Webster and wind model
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Organisational buying decisions are influenced by environmental, organisational, and individual variables. Environmental variables refer to external factors outside the control of the buying organisation like economic conditions, technology, competition, and government regulations. Organisational variables relate to internal characteristics of the buying firm such as size, structure, and policies. Buying centre variables pertain to the people and dynamics within a buying group that evaluates potential purchases.
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Webster and wind model
Webster and Wind Model B2B Buying behaviour
Introduction: Webster and Wind (1972) developed a general model for organizational buying behaviour.
According to webster (1965), to understand Organizational Buying Behavior(OBB), it is necessary to examine both organizational and individual decision making, since, as emphasized by Webster and wind (1972), individual behaviour is the base of all organizational buying behaviour.
Environmental: For example, in a recessionary(COVID) economic condition, industrial firms minimize the number of items purchased. The environmental factors influence the buying decisions of individual organizations.
Organisational: These variables particularly influence the composition and functioning of the buying centre, and also, the degree of centralization or decentralization in the purchasing function in the buying organization.
Buying Centre and organisational Variable: A buying centre also called the decision-making unit, brings together "all those members of an organization who become involved in the buying process for a particular product or service“. OBB is influenced by the organizational variables, the environmental variables and the individual variables. The output of the group decision-making process of the buying centre includes solutions to the buying problems of the organization and also the satisfaction of personal goals of individual members of the buying centre.
Individual: Ultimately its individuals making the decision of buying or not or from where so characteristics of individuals, education, experience, values, income affects the buying behaviour
End: strengths of the model, developed in 1972, are that it is comprehensive, generally applicable, analytical and that it identifies many key variables, which could be considered while developing marketing strategies by industrial marketers. However, the model is weak in explaining the specific influence of the key variables.
These variables particularly influence the composition and functioning of the buying Centre and also the degree of centralization or decentralization in the purchasing function of the buying organization. The functioning of the buying Centre is influenced by the organizational variables
Buying roles
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1. Positioning involves designing a company's offering and image to occupy a distinctive place in customers' minds.
2. There are various positioning strategies such as attribute, benefit, user, and competitor positioning. Nestle successfully positioned Maggi noodles as a snack item for children between meals based on careful study.
3. Right positioning is critical for success, as wrong positioning strategies like underpositioning, overpositioning, confused positioning, and doubtful positioning can negatively impact sales.
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The document discusses retail communication mix and methods used by retailers to communicate with customers. It covers the key functions of retail promotion programs which are to inform, persuade and remind customers. It then discusses various communication methods including paid impersonal communication like advertising, paid personal communication through salespeople, unpaid impersonal communication through publicity, and unpaid personal communication through word-of-mouth. The document also covers types of retail promotions like price promotions, premiums, coupons, sampling and various in-store promotion techniques.
Webster and wind model
Webster and Wind Model B2B Buying behaviour
Introduction: Webster and Wind (1972) developed a general model for organizational buying behaviour.
According to webster (1965), to understand Organizational Buying Behavior(OBB), it is necessary to examine both organizational and individual decision making, since, as emphasized by Webster and wind (1972), individual behaviour is the base of all organizational buying behaviour.
Environmental: For example, in a recessionary(COVID) economic condition, industrial firms minimize the number of items purchased. The environmental factors influence the buying decisions of individual organizations.
Organisational: These variables particularly influence the composition and functioning of the buying centre, and also, the degree of centralization or decentralization in the purchasing function in the buying organization.
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Individual: Ultimately its individuals making the decision of buying or not or from where so characteristics of individuals, education, experience, values, income affects the buying behaviour
End: strengths of the model, developed in 1972, are that it is comprehensive, generally applicable, analytical and that it identifies many key variables, which could be considered while developing marketing strategies by industrial marketers. However, the model is weak in explaining the specific influence of the key variables.
These variables particularly influence the composition and functioning of the buying Centre and also the degree of centralization or decentralization in the purchasing function of the buying organization. The functioning of the buying Centre is influenced by the organizational variables
Buying roles
The buying center consists of all individuals and units involved in the business purchase decision making process. It includes actual users, decision makers, influencers, buyers, and those who control buying information. There are several key buying roles: initiators who request a purchase, users who will use the product, influencers who help define specifications and evaluate alternatives, deciders who select suppliers and products, approvers who authorize decisions, buyers who select suppliers and negotiate terms, and gatekeepers who control access to others in the buying center.
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Positioning
1. Positioning involves designing a company's offering and image to occupy a distinctive place in customers' minds.
2. There are various positioning strategies such as attribute, benefit, user, and competitor positioning. Nestle successfully positioned Maggi noodles as a snack item for children between meals based on careful study.
3. Right positioning is critical for success, as wrong positioning strategies like underpositioning, overpositioning, confused positioning, and doubtful positioning can negatively impact sales.
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The document discusses consumer motivation and the motivational process. It defines motivation as the driving force that impels individuals to action. The motivational process involves needs, both innate and acquired, that give rise to motives. These motives then lead to the selection of goals, both positive and negative. Needs are never fully satisfied and new needs emerge as old needs are met. Motivation is influenced by success, failure, and defense mechanisms. Motives can be aroused physiologically, emotionally, and cognitively. The document also discusses measuring motivation through qualitative research methods.
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Colgate rural marketing
- Colgate was founded in 1806 and is now a global personal care company headquartered in the US.
- In India, Colgate has over 50% market share in the oral care segment, manufacturing and marketing toothpaste, toothbrushes and other oral care products.
- Colgate faces competition from HUL and other players but maintains leadership through strong brand recognition, rural expansion, and launching new products tailored to Indian consumers.
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This is the analysis of how Dove evolved as a brand in the market and describes the marketing strategies
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The document discusses rural products and marketing strategies for rural markets in India. It notes that rural products should meet the unique needs and requirements of rural consumers. It outlines various categories of rural products including FMCG goods, consumer durables, agricultural inputs, and services. It also discusses key considerations for rural product development, pricing, distribution, and promotion strategies to ensure affordability, availability, and awareness in rural areas. Special adaptations are needed to effectively market to the rural consumer segment.
Personality in consumer behavior
A complete information is given starting from the meaning of personality to its theories to its relation to marketing.
How consumers' personality affect in their buying habit and everything related is explained.
Leveraging Secondary Brand Association
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Webster and wind model
- 2. Environmental Variables Organisational buying decisions Organisational variables Buying centre variables Individual variables