INDIVIDUAL BUYING BEHAVIOUR

1
INDIVIDUAL BUYING BEHAVIOUR

• Session 2
• Thursday, March 30 2000

2
SESSION OUTLINE

• Individual Decision-Making Process
•  Helen Subscribes to Electricity 
• Variables Affecting the Decision
• Characteristics of Industrial Buyers
• The Buying Centre

3
Customer Buying Process
Buyers mental evaluation of alternatives
Recognition of problem or need
Search for alternatives and info.
Purchase
Post purchase behavior
Influencing Factors

• Speed of repairs
• Product durability
• Extended warranty

• Depleted inventory
• Advertising
• Promotions
• Store display

• Past experience
• Brochures
• Catalogs

• Friends
• Social class
• Personality
• Lifestyle

• Store location
• Salesperson skill
• Availability of credit

Time Line
4
PSYCHOLOGICAL PROCESSES

• Motivation - Arousal
• Perception Formation
• Learning (cognitive, instrumental, operant)
• Attitudes - Values
• Personality - Lifestyle

5
TYPES OF PURCHASE SITUATIONS

• Extended Problem-Solving
• high risk
• Limited Problem-Solving
• learn-feel-do
• Routine
• learn-do-feel
• Impulse
• do-feel-learn

6
INDUSTRIAL BUYING BEHAVIOUR

• Professional Buyers
• Derived Demand
• Inputs in the Production Process

7
BUYING SITUATIONS

• New Task
• Modified Rebuy
• Straight Rebuy

8
BUYING CENTER

• User
• Buyer
• Decider
• Influencer
• Gatekeeper

9
NEXT SESSION

• Monday, April 3
• Market Analysis - Aggregated buying behaviour
• Chapter 5 and Readings in package