel kollat blackwell model
The Engel-Kollat-Blackwell model views consumer behavior as a 4-step decision making process involving information processing, a central control unit, decision processes, and external influences. It was originally developed in 1968 to organize the growing body of knowledge around consumer decisions. The model accounts for differences in involvement between high-risk and low-risk purchases. It provides a framework for understanding how consumers actively seek, process, and evaluate information to make purchase decisions over time.
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This document discusses factors that influence customer purchase decisions and how retailers can target different types of customers. It covers the stages in the buying process, types of customer needs, and how social factors like family, culture, and reference groups affect purchasing. Retailers are advised to segment their markets using approaches like geography, demographics, lifestyle, buying situations, and customer benefits sought. Understanding these influences can help retailers design effective marketing strategies to attract different kinds of customers.
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The document discusses various theories and models of motivation and consumer behavior. It describes Maslow's hierarchy of needs which proposes that humans seek to satisfy higher level needs after fulfilling basic needs. McGuire's psychological motives model divides motivation into cognitive vs affective and status quo vs growth categories. Murray identified six psychogenic needs like autonomy and dominance. The consumer decision process model outlines stages like problem recognition, information search, evaluation of alternatives, purchase decision and post-purchase evaluation. Attitudes are influenced by affect through mere exposure effect, classical conditioning and attitude toward the ad.
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Features & importance of industrial marketing
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1) A supply chain consists of upstream suppliers and downstream distribution channels that help produce and deliver products to customers. It is important for marketers to consider both the supply chain and demand chain in their planning.
2) Most producers use intermediaries like wholesalers and retailers to help distribute products through marketing channels to reach more customers. These intermediaries help bridge gaps in time, place, and ownership.
3) When designing marketing channels, companies must evaluate alternatives based on meeting customer needs while optimizing costs, control, and adaptability to changes in the environment. Managing relationships with strong channel partners is also important for success.
Consumer behaviour unit 3
This document summarizes various environmental determinants of consumer behavior, including family influences, social class, group dynamics, and reference groups. It discusses how family roles, life stages, and size can impact buying decisions. Social class is defined based on factors like income and education. Group dynamics examines how primary and informal social groups can sway purchases, with friends and coworkers having significant influence. Reference groups that consumers compare themselves to, like normative peers, can encourage conformity through social pressures.
Business Market
Business markets involve the sale of goods and services to other businesses rather than individual consumers. Business buyers face different situations like straight rebuys, modified rebuys, or new tasks. Multiple people are involved in organizational buying decisions, including users, buyers, influencers, deciders, and gatekeepers. The business buying process involves stages like problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Factors like product characteristics, price, supplier service, and relationships influence business buyer decisions.
Buyer Seller Dyad
The document discusses buyer-seller dyads and different types of personal selling situations. It describes the relationship between a salesperson and prospect as a buyer-seller dyad. Personal selling situations are divided into two groups: service selling which includes order takers, delivery salespeople, route salespeople, missionaries, and technical salespeople; and developmental selling which includes creative salespeople of tangibles and intangibles. Recent trends in selling discussed include relationship selling, consultative selling, team selling, and sales force automation.
Consumer Behaviour & Retail Operations
Consumer Behaviour and Retail Operations discusses key concepts in consumer behaviour and how they relate to retail operations. It defines consumer behaviour and explains why studying it is important for retailers. It describes the needs, wants, and demands that drive the consumer purchase process. It also summarizes models of consumer decision making, the factors that influence consumption, and segmentation strategies used by retailers. Overall, the document provides an overview of theoretical frameworks for understanding consumer motivation and decision making in a retail context.
Consumer motivation
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
Retail Strategy
Retail Strategy, Strategic Retail Planning Process, global growth opportunities, market penetration, market expansion, format development, diversification, entry strategies in global market, strategic retail planning
Consumer behaviour ppt
Consumer behavior is the study of how consumers make purchase decisions and how firms can influence those decisions. It involves understanding how consumers think, feel, reason, and select between different brands and products. Consumer behavior is influenced by culture, family, and media. Studying consumer behavior helps firms develop effective marketing strategies by gaining insights into why consumers purchase products, when they purchase, and how they prefer to shop. An understanding of consumer behavior allows companies to segment markets, target specific groups, and make appropriate marketing mix decisions regarding product, price, place, and promotion.
CONSUMER BEHAVIOUR INDUSTRIAL BUYING BEHAVIOUR
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
Marketing Information System
The document discusses the components and functions of a marketing information system. It defines a marketing information system as consisting of people, equipment, and procedures to gather, analyze, and distribute market data to aid in decision making. The key components are an internal records system to track customer and sales data, a marketing intelligence system to monitor the external environment, a marketing decision support system to interpret and apply findings, and conducting marketing research.
Purchasing center roles & composition
The document discusses conceptual and methodological issues in organizational buying behavior. It summarizes research on the composition of purchasing centers and the buying process. The key points are:
1) Organizational buying involves multiple participants from different departments who make decisions about substantial purchases.
2) The composition of purchasing centers can vary depending on factors like the organization's structure, the specific buying situation, and product characteristics.
3) The buying process is complex, nonlinear, and differs across industries and situations. It typically involves stages from identifying needs to post-purchase evaluation.
Nature and scope of industrial marketing
Industrial markets present different challenges than consumer markets. Industrial markets consist of organizations that purchase goods and services to create their own offerings. Industrial marketing involves matching a supplier's capabilities with a customer's desired outcomes to create value for both organizations and their downstream customers. Industrial customers include commercial enterprises like original equipment manufacturers, government organizations, and institutions. These customers often have complex purchase processes involving multiple decision makers. Suppliers must understand the unique characteristics and needs of industrial customers in order to succeed in business-to-business marketing and sales.
Consumer behavior and factors influencing consumer behavior
The document discusses factors that influence consumer behavior, including cultural, social, personal, and psychological factors. Cultural factors encompass elements like culture, subcultures, and social classes that shape consumer values and preferences. Social factors include reference groups, family influences, and social roles/status. Personal factors pertain to individual characteristics like age, lifestyle, and income that affect purchasing decisions. Psychological factors are motivations, perceptions, learning, and beliefs/attitudes that drive consumer behavior at a subconscious level. Understanding these various influences is important for analyzing consumer decision-making processes.
Retail Strategy
This document discusses key elements of developing a retail strategy. It outlines why a retail strategy is important, including analyzing market requirements, outlining goals, differentiating from competitors, and coordinating efforts. It describes steps to develop a strategy, such as defining the target market and competitive advantages. Elements of a retail strategy are identified as the target market, retail format, competitive advantages, and criteria for selecting markets. Sources of competitive advantage and defining the organization's mission are also discussed.
Market segmentation
This document provides an overview of market segmentation strategies and cases. It defines market segmentation as dividing the market into homogeneous subgroups with similar characteristics or responses. The key points covered include:
- The basis, objectives, characteristics, and process of market segmentation.
- Examples of market segments in India and segmentation strategies based on behavior, demographics, psychographics, and geography.
- The strategic marketing planning process and advantages of segmentation like efficient use of resources and understanding customer needs.
- A case example of segmentation in healthcare and details on specific companies like Nirma, HUL, and Godrej.
Marketing Channel Structure and Functions
This document provides an overview of marketing channel structure and functions. It discusses how channel members add value through specialization and the division of labor principle. The document also examines different types of marketing channels for consumers and businesses. It explores considerations for selecting and managing multi-channel distribution systems, as well as carefully selecting and developing international channel members. Finally, it summarizes that future distribution channels will be more interactive and challenged by the internet, while international channels will remain important with an adaptive focus on customer preferences.
Business Markets and Business Buyer Behavior
The document defines business markets and how they differ from consumer markets. It identifies major factors that influence business buyer behavior such as environmental, organizational, interpersonal, and individual factors. It also lists and defines the typical steps in a business buying decision process which includes problem recognition, need description, specification, supplier search, proposal solicitation, selection, ordering, and performance review. It compares institutional markets which provide goods and services to people in care facilities with low budgets to government markets which require bids and favor domestic suppliers.
Marketing Environment
The document discusses the various components of a company's marketing environment, including the microenvironment made up of factors closest to the company like customers, competitors, and publics, as well as the larger macroenvironment consisting of demographic, economic, natural, technological, political, and cultural forces. It provides examples and explanations of each element of the marketing environment and how companies analyze and respond to changing environmental factors.
Distribution Management
This document provides an overview of distribution management. It defines distribution management as the efficient transfer of goods from the place of manufacture to the point of sale or consumption. It then lists the names, organizations, and positions of 7 team members presenting on distribution management systems. The presentation goes on to discuss key distribution concepts like product, place, price, and promotion. It also describes different distribution channels including direct selling, indirect selling through wholesalers and retailers, and different distribution intensities. The document concludes with an overview of channel formats like producer-driven, seller-driven, and service-driven distribution.
Merchandise management
Retailers must make competent decisions about what merchandise to buy, how much to buy, and when to buy it. The merchandise selection communicates the type of company to consumers and allows stores to differentiate themselves. Merchandise management focuses on planning and controlling retailer inventories by balancing financial requirements with a merchandise purchasing strategy. It involves acquiring, handling, and monitoring merchandise categories for a retail organization. Retailers use various methods to plan and calculate inventory levels like basic stock, percentage variation, weeks' supply, and stock-to-sales methods. Visual merchandising is the art of product presentation that puts merchandise in focus to educate and create desire in customers.
B2B CB.pptx
Organizational buying refers to the process by which formal organizations establish needs, identify options, and select products and services. It involves multiple influencers and is characterized by business-to-business relationships, professional purchasing, and fluctuating demand. The buying center includes initiators, users, influencers, deciders, approvers, buyers, and gatekeepers. The buying process has stages like problem recognition, specification, supplier search, selection, and performance review.
CIM2.pptx
1) The document discusses consumer and business buyer behavior, outlining key differences. Consumer behavior is driven more by emotions while business buyer behavior follows a formal, structured process.
2) It also covers the consumer buying process in 6 stages - problem recognition, information search, evaluation, purchase, and post-purchase evaluation. Multiple factors like needs, wants, social influences impact consumer decisions.
3) Business buyers consider objectives, value, and responsibilities when purchasing. Multiple departments are involved in complex procedures compared to individual consumers.
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Marketing channel & supply chain management (principles of marketing)
1) A supply chain consists of upstream suppliers and downstream distribution channels that help produce and deliver products to customers. It is important for marketers to consider both the supply chain and demand chain in their planning.
2) Most producers use intermediaries like wholesalers and retailers to help distribute products through marketing channels to reach more customers. These intermediaries help bridge gaps in time, place, and ownership.
3) When designing marketing channels, companies must evaluate alternatives based on meeting customer needs while optimizing costs, control, and adaptability to changes in the environment. Managing relationships with strong channel partners is also important for success.
Consumer behaviour unit 3
This document summarizes various environmental determinants of consumer behavior, including family influences, social class, group dynamics, and reference groups. It discusses how family roles, life stages, and size can impact buying decisions. Social class is defined based on factors like income and education. Group dynamics examines how primary and informal social groups can sway purchases, with friends and coworkers having significant influence. Reference groups that consumers compare themselves to, like normative peers, can encourage conformity through social pressures.
Business Market
Business markets involve the sale of goods and services to other businesses rather than individual consumers. Business buyers face different situations like straight rebuys, modified rebuys, or new tasks. Multiple people are involved in organizational buying decisions, including users, buyers, influencers, deciders, and gatekeepers. The business buying process involves stages like problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Factors like product characteristics, price, supplier service, and relationships influence business buyer decisions.
Buyer Seller Dyad
The document discusses buyer-seller dyads and different types of personal selling situations. It describes the relationship between a salesperson and prospect as a buyer-seller dyad. Personal selling situations are divided into two groups: service selling which includes order takers, delivery salespeople, route salespeople, missionaries, and technical salespeople; and developmental selling which includes creative salespeople of tangibles and intangibles. Recent trends in selling discussed include relationship selling, consultative selling, team selling, and sales force automation.
Consumer Behaviour & Retail Operations
Consumer Behaviour and Retail Operations discusses key concepts in consumer behaviour and how they relate to retail operations. It defines consumer behaviour and explains why studying it is important for retailers. It describes the needs, wants, and demands that drive the consumer purchase process. It also summarizes models of consumer decision making, the factors that influence consumption, and segmentation strategies used by retailers. Overall, the document provides an overview of theoretical frameworks for understanding consumer motivation and decision making in a retail context.
Consumer motivation
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
Retail Strategy
Retail Strategy, Strategic Retail Planning Process, global growth opportunities, market penetration, market expansion, format development, diversification, entry strategies in global market, strategic retail planning
Consumer behaviour ppt
Consumer behavior is the study of how consumers make purchase decisions and how firms can influence those decisions. It involves understanding how consumers think, feel, reason, and select between different brands and products. Consumer behavior is influenced by culture, family, and media. Studying consumer behavior helps firms develop effective marketing strategies by gaining insights into why consumers purchase products, when they purchase, and how they prefer to shop. An understanding of consumer behavior allows companies to segment markets, target specific groups, and make appropriate marketing mix decisions regarding product, price, place, and promotion.
CONSUMER BEHAVIOUR INDUSTRIAL BUYING BEHAVIOUR
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
Marketing Information System
The document discusses the components and functions of a marketing information system. It defines a marketing information system as consisting of people, equipment, and procedures to gather, analyze, and distribute market data to aid in decision making. The key components are an internal records system to track customer and sales data, a marketing intelligence system to monitor the external environment, a marketing decision support system to interpret and apply findings, and conducting marketing research.
Purchasing center roles & composition
The document discusses conceptual and methodological issues in organizational buying behavior. It summarizes research on the composition of purchasing centers and the buying process. The key points are:
1) Organizational buying involves multiple participants from different departments who make decisions about substantial purchases.
2) The composition of purchasing centers can vary depending on factors like the organization's structure, the specific buying situation, and product characteristics.
3) The buying process is complex, nonlinear, and differs across industries and situations. It typically involves stages from identifying needs to post-purchase evaluation.
Nature and scope of industrial marketing
Industrial markets present different challenges than consumer markets. Industrial markets consist of organizations that purchase goods and services to create their own offerings. Industrial marketing involves matching a supplier's capabilities with a customer's desired outcomes to create value for both organizations and their downstream customers. Industrial customers include commercial enterprises like original equipment manufacturers, government organizations, and institutions. These customers often have complex purchase processes involving multiple decision makers. Suppliers must understand the unique characteristics and needs of industrial customers in order to succeed in business-to-business marketing and sales.
Consumer behavior and factors influencing consumer behavior
The document discusses factors that influence consumer behavior, including cultural, social, personal, and psychological factors. Cultural factors encompass elements like culture, subcultures, and social classes that shape consumer values and preferences. Social factors include reference groups, family influences, and social roles/status. Personal factors pertain to individual characteristics like age, lifestyle, and income that affect purchasing decisions. Psychological factors are motivations, perceptions, learning, and beliefs/attitudes that drive consumer behavior at a subconscious level. Understanding these various influences is important for analyzing consumer decision-making processes.
Retail Strategy
This document discusses key elements of developing a retail strategy. It outlines why a retail strategy is important, including analyzing market requirements, outlining goals, differentiating from competitors, and coordinating efforts. It describes steps to develop a strategy, such as defining the target market and competitive advantages. Elements of a retail strategy are identified as the target market, retail format, competitive advantages, and criteria for selecting markets. Sources of competitive advantage and defining the organization's mission are also discussed.
Market segmentation
This document provides an overview of market segmentation strategies and cases. It defines market segmentation as dividing the market into homogeneous subgroups with similar characteristics or responses. The key points covered include:
- The basis, objectives, characteristics, and process of market segmentation.
- Examples of market segments in India and segmentation strategies based on behavior, demographics, psychographics, and geography.
- The strategic marketing planning process and advantages of segmentation like efficient use of resources and understanding customer needs.
- A case example of segmentation in healthcare and details on specific companies like Nirma, HUL, and Godrej.
Marketing Channel Structure and Functions
This document provides an overview of marketing channel structure and functions. It discusses how channel members add value through specialization and the division of labor principle. The document also examines different types of marketing channels for consumers and businesses. It explores considerations for selecting and managing multi-channel distribution systems, as well as carefully selecting and developing international channel members. Finally, it summarizes that future distribution channels will be more interactive and challenged by the internet, while international channels will remain important with an adaptive focus on customer preferences.
Business Markets and Business Buyer Behavior
The document defines business markets and how they differ from consumer markets. It identifies major factors that influence business buyer behavior such as environmental, organizational, interpersonal, and individual factors. It also lists and defines the typical steps in a business buying decision process which includes problem recognition, need description, specification, supplier search, proposal solicitation, selection, ordering, and performance review. It compares institutional markets which provide goods and services to people in care facilities with low budgets to government markets which require bids and favor domestic suppliers.
Marketing Environment
The document discusses the various components of a company's marketing environment, including the microenvironment made up of factors closest to the company like customers, competitors, and publics, as well as the larger macroenvironment consisting of demographic, economic, natural, technological, political, and cultural forces. It provides examples and explanations of each element of the marketing environment and how companies analyze and respond to changing environmental factors.
Distribution Management
This document provides an overview of distribution management. It defines distribution management as the efficient transfer of goods from the place of manufacture to the point of sale or consumption. It then lists the names, organizations, and positions of 7 team members presenting on distribution management systems. The presentation goes on to discuss key distribution concepts like product, place, price, and promotion. It also describes different distribution channels including direct selling, indirect selling through wholesalers and retailers, and different distribution intensities. The document concludes with an overview of channel formats like producer-driven, seller-driven, and service-driven distribution.
Merchandise management
Retailers must make competent decisions about what merchandise to buy, how much to buy, and when to buy it. The merchandise selection communicates the type of company to consumers and allows stores to differentiate themselves. Merchandise management focuses on planning and controlling retailer inventories by balancing financial requirements with a merchandise purchasing strategy. It involves acquiring, handling, and monitoring merchandise categories for a retail organization. Retailers use various methods to plan and calculate inventory levels like basic stock, percentage variation, weeks' supply, and stock-to-sales methods. Visual merchandising is the art of product presentation that puts merchandise in focus to educate and create desire in customers.
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The document outlines the 5 main stages of the consumer buying process: 1) need recognition, 2) gather information, 3) evaluate solutions, 4) purchase stage, and 5) post-purchase stage. It then provides details on each stage, describing how consumers recognize problems, look for information about products/services, compare options, make a purchase decision, and experience post-purchase satisfaction or dissatisfaction. Additional factors that influence the consumer buying process are also listed such as cultural, social, personal, and psychological factors.
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1. The document discusses key features of business markets, including that they have fewer, larger buyers who seek close relationships with suppliers and engage in professional buying influenced by several factors.
2. It describes business buying behavior as how organizations determine what products and services they need to purchase for use in production, resale, or renting for profit.
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Characteristics of bussiness buye behaviour - Gowdham
Meaning
Major types
Factor influencing buyer decision
Participants in buying process
Characteristics
Organizational buying process
The organizational buying process has 8 steps:
1) Need recognition where the organization identifies an internal or external need.
2) General need description where the organization describes the characteristics and quantity of the needed item.
3) Product specification where the organization decides on technical product characteristics.
4) Supplier search where the organization identifies potential suppliers.
5) Proposal solicitation where the organization invites supplier proposals.
6) Supplier selection where the organization evaluates proposals and selects a supplier.
7) Purchase decision where the organization finalizes the order details.
8) Performance evaluation where the organization reviews supplier performance.
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The document discusses various aspects of business-to-business (B2B) marketing such as:
1) B2B marketing involves marketing products and services to other businesses rather than directly to consumers. The purpose is to make other companies familiar with the brand and convert them into customers.
2) There are key differences between B2B and business-to-consumer (B2C) marketing like the target audience, communication style, decision-making process, and goals of customers.
3) Organizational buying behavior is complex and involves multiple individuals and stages like need recognition, supplier selection, and performance review. Models like the buygrid framework and Webster and Wind model provide structure to understand this process
important Organizational buying behavior
This document discusses organizational buying behavior. It defines organizational buying as the process by which organizations identify needs, evaluate options, and choose products and suppliers. It describes the characteristics of organizational buying, including large purchase quantities and involvement of multiple people within the organization. The document outlines different types of organizational buying situations and the major influences on business buyers, including environmental, organizational, interpersonal, and individual factors. It then details the stages in the organizational buying process and concludes by identifying the different roles involved in organizational buying decisions, such as users, influencers, deciders, and approvers.
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Consumer behavior is the study of how individuals select, purchase, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants. Understanding consumer behavior is important for businesses to determine how to best market and sell their products. There are many factors that influence consumer decisions, including environmental and marketing stimuli as well as individual characteristics. Businesses use insights from consumer behavior research in activities like market analysis, target market selection, and developing their marketing strategy. A thorough understanding of consumer behavior allows companies to better satisfy consumers and ensure marketing success.
Stages of consumer buying behaviour
The document outlines the 5 stages of the consumer decision making process:
1) Need recognition - the consumer identifies a need or want.
2) Information search - the consumer gathers information from various sources to learn about options.
3) Evaluation of alternatives - the consumer evaluates different products or brands that could satisfy their need.
4) Purchase decision - the consumer decides what to buy and where to buy based on their research.
5) Post-purchase evaluation - after buying, the consumer assesses how well the product met their needs and expectations.
Consumer Purchase Process
The document summarizes the consumer purchase process in 5 stages:
1) Need recognition - a consumer faces a need or problem that starts the process.
2) Information search - the consumer searches for information on options from formal and informal sources.
3) Developing and evaluating alternatives - the consumer considers options that satisfy their needs.
4) Purchase decision - the consumer intends to purchase an option based on their evaluation and influences from others.
5) Post-purchase behavior - the consumer is satisfied and shares their experience, or dissatisfied and shares negative feedback.
CONSUMER BUYING BEHAVIOUR - INTRODUCTION TO MARKETING
Consumer markets are constantly changing, and marketers must understand new and emerging contexts to succeed
Widespread adoption of digital technologies has created a global consumer culture that affects local lifestyles and behaviors
Global consumer culture shapes cultural values and can significantly influence how individuals respond to marketing activities
Marketers need to understand both local and global nuances of a market and identify aspects that may impact consumer behavior
5. Retail Shopper Behaviour
Retail Shopper Behaviour, process of consumer buying in retail, Need recognition, stimulating need recognition, information search, types of buying decision
Consumer Decision Making Process
Consumer Behavior is the study of, how individual customers and groups select, buy, use, and dispose ideas, goods, and services to satisfy their needs and wants.
CH 03 Consumer and organizational behavior.pptx
1. Brand personality aims to shape how consumers feel about a company's products and services to elicit positive emotional responses and actions that benefit the firm.
2. There are three types of buying situations: new task purchases with no experience; modified rebuys that change suppliers or terms; and straight rebuys that are the same goods from the same supplier on the same terms.
3. Organizational buying involves multiple roles like initiators who begin the process, influencers who persuade others, and deciders with authority; and considers factors like quality, price, risk, and politics in evaluations.
Organizational buying.pdf
Organizational markets differ from consumer markets in several key ways. Organizational markets have fewer buyers, closer supplier relationships, geographical concentration, derived demand, larger buyers, inelastic demand, and fluctuating demand. Organizational markets include industrial markets, reseller markets, government markets, and nonprofit organizations. Organizational buying involves multiple participants and stages including problem recognition, information search, supplier evaluation, purchase, and performance evaluation. Many factors influence organizational buyers including economic considerations, personal relationships, environmental factors, organizational characteristics, interpersonal dynamics, and individual preferences.
Chapter 3: The Buying Behavior of Organizational Markets
Organizational markets differ from consumer markets in several key ways. Organizational markets have fewer buyers, closer supplier relationships, geographical concentration, derived demand, larger buyers, inelastic demand, and fluctuating demand. Organizational markets include industrial markets, reseller markets, government markets, and nonprofit organizations. Organizational buying involves multiple participants and stages including problem recognition, information search, supplier evaluation, purchase, and performance evaluation. Many factors influence organizational buyers including economic considerations, personal relationships, environmental factors, organizational characteristics, interpersonal dynamics, and individual preferences.
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Organizational Buyer Decision Roles and Buying Process
- 1. CONSUMER BEHAVIOUR ORGANIZATIONAL BUYER DECISION PROCESS & ORGANIZATIONAL BUYING ROLES 20-MBAK-51 | GH5840 Zainab Ghazi Group 10 20-MBAK-14 | GJ8150 Mahmood Shaikh Aligarh Muslim University
- 2. Organisation buying is the decision-making process by which formal organizations establish the need for purchased products and services and identify, evaluate and choose among alternative brands and suppliers. ORGANIZATIONAL BUYING
- 3. While buying decisions are made relatively easily and quickly by individual customers, organizational buying involves thorough and deep analysis Organisational Buying Process
- 4. Awareness and Recognition of Need 1 Specification and Research 2 Searching potential vendors 3 STEPS
- 5. Proposal Solicitation 4 Evaluation and selection of vendors 5 Order and Review 6 STEPS Post Purchase Evaluation 7
- 6. The first stage of the business buying process in which someone in the company recognizes a problem or need that can be met by acquiring a good or a service. Step 1: Awareness and Recognition of Need
- 7. At this stage of business buying Process Company describes the general characteristics and quantity of a needed item a) Definition of characteristic needed. b) development of product specifications Step 2: Specification and Research
- 8. At this stage the buyer determines the various sellers that have the ability to provide the required quantity and quality of the good or service. Step 3: Searching Potential Vendors
- 9. At this stage, The buying team asks for detailed proposals from the suppliers and analyses the proposals against previously developed criteria. Step 4: Proposal Solicitation
- 10. Shortlisted suppliers are then evaluated on the basis of price, performance and value for money. Step 5: Evaluation and Selection of Vendors
- 11. This step involves the selection of the final product and the supplier based on the information gathered during the Evaluation Process and the order is placed. Step 6: Order and Review
- 12. This step involves the selection of the final product and the supplier based on the information gathered during the Evaluation Process and the order is placed. Step 7: Post Purchase Evaluation
- 14. • The decision making unit of a buying organization is called its buying center. • All the individuals and units that play a role in the business purchase decision making process. • This group includes the actual users of the product or service , those who make the buying decision, those who influence the buying decision , those who do the actual buying and those who control buying information Buying Roles
- 16. Initiators • Those who request that something be purchased • They may be users or others in the organization • These are the people who “initiate” or start the buying process
- 17. Users • Those who will use the product or services • Users initiate the purchase process, generate purchase specs, and evaluate product performance after the purchase • In many cases the users initiate the buying proposal and help define the product requirements.
- 18. Influencers • People who influence the buying decision • They often help define specification and also provide information for evaluating alternatives • Technical persons are generally important influencers
- 19. Deciders • People who decide on product requirements or on suppliers and those who have authority to select the suppliers. • For major purchases, the final decision is taken by top management
- 20. Approvers • People who authorize the proposed action of deciders and buyers • They could also be personnel from top management or finance department or the users
- 21. Buyers • People who have formal authority to select the supplier and arrange the purchase terms • Buyers paly their major role in selecting vendors and negotiating • The buyers might include high level managers
- 22. Gatekeepers • People who have the power to prevent sellers or information from reaching members of the buying center • For example – purchasing agents , receptionists may prevent salespersons from contacting users or deciders.
- 23. C O N C L U S I O N • The complete seven-stage buying process describe applies to new tasks, which typically require more complex, involved purchasing decisions. • For rebuys and routine purchases, organizations use abridged versions of the process. • The buying roles group includes the actual users of the product or service , those who make the buying decision, those who influence the buying decision , those who do the actual buying and those who control buying information. • Important for organization building and efficiency